In Điện Biên, the campaign has not only transformed the awareness and consumption behavior of local residents but also created favorable conditions for businesses, cooperatives, and production establishments to expand their scale, upgrade product quality, and step-by-step assert the position of Vietnamese goods in the market.

Clearly understanding the significance of the campaign, over the past years, the province has stepped up dissemination and mobilized citizens to prioritize using domestically produced goods. Through mass media, conferences, trade fairs, and trade promotion activities, consumer awareness regarding the quality of Vietnamese goods has risen continuously.

From June 12 to 21, at the 7/5 Square in Điện Biên Phủ ward, the Department of Industry and Trade coordinated with businesses and cooperatives to organize the 2026 Điện Biên provincial Trade Promotion and OCOP Product Fair. The fair attracted 230 booths from over 150 traders, enterprises, cooperatives, OCOP subjects, and trade promotion organizations from both inside and outside the province. Numerous OCOP products, regional agricultural specialties, and typical domestic rural industrial products were displayed and introduced to consumers in Điện Biên province.

In parallel with dissemination work, the province pays attention to supporting enterprises in developing production and enhancing competitiveness. Local businesses, cooperatives, and production facilities have proactively innovated technology, improved production processes, upgraded product quality, and diversified designs to meet the increasingly high demands of consumers.

Hải An Coffee Co., Ltd. is one of the province’s typical enterprises in the field of coffee processing. With an annual capacity of around 20 tons of ground coffee, the company applies a closed clean coffee production process using natural bio-fermentation technology. The facility achieved HACCP certification in 2023, and its two products, Adew instant coffee and Hải An Arabica drip filter coffee, earned a 3-star OCOP certification. Thanks to prioritizing quality, the company’s products are not only consumed domestically but also exported to Germany, the Republic of Korea, and China.

The OCOP program is also generating a powerful driving force for rural economic development. Up to now, the entire province has 147 active OCOP products. Many products have received investments to perfect their packaging, labels, and traceability, contributing to elevating commodity value. To support enterprises in product consumption, since 2009, party committees and authorities at all levels in the province have supported the organization of more than 100 Vietnamese goods fairs and exhibitions, within which were many regional-level trade fairs involving over 8,000 enterprise participant turns across more than 12,000 booths, alongside 40 campaigns bringing Vietnamese goods to remote, isolated, and mountainous areas.

At supermarkets, commercial centers, and convenience stores, Vietnamese goods currently account for a large proportion. As one of the pioneering units responding to the campaign, Hoa Ba Supermarket now stocks over 30,000 items, of which more than 80% are Vietnamese products. Nguyễn Quý Ngọc, manager of Hoa Ba Supermarket, stated that all items guarantee a clear origin, stable quality, and publicly listed prices, well meeting the shopping demands of the people and contributing to expanding the consumption market for Vietnamese goods.

The shift in public awareness and consumer behavior is the most vivid result of the campaign. While many people previously held a psychological preference for foreign products, an increasing number of individuals now trust and prioritize choosing Vietnamese goods. Nguyễn Thị Hương from Điện Biên Phủ ward shared that the majority of household appliances and consumer goods in her family are currently domestically produced items. In her view, Vietnamese products increasingly satisfy usage demands with stable quality and affordable prices.

Prioritizing the use of Vietnamese goods brings many practical benefits to the local economy. When residents choose Vietnamese products, enterprises gain extra opportunities to expand production, increase revenue, create jobs, and raise incomes for laborers. Economic resources are retained within the province, contributing to driving local growth and sustainable development.

Mường Nhà Pineapple Cooperative stands as a clear testament to developing Vietnamese goods linked with a value chain. Established in 2021 with 7 members and a charter capital of VND 2 billion, the cooperative linked up with Đồng Giao Foodstuff Export Joint Stock Company (Doveco) to expand its raw material area to 150 ha. Cooperative Director Thào A Giàng noted that growing consumption demands have created a stable output for their products. Currently, the cooperative has 22 members, creating regular jobs for 47 laborers with an income of VND 4 - 5 million per person per month and a revenue of around VND 2.4 billion per year. Thanks to pineapple crops, the lives of local residents have improved, with many households earning high incomes from pineapples.

The transformation in residents’ awareness and consumption habits regarding Vietnamese goods has also contributed to driving commercial growth in the province. According to the Điện Biên Statistics Office, during the first five months of 2026, the total retail sales of goods and consumer service revenue were estimated at VND 13,724.47 billion, an increase of 14.59% over the same period last year. This figure not only reflects an increasingly improved purchasing power but also indicates that the Vietnamese goods market is increasingly dominant and trusted by consumers.

In 2026, Điện Biên province continues to step up the “Vietnamese People Prioritize Using Vietnamese Goods” campaign, targeting that 90% to 95% of agencies and units utilizing the State budget prioritize purchasing domestic goods, and over 95% of business establishments execute well the control of product origins. The province strives for the proportion of Vietnamese goods at sales points in remote and isolated areas to reach 90% to 95%, with each commune having at least one local product introduction point. Concurrently, it mobilizes over 90% of consumers to prioritize choosing goods carrying Vietnamese brands.

To spread the campaign and promote the local economy, the province boosts dissemination, awakening the spirit of prioritizing Vietnamese goods attached to promoting OCOP products and local signature items. Simultaneously, it continues to support enterprises in enhancing competitiveness, expanding distribution networks, bringing Vietnamese goods into supermarkets and e-commerce platforms, and strengthening inspections and the handling of violations to protect consumer rights and reinforce trust in Vietnamese goods.

Every Vietnamese product chosen is not just a consumption decision but also a collaborative effort to support domestic enterprises, driving local and national economic development. From awareness to action, the “Vietnamese People Prioritize Using Vietnamese Goods” campaign is spreading deeply and widely across the province, becoming a vital driving force to build a robust domestic consumer market and upgrade the quality and position of Vietnamese goods in the era of integration.