850+ Visitors, 80+ Companies, New Partnerships: Made in Armenia Expo took place in Estonia

On 3–4 July, the Made in Armenia Expo took place in Tallinn, at the Kultuurikatel Creative Hub, bringing together around 80 Armenian producers to showcase the quality, diversity, and export potential of Armenian products.

According to the official report, the Expo welcomed more than 850 visitors. Numerous B2B meetings were organised with importers, retailers, restaurants, and distributors.

The exhibition featured an extensive selection of beverages, including wines, cognac, mineral water, and natural juices. The food category included dried fruits, fruit chips, fruit and vegetable preserves, jams, sauces and syrups, mountain honey, flavoured whipped honey, tea, aged vinegar, granola and granola bars, as well as traditional Armenian sweets such as pahlava and sujukh. Visitors also had the opportunity to discover premium confectionery products, including Arcolad chocolates, Grand Candy products, cookies, and halva.

Beyond the food and beverage sector, the Expo highlighted Armenia’s growing lifestyle and design industries. Exhibits included natural cosmetics, handmade soaps, natural oils, Armenian roses, fresh asparagus, leather accessories, jewellery, table linen, pillowcases, workwear, designer bags, scarves, and interior design items, demonstrating the diversity and export potential of Armenian producers across multiple sectors.

The exhibition was attended by the Minister of Foreign Affairs of Estonia, Margus Tsahkna, who visited the expo and met with exhibitors, reaffirming Estonia’s commitment to strengthening economic cooperation with Armenia and supporting initiatives that promote international trade and business partnerships.

Visionest Institute was also actively involved in the exhibition. Through its two export support programs implemented in Armenia, more than 20 participating companies shipped their products to Estonia and showcased them at the expo.

The CEO of Visionest Institute, Anu-Mall Naarits, attended the exhibition and supported the organizers by introducing Armenian products to foreign visitors, business representatives, and potential partners.

 The HASIS brand was among the Armenian producers represented at the Made in Armenia Expo in Tallinn. 

“We are delighted that the HASIS brand was represented at the Made in Armenia Expo in Tallinn. Participating in the exhibition provided us with a much clearer and more realistic understanding of the market, enabling us to identify which products are in the highest demand. It was especially encouraging to see sales recorded across a variety of Armenian brands during the Expo, reflecting genuine market interest. We are pleased that HASIS was among them, with several of our scarves being sold. We are grateful for the valuable dialogue, professional support, and the new opportunities this initiative has created,” said Hasmik Movsisyan, the founder of HASIS.

Another Armenian producer, Daroink, highlighted the expo as an important stepping stone towards international markets, emphasizing both the business opportunities created by the exhibition and the professional support provided throughout the initiative.

“It was particularly interesting to engage with visitors from various countries, which broadened our perspective and market understanding beyond Estonia. We would also like to extend our special thanks to Ms. Anu-Mall Naarits, Founder of the Visionest Institute, and the Honorary Consul of Armenia in Estonia, Piruza Harutyunyan, for personally visiting the expo and providing insightful feedback to all participating Armenian producers. Their observations, based on visitor behavior and feedback, were extremely useful and helped us better understand the opportunities and potential for exporting to these markets,” noted Nelli Simonyan, head of the Export department of Daroink.

The representative of Plushy Gold highlighted that the expo was an important step towards increasing brand visibility, receiving direct market feedback, and exploring new export opportunities.

“The Made in Armenia Expo in Estonia gave Plushy Gold the opportunity to present itself on an international platform, showcase Armenian products, study the demands of the European market, and establish new connections with buyers, partners, and representatives of the sector. We participated in the Expo with the aim of increasing the recognition of the Plushy Gold brand, receiving real feedback about our products, finding export partners, and discovering new opportunities to enter the European market,” said Susanna Chelikyan, the founder of Plushy Gold.

Following the successful completion of the Expo, the feedback session was organised in Yerevan for the participating Armenian companies. The feedback was presented by Piruza Harutjunjan and Anu-Mall Naarits.

During the meeting, producers received detailed market observations, product-specific recommendations, and practical advice on improving their export readiness. The session also served as a platform to discuss future opportunities and next steps for entering international markets.

According to the official report, the Made in Armenia Expo demonstrated that Armenian products have significant commercial potential in the Nordic-Baltic region when supported by targeted export promotion, effective country branding, and strategic market development efforts. Building on the success of the Expo, new initiatives, programmes, and potential collaborations are currently under discussion to further support Armenian producers, strengthen international partnerships, and create additional opportunities for market entry and export growth.