The event, co-organized by the Vietnam Trade Office in the U.K. and TT Meridian, a local importer of Vietnamese fresh produce, aims to build a national lychee brand and encourage broader recognition of Vietnamese fruits in a competitive, high-end market. Promotional materials, special displays, and discounts on fresh lychees are featured in Vietnamese supermarkets across London.

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Vietnamese lychees make sweet impression on U.K. consumers.

A dedicated website, www.vietnameselychee.uk, has also been launched to provide product information and retail locations.

According to Le Dinh Ba, Trade Counselor of Vietnam in the U.K., the campaign is part of a long-term strategy to foster consumer habits and market presence for Vietnamese goods in Europe. He expressed his hope that the model could be expanded to other regions of the U.K. and applied to other Vietnamese agricultural products in the future.

On the opening day, the event drew many customers at Bao Long supermarket in Deptford, an area with a large Vietnamese population. Consumers from various backgrounds showed their interest in the fruit after encountering eye-catching posters or learning about the promotion via social media.

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During Vietnamese Lychee Week, Vietnamese supermarkets in London display posters promoting the Vietnamese fruit.

TT Meridian’s product development manager, Sarah Lam, said the initiative helps U.K. consumers better understand Vietnamese lychees and compare their quality with other tropical imports. She emphasised the importance of consistent product standards and urged continued government support in origin traceability, regional planning, and trade facilitation.

Lam also highlighted TT Meridian’s collaboration with Mova Plus, a Vietnamese exporter, as a successful model, noting the strong potential of Vietnamese enterprises to access major markets like the U.K.

Source: VNA