Expanding market access for Yen Bai Province’s highland specialties

Untapped potential

In the process of international integration and development, local specialties are strengthening their position in both domestic and global markets. Yen Bai Province’s distinctive ethnic products are also striving to earn their rightful position.

However, this journey is far from smooth. Challenges related to market access, competitiveness, and brand development remain significant hurdles. Recognizing this, the Ministry of Industry and Trade has been intensifying trade promotion initiatives to gradually open market doors for these highland treasures.

Located in the heart of Vietnam’s northern midland and mountainous region, Yen Bai Province is not only blessed with majestic landscapes, but is also home to a wide range of culturally rich specialties: Suoi Giang Shan Tuyet tea, Tu Le sticky rice, Bat Do bamboo shoots, Van Yen cinnamon essential oil, Mu Cang Chai forest honey, Tram Tau hawthorn, traditional rice wine, steamed sticky rice with ant eggs, and Muong Lo black square sticky rice cakes. Each product is not only a gift from nature, but also a symbol of pride and aspiration for local ethnic communities.

Yen Bai Province is not only blessed with majestic landscapes, but is also home to a wide range of culturally rich specialties: Suoi Giang Shan Tuyet tea, Tu Le sticky rice,... (Photo: Ngoc Hoa)

Currently, Yen Bai Province has over 150 agricultural cooperatives, many of which produce highland specialties and participate in the OCOP (One Commune One Product) program. Some have begun building their brands. Yet, only a few have succeeded in expanding their market reach. Despite their quality and authenticity, these products lack clear brand positioning, have low added value, and are often sold seasonally to familiar customers.

Trade promotion activities have shown positive signs, but many cooperatives still struggle to expand their markets and access modern distribution channels. Production remains fragmented and artisanal, branding is unclear, and the application of technology in production, preservation, and distribution is still limited.

Nguyen Thi Thanh Huong, Director of Long Dat General Processing and Trading Cooperative in Yen Bai Province, told Vietnam Economic News: “For our smoked buffalo meat products, we have invested in a preliminary processing facility, a smoking chamber, vacuum packing machines, and a traceability system. However, our products are still mainly sold through small local markets or custom orders. We face many challenges in accessing large distribution systems and e-commerce platforms.”

This is not just the story of Long Dat Cooperative, but a broader reflection of many production facilities in Yen Bai Province. While the products and potential are evident, there remains a lack of synchronized support in technology, marketing skills, supply chain management, and especially strong policy incentives to drive market breakthroughs.

Launchpad for greater reach

To address these bottlenecks, the Ministry of Industry and Trade has worked closely with Yen Bai Province to organize numerous trade fairs, creating supply-demand connection opportunities for highland products. According to Bui Quang Hung, Deputy Director General of the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade, trade fairs are not only consumer events, but also platforms to showcase potential, attract investors, link raw material regions, and promote value chain integration.

“Organizing trade fairs plays a practical role and clearly reflects the vision of connecting cooperatives with markets. These efforts help expand consumption channels, promote regional linkages, build sustainable supply chains, increase product value, and aim toward exports,” emphasized Bui Quang Hung.

From domestic fairs, such as the Hanoi Safe Agricultural Products Fair and the 2025 Northern Cooperatives Trade Promotion Fair, to international expos in China, Japan, and the Republic of Korea, Yen Bai Province’s specialties have gained broader exposure and attracted attention from consumers and major distributors.

The Ministry of Industry and Trade has been implementing a comprehensive range of trade promotion policies, with a particular focus on supporting the sale of products from ethnic minority and mountainous areas. (Photo: Ngoc Hoa)

Beyond seeking access to foreign markets, local authorities are also boosting direct connections between cooperatives and major supermarket chains like VinMart, AEON Mall, and Big C. As a result, products like Suoi Giang tea, Van Yen cinnamon, smoked buffalo meat, Muong Lo rice wine, and cinnamon essential oil are now featured on premium store shelves, paving the way for more sustainable development.

The rise of e-commerce has opened a new gateway, enabling products to reach customers nationwide. Yen Bai Province has actively supported cooperatives in bringing their goods to platforms like Shopee and Tiki. In 2024 alone, over 150 OCOP products were distributed through e-commerce, helping boost sales volumes and expand market reach.

Despite ongoing challenges, with the determined involvement of the Ministry of Industry and Trade, the proactive efforts of local authorities, and the aspirations of ethnic minority communities, the journey to bring Yen Bai’s specialties to broader markets is gaining momentum.

Amid the bustling highland markets, where the sound of the Mong people’s flutes still echoes along the mountainsides, highland products are no longer confined to local markets. They are venturing into the world, carrying dreams of success and asserting a distinct identity on the road to global integration.