Unlocking New Markets for Yen Bai’s Highland Delights

Untapped Treasures of Yen Bai Province: Embracing Challenges for Broader Horizons

In Vietnam’s dynamic journey of international integration and development, local specialties are carving their niche in both domestic and global markets. Among these, Yen Bai Province’s ethnic products stand out for their unique cultural heritage and potential for greater recognition.

However, challenges abound. Market access, competitiveness, and brand development remain significant hurdles for these highland treasures. Understanding the urgency, the Ministry of Industry and Trade has intensified trade promotion initiatives to open doors of opportunity for these products.

Yen Bai Province, nestled in Vietnam’s northern midland and mountainous region, boasts breathtaking landscapes and a wealth of culturally rich specialties. From Suoi Giang Shan Tuyet tea to Tu Le sticky rice, Bat Do bamboo shoots, Van Yen cinnamon essential oil, and beyond—each product tells a story of nature’s bounty and local pride.

Yen Bai Province captivates with its majestic landscapes and culturally rich specialties, including Suoi Giang Shan Tuyet tea and Tu Le sticky rice. (Photo: Ngoc Hoa)

With over 150 agricultural cooperatives, Yen Bai is home to a vibrant community of producers. Many participate in the OCOP (One Commune One Product) program and strive to build their brands. However, only a few have successfully expanded their market reach. Despite their quality, these products often face challenges in brand positioning, added value, and seasonal sales.

While trade promotion activities have shown promise, cooperatives continue to grapple with market expansion and access to modern distribution channels. Fragmented production, unclear branding, and limited technology integration persist as obstacles.

Nguyen Thi Thanh Huong, Director of Long Dat Cooperative in Yen Bai Province, shared her experience: “For our smoked buffalo meat, we’ve invested in processing facilities and vacuum packing, but we mostly sell through local markets or custom orders. Accessing large distribution systems and e-commerce platforms remains a challenge.”

The story of Long Dat Cooperative is reflective of many producers in Yen Bai. While the potential is evident, there’s a need for synchronized support in technology, marketing, supply chain management, and policy incentives to drive market breakthroughs.

Empowering Local Producers: A Collaborative Effort

To address these challenges, the Ministry of Industry and Trade has collaborated closely with Yen Bai Province to organize trade fairs, creating vital supply-demand connections. Bui Quang Hung, Deputy Director General of the Vietnam Trade Promotion Agency, emphasized that trade fairs are more than consumer events; they are platforms to showcase potential, attract investors, and foster regional linkages.

“Trade fairs play a practical role in connecting cooperatives with markets. They help expand consumption channels, promote regional integration, build sustainable supply chains, and enhance product value, ultimately paving the way for exports,” he added.

From domestic fairs in Hanoi to international expos in China, Japan, and the Republic of Korea, Yen Bai’s specialties have gained wider exposure and attracted consumers and distributors alike. Additionally, local authorities are facilitating direct connections between cooperatives and major supermarket chains, resulting in premium shelf space for products like Suoi Giang tea, Van Yen cinnamon, and Muong Lo rice wine.

The Ministry of Industry and Trade has been instrumental in promoting trade, especially for products from ethnic minority and mountainous areas, through various initiatives. (Photo: Ngoc Hoa)

The rise of e-commerce has opened new avenues, and Yen Bai has actively supported cooperatives in leveraging platforms like Shopee and Tiki. In 2024, over 150 OCOP products were sold online, boosting sales and market reach. Despite ongoing challenges, the collective efforts of the Ministry, local authorities, and ethnic communities are propelling Yen Bai’s specialties towards broader horizons.

In the vibrant highland markets, where the melodies of the Mong people’s flutes echo through the mountains, these products are no longer confined to local shelves. They are venturing into the world, carrying dreams of success and a distinct identity, ready to embrace the opportunities that lie ahead.

The Ministry of Industry and Trade has been a pivotal force in promoting trade, especially for products from ethnic minority and mountainous areas. Their initiatives have facilitated traditional trade connections and digital skill development, empowering businesses and cooperatives to establish their presence on e-commerce platforms and expand their reach. Moving forward, the Vietnam Trade Promotion Agency will continue its collaborative efforts with ministries, sectors, localities, international organizations, and the business community. A key focus will be on further empowering cooperatives and small- and medium-sized enterprises (SMEs) to achieve professionalism, sustainability, and flexibility in meeting market demands. Additionally, trade promotion activities will be elevated to new heights, not only supporting product sales but also fostering investment opportunities, production cooperation, and the development of closed value chains for ethnic minority area products. These collective endeavors will lay a solid foundation for Vietnam’s unique products to conquer international markets confidently, contributing to sustainable and inclusive economic development and enhancing the livelihoods of people in disadvantaged regions.

You may also like

Unlocking a New Era of Science and Technology: Resolution 57

Resolution 57-NQ/TW is a game-changer for Vietnam, marking a pivotal moment in the country’s journey towards technological advancement and national growth. This resolution opens doors to a new era, paving the way for Vietnam to harness the power of science and technology like never before.

National Exhibition Center: Hanoi’s Iconic Future Landmark

On the morning of May 19, Prime Minister Pham Minh Chinh paid a visit to the construction site of the National Exhibition and Fair Centre in Hanoi’s Dong Anh District to personally oversee the project’s progress. Accompanied by Deputy Prime Minister Mai Van Chinh, the Prime Minister’s presence underscores the government’s commitment and emphasis on the project’s role in the broader development strategy for the nation’s capital.

“The Life of President Ho Chi Minh: An Illustrated Story”

THE HANOI TIMES — Ho Chi Minh: A Man and a Nation is a compelling comic book that offers a unique perspective on the life and legacy of Vietnam’s beloved leader, President Ho Chi Minh. Originally published in Italian in 1968, this beautifully illustrated work has now been translated into Vietnamese to commemorate the President’s […]

Westinghouse Electric Company: Forging Vietnam’s Nuclear Energy Future

As Vietnam contemplates the resumption of its nuclear energy program, Westinghouse Electric Company, a stalwart of the American energy industry, steps forward as an ideal strategic partner. With a rich legacy of innovation and a steadfast commitment to safety and sustainability, Westinghouse offers cutting-edge reactor technology and a wealth of expertise. Their proven track record in the field positions them as a trusted guide in Vietnam’s journey towards a secure and sustainable energy future.

Hanoi Shines with Flags and Flowers in Honor of President Ho Chi Minh’s Birthday

Celebrating a Legendary Leader: Hanoi Honors President Ho Chi Minh’s 135th Birthday Hanoi, Vietnam’s vibrant capital, is aglow with patriotic fervor as it commemorates the 135th anniversary of President Ho Chi Minh’s birth. The city’s streets are a sea of red and gold, with flags, banners, and decorative panels paying tribute to the beloved leader. […]