From the mountains to the cities

In early August, a variety of Điện Biên’s OCOP products rated three stars or higher, including Tâm Thiện Cooperative’s Điện Biên sticky rice, Lộc Biên Cooperative’s vermicelli, Chung Phước’s smoked buffalo meat, Điện Biên Cooperative’s brown rice noodles and pho, Tây Bắc Clean Agricultural Cooperative’s dried hawthorn and hawthorn vinegar, Hương Linh Company’s Shan Tuyết green tea, and Hồng Kỳ Coffee Company’s HK13 black coffee, made their debut at major urban markets.

At the Vietnam OCOPEX 2025 Export Fair held at the Đoan Môn Pavilion in Hà Nội’s Imperial Citadel of Thăng Long, these products drew significant consumer interest. Over four days, several items also attracted the attention of businesses from Hà Nội and other provinces, resulting in discussions and proposals for distribution partnerships. Standout products included Pa Thơm brocade scarves, Điện Biên sticky rice and Sẻng Cù rice, Lộc Biên vermicelli, smoked buffalo meat, and brown rice noodles and pho.

At another Hà Nội event, the National Exhibition celebrating the 80th anniversary of Vietnam’s National Day (September 2), Điện Biên’s food booth became a major draw. Traditional delicacies such as black pork, grilled black chicken, and the Thái ethnic group’s purple sticky rice captivated visitors. The rich aroma of grilled meats mingled with the fragrance of mountain rice steamed in bamboo baskets, creating irresistible appeal. For nearly 20 days, the booth was packed with visitors, forcing organizers to continuously restock supplies from Điện Biên to meet demand.

“I had long heard about Điện Biên’s famous dishes like purple sticky rice and grilled chicken, but today is the first time I’ve tasted them,” shared Nguyễn Thu Hồng, a tourist from Hải Phòng. “It was especially meaningful to enjoy them here in Hà Nội, yet still feel immersed in the colorful cultural space of the Northwest.”

Boosting trade promotion

Trade fairs and exhibitions have become vital opportunities to showcase Điện Biên’s OCOP brands and signature goods to both domestic and international audiences. They serve as bridges connecting local cooperatives and businesses with potential partners, fueling market expansion.

In the first nine months of 2025, the provincial Trade Promotion Center (TPCI) facilitated Điện Biên’s participation in major trade events, including the 9th Buôn Ma Thuột Coffee Festival, the Red River Delta-Quảng Ninh OCOP Fair 2025, the Vietnam-Laos-China Border Trade Fair, and the Phoongsaly Tea Festival in Laos.

The Center also implemented initiatives to attract foreign enterprises to Northwest Vietnam for trade negotiations, organized participation in cultural exchange and tea exhibitions in Yunnan, China, and joined regional e-commerce linkage programs in Lai Châu.

According to Director Trịnh Huy Đông, coordinated trade promotion has raised recognition of Điện Biên’s products for both quality and design. “More and more partners are actively seeking information, proposing cooperation, and opening distribution channels for our OCOP products, rural industry items, and specialty agricultural goods,” he noted.

Looking ahead, the province will set up a display booth at the 15th provincial Party Congress, participate in trade events in Thanh Hóa, Lào Cai, Hải Phòng, Sơn La, Lai Châu, and Hồ Chí Minh City, and continue supporting local businesses to showcase products at Điện Biên’s OCOP and specialty product exhibition points. The aim is to expand promotional activities, boost consumption, and integrate Điện Biên’s agricultural specialties into a nationwide product network.