People shop at a supermarket during the Lunar New Year of the Horse 2026. Photo: VGP/Thuy Linh
After nearly 17 years of implementation, the "Vietnamese People Prioritize Using Vietnamese Goods" campaign in Hanoi has transcended the boundaries of a mere advocacy movement, gradually becoming a comprehensive action program. From this initial call for support, Vietnamese goods are now chosen for their quality, reputation, and real value, contributing to shaping a new consumer culture, enhancing the competitiveness of businesses, and strengthening the domestic market.
According to Bui Huyen Mai, Chairwoman of the Vietnam Fatherland Front Committee of Hanoi, the biggest change in the campaign is the shift in consumer awareness and behavior. Previously, people "prioritized" Vietnamese goods out of a spirit of support, but now the trend has shifted to "trusting" them because product quality is constantly improving, designs are diverse, prices are reasonable, and they can meet increasingly high demands.
Statistics show a clear shift. Over 90% of surveyed consumers said they prioritize Vietnamese products when shopping; 75% are willing to recommend Vietnamese products to relatives and friends; and the proportion of Vietnamese goods in markets has reached over 70%. This is not only the result of promotional efforts but also reflects a sustainable change in consumer habits.
The shopping atmosphere during the Lunar New Year of 2026 (Year of the Horse) is vivid evidence of the widespread appeal of Vietnamese goods. From food, confectionery, household goods, fashion to agricultural products, domestically produced goods are given priority in prominent display positions in supermarkets and shopping malls. Consumers choose Vietnamese goods not only out of a desire to support them but also because of their trust in their quality and safety.
To meet the increased demand during the year-end period, Hanoi has implemented a plan to stockpile goods worth approximately 40,000 billion VND, a slight increase compared to the previous year. Modern distribution systems such as WinMart, BRG Mart, Co.op Mart, GO!, Tops Market, AEON… have simultaneously increased their supply, with Vietnamese goods accounting for the majority, especially in essential items and those for the Tet holiday.
Not only food, but many other product categories from domestic businesses, such as school supplies, household goods, fashion, and cosmetics, are increasingly dominating the market. Businesses are focusing on investing in production technology, improving designs, raising quality standards, and building brands more systematically. As a result, Vietnamese goods are not only competitive in the mass market segment but are also gradually approaching the mid- and high-end segments.
According to the Hanoi Department of Industry and Trade, the campaign has been implemented comprehensively, linked with programs to stimulate consumer demand, stabilize the market, and develop commercial infrastructure. From the initial 22 points of sale for Vietnamese products, localities nationwide have expanded this to over 800 points. Hanoi, in particular, has consistently been at the forefront of organizing points of sale for Vietnamese products, strengthening connections between manufacturers and both modern and traditional distribution systems.
Programs showcasing Vietnamese goods and agricultural products are being implemented in suburban areas during Tet (Lunar New Year). Photo: VGP/Thuy Linh
Supply-demand matching conferences, Vietnamese product weeks, and safe agricultural product weeks are regularly organized, creating opportunities for OCOP products, agricultural products, and processed foods from Hanoi and many other provinces and cities to penetrate deeply into supermarket systems, shopping malls, and local markets.
Market inspection and control have also been strengthened. Market management forces are stepping up the fight against smuggling, trade fraud, counterfeit goods, and substandard products, thereby protecting the reputation of Vietnamese goods and consumer rights. A transparent business environment is a crucial factor in consolidating public trust in domestically produced products.
Digital transformation and e-commerce are identified as crucial tools for Vietnamese businesses to enhance their competitiveness. Training programs in online sales skills, livestreaming in production areas; sharing real-time consumer trend data; connecting businesses with e-commerce platforms… are opening up opportunities to access larger markets at optimal costs.
In Hanoi, the practice shows that the proportion of Vietnamese goods in modern distribution systems consistently remains high. Many large retailers such as Central Retail, AEON, Saigon Co.op , and Hapro/BRG Mart proactively build areas with the slogans "Proud of Vietnamese Goods" and "The Quintessence of Vietnamese Goods," contributing to enhancing the image of domestic products and creating a distinct impression in the minds of consumers.
From shopping carts overflowing with domestic products during Tet to their increasingly dominant presence on supermarket shelves, it's clear that the campaign has truly become a part of daily life. When quality becomes the benchmark and trust becomes the foundation, Vietnamese goods not only maintain their domestic market share but also create a solid foothold for Hanoi's businesses in their long-term development journey.
Thuy Linh
Source: https://baochinhphu.vn/hang-viet-chinh-phuc-niem-tin-nguoi-tieu-dung-thu-do-103260224102222956.htm
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