However, faced with the widespread unauthorized use of the Điện Biên rice name for many products outside the protected scope, strengthening measures to protect the geographical indication has become an urgent requirement to preserve prestige and safeguard the rights of producers and the Điện Biên rice brand.

In the heart of the Mường Thanh field, the pearly white grains of rice bearing the name “Điện Biên” have become a source of pride for local residents. Not only a staple agricultural product, Điện Biên rice is the crystallization of unique natural conditions, farming experience accumulated across multiple generations, and the diligence of local farmers. Specifically, the two rice varieties Bắc thơm số 7 and IR64 have contributed to building a famous rice brand well-known to consumers nationwide.

According to Decision No.3340/QĐ-SHTT dated September 25, 2014, of the Intellectual Property Office of Vietnam, the Điện Biên geographical indication was announced for two products: Bắc Thơm số 7 rice and IR64 rice. Accordingly, the registered geographical indication areas encompass five communes and wards of the former Điện Biên Phủ city (Thanh Minh, Nam Thanh, Thanh Trường, Him Lam, and Noong Bua) and ten communes of the former Điện Biên district (Thanh Xương, Thanh An, Noong Hẹt, Sam Mứn, Thanh Nưa, Thanh Luông, Thanh Hưng, Thanh Chăn, Thanh Yên, and Noong Luống).

Despite the geographical indication announcement, brand management and protection still face numerous challenges. In reality, the growing market demand for Điện Biên rice has led to a situation where many products of unknown origin still use the Điện Biên name for trading. In the market, the Điện Biên rice designation is quite commonly used for many different types of rice, including products that do not belong to either the Bắc thơm số 7 or IR64 varieties or are not produced within the protected geographical zone.

“My relatives really love Điện Biên rice because of its white grains and sticky, fragrant, delicious cooked rice,” shared Nguyễn Thị Tình from Mường Thanh ward. “However, they have reported multiple times that there are many types of rice on the market bearing the Điện Biên name, making it very difficult to distinguish which one is the genuine product.”

Currently on the market, especially at small-scale rice businesses, in remote or isolated areas, and in cyberspace, the unauthorized and widespread use of the Điện Biên name occurs commonly. Many products are advertised as authentic Điện Biên rice or Điện Biên specialty rice without clearly stating the origin, rice variety, production unit, or traceability information. This reality demonstrates that protecting the Điện Biên rice geographical indication is becoming an urgent requirement to preserve the prestige and reputation of this local specialty product.

To protect and maximize the effectiveness of the Điện Biên rice geographical indication, the province has issued regulations on managing and using the “Điện Biên” geographical indication for Bắc thơm số 7 and IR64 rice. This clearly defines the responsibilities of state management agencies, organizations, and individuals involved in production and business, as well as the conditions for utilizing this geographical indication. Under the regulations, only organizations and individuals producing and trading within the specified geographical zone who fully satisfy standards regarding quality, technical processes, and origin are granted certificates for the right to use the Điện Biên geographical indication.

Numerous policies have been deployed to encourage citizens and enterprises to build rice production linkages for the two flagship varieties, Bắc thơm số 7 and IR64. The provincial Department of Science and Technology granted the Certificate of the right to use the Điện Biên geographical indication to Safe Green Food LLC. Accordingly, the company is permitted to use the Điện Biên geographical indication for Bắc thơm số 7 rice products produced in Thanh An commune and participate in the project’s value chain model for Điện Biên rice geographical indication products spanning a scale of 50 ha.

The Intellectual Property Office of Vietnam signed a contract assigning the Mid-land Soil and Fertilizer Research Center to lead the implementation of the project “Management and development of the Điện Biên rice geographical indication of Điện Biên province,” under the Intellectual Property Asset Development Program. The goal is to manage and develop the Điện Biên rice geographical indication, thereby ensuring quality, maximizing the product’s reputation, and upgrading economic efficiency. The project has contributed to improving the construction and deployment of management and development tools for the Điện Biên rice geographical indication, building and deploying a product commercialization system, and organizing the control of origin and quality for products carrying the Điện Biên rice geographical indication.

Another vital task is to strengthen digital technology applications in geographical indication management. The use of electronic stamps and QR codes for traceability will help consumers easily verify product information - from production locations and supply units to harvesting and processing times - serving as a solid solution to prevent counterfeit and imitation goods. In tandem with this, dissemination work is stepped up to raise awareness among citizens, enterprises, and consumers regarding the significance of the geographical indication.

In the context of deep integration, the geographical indication opens up opportunities for Điện Biên rice to access potential markets, satisfying consumption trends that prioritize products with clear origins and intellectual property protection. However, to maintain this advantage, a collaborative effort among regulatory agencies, businesses, and citizens is required. Strengthening market control, raising the responsibility of production and business units, and strictly complying with cultivation processes will be the deciding factors to safeguard the prestige and sustainable value of the Điện Biên rice brand.

Maximizing the effectiveness of the Điện Biên geographical indication for Bắc thơm số 7 and IR64 rice is not merely a matter of intellectual property, but a journey to preserve a cultural and economic value and the pride of the historic land of Điện Biên. Each grain of rice bearing the name Điện Biên is not simply a commodity, but embodies the labor, dedication, and honor of countless generations of people on the Mường Thanh field. When the brand is well-protected, product value will continue to rise, and Điện Biên’s agriculture will gain extra momentum to develop in a modern, sustainable direction. This is the path for the Điện Biên rice to step-by-step reach further, asserting its name on Vietnam’s map of high-quality agricultural products.