Strengthening "soft power" from OCOP product stories

"Product story" in the OCOP (One Commune One Product) Program is likened to a "soft power" that helps products become special and attract customers. This is how OCOP entities convey messages, cultural values, and local identity, creating an emotional connection with consumers.

In the National OCOP Product Classification Criteria, the "product story" accounts for 10 out of 100 points. It serves as a message embodying the pride in each locality's unique produce, creating distinction and appeal.

Mr. Nguyen Ngoc Pho (right), Director of Son Tra Cooperative, introduced Shan Tuyet green tea to foreign traders at the Trade Promotion Conference for Ethnic Minority Regions.

Many OCOP products have achieved success thanks to their unique "stories." Peppermint honey from the Dong Van Stone Plateau, where peppermint flowers grow naturally among the cat-ear stones and are diligently collected by bees. This 4-star OCOP product was granted the "Meo Vac" geographical indication in 2013 and has continuously asserted its position in both domestic and international markets. Currently, the Dong Van Stone Plateau region boasts 3,600 hectares with 44,000 bee colonies, yielding over 240 tons of honey annually, generating a value of approximately VND80 billion.

Phin Ho Green Tea and Phin Ho Black Tea from Phin Ho Tea Processing Cooperative achieved national 5-star OCOP status. Hundred-year-old ancient Shan Tuyet tea trees on high mountain slopes have created their distinctive flavor. Ly Thanh Nhan, Director of the Cooperative, shared that for the Dao people in Phin Ho, tea is not just a crop but a part of their culture, hand-picked and processed using traditional methods. The Cooperative chose to develop organic tea, preserving the pure flavor of the mountains and forests, making the product not only delicious but also a symbol of sustainable development. This product is now present in many domestic and international markets, contributing to elevating the brand of Vietnamese tea.

Mr. Ly Thanh Nhan, Director of Phin Ho Tea Processing Cooperative, instructed cooperative members on how to brew Phin Ho green tea.

Tuyen Quang province currently possesses 509 OCOP products rated 3 stars or higher, including 2 five-star products and 1 potential five-star product. These OCOP products not only promote local agricultural development but also contribute to increasing the value of agricultural produce in rural areas. Chiem Hoa's green-heart black bean tea bags from Hong Phat Organic Agricultural Cooperative is a popular 4-star OCOP product, favored for its beneficial properties and natural ingredients. After two years of participating in the OCOP Program, this product is now available nationwide, and notably, in 2024, it was selected as one of seven agricultural products for export to the UK market.

Comrade Nguyen Xuan Hung, Deputy Director of the provincial Department of Agriculture and Environment, said that the province has effectively implemented the OCOP Program. The agricultural sector has provided consultation support to OCOP entities on product development and building "product stories" to increase product value. The sector continues to advise the Provincial People's Committee to strengthen trade promotion and honor products with compelling, unique stories that showcase local distinctiveness. Integrating humanistic values into OCOP products to transform them into a source of local cultural pride, and crafting "product stories" imbued with the essence of life, will create "soft power" for OCOP's development. As a result, indigenous resources have generated higher economic value, leading to more prosperous lives for farmers in many parts of the province.

Trang Tam