The 89th Thessaloniki International Fair (TIF), held from September 6 to September 14, 2025, in Thessaloniki, Greece, has once again proven its reputation as the largest commercial gathering in the Balkan region. Drawing an impressive 1,100 participants—including leading businesses from Greece, the Balkans, and 19 countries worldwide—the event buzzed with opportunity, international flair, and a palpable sense of cross-cultural exchange. Yet for many, it was the vibrant presence of Vietnam that truly caught the eye and sparked conversation.
Vietnam’s corner at the fair, organized by the Vietnam Embassy in Greece, stood out not only for its colorful display but also for its diverse offerings. The area featured booths from the Embassy itself and three Vietnamese enterprises, each showcasing a rich array of products: from traditional foods and intricate handicrafts to dried fruits, specialty teas, and robust Vietnamese coffee. According to Nhan Dan, the display was intentionally designed to evoke the spirit and culture of Vietnam, drawing in curious visitors from all walks of life.
And what a crowd it was! The fair attracted tens of thousands of visitors each day, providing an unrivaled platform for Vietnam to introduce itself to the Greek public, regional businesses, and the wider world. The Vietnam booth quickly became a hub of activity, attracting attention from high-profile figures such as the Deputy Minister of Economy and Development of Greece, ambassadors from Bangladesh and Pakistan, representatives from the Indian Ministry of Textile and Garment, as well as numerous Greek business associations and everyday citizens. The Embassy’s efforts were clearly paying off, as the Vietnam corner became a focal point for both official delegations and the general public.
But it wasn’t just about putting on a good show. The Vietnam Embassy in Greece took the opportunity to foster meaningful business connections. As reported by VietnamPlus, introductions and networking sessions were organized between Vietnamese companies and Greek partners, with a particular focus on dried fruit products and the labor supply market. The aim? To open new avenues for trade and cooperation, building on Vietnam’s strengths and meeting the needs of Greek enterprises.
One of the highlights of the fair was the opening ceremony on September 6, 2025, which featured a keynote speech by Greek Prime Minister Kyriakos Mitsotakis. Vietnamese Ambassador to Greece, Pham Thi Thu Huong, was in attendance—a testament to the importance placed on this event by both nations. According to Nhan Dan, the Prime Minister’s address was considered a major policy statement, drawing keen interest from the business community and government officials alike.
Ambassador Pham Thi Thu Huong made the most of the occasion, engaging in a series of high-level meetings to further cement Vietnam’s growing ties with Greece. She met with Greek Vice President Konstantinos Chatzidakis, introducing him to the Vietnam booths and discussing the long-standing friendship and fruitful cooperation between the two countries. This year holds special significance, marking the 50th anniversary of diplomatic relations between Vietnam and Greece—a milestone celebrated through both formal meetings and cultural exchanges at the fair.
The Ambassador also sat down with Koukia A. Saranti, Chairwoman of the Greek Industrial Union in Thessaloniki, to explore new opportunities for collaboration. Their discussions focused on potential partnerships in construction materials and agricultural products—sectors where both countries see great promise. As VietnamPlus noted, both sides agreed to organize direct and online meetings between businesses in the near future, signaling a commitment to turning dialogue into action.
Beyond the bustling halls of the Thessaloniki fairgrounds, Vietnam’s diplomatic mission in Greece was busy on other fronts as well. From September 4 to September 6, 2025, the Embassy held the “Vietnam-Greece Day” event in the city of Edessa. This celebration featured two main activities: a Vietnamese Culinary Festival, which introduced Greek attendees to the flavors and techniques of Vietnamese cuisine, and Vietnamese Film Days, offering a window into the country’s cinematic storytelling. The events were met with enthusiasm from locals, further deepening the cultural bonds between the two nations.
All these efforts form part of a broader strategy of economic diplomacy, aimed at bringing the image of Vietnam closer to the Greek business community, the Balkan region, and the world. The Embassy’s proactive approach—combining trade promotion, cultural exchange, and high-level engagement—reflects Vietnam’s growing confidence and ambition on the international stage.
For Greek businesses, the fair was a chance to discover new products and partners. For Vietnamese enterprises, it was an invaluable opportunity to showcase their wares, learn about the Greek market, and forge connections that could lead to future investment and collaboration. According to Nhan Dan, the event’s sheer scale—tens of thousands of visitors daily—meant that even small interactions could have outsized impacts, generating buzz and opening doors for years to come.
The 89th Thessaloniki International Fair also served as a reminder of the enduring power of face-to-face diplomacy, even in an increasingly digital world. While both sides agreed that future cooperation would include online meetings to maximize participation, the excitement and energy of the in-person event were unmistakable. Judging by the crowds around the Vietnam booth and the warm reception from Greek officials, there’s little doubt that these efforts are laying a strong foundation for deeper ties.
As the fair drew to a close, the sense of accomplishment was palpable. Vietnam had not only made a splash at one of the region’s premier trade events, but had also strengthened its diplomatic and commercial relationships in meaningful, lasting ways. The Embassy’s careful planning, the businesses’ enthusiastic participation, and the open-mindedness of Greek partners all contributed to a successful showing—one that bodes well for the future of Vietnam-Greece cooperation.
With the 50th anniversary of diplomatic relations as a backdrop, and new business connections taking root, the 89th Thessaloniki International Fair stands as a milestone in the evolving partnership between Vietnam and Greece. The hope, shared by many on both sides, is that this year’s achievements will spark even greater collaboration, innovation, and friendship in the years ahead.