During these final days of the year, the Northwestern gift and OCOP display area at the Investment, Trade, and Tourism Promotion Center of Điện Biên province is teeming with shoppers. Shelves are stocked with beautifully packaged coffee, macadamia nuts, honey, tea, and various dried meats and fruits. Trần Mai Anh from Điện Biên Phủ ward shared that she now actively seeks out local specialties for her relatives. She explained that she prioritizes products with the OCOP seal because the clear traceability and quality give her peace of mind, while the authentic local flavors serve as a meaningful way to introduce the treasures of Điện Biên to those living far away.

This trend is not limited to specialized centers but has spread to supermarkets and agricultural stores across the region. While consumers were once hesitant due to simple packaging, the appearance of OCOP products has changed significantly. Many producers have invested in modern designs using sturdy cardboard boxes, wooden chests, woven rattan baskets, or eco-friendly materials. This attention to detail has increased their competitiveness and made them perfectly suited for formal holiday gifting.

The province currently boasts 155 certified OCOP products, with many achieving 3 and 4-star ratings. In recent years, these items have not only sold well within the province but have also expanded into other markets. Consumers highly value them for their guaranteed quality, safe production processes, and clear origins. To capture this consumption trend, many businesses have collaborated with OCOP producers to design themed gift sets for different customer segments. A common gift basket typically ranges from VND 500,000 to VND 800,000 containing four to seven products, while premium, custom-designed sets are priced between VND 1 million and VND 1.5 million.

Đỗ Quý Ngọc, the manager of Hoa Ba supermarket in Điện Biên Phủ ward, noted that the shift from industrial Tết gifts to certified local delicacies indicates a positive change in consumer awareness. In a food market often plagued by risks, OCOP products meet strict criteria regarding raw materials, production processes, food safety, and packaging, which builds the trust necessary for them to be a priority choice.

Entering the year-end peak, OCOP enterprises and cooperatives across the province have proactively increased their capacity. Many units have hired seasonal labor and added extra shifts to ensure timely delivery. The Hải An company in Mường Ảng commune, for example, has increased production of its various coffee lines and designed formal gift boxes specifically for the holiday season. Trương Văn An, representing the company, stated that they maintain stable quality according to OCOP standards while focusing on diversifying designs to create a unique mark in the market.

Alongside production, OCOP subjects are also being flexible in their business methods. Beyond traditional stores, many units are pushing online sales through social media and e-commerce platforms, helping Tết consumption increase by 15% to 40% compared to normal months. At the Hoa Ban Trắng cooperative in Mường Lay ward, traditional cakes like khẩu xén and khẩu chí chọp have been standardized and packaged attractively into highland-themed gift sets. Lò Chúc Chi, Director of the cooperative, explained that they have prepared raw materials early and frequently use social media livestreams to introduce their baking process and close orders directly with customers. This modern approach has helped their holiday sales volume rise by approximately 20%.

The lunar new year is a prime opportunity for OCOP products to solidify their market standing. With professional investment and constant innovation in both quality and design, these gifts are becoming a sustainable trend. They not only enhance the value of local agricultural products but also spread a message of civilized consumption, honoring Vietnamese identity while driving the sustainable development of the rural economy.