Many businesses in Hue have gained brand recognition for their products thanks to online advertising.

An inevitable trend

Hue boasts many distinctive products bearing the cultural imprint of the ancient capital, such as shrimp paste, sesame candy, cajeput essential oil, wooden items, bronze crafts, and handicrafts. In the context of a rapidly shifting consumer market towards the digital environment, many local businesses have proactively seized opportunities and applied e-commerce to improve production and business efficiency.

For example, YesHue Production - Trading Co., Ltd. (YesHue) has thrived thanks to its early adoption and understanding of e-commerce. With YesHue, it's not just about bringing traditional Hue spices and food products to the TikTok Shop platform; the company has also invested in creating innovative content to tell its brand story through images, sounds, and Hue cultural elements. The combination of e-commerce and digital communication has helped YesHue create its own unique identity, connect with consumers' emotions, and expand its market both domestically and internationally. Currently, YesHue's products are available in the US, Australia, Canada, the UK, and other countries.

Also through TikTok Shop, Tukcha Hue Co., Ltd. with its Gia Di pressed rice cakes has achieved success. During a livestream as part of the "Flavors of the Ancient Capital" program, the company received over 300 orders in just 15 minutes, along with over 2,500 views – far exceeding expectations compared to traditional sales methods. This clearly demonstrates that e-commerce, especially interactive online e-commerce (livestreaming, short videos ), is becoming an effective channel for selling local products.

Representatives from various establishments and businesses participate in training on the application of online sales technology. Photo: HueCIT

According to Mr. Phan Hung Son, Deputy Director of the Department of Industry and Trade, accessing e-commerce in the production and business activities of enterprises today is an inevitable trend. This is an indispensable tool that helps businesses, production facilities, and business households access markets, promote products, reduce costs, and improve business efficiency.

In recent times, local authorities have organized numerous programs and training conferences to support businesses and production facilities in accessing tools for online trading. However, many businesses, especially small and medium-sized enterprises (SMEs), still face difficulties in accessing e-commerce. The main reasons are limited digital capabilities and platform operation skills; a lack of technologically savvy personnel; difficulties in securing investment capital for advertising and digital content; and products that have not yet been standardized to meet the requirements of e-commerce platforms.

Synchronization is needed.

In late September, a training conference on the theme "E-commerce, Revenue Growth, and Reaching National Brand Status" was held in Hue City, organized by the Department of Industry and Trade. Many participants shared their experiences regarding the advantages and challenges of applying e-commerce to production and business. Simultaneously, most agreed that e-commerce is creating new momentum for the sustainable development of businesses in Hue City.

Ms. Nguyen Thi Thanh Hoa, Director of EUBIZ Vietnam JSC and a presenter at this conference, shared that the key to developing e-commerce in Hue is enhancing the digital capabilities of businesses and production facilities. Many businesses, especially small businesses and traditional households, lack the skills to operate digital platforms, manage data, and create engaging digital content. Local authorities need to regularly organize well-structured training courses on e-commerce skills, from advertising and customer acquisition to payment and building online stores. These activities will help businesses and facilities effectively reach customers, thereby creating more opportunities to expand markets and export products abroad.

According to the Director of EUBIZ Vietnam JSC, for business owners and enterprises to reach customers and bring goods to market through e-commerce channels, a synchronized and reasonable policy mechanism is needed to build a synchronized information technology infrastructure; develop specialized e-commerce platforms, such as the "Hue Online" store; and ensure information transparency to help local products have their own playing field, increase competitiveness, and enhance brand recognition in the digital market…

To equip people with new business skills in line with modern trends, the People's Committee of Hue City recently approved Plan No. 331/KH-UBND dated August 7, 2025, on "Developing E-commerce in Hue City in the period 2026 - 2030". Accordingly, by 2030, over 90% of specialty products, OCOP products, and handicraft products will be distributed on e-commerce platforms; three specialized e-commerce platforms will be established to support the promotion of Hue's cultural, tourism, and culinary products; and e-commerce will account for over 25% of the city's total retail revenue by 2030…

To achieve this goal, the industry and trade sector needs to continue to support and coordinate efforts, especially with small and medium-sized enterprises (SMEs) that have limited resources and access to updated knowledge and skills in digital business. This will help businesses have more opportunities to access, apply, and improve the efficiency of their production and business operations to adapt to the current digital economy and global playing field.

Song Minh

Source: https://huengaynay.vn/kinh-te/don-bay-dua-san-pham-hue-vuon-xa-159729.html