From a purely oriented program, OCOP has gradually become a driving force for the rural economy, contributing to the shift in production structure, increasing income, and promoting local advantages. However, behind the growth figures, the puzzle of improving quality, increasing value, and enhancing product competitiveness has become an urgent issue.

Điện Biên’s OCOP currently has a presence in 10 out of 45 communes and wards. As of January 2026, the entire province has 147 valid OCOP products, including 142 3-star products and 5 4-star products. This figure has far exceeded the initial target of 90 to 100 products, demonstrating the active involvement of all levels and sectors and the response from the grassroots level.

Currently, there are 92 subjects participating in OCOP, including cooperatives, enterprises, and production facilities, contributing to a diverse picture of rural agriculture. Nevertheless, the reality of product structure and development quality has not yet reached its full potential, as products are mainly concentrated in the food group, accounting for 126 out of 147 items, while promising fields like handicrafts and community tourism still occupy a very modest proportion. Notably, the province has yet to achieve a 5-star product rating.

According to evaluations from specialized agencies, the causes of this situation stem from several factors. Primarily, production remains small-scale and fragmented; most OCOP subjects have limited investment capital and simple processing technology, leading to inconsistent product quality and low added value. Many products have not fully met requirements for packaging, traceability, or quality standards, which serve as the “passports” to enter larger markets. Additionally, the management, branding, and market access capacities of subjects, especially in remote and isolated areas, remain limited.

From this reality, the requirement to shift from broad development to in-depth development is no longer an option but an inevitable demand. Elevating OCOP quality must start with the products themselves through a comprehensive standardization process covering raw material areas, production and processing procedures, packaging, labels, and the associated “product story.” Products that have achieved 3 stars need to be oriented for upgrades rather than continuing to spread resources on developing new items.

At the Hồng Phước Cooperative, in addition to expanding the consumption market through various sales channels, the unit has recently focused on investing in production. Lò Văn Pâng, the Director of the cooperative, stated that the unit currently has two products recognized as 3-star OCOP: canna vermicelli and macadamia. To meet market demands, since 2025, the cooperative has invested nearly VND 10 billion to upgrade the production workshop system and innovate processes to further improve quality and elevate the products.

Lò Văn Pâng explained that while he initially believed an OCOP certificate alone would secure a firm market position, the demands for quality only increase as one reaches larger markets. Therefore, the cooperative has determined that true quality is the deciding factor. Besides investing in the best production systems, the cooperative recently researched and conducted trial production of Black Garlic Canna Vermicelli aimed at consumer health, which has already received positive feedback from fastidious customers.

The practical implementation shows that elevating OCOP quality requires synchronized involvement, where the roles of relevant agencies and local governments are vital. During the 2021 - 2025 period, resources for the program reached more than VND 13.5 billion, but this still relied primarily on the state budget while socialized sources remained limited. This necessitates a strong enough mechanism to attract investment, especially in deep processing, branding, and logistics.

Another important direction currently being promoted by the province is linking OCOP with tourism. With advantages in culture and landscape, Điện Biên can turn OCOP products into tourism “ambassadors.” In this direction, the province and functional sectors have encouraged and provided many support policies for individuals and collectives to develop OCOP products in the tourism service group.

To date, the province has two recognized OCOP products in this group that have shown positive initial signals: the Phadin Cooperative in Háng Tàu village, Quài Tở commune, and the Mường Then eco-tourism resort service point in Ló village, Thanh Nưa commune. Building experiential spaces, craft villages, and tours linked with OCOP products will help consume goods and increase cultural value for visitors. For instance, at the Phadin Cooperative, besides purely offering sightseeing and dining, the unit has recently organized cultural and artistic exchange activities to refresh its appeal.

With local government support, a highland agricultural market has been established and maintained within the cooperative’s premises, creating an impressive and identity-rich highlight while connecting regions to promote local OCOP products. OCOP has passed its “start-up” phase and is standing at the threshold of a new development stage focused on quality, branding, and added value. When each product is not just a commodity but also a cultural story and a local identity, OCOP will truly fulfill its value.