While Canada is perceived positively in Vietnam, a limited awareness of the benefits of Canadian food and Canadian agri-food product persists. To expand the presence of Canadian food in Vietnam, a digital marketing and e-commerce campaign with complementary partner promotions was launched in May 2023 and has been running ever since. Canada has been working with major e-commerce platforms in Vietnam, Shopee and Grab, to feature Canadian agri-food product on the “Canada, Cá Là Ðã!” (CANADA, BET IT'S EXTREMELY GOOD!) product showcase. Complementing the e-commerce promotions, at least three (3) partner initiatives (e.g., retail, chef training, cooking competitions) are organized annually to raise the visibility of Canadian products, the Canada Brand and drive traffic to the e-commerce platforms and retailers selling Canadian food. Digital marketing campaigns also take place throughout the year, which includes extensive social media collaborations and a Taste Canadian Food consumer website.
