In the context of an economy shifting towards green development and a value-based economy, ST25 – a product honored three times as "World's Best Rice" – stands as proof of the strength of knowledge-based agriculture and Vietnam's brand-building capabilities.
This success opens up a new way of thinking: from exporting agricultural products to exporting agricultural brands, affirming the role of knowledge, technology, and credibility in the journey to elevate Vietnamese brands in the world. And that is the sustainable path to bring Vietnamese agricultural products from the fields to the world, from products to symbols of national stature.
Regarding the issue of "Expanding the value of the Vietnamese agricultural product brand ecosystem," VNA respectfully presents an article by expert Vu Xuan Truong - Member of the Advisory Board, Brand and Competition Strategy Research Institute (BCSI).
National brand strategy
The success of ST25 opens a new direction for Vietnam's rice industry, but building a sustainable position requires a national and measurable branding strategy.
The focus is on establishing a national rice brand, "Vietnam Premium Rice," similar to the "Thai Hom Mali Rice" model, with a unified brand identity, clear quality standards, and international protection, creating a competitive advantage for businesses when exporting.
Simultaneously, digital transformation in value chain management is indispensable. The application of blockchain technology helps to transparently trace the origin of each batch of rice, increasing credibility and limiting commercial fraud.
Developing green agriculture, reducing emissions, and adopting circular farming practices will help Vietnamese rice meet the requirements of demanding markets such as the European Union (EU), Japan, and the United States, especially in the context of the EU potentially expanding the Carbon Border Adjustment Mechanism (CBAM) to the agricultural sector.
Intellectual property protection and geographical indications should be considered a "legal shield" to protect specialty rice varieties and growing regions, avoiding a repeat of the branding lessons learned from the ST25 rice case in the US market.
Finally, an international brand communication strategy is indispensable. Vietnam needs a large-scale campaign like "Vietnam Rice - Story of the Delta," telling the story of Vietnamese rice through documentaries, digital platforms, trade fairs, and global brand ambassadors.
At that time, Vietnamese rice was known not only for its delicious taste, but also for its culture, responsibility, and identity.
In particular, with the Philippines – a market accounting for nearly 45% of Vietnam's rice exports – temporarily suspending imports for 60 days starting in September 2025, diversifying markets to Europe, South Korea, and the Middle East has become more urgent than ever.
Premium products like ST25 are the "golden ticket" that helps Vietnamese rice gain a firm foothold in demanding markets, affirming the national brand's position on the global agricultural map.
Aiming for 4 businesses - 1 brand
The success of ST25 is a vivid testament to the innovative capacity of Vietnamese agriculture and opens up a new approach - building an ecosystem of agricultural product brands, where typical products share a common mission to elevate the nation's standing.
Buon Ma Thuot coffee, Phu Quoc fish sauce, Binh Phuoc cashews, and Ri6 durian all have the potential to become national brands if invested in the right way.
When each product carries a story about the land and people of Vietnam, the value of the national brand will be built on substance, not just on marketing slogans.
To achieve this, a sustainable collaborative model is needed among four stakeholders (the State, scientists, farmers, and businesses) working towards a common vision: "4 stakeholders - 1 brand."
Among these, the State plays the role of institution builder, strategist, and protector of national interests in the international arena; scientists bring knowledge, technology, and innovative solutions; farmers are at the center of the value chain, standardizing production practices according to global standards; and businesses undertake the mission of marketing, commercialization, and brand building in the market.
When these four links operate harmoniously, the Vietnamese agricultural value chain will shift from a model of isolated production to a synergistic system, where brands become a shared asset instead of the individual efforts of each business. From there, Vietnam can form an integrated agricultural brand ecosystem; in which each product retains its regional identity while contributing to a trustworthy, green, and sustainable national image in the eyes of the world.
In other words, ST25 has sown the seeds for a new brand mindset in Vietnamese agriculture – where knowledge, connections, and trust converge to bring Vietnamese brands to the global stage with genuine value, real responsibility, and a true story.
Today, national brands are not just tools to support exports, but have become strategic assets, showcasing a nation's creative capacity and cultural values.
In the context of green transformation and deep integration, Vietnam needs a new generation branding strategy: shifting from "Made in Vietnam" to "Make Vietnam Known" - not just about producing in Vietnam, but about making the world aware of, trust, and admire Vietnam.
The lesson from ST25 shows that sustainable brand value must stem from genuine quality and trustworthiness. When trustworthiness is sown with knowledge and professional integrity, Vietnamese brands will reap not only accolades, but also recognition and appreciation from the world. And that is the long but sustainable path to bringing Vietnamese agricultural products from the fields to the world, from products to symbols of national stature – where each Vietnamese brand contributes to writing the shared story called "Make Vietnam Known".
Source: https://baolamdong.vn/mo-rong-gia-tri-he-sinh-thai-cho-thuong-hieu-nong-san-viet-nam-410765.html
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