As part of the GEVA project, the workshop ‘Sustainable Packaging for Global Export’ was organized with the support of Ms. Xuan Le – Founder of Xuan Le Branding and an expert in international brand strategy and packaging.
During the session, Ms. Xuan Le emphasized that packaging today is not merely a protective layer for products; it has become a “passport” determining the ability of Vietnamese agricultural goods to access global markets. International consumers now demand a higher level of transparency and sustainability than ever before: packaging must be recyclable, eco-friendly, fully traceable, and free from harmful substances. These factors directly influence purchasing decisions as well as a product’s ability to overcome technical barriers in export markets.
In particular, each market has its own “rules of the game” when it comes to packaging:
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EU: The strictest regulations (PPWR). Priority is given to recycled content and mono-material design to facilitate recycling. Complete ban on microplastics.
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USA: FDA compliance (food safety) is paramount. Strong trend toward “Frustration-Free Packaging” (easy to open and optimized for logistics).
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Japan & South Korea: Extremely high aesthetic standards with meticulous details. Packaging must be refined and user-friendly (tear lines, reclosable features). Increasing shift toward reducing excessive plastic (over-wrapping).
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Middle East (UAE): Halal certification for packaging (ink, adhesives must be free from alcohol/animal fat). Packaging must withstand high temperatures and convey a premium look and feel (hot stamping, embossing).
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Australia & Canada: Similar to the EU/US in environmental expectations. Strict requirements for bilingual labeling (Canada: English – French) and standardized recycling symbols.
These variations require Vietnamese businesses not only to ensure product quality but also to “customize” packaging for each market—from materials and labeling to design. Packaging is the first point of contact between a product and consumers, and it plays a decisive role in overcoming technical barriers, carbon taxes, and environmental regulations.
GEVA remains committed to supporting businesses on their journey toward enhancing green export capabilities and building responsible, transparent, and sustainable Vietnamese agricultural brands.
About GEVA
The program “Green Export Incubation and Acceleration through Voluntary Sustainability Standards (VSS)” is funded by the Swiss Government and jointly managed by the International Trade Centre (ITC) and the Vietnam Trade Promotion Agency (VIETRADE), Ministry of Industry and Trade. The program is operated by KisStartup JSC from April 2025 to April 2026.
The project aims to enhance the green export capacity of Vietnamese enterprises (through the adoption of VSS) via a series of training, consulting, incubation–acceleration activities, and international market linkages to help businesses meet increasingly stringent global market requirements.
For further inquiries, please contact:
Fanpage: GreenExport Vietnam
Website: greenexport.vn
Email: hello@kisstartup.com
Phone: (+84) 0392 161 403 (Mr. Hieu)