Creative Packaging Boosts Export Value

A creative, sophisticated, eco-friendly packaging design that aligns with local cultural values can increase the value of export products by 10%–30%, and even influence consumers’ purchasing decisions.
Packaging today is no longer just the “outer shell” of a product — it is the language of a brand, reflecting a company’s story, commitment, and vision. A thoughtful, environmentally friendly design that resonates with local culture can significantly enhance the value of export goods and determine their competitiveness in global markets.

A thoughtful, environmentally friendly design that resonates with local culture can significantly enhance the value of export goods and determine their competitiveness in global markets.

1. The Product’s “Passport”

Sharing in-depth insights from the U.S. market — the world’s largest importer with an annual value of over USD 3.5 trillion — Mr. Đỗ Ngọc Hưng, Representative of the Vietnam Trade Office in the U.S., noted that American consumers, especially Gen Z, are willing to pay higher prices for products with eco-friendly packaging. Major retail chains in the U.S. now require suppliers to meet recycled packaging standards and minimize virgin plastic.

“The trend of using QR codes allows consumers to trace the entire journey of a product — from raw materials, farming areas, and factories to food safety certifications. Packaging must ensure traceability and transparent information. It is not just an outer layer; it is the product’s ‘passport.’ Therefore, packaging design should incorporate national brand identity. High-quality Vietnamese products need to tell stories about origin, culture, and community value. In the U.S., products featuring elements of traditional Vietnamese culture have already made an appearance,” Mr. Hưng said.

2. Stricter Regulations on Eco-Friendly Packaging

Commenting on the trend of green packaging and sustainable development, Mr. Lê Hoàng Tài, Deputy Director General of the Vietnam Trade Promotion Agency (Ministry of Industry and Trade), said major export markets such as the EU, U.S., Japan, and South Korea have implemented stringent regulations on eco-friendly packaging. Reducing plastic and increasing the use of recycled, reusable, or biodegradable materials is not only a legal requirement but also an ethical commitment to the planet.

This shift presents challenges but also offers a “golden opportunity” for Vietnamese enterprises to transform and assert their responsibility and position in global green supply chains.

“Packaging is closely tied to brand strategy. Consumers today don’t just buy products — they buy values, trust, and brand experiences. A strong brand must be consistently represented through quality, design, messaging, and packaging. Packaging is a ‘silent ambassador,’ the first touchpoint between a business and its customers. If invested in properly, packaging can help Vietnamese brands shine in the minds of global consumers,” Mr. Tài emphasized.

Sharing in-depth insights from the U.S. market — the world’s largest importer with an annual value of over USD 3.5 trillion.

3. Investing in Brand Identity

From his experience supporting exporters to the U.S., Mr. Đỗ Ngọc Hưng suggested that Vietnamese businesses should comply with packaging guidelines from major retailers regarding size, material, biodegradability, and transportation standards. This compliance helps Vietnamese goods penetrate retail chains more deeply, reduce logistics costs, and avoid return risks.

Additionally, enterprises should invest in brand identity through visuals and storytelling, avoiding generic or incomplete packaging information. He recommended working with consulting agencies or professional design firms to develop distinct identities for key product groups such as coffee, cashews, handicrafts, and processed foods.

Digital distribution channels should also be maximized. Platforms like Walmart Marketplace, Amazon, and Costco are essential gateways to U.S. consumers. When exporting through e-commerce, packaging and branding act as the “ambassadors” that shape consumer perception.

“Packaging and branding are not merely external layers. They are the first messages, creating strong emotional and visual impressions. By investing more in packaging, Vietnamese brands can strengthen their foothold in the U.S. and win over other demanding markets,” he added.

Vietnamese businesses should comply with packaging guidelines from major retailers regarding size, material, biodegradability, and transportation standards.

4. Leveraging Vietnam’s Strengths

Recognizing Vietnam’s significant strengths in industrial packaging — including modern printing and design capabilities, competitive costs, and a young, adaptable, creative workforce — Mr. Lê Hoàng Tài noted that with the right combination of design, technology, and storytelling, Vietnamese businesses can achieve greater success at home and abroad.

To support enterprises in enhancing product packaging, he said the Vietnam Trade Promotion Agency will increase training and advisory programs on packaging design and brand development for export markets. They will also guide businesses in transitioning to circular, eco-friendly packaging models and building sustainable national export brands. Further trade promotion activities will be integrated with green standards and brand development.

“The Ministry of Industry and Trade’s goal is not only to help businesses export products, but also to export Vietnamese cultural values, spirit, and brand identity. With supportive policies from the government, creativity from businesses, and collaboration from support organizations, Vietnam’s packaging industry is poised for a breakthrough, contributing to national brand development and sustainable export growth,” Mr. Tài affirmed.

As Vietnam expands its global economic integration, its products have reached over 200 markets worldwide.

5. Packaging & Branding — Defining the Global Position of Vietnamese Goods

As Vietnam expands its global economic integration, its products have reached over 200 markets worldwide. However, for Vietnamese goods to go farther and stand stronger, businesses must focus not only on product quality but also on packaging and branding — two decisive factors that shape product identity and differentiation in the eyes of global consumers.

 

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Operating under the motto of “Pioneering Quality,” Hoang Vuong consistently aims for sustainable and environmentally friendly packaging solutions. We proudly hold the following certifications: FSC Certification, GMI Certification, G7 Certification, ISO 9001:2015

With over 15 years of experience in the paper packaging industry and a solid brand reputation, Hoang Vuong is a leading private paper packaging enterprise in Vietnam, partnering with numerous major brands locally and internationally. We accompany your company on the journey of innovation, seeking differentiation through continuous improvement. Your success is both an achievement and motivation for us to continue innovating and maintaining professionalism.

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