Customers and tourists show keen interest in Hanoi OCOP products

From Local Products to Marketable Brands

Recently, an event showcasing OCOP goods linked to the culture of the northern mountainous provinces at Astronomy Park in Duong Noi Ward featured more than 100 booths with over 1,000 products from Hanoi and 17 provinces and cities. Organized by the Hanoi Department of Agriculture and Environment, the activity connected production areas with the city’s market.

Participating in the event, the Minh Hang green rice flakes establishment in Me Tri Ward showcased products from Hanoi’s traditional craft sector. Establishment owner Nguyen Dang Huy shared that during the green rice season, the establishment produces about 500 kg of green rice sticky rice per day to serve wholesale clients and orders. Its products reach consumers through supermarkets, sales outlets at Noi Bai International Airport, and trade promotion activities.

According to information published by the Hanoi Coordination Office for National Target Programs at the end of August 2026, the city has 3,544 OCOP products, including 18 five-star products. This scale provides a diverse supply base while increasing the need to maintain quality and develop markets accordingly.

Plan No. 163/KH-UBND dated April 21, 2026, set the target for the year to have around 300 products rated 3 stars or higher, with at least 20 potential 5-star products submitted for national assessment. The city focuses on products reflecting Hanoi’s identity, craft village items, products serving tourism, and cultural gifts.

The first phase of OCOP recognition in 2026 reflects diverse development directions. Under Decision No. 4325/QD-UBND, 13 products from three entities were recognized, comprising two 4-star products and 11 3-star products. These include cordyceps from KOVI High-Tech Medicinal Agricultural Cooperative in Dong Anh Commune; Cavendish bananas and giant apples from Minh Chau Xanh Cooperative in Minh Chau Commune; and processed cassava and sweet potato cakes from Yen Anh Cooperative in Co Do Commune.

At the product evaluation conference in July 2026, Ngo Quoc Hung, Director of KOVI Cooperative, said the unit invested in an extraction system to develop deep-processed products and expand beyond fresh cordyceps products. According to Hung, participating in OCOP helps the facility build consumer confidence, access distribution systems, and seek partners.

Also at the conference, Deputy Director of the Hanoi Department of Agriculture and Environment Nguyen Dinh Hoa said OCOP plays a role in rural economic development by linking agricultural production with crafts, services, and tourism. The city promotes digital transformation and the circular economy while preserving traditional culture in product development.

OCOP products from Hanoi showcased at an event featuring the culture of Central Vietnam and the Central Highlands

Expanding Distribution and Building Market Links

Alongside developing supply sources, Hanoi organizes trade promotion activities at locations directly connected to consumer shopping. The agricultural and OCOP product fair at AEON MALL Ha Dong from August 6 to August 9, 2026, featured 75 booths. This provided an opportunity for enterprises and cooperatives to reach customers and explore opportunities to enter modern retail networks.

However, securing stable outlets remains a challenge for many entities participating in connectivity activities in Hanoi. Promotional capacity remains limited, the cost of entering new markets is substantial, and links with retail enterprises remain underdeveloped. The gap between product introduction and establishing long-term supply relationships needs to be addressed.

According to Nguyen Manh Phuong, Deputy Director of the Hanoi Department of Agriculture and Environment, the sector continues to coordinate with localities, associations, and enterprises to carry out trade promotion, supporting OCOP initiatives linked to innovation, digital transformation, the green economy, and tourism. The focus is on improving the quality, value, and competitiveness of Hanoi products.

Online channels are also being used by Hanoi enterprises and cooperatives. Phan Trung Kien, Director of Thang Long High-Tech Agriculture Joint Stock Company, said the enterprise develops its market through TikTok and Facebook while promoting products through livestreams. The enterprise has several 4-star OCOP products, including the 5-star Phuc-Loc-Tho tea set (featuring the Three Star Gods Sanxing/Fu Lu Shou).

For tea products, processed foods, or handicrafts, digital channels help present ingredients, production processes, and uses to customers in one place. However, the ability to maintain recurring orders remains tied to product quality, packaging, delivery, and handling of post-sale feedback.

In international markets, 10 Hanoi enterprises participated in the Lifestyle Week Tokyo Fair in June 2026, introducing handicrafts, gift items, and OCOP products. The initiative aimed to connect with importers and distributors while studying the preferences and technical requirements of the Japanese market. The event provided promotional and transaction opportunities for products from Hanoi’s craft villages.

Another development direction involves combining OCOP items with Hanoi gift products. Ngo Van Ngon, Deputy Chief of the Hanoi Coordination Office for National Target Programs, said the gift scheme focuses on connecting manufacturers, designers, and packaging units and using OCOP and craft village products to serve businesses and tourists.

To support the market, the 2026 OCOP plan sets a goal to develop 8 to 10 additional product introduction and sales points and establish five creative design, introduction, promotion, and sales centers for OCOP and craft village products linked with tourism. These focal points are intended to connect product design and development with commercial activities.

From deep processing to design and distribution, Hanoi OCOP is expanding support for production facilities. The economic value of the program depends on the ability to retain customers, maintain orders, and bring Hanoi’s signature products into stable consumption channels.