Hanoi targets stronger branding for OCOP range

According to the Coordination Office of the New-Style Rural Development Programme in Hanoi, the city has established 107 points for showcasing and selling OCOP (items–a national initiative aimed at promoting unique, high-quality goods tied to local agriculture, culture, and craftsmanship–providing opportunities for Hanoi residents to identify and purchase these goods.

However, the Coordination Office noted that Hanoi's OCOP initiative has yet to achieve significant recognition, with only six products attaining the prestigious 5-star rating. Additionally, some businesses, cooperatives, and households engaged in agricultural and traditional craft production have shown limited interest in participating. Support policies for product development are still underdeveloped, and market expansion has been insufficient.

Hanoi plans to integrate local culture and specialities. Photo: baodautu.vn

Nguyen Xuan Dai, director of Hanoi Department of Agriculture and Rural Development, emphasised plans to develop OCOP tourism items in areas with unique advantages, such as Son Tay, Ba Vi, and Soc Son. By integrating local culture and specialities, the city hopes to establish comprehensive tourism chains.

Each year, Hanoi welcomes nearly 30 million tourists, including over five million international visitors. According to Dai, “If every tourist purchased a gift during their visit, it would create enormous demand for OCOP items, as they encapsulate the cultural essence and craftsmanship of Hanoi.” The city's population of approximately 10 million further underscores the vast potential for local consumption.

To meet this demand, Dai highlighted the need for greater investment in product design and packaging to cater to the preferences of specific regions and countries.

The department also plans to strengthen promotional efforts, leveraging platforms such as supermarkets, safe agricultural product stores, handicraft outlets, OCOP item consultation and sales points, and e-commerce platforms. These initiatives aim to enhance OCOP items’ visibility and accessibility, transforming them into a strong brand recognised and embraced by a broader audience. Additionally, Hanoi will expand international cooperation to tap into more potential markets for its OCOP and traditional craft products.

Nguyen Van Chi, deputy chief of the Standing Office of the Coordination Office of the New-Style Rural Development Programme in Hanoi, shared ambitious targets for 2021–2025.

Hanoi aims to evaluate and rank 2,000 OCOP items. From 2019 to the end of 2023, the city has assessed 2,711 products, with 1,657 evaluated between 2021 and 2023 alone. Currently, over 500 products are undergoing assessment for 2024, with the city expecting to achieve its 2021–2025 target one year ahead of schedule.

Once certified as OCOP items, stakeholders receive city and district-level support for packaging design, labelling, and QR code integration.

Furthermore, Hanoi organises events, fairs, and seminars to stimulate commercial and trade activities, promote connectivity, and encourage consumption. These efforts also encourage businesses to produce high-quality goods linked with modern, civilised, and digital trade and service models, thereby advancing the city's economic goals.

Tourism boosts coming via ocop Developing One Commune, One Product tourism is a direction that many localities are aiming to improve in order to raise economic value and contribute to preserving traditional cultural identities.

Hanoi to organise trade promotion fair for OCOP items in Haiphong On December 21 to 24, the Hanoi Centre for Investment, Trade, and Tourism Promotion to host the trade promotion fair for OCOP items at AEON MALL Commercial Centre, Le Chan district, Haiphong.

Hanoi to announce top 150 products and services in 2024 One hundred fifty products and services selected by consumers will be honoured at the "Vietnamese Goods Favoured by Consumers" awards in 2024.