On 25–26 June 2026, Ho Chi Minh City will welcome the inaugural Premium Beverage Experience Vietnam 2026 (PBEX Vietnam), the country’s first event dedicated exclusively to the world of premium beverages and fine food.
More than a trade exhibition, PBEX Vietnam introduces a sophisticated new model for industry engagement, bringing together over 75 premium beverage and gourmet food producers within 40 curated exhibitor lounges, alongside buyers, importers, distributors, retailers, hospitality professionals, and influential industry leaders from across Southeast Asia.
Hosted at The ADORA Center, the event has been conceived as a relationship-driven platform that reimagines how business is conducted in the premium food and beverage sector. Moving beyond the conventional trade fair format, PBEX Vietnam combines elegant lounge-style meeting spaces, curated tastings, pre-arranged business appointments, educational experiences, culinary showcases, smart networking technology, and immersive cultural moments, all designed to encourage meaningful conversations and long-term commercial partnerships.
Yet the vision extends beyond commerce. At its core, Premium Beverage Experience Vietnam celebrates the power of food, beverages, and hospitality to bring people together. By fostering shared experiences, the event seeks to strengthen cultural understanding, friendship, and collaboration between Italy, Vietnam, and the broader Southeast Asian region.
Organized by United Experience, a joint venture between Fiere Italiane SEA and BolognaFiere Group, the event reflects a growing global demand for more effective, human-centered approaches to business networking and market development.
The inaugural edition will offer an exceptional window into the richness and diversity of Italy’s premium beverage sector through the participation of national institutions, leading consortia, and respected importer-retailer partners.
Among the featured participants is the Italian Trade Agency (ITA), presenting 16 producers from seven distinct Italian regions. Joining them is Italia del Vino Consorzio, representing 24 producers from some of Italy’s most celebrated estates, including Ferrari, Marchesi di Barolo, Zonin, and Santa Margherita.
By partnering with trusted names in the Vietnamese market, including Red Apron, WINECELLAR.vn, Vinoteka, and Ideal Wine, the event creates a bridge between international producers and local market opportunities. This strategic integration reflects United Experience’s commitment to local relevance while providing a direct pathway from discovery to distribution.
With an anticipated attendance of 600-800 qualified industry professionals and premium beverage enthusiasts, Premium Beverage Experience Vietnam arrives at a pivotal moment for the market.
Vietnam has rapidly emerged as one of Southeast Asia’s most dynamic food and beverage destinations, driven by a flourishing hospitality industry, increasing consumer appreciation for premium international products, and a new generation of industry professionals redefining the market’s future.
As a strategic gateway to the broader ASEAN region, Vietnam presents compelling opportunities for producers seeking authentic market engagement and sustainable long-term growth throughout Southeast Asia.
To ensure world-class execution, United Experience has partnered with Henoto, one of Vietnam’s leading exhibition and event contractors, and the Vietnam Sommelier Association, whose expertise will contribute to both masterclass facilitation and program development.
The event is further supported by the Italian Trade Agency (ITA), the Consulate General of Italy in Ho Chi Minh City, and VinExad, reinforcing the strong institutional commitment behind this landmark initiative.
United Experience is an international company dedicated to creating events, communication projects, and multimedia content that foster meaningful connections and business growth. As a joint venture between Fiere Italiane SEA and BolognaFiere Group, the company combines creative vision with organizational expertise to develop innovative trade fair concepts and international initiatives.
Operating across the United States, Italy, and Vietnam, United Experience is committed to strengthening relationships between industries, cultures, and global markets through experiences that inspire collaboration, knowledge exchange, and long-term success.