The Biggest Trade Fairs in Germany for Vietnamese Companies: A Guide for Exhibitors

Germany is one of Europe’s most important trade-fair markets. Every year, thousands of international companies come to Germany to meet buyers, distributors, importers, retailers and business partners.

For Vietnamese companies looking to enter the European market, German trade fairs can be an important part of an international sales strategy.

But which trade fairs are worth considering?

The answer depends on your industry.

Below are some of the most important German trade fairs for Vietnamese companies, together with practical advice on how to prepare for your exhibition — including how to create professional photo and video content for your European marketing.

1. Anuga – Cologne

Best for: Food, beverages and agricultural products

For Vietnamese food and beverage companies, Anuga in Cologne should be one of the first German trade fairs to consider.

Anuga is one of the world’s major international food and beverage trade fairs. The 2025 edition brought together more than 8,000 companies from 110 countries and more than 145,000 trade visitors from over 190 countries. The next edition is scheduled for 9–13 October 2027 in Cologne.

The exhibition covers ten specialist areas, including:

This makes Anuga particularly interesting for Vietnamese exporters of coffee, seafood, processed food, fruit, vegetables, spices, noodles, sauces, beverages and other food products.

Vietnamese companies already exhibit at Anuga

This is particularly relevant for Vietnamese businesses.

The official Anuga exhibitor database includes Vietnamese companies such as Nafoods Group JSC, Phu Thinh Food Processing Export JSC, PHUC THINH EXPORT IMPORT / INVESTMENT CORPORATION and Tien Thinh Group JSC.

That means Anuga is not simply a theoretical opportunity for Vietnamese companies — Vietnamese businesses are already using the exhibition to present their products internationally.

Video opportunity

For a Vietnamese food company, Anuga can provide excellent material for:

A professional videographer can film the booth, products and management interviews during the exhibition and create content that continues to be used after the event.

2. HANNOVER MESSE – Hannover

Best for: Manufacturing, machinery, automation and industrial technology

For Vietnamese manufacturers, HANNOVER MESSE is one of the most important German exhibitions to consider.

The official organizer describes HANNOVER MESSE as the world’s leading trade fair for the manufacturing industry. The exhibition brings together companies from electrical engineering, mechanical engineering, digital technology and energy, with major themes including automation, digitalization, energy, logistics and industrial technology.

The 2026 edition attracted around 110,000 visitors from around the world, with approximately 40% of visitors coming from outside Germany.

For Vietnamese companies, this makes HANNOVER MESSE particularly relevant to:

Why video is particularly useful here

Industrial products are often difficult to explain with photographs alone.

A Vietnamese manufacturer can use video to demonstrate:

A good exhibition video can combine product demonstrations with interviews from the company’s engineers or management.

For example, a Vietnamese machinery company could produce a 90-second HANNOVER MESSE film showing its booth, machinery operating, a product specialist explaining the technology and a CEO discussing the company’s European expansion.

3. Automechanika Frankfurt

Best for: Automotive and automotive components

Vietnam has a growing automotive manufacturing and component industry, making Automechanika Frankfurt another important German trade fair.

Automechanika describes itself as a leading international trade fair for the automotive aftermarket and has an international network of events around the world.

Vietnamese companies involved in:

may find the event relevant to their European expansion.

What should an automotive exhibitor film?

Automotive products can benefit greatly from professional visual content.

Consider filming:

If your company already has European customers, filming a customer testimonial in Germany can be even more valuable than simply filming the exhibition stand.

4. MEDICA – Düsseldorf

Best for: Medical technology and healthcare

Düsseldorf is home to MEDICA, one of the major international events for the medical technology and healthcare sector.

This makes Düsseldorf particularly relevant for Vietnamese companies producing:

For a Vietnamese medical-technology company, participating in a German exhibition can also be an opportunity to demonstrate its credibility to European distributors and potential customers.

Video content for medical companies

Medical technology requires careful communication.

A video can explain a complicated product much more clearly than a sales brochure.

Possible content includes:

Product demonstration

Show how the device works.

Expert interview

A technical representative explains the technology.

Corporate film

Present the company’s manufacturing and quality-control capabilities.

Trade-fair film

Show the company’s European market activity.

Because medical products can involve sensitive information and demonstrations, filming should be planned carefully with the exhibitor and exhibition organizer.

5. drupa – Düsseldorf

Best for: Printing, packaging and industrial printing technology

Vietnam has a strong manufacturing and packaging industry, making drupa in Düsseldorf potentially interesting for Vietnamese companies involved in printing and packaging.

The event is particularly relevant to manufacturers of:

For machinery manufacturers, video can be particularly valuable because the product often needs to be seen operating.

A short video can demonstrate the complete process:

Input → machine → production → finished product

This can then be used by the sales team when approaching European distributors and customers.

6. K – Düsseldorf

Best for: Plastics and rubber

Vietnamese plastics manufacturers and suppliers may also consider K in Düsseldorf, one of the world’s major events for the plastics and rubber industry.

Potential Vietnamese exhibitors include companies involved in:

For these companies, a professional video can demonstrate both the product and manufacturing capability.

A production could combine exhibition footage with factory filming in Vietnam or Germany.

This creates a stronger corporate story:

Vietnamese manufacturing capability + European market presence.

7. Ambiente – Frankfurt

Best for: Consumer goods, home, dining and lifestyle products

Vietnamese companies producing consumer products, homeware and lifestyle goods may find Ambiente in Frankfurt particularly interesting.

Potential product categories include:

For consumer brands, visual presentation is especially important.

Instead of only filming the exhibition booth, consider producing a commercial-style product video.

For example, a Vietnamese homeware manufacturer could create a European lifestyle video showing the product being used in a modern German home.

This can create content for:

8. EuroShop – Düsseldorf

Best for: Retail technology, store design and equipment

Vietnamese companies involved in retail equipment, furniture, displays, lighting, digital signage and store technology may consider EuroShop in Düsseldorf.

The exhibition attracts companies involved in the design and operation of retail environments.

For Vietnamese manufacturers, the event can be an opportunity to meet European retailers, distributors and project companies.

Video can demonstrate:

A production team can also film completed installations in Germany to create a stronger case study.

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