Export Figures Reveal Surging Demand (Image Credits: Upload.wikimedia.org)
Ho Chi Minh City – Italian cured meats drew significant attention at the Food & Hospitality Vietnam 2026 event, where industry associations showcased premium products amid robust export growth. Associations ASSICA and IVSI manned a dedicated stand, offering insights into Italy’s salumi heritage and market opportunities. The three-day fair, held from March 24 to 26 at the Saigon Exhibition & Convention Center, featured tastings and seminars that highlighted Vietnam’s rising demand for high-quality European meats.[1][2]
Export Figures Reveal Surging Demand
Italy’s cured meats exports to Vietnam reached 68 tonnes in 2025, valued at €574,000. This marked a 56.3% increase in volume and 9.6% rise in value compared to the previous year.[1] Slaughter products also performed strongly, with 9,947 tonnes exported at €9.4 million, up 41.9% in volume and 24.2% in value.
Cooked ham led the growth, followed by cured raw ham. Mortadella, pancetta, and other varieties showed promising signals as Vietnamese tastes evolved toward premium options. Davide Calderone, director of ASSICA, noted the country’s enormous potential as a fast-growing market.[1]
| Category | Volume (tonnes) | Value (€) | Volume Growth | Value Growth |
|---|---|---|---|---|
| Cured Meats | 68 | 574,000 | +56.3% | +9.6% |
| Slaughter Products | 9,947 | 9.4 million | +41.9% | +24.2% |
Guided Tastings Bring Italian Flavors to Life
Chef Cristian Broglia led guided tasting sessions throughout the event. These highlighted the unique characteristics, ideal pairings, and regional identities of select Italian cured meats. Attendees sampled products that embody Italy’s tradition of quality and innovation.
The sessions engaged visitors from the Horeca sector, fostering discussions on business opportunities across Southeast Asia. Staff at the ASSICA and IVSI stand provided detailed information on products and export pathways. Such interactive elements strengthened Italy’s position in the premium segment.[1]
Institutional Seminar Draws Key Players
The Italian Trade Agency and ASSICA organized a seminar on March 25. Italy’s Ambassador to Vietnam, Marco Della Seta, opened the event by stressing the importance of trade ties and promoting agri-food excellence. Ilaria Piccinni, director of the Italian Trade Agency in Ho Chi Minh City, affirmed the market’s significant potential.
Calderone closed the session with insights into export prospects. “Participation at Food & Hospitality Vietnam 2026 confirmed our goal to strengthen relationships with local partners, promote awareness of Italian agri-food excellence, and support the export of Italian cured meats,” he stated.[1] The gathering attracted strong attendance from industry representatives.
Products Poised for Vietnamese Palates
Cooked ham emerged as the most dynamic category, reflecting shifting consumer preferences. Cured raw ham followed closely, with mortadella ranking third in appeal. Pancetta and other cured meats rounded out the offerings, each showcasing distinct regional flavors.
Visitors explored these through hands-on activities and expert guidance. The market, open to Italian products since 2008, continues to deliver encouraging results. ASSICA supports companies via events like this to promote salumi as symbols of quality.[1]
- Cooked ham: Leading growth driver
- Cured raw ham: Strong secondary performer
- Mortadella: Third in rankings
- Pancetta: Positive demand signals
- Other cured meats: Diverse regional varieties
Key Takeaways
- Exports surged over 50% in volume for cured meats in 2025.
- Seminar featured ambassador and trade agency leaders.
- Tastings emphasized pairings and regional heritage.
Italy’s presence at Food & Hospitality Vietnam 2026 underscored a strategic push into Southeast Asia’s dynamic markets. With export numbers climbing and partnerships forming, Italian cured meats stand ready to satisfy evolving tastes. What are your favorite Italian salumi pairings? Share in the comments.[1]
