Vietnam is a huge emerging market with an estimated consumption of at least 5 billion stems a year. The horticulture sector in the country is growing rapidly. Cultivation is becoming more advanced, domestic demand is expected to increase, and according to experts, Vietnam has the potential to become one of the world's largest flower exports. So, an interesting market to enter or expand in. Also, Anthura, one of the world's leading experts in Anthurium and Orchid breeding, sees the large potential of the Vietnamese market. They are eager to get a stronger foothold in this market and will therefore be exhibiting at the upcoming HortEX Vietnam, which will be held from 1-3 March 2023 in Ho Chi Minh City.

With more than 80 years of experience, Anthura has become an expert in the field of Anthurium and Orchids. They use innovative techniques to develop sustainable varieties that find their way to the consumer via growers. The cutting-edge, high-quality research on Anthurium and Orchids results in the development of stronger plants as well as new colors and shapes. ​

More than 700 varieties are marketed in more than 70 countries. The employees in the Netherlands, Germany, North Macedonia, and China are driven to do better every day.​ "It's in our DNA to keep raising the bar and work closely together - both internally and externally - we are able to stay one step ahead in the market. Only together can we create the most beautiful product," says Frank Verhoogt, Account Manager South-East Asia.

This dovetails well with their mission to make the world more beautiful and to let everyone - anywhere - ​enjoy Anthuriums and Orchids.

Vietnam is a huge emerging market with a population of nearly 99 million. Vietnam has been securing socio-political stability and is known to be one of the most dynamic economies worldwide. Since 1991 the economic growth has averaged a stunning 7.5% each year. 

The IMF recently lifted the growth rate forecast for Vietnam by a full percentage point to 7% for 2022 and 6.7% for 2023. In addition, Vietnam is among nine nations in the world with the fastest-growing middle class in the coming decade. By 2030 Vietnam is expected to add 36 million people to its middle class. With these figures, Vietnam is by far the fastest-growing economy in the ASEAN (Association of Southeast Asian Nations) region. 

The high domestic consumption of flowers and plants makes Vietnam different from other flower-producing countries like Colombia, Ecuador, Kenya, and Ethiopia, where the domestic markets are relatively small. 

Hortex Vietnam
Hortex Vietnam will be held from 1-3 March 2023 at the Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City. By being present at the HortEx Vietnam exhibition in 2023, Anthura acknowledges the large potential of the Vietnamese market and is aiming to get a stronger foothold in this exciting emerging market. 

During HortEx Vietnam 2023, The Netherlands is a partner country of the exhibition and will host a sustainable Netherlands Pavilion. More information can be found here (in Dutch): 

For more information:
HortEx Vietnam