Minister of Agriculture and Rural Development Le Minh Hoan (center) visits Artisan Phan Thi Thuan's booth showcasing lotus silk scarves

Cultural "messengers"

According to the Hanoi Coordination Office for New Rural Development, Hanoi leads the country in implementing the OCOP program, with over 2,710 products, representing 25% of the nation's total. After six years, Hanoi has six five-star products, 12 potential five-star products, 1,473 four-star products, and 1,220 three-star products.

Products like Bat Trang ceramics, Xuan La figurines, Me Tri green rice, Chang Son fans, Dao Thuc water puppets, and Van Phuc silk are not only popular with domestic consumers but also serve as cultural "ambassadors" for Vietnam, praised by international tourists.

Products of Bat Trang ceramics

Chuong conical hats, made by over 4,000 households in Thanh Oai district, have strong domestic demand and are exported globally. Since 2021, Chuong hats have been recognized as 4-star OCOP products.

A unique "lotus silk" product, created by artisan Phan Thi Thuan from Phung Xa commune (My Duc district), has gained recognition. The "Lotus silk scarf" from her My Duc Mulberry Silk Company is now a potential 5-star OCOP product.

Four products from Quang Vinh Ceramics Co., Ltd. have been recognized as 5-star OCOP products, out of the six 5-star OCOP products in Hanoi. The company’s products are exported to markets including Japan, the USA, Germany, the UK and France. Each craft village and OCOP product reflects a unique cultural identity, contributing to the sustainable development of the rural economy and improving people's lives.

A unique "lotus silk" product, created by artisan Phan Thi Thuan

Marketing stories behind OCOP products

To succeed in the OCOP program, farmers and cooperatives must shift their focus to building product stories. This includes investing in production stages, packaging, design, labels and branding. The product’s value increases significantly when it includes a compelling story, such as cultural significance, unique features, origins, special uses or the business’s guiding principles.

Mr. Nguyen Van Chi, Standing Deputy Chief of the Hanoi Coordination Office for New Rural Development said that the department has worked with districts and towns to assist participants in selecting products, guiding them in document preparation and standardizing products for OCOP evaluation and classification, including crafting product stories.

Minister of Agriculture and Rural Development Le Minh Hoan shared that each OCOP product embodies multiple values, showcasing indigenous cultural pride. Today, consumers seek more than just products; they buy the story, culture and emotions behind them. Hanoi is effectively leveraging its cultural heritage and local strengths to develop OCOP products. The promotion of these products through events and festivals has become increasingly professional and appealing, drawing in more consumers.

Each OCOP product results from collective efforts, driving the rural economy and creating high-value products. To foster the development of craft village products, it’s important to implement supportive policies while improving product quality, aesthetics and cultural identity. This will enable products to stand out, remain competitive and attract consumers.

To enhance the cultural value of OCOP products, Hanoi should focus on developing craft village policies, including training skilled labor, ensuring quality materials, minimizing environmental impact, and linking craft villages with tourism for added economic value. Between 2021-2025, Hanoi aims to evaluate 2,000 OCOP products. By early 2024, 1,657 products have been evaluated, with over 510 more set for evaluation by the end of the year, putting Hanoi on track to exceed its target a year ahead of schedule.