Brand value from its roots

As Tet (Lunar New Year) approaches in 2026, the atmosphere in Cat Tru village is bustling with activity. The glowing red fires, the vibrant green of banana leaves, the aroma of freshly cooked sticky rice, and the scent of wood smoke permeate the countryside, creating a unique atmosphere found only in traditional craft villages during the days leading up to Tet. This very atmosphere attracts visitors from all over, not only to buy cakes but also to fully experience the spirit of Tet in the ancestral land.

Ms. Minh Anh wrapped the outer layer of leaves around the banh chung (Vietnamese rice cake).

Despite numerous ups and downs, and fewer households still practicing the craft than before, Cat Tru village, known for its sticky rice cakes, maintains its position thanks to the perseverance of its dedicated artisans. The brand value of "sticky rice cakes offered to the king" lies not only in the traditional recipe but also in the heart of the artisans, the meticulousness in every step, from selecting ingredients to wrapping and cooking the cakes.

Notable examples include the establishment of artisan Nguyen Thi Minh Anh (Phu Cat area) - one of the families with a long history in the craft of making banh chung (traditional Vietnamese rice cakes), or the Dat To Agricultural and Commercial Cooperative (Thuong Cat area). Although each unit has a different production organization, they all share the common goal of preserving the traditional flavor of banh chung and retaining the "spirit of Tet" in each cake.

As the third generation continuing the family tradition, Ms. Nguyen Thi Minh Anh has won eight times in the "Banh Chung and Banh Giay" (traditional Vietnamese rice cake) wrapping and cooking competition to offer to the Hung Kings. She shared: "To preserve the traditional flavor of the cakes, the most important factor is meticulousness and the selection of clean, fresh ingredients with clear origins. The rice must be glutinous rice, such as sticky rice or fragrant hill rice, with even, sticky grains. The mung beans must be small, soaked, thoroughly washed, and cooked until tender to ensure a rich, moist filling. The pork must be either pork belly or shoulder, marinated just right to create a rich, flavorful filling without being greasy."

With the Dat To Agricultural and Commercial Cooperative, the "Dat To Rice Cake" brand has been recognized as a 4-star OCOP product, increasingly asserting its position in the market both within and outside the province. Mr. Cuong, an employee of the cooperative, said that his family has a seven-generation tradition of making rice cakes, and he is currently passing on the craft to his son, contributing to preserving the village's traditional craft. To maintain the brand's reputation, the cooperative pays special attention to food safety, investing in modern facilities and equipment, applying advanced preservation technology, and aiming to expand its market and export.

Traditional craft villages are undergoing a transformation.

During the peak days leading up to Tet (Lunar New Year), Ms. Anh's establishment has to mobilize all family members, combining both traditional wood-fired stoves and electric boiling pots to meet market demand. On normal days, the establishment makes about 700 cakes; during Tet, this number can reach 4,000-5,000 cakes per day. After cooking, the cakes are cooled and vacuum-sealed to ensure food safety and hygiene. The establishment's products have been recognized as 3-star OCOP products.

While Ms. Anh's establishment represents traditional production methods, the Ancestral Land Agricultural and Commercial Cooperative opens a new path by harmoniously combining traditional values ​​with modern management methods. According to the Cooperative's Director, Pham Xuan Hieu, the cooperative has built the "Ancestral Land Sticky Rice Cake" brand with a distribution system of nearly 200 agents nationwide, aiming to increase this to 500 agents in the next three years and gradually export to many countries. On average, the cooperative produces about 4,000 cakes per month during the first few months and on the 15th day of the lunar month; during holidays and Tet (Lunar New Year), production reaches 2,500-3,000 cakes per day, peaking at 3,500-4,000 cakes per day. This creates regular and seasonal jobs for local workers, requiring 40-50 workers during peak periods, with plans to increase to 100 people in the next development phase.

Notably, the Phu Tho Agricultural and Commercial Cooperative has exported over 3 tons of banh chung (traditional Vietnamese rice cakes) to a chain of 16 supermarkets in the United Kingdom. This is a significant milestone, opening up a new direction for the development of traditional Phu Tho banh chung in particular and Vietnamese cuisine in general in the international market. According to Mr. Pham Xuan Hieu, the Vietnamese community abroad, especially at the end of the year, has a great demand for products that reflect national identity, and banh chung is an indispensable item. In the future, the cooperative aims to expand its export scale, gradually perfecting the process to register for official import and export activities, contributing to the formation of a sustainable value chain for the locality. By 2026, the cooperative plans to develop new product lines, aiming to form a supporting economic sector linked to the traditional craft village.

Besides production, the craft village tourism model has also been promoted. Experience sessions and workshops on wrapping traditional banh chung (Vietnamese rice cakes) at the workshops have become attractive destinations, helping tourists gain a deeper understanding of the cultural and historical value of this traditional rice cake from the ancestral land. In 2023, the banh chung from the ancestral land (Hung Viet commune) was honored by the Vietnam Culinary Culture Association among the top 121 typical Vietnamese dishes, once again affirming the position of Phu Tho banh chung in the national cuisine.

Amidst the modern pace of life and integration, the glowing hearths in Cat Tru village continue to burn brightly, preserving the "spirit of Tet" in Vietnam's ancestral land. The story of Phu Tho's banh chung (traditional rice cake) today has transcended the realm of livelihood, becoming a persistent journey of preserving, conserving, and spreading national cultural identity.

    Source: https://www.qdnd.vn/van-hoa/doi-song/giu-lua-hon-tet-tu-banh-chung-dat-to-1025961