MM Mega Market Vietnam plans to feature more than 450 U.S. products at 12 centers, pairing a retail promotion with a U.S. trade mission aimed at expanding access to Vietnamese buyers.
The U.S. Department of Agriculture (USDA) delegation includes 43 agribusinesses, 37 trade organizations and representatives of three state agriculture departments. Its schedule includes meetings with Vietnamese importers and distributors and a retail launch at MM Mega Market An Phu. The promotion follows a Nov. 9 launch in Ho Chi Minh City.
U.S. exports of consumer-oriented products to Vietnam totaled $1.28 billion in calendar-year 2025, an 11% increase from 2024, a USDA market report says. That category does not measure supermarket purchases by Vietnamese households: some goods are processed or re-exported after import.
USDA staff say the growth of supermarkets and grocery stores is creating more openings for imported food. Traditional outlets still made up more than 83% of food retail revenue in 2024, according to the agency’s retail report.
Tariffs on U.S. consumer-oriented products and competition from countries that have free trade agreements with Vietnam remain challenges for American suppliers, USDA staff say. A U.S.-Vietnam trade framework announced in October 2025 called for preferential access for U.S. agricultural exports and action on trade barriers. The two governments said they would work toward a final agreement; the framework did not put the proposed access into effect.
Potatoes USA reported in August 2025 that Vietnam-based importers who took part in its October 2024 buyer mission had increased U.S. potato volumes by 20% and gained listings at Aeon and MM Mega. The organization did not specify the period used to calculate the increase.
MM Mega Market Vietnam’s promotion is scheduled to run nationwide from Thursday, Nov. 12, through Nov. 25.
