ZIMBABWE’S trade development and export promotion agency, ZimTrade, will this month embark on a market scan mission to Vietnam and Thailand as it steps up efforts to unlock new export opportunities in Southeast Asia.
The mission is aimed at strengthening Zimbabwe’s market intelligence and positioning local companies for entry into key international trade platforms, particularly in fast-growing Asian economies.
As part of the programme, ZimTrade will undertake a learning visit to THAIFEX–Anuga Asia, one of the region’s leading food and beverage exhibitions, scheduled for May 26 to 30.
“Thailand is a strategic gateway to the ASEAN market and the purpose of this visit is to gain firsthand insights into the exhibition’s structure, standards and potential benefits for Zimbabwean companies,” the agency said. “The visit will enable ZimTrade to evaluate the relevance of THAIFEX as a future platform for Zimbabwe’s export promotion efforts, particularly in the agro-processing sector.
“Importantly, the findings and insights gathered will be disseminated to Zimbabwean businesses through targeted feedback sessions, reports and capacity-building programmes.”
ZimTrade said the initiative is designed to ensure that a wider pool of exporters benefits from the insights gained, while also shaping future outward seller missions and participation in international exhibitions.
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The agency noted that Vietnam and Thailand are rapidly expanding economies with growing demand for high-quality agricultural and processed food products.
“This presents a strategic opportunity for Zimbabwe to diversify export markets and position its products within dynamic Asian value chains,” it said.
Thailand, one of Southeast Asia’s most diversified economies, plays a central role in regional trade networks. As the second-largest economy in mainland Southeast Asia, it has developed strong capabilities in manufacturing, agro-processing, electronics and automotive production.
The country also serves as a key trade hub within the Association of Southeast Asian Nations, linking regional supply chains to global markets. It remains one of the most open economies in the region, with a heavy reliance on international trade.
According to Trade Map, Thailand recorded a persistent trade deficit between 2021 and 2025, widening sharply to US$22,15 billion in 2022 before easing to around US$11–12 billion between 2023 and 2025. The trend points to rising trade volumes alongside increasing import dependence.
Vietnam, meanwhile, reflects a rapidly industrialising, export-driven economy, where demand is strongest for production inputs rather than finished goods.
ZimTrade said local exporters should begin preparing for participation in future editions of THAIFEX-Anuga Asia and similar platforms by improving product quality and consistency, investing in internationally-compliant packaging and certification, and aligning production processes with global food safety standards.
Early preparation, the agency added, will position Zimbabwean companies to tap into emerging trade opportunities and compete more effectively on the global stage.