THE HANOI TIMES — The One Commune – One Product (OCOP) initiative has catalyzed a transformative shift in production scale and developmental mindset, bolstering Vietnamese brands both domestically and internationally. This program underscores a vision of a modern, innovative, and integrated rural Vietnam.
Artisans crafting woven baskets at a traditional workshop in Hanoi’s Phuong Duc Commune. Photo: Hoang Anh/The Hanoi Times
By the end of 2025, the Ministry of Agriculture and Environment reported nearly 17,500 OCOP products achieving three-star ratings or higher, sourced from over 9,300 entities.
This marks a significant increase of approximately 2,900 products since 2024, surpassing the 10,000-product target established under Decision No. 919/QD-TTg on August 1, 2022.
Among these, 72% hold three-star ratings, 27% four-star ratings, and 126 products have attained the prestigious five-star certification.
The Red River Delta leads with 32% of all high-rated OCOP products, followed by the Mekong Delta at 22%. The South Central Coast and Central Highlands collectively account for 18%, while the Southeast region trails at 6.5%.
Food products dominate the lineup at 78.3%, alongside handicrafts, beverages, and niche categories, reflecting distinct regional strengths.
Through OCOP, regions have embraced a strategic approach to harnessing local resources—from tea and medicinal herbs in the northern mountains to coffee and pepper in the Central Highlands, and seafood and fruit in the Mekong Delta.
During the program’s five-year review in October, Deputy Minister Tran Thanh Nam highlighted these products as the cornerstone of Vietnam’s national OCOP brand identity.
The initiative has yielded tangible rural benefits: over 60% of participants reported revenue growth, with product prices rising by an average of 12% post-certification.
OCOP has also fostered stable livelihoods for women, ethnic minorities, and vulnerable groups, while stimulating rural entrepreneurship, according to Nam.
Hanoi excels in linking OCOP products with tourism and experiential activities, leading the nation with the highest number of certified products and 115 promotional hubs.
The Hanoi Department of Industry and Trade notes that these products are increasingly featured in major supermarkets and e-commerce platforms, expanding into modern distribution channels.
Dang Huong Giang, Director of Hanoi’s Tourism Department, revealed that 35 of the city’s 119 OCOP hubs can integrate with tourism routes and community-based experiences.
She emphasized that merging OCOP with tourism enriches retail experiences and elevates product value through direct consumer engagement.
Experts Advocate for OCOP Brand Evolution
Despite progress, experts argue that OCOP’s promotional strategies require refinement.
Agricultural expert Hoang Trong Thuy, in an interview with Cong Thuong, noted that current efforts prioritize form over market depth and sustainability.
OCOP handicrafts and specialties showcased at a Tay Ho Ward fair in May 2025. Photo: Tung Nguyen/The Hanoi Times
While fairs and exhibitions are frequent, they rarely secure long-term orders or establish stable distribution networks. Many retail points lack engaging narratives and experiential elements, diminishing consumer appeal.
Thuy advocates for trade promotion to evolve into a strategic tool, propelling OCOP products beyond local markets into broader, more stable arenas.
He urges the government to refine policies and standards, while local entities must transition from sales-focused approaches to brand-building through cultural storytelling and experiential engagement.
Director Giang suggests transforming OCOP hubs into immersive spaces that highlight cultural values, production processes, and product narratives.
Such experience-driven models, exemplified by Green Park Phu Dong and Hong Van village, expand markets while preserving product identity and storytelling value.
Deputy Minister Nam calls for a revitalized approach to enhance OCOP’s long-term competitiveness, emphasizing deeper product development tied to local culture and raw materials.
He stresses the need for sustainable quality improvements, coupled with investments in packaging, labeling, and brand narratives to meet stringent market demands.
“OCOP’s true impact lies in its integration with rural tourism, cultural festivals, and experiential spaces,” Nam asserted.
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