Bringing the Story of Vietnamese Craftsmanship to an International Trade Fair in Hong Kong

A small pop-up card, light enough to sit in the palm of a hand, yet capable of unfolding an entire story: the hands that shaped it, 13 years spent living by the motto “Design Driven, Inspiring Happiness,” and a journey carrying Vietnamese craftsmanship out into the world. That is exactly what HMG Pop Up Paper brought along on its latest appearance at a major international trade fair in Hong Kong.

Behind the Booth Design: A Philosophy Built Over 13 Years

Amid rows of booths packed tightly together, HMG’s display space still stood out with its warm yellow-and-red palette, built around two core messages: “Design Driven, Inspiring Happiness” and “Company Culture, Bonding Happiness.” These weren’t just decorative slogans. They were the most concise introduction to a philosophy HMG has followed for over a decade: every product isn’t just made to be sold, but made to spread joy.

Behind the Booth Design: A Philosophy Built Over 13 Years

Standees around the booth featured images of the production floor, moments of internal team bonding, and a rotating seasonal collection — from festive Christmas designs to peach and apricot blossoms for Lunar New Year — arranged alongside real 3D pop-up card samples. Visitors could both “hear” the brand’s story and “touch” the product at the same time.

Why HMG’s Team Chose to Welcome Buyers in Áo Dài

One detail made the HMG booth easy to spot among the sea of tech, hardware, and fashion-accessory exhibitors: the team members representing HMG welcomed visitors while wearing the traditional Vietnamese áo dài. It was a deliberate choice, both a visual anchor and a subtle way of introducing Vietnamese identity before a single word about the product was even spoken.

Why HMG’s Team Chose to Welcome Buyers in Áo Dài

In brief but energetic conversations at the booth, HMG’s representatives walked international partners through each miniature pop-up card sample, exchanged catalogs, explained the design process, and listened closely to each buyer’s specific needs. That’s the essence of a B2B trade fair: not mass selling, but the start of long-term partnerships.

Face-to-Face Conversations That Grow Into Lasting Partnerships

The atmosphere at the booth was also captured in moments of connection with partners — from side-by-side conversations over sample products to a group photo with an international business representative in front of the brand backdrop. For HMG, every trade fair is more than a chance to showcase products; it’s an opportunity for the team to listen directly to the market, expand its network of wholesale buyers, and reinforce its position as one of Vietnam’s most trusted handmade pop-up card manufacturers.

Face-to-Face Conversations That Grow Into Lasting Partnerships

What Thirteen Years of Paper Craftsmanship Have Taught HMG

Thirteen years in, still working with paper, HMG holds onto one belief: a product can be manufactured at scale, but the feeling embedded in every handcrafted detail can never be copied. And at every international trade fair, that is exactly what the HMG team strives to convey — not just selling a product, but spreading a spirit: Inspiring Happiness, from Vietnam to the world.