U.S. products to debut in Hanoi.

Almost twenty years ago this April, the United States closed its military involvement in Vietnam. With the "Vietnamerica Expo 94," beginning April 21 for 4 days in Hanoi, the two countries open the doors for business. It's a decision that both countries have been anxiously anticipating.

About 45 U.S. companies have signed up for the trade show. "Vietnamerica" will be held at the Vietnam Exhibition Fair Centre, and for the first time ever, all the products will be American.

President Clinton's lifting of the trade embargo on Feb. 3 opened the way for U.S. companies to trade and invest as much as $9 billion in Vietnam.

The Expo is being organized by Vietnam Investment Information & Consulting (VIIC) that has offices in San Diego, Ho Chi Minh City and Hanoi. The agency assists its clients in investment projects, including real estate development, hotel construction, manufacturing, tourism, trading, and heavy and light industry. According to its executive director, Hung Le, there will be some homework for American companies coming to Vietnam. "Americans will need to look at the whole situation and realize their investment should be for the long term."

"The Vietnamese have been anticipating the return of the Americans," Le said. "The Vietnamese will welcome the Americans back, knowing it will mean a better life for the people." There were celebrations in Vietnam when the lifting of the embargo was announced, and within five hours, Coca Cola and Pepsi had signed contracts and were giving away free samples.

Ellen Numis, director of sales and marketing for Jardine-Radix International in Los Angeles will be representing her firm at the Expo. She believes Jardine-Radix has the infrastructure in place to capitalize on the opportunity to do business with Vietnam.

"We have had three offices in Vietnam for two years, in Ho Chi Minh City, Hanoi and Dong Ha, and because of the experience of Jardine Freight Services in Asia, we're in good shape to offer our clients the shipping services required."

According to Le, American goods have never left Vietnam. Vietnamese relatives outside Vietnam have kept a steady flow of American products into Vietnam. "Some of these goods sell for two or three times what they cost in America, the black market has been going strong since 1975."

Le left Vietnam in April 1975 when he was sixteen. His motivation for setting up the trade show is to, "help Vietnam and the people of Vietnam."

Bill Willert, an American from St. Louis, has similar reasons for opening up his manufacturing operation in Vietnam. "This is an opportunity to help the Vietnamese and give something back to the country," Willert said.

Willert Home Products, Inc. produces home supplies such as household air fresheners, fly swatters, potpourri, kitchen scrubbers, among other items. It has four factories in the United States. Of the 380 employees, 20% are Vietnamese refugees. "The Vietnamese are excellent employees," Willert said, "dedicated, hard-working, appreciative and thankful to Americans."

Vietnam will not be new to Willert. He was a gunners mate on the U.S.S. Stoddard destroyer escort during the Vietnam War. He traveled the coast of Vietnam from the Demilitarized Zone to Ho Chi Minh City (then Saigon). He hopes to set up his operation in Nha Trang, which is about a 10-hour drive from Ho Chi Minh City.

Willert found the Vietnamese in Nha Trang have a good image of Americans and are very courteous. He speaks of the "huge crescent beach, seeing four cars in four days, countless motor scooters and the feeling of being in another time."

From the mid-1970s, Vietnam developed economic ties with the USSR and other Asian and European countries. Taiwan is Vietnam's largest trading partner. Other major trading partners include Singapore, Japan, Hong Kong, France, and Germany.

During 1984 and 1985, Vietnam approached the United States in the hopes of returning to normal diplomatic relations. Over time and much diplomatic ground, progress has been made on the issues of American soldiers Missing In Action and Vietnam's relationship with Cambodia. In Feb. 1992 the United States agreed to humanitarian aid for Vietnam, and in December, the United States announced that U.S. companies could set up offices in Vietnam.

Along with lifting the economic ban, President Clinton will discuss opening liaison offices between the two countries -- an important step toward diplomatic relations.

Many companies have been awaiting the lifting of the embargo. This was the case with Apolmed, a Fresno company that represents manufacturers of operating room equipment and ICU equipment.

"We felt certain the embargo would be lifted at some point," said Steve Savluk, marketing director. "This is a long-term proposition for us," he said, "we've done well with foreign governments, particularly with one of our main offices in Warsaw, Poland."

Apolmed also plans on developing humanitarian efforts in Vietnam such as "Vision Health International," where thirty doctors will go to Poland to perform eye surgeries. At the Expo, discussion will be held regarding the logistics of duplicating this in Vietnam next year.

Domestically, the Vietnamese government is concentrating on developing infrastructure; expanding agricultural and forestry production; developing commercial real estate; promoting labor-intensive industry with export potential; and utilizing and processing its abundant natural resources.

Vietnam offers a consumer market of 70 million people. The Vietnamese are highly-educated and very familiar with American brand names. There is a high demand for cotton, steel, cement, fertilizers, pharmaceutical goods, communication equipment, construction equipment, and industrial machinery.

Already, ten U.S. companies are bidding on the road construction project to upgrade Highway 1, the over 1,000-mile long coastal highway that runs from Ho Chi Minh City to Hanoi. Other roads, airports, and bridges are also in need of repair. In fact, by Vietnamese standards, only 7% of the 6,820 miles of roads are in good condition.

Forty countries have already invested in Vietnam, with total capital of $5 billion. Vietnam has bought more than $4 billion in goods from other Asian and European countries. Thirty foreign banks, including Bank of America and Citibank, have received licenses to operate in Vietnam. The International Monetary Fund, Asean Development Bank and World Bank are expected to lend over $1 billion in development funds for Vietnam.

Medical supplies and services are in great demand in Vietnam. Tuan Pham, general manager of Phamatec in San Diego hopes to begin filling some of that demand beginning with his company's participation in the Expo. He has been talking with the Vietnamese in Vietnam for two years, and realizes the commitment to start slow and then expand operations is important in developing a business in Vietnam.

"The medical diagnostic tests Phamatec manufactures for pregnancy, ovulation, blood transfusion, and diseases are in great need in Vietnam," Pham said. "The Vietnamese see the Americans as big brothers with money, power, and generosity."

Pham plans to work with major hospitals in Ho Chi Minh City and Tu Du that serve women and children primarily, and Hung Vuong Hospitals.

Business people going to Vietnamerica Expo 94 have the advantage of what Le calls an "untapped market that has a strong preference for American goods." But, just as important to these entrepreneurs seems to be the opportunity to work with an industrious and well-educated nation that has shared a great deal of history with the United States, and as Bill Willert puts it, "develop an important partnership."

Mike Murray lives in Santa Monica and served with the U.S. Marines' Combined Action Program in Cau Hai, Vietnam.