When OCOP is no longer just about "quantity"
According to a report by the Ministry of Agriculture and Environment , the "One Commune, One Product" (OCOP) program has now been implemented synchronously in 100% of provinces and cities nationwide. By 2025, nearly 17,500 OCOP products nationwide will have achieved 3 stars or higher, a significant increase compared to the initial implementation phase and far exceeding the target set by the Prime Minister. Of these, 3-star products account for over 72%, 4-star products account for 27.1%, and 126 products have been recognized with 5 stars, considered "national representatives" of Vietnam's OCOP.
By 2025, the whole country will have nearly 17,500 OCOP products. (Illustrative image)
Looking at the "OCOP map," one can see the strong spread of the program in both scale and development area. The Red River Delta currently leads the country in the number of OCOP products, followed by the Mekong Delta, the South Central Coast, and the Central Highlands. The product structure also clearly reflects regional advantages, with food products accounting for an overwhelming proportion (78.3%), followed by handicrafts, beverages, and other product groups. OCOP has become a "development framework" for localities to exploit indigenous resources, from tea and medicinal herbs in the northern mountainous region to coffee and pepper in the Central Highlands, or seafood and fruits in the lower Mekong River basin.
From the perspective of participating entities, the OCOP program has attracted over 9,300 participants, with cooperatives accounting for a significant proportion. Notably, the fact that many cooperatives have OCOP products has contributed to changing the traditional role of the collective economy , from primarily providing input services to directly participating in production, consumption, brand building, and market access.
These figures show that the OCOP program is no longer an experimental movement, but has become an important component in the rural economic development strategy. However, with its widespread reach, a bigger question is emerging: how can OCOP products not only increase in quantity but also be sold, sustainably, and have a long-term foothold in the market?
In fact, over the years, the promotion and trade facilitation of OCOP products has been quite vibrant. From regional and national forums and fairs like OCOPEX and regional specialty fairs, to bringing OCOP products to international fairs in Europe and Asia, many localities have proactively established centers and points for introducing and selling OCOP products in urban areas and tourist destinations. To date, the whole country has more than 670 OCOP centers and points of sale, an increase of more than 4.5 times compared to 2020.
In Hanoi alone, the leading locality nationwide in the number of recognized OCOP products, a network of 115 OCOP promotion and marketing points has been established, serving the people of the capital and tourists. Many OCOP products have a stable presence in major supermarket chains and e-commerce platforms, gradually accessing modern distribution channels.
However, a closer look reveals that OCOP trade promotion activities are still largely superficial. While there are many fairs and events, the potential for generating long-term orders, building sustainable distribution chains, and connecting experiences with consumers is not commensurate with the potential. Many OCOP sales points still resemble mere display booths, lacking product storytelling, engaging experiences, and truly becoming destination points.
At a meeting between the Chairman of the Hanoi People's Committee and the Hanoi Department of Industry and Trade on January 12th, Ms. Dang Huong Giang, Director of the Hanoi Department of Tourism, stated that out of the 119 existing OCOP product showrooms, approximately 35 are considered to have the potential to connect with tourism models, tour routes, and experiences linked to local communities and tourists. This connection will not only diversify activities at the sales points but also contribute to increasing added value through sightseeing and shopping experiences.
Based on that, Ms. Dang Huong Giang suggested that the Department of Industry and Trade continue to pay attention to and direct the construction and development of OCOP product introduction centers in 2026 in an innovative direction. These centers should not only function as sales outlets, but should also be designed as experiential spaces, showcasing the cultural values, production processes, and stories of the products.
It's not just about selling products, it's about selling a brand.
The positive impacts of the OCOP program on the rural economy are undeniable. Over 60% of OCOP participants have seen increased revenue, and the average selling price of their products has increased by over 12% after receiving OCOP certification. OCOP has also contributed to promoting livelihoods for women, ethnic minorities, and vulnerable groups, while creating momentum for entrepreneurship in rural areas.
However, as we move into the 2026-2030 period, the development landscape has changed. The demands for green development, emission reduction, traceability, quality standards, and digital transformation are becoming increasingly clear. Deputy Minister of Agriculture and Environment Tran Thanh Nam noted that the OCOP program needs a new approach that both overcomes existing limitations and creates greater vitality and added value for products.
This means that OCOP trade promotion cannot continue in the same old way. The focus needs to shift to developing products in depth, closely linked to local raw materials, culture, and knowledge; improving quality in a green and sustainable direction; and investing systematically in packaging, labeling, product storytelling, and branding. More importantly, OCOP needs to be placed in close connection with rural tourism, cultural festivals, and open experiential spaces.
In Hanoi, with its large tourist base and unique system of traditional craft villages and rural areas, the One Commune One Product (OCOP) tourism model is showing clear effectiveness. Models like Green Park Phu Dong or Hong Van rural village not only sell products but also create a stable flow of tourists, increase economic value, and promote the image of the new rural areas.
Speaking with a reporter from the Industry and Trade Newspaper, agricultural expert Hoang Trong Thuy stated that the OCOP (One Commune One Product) program is standing at the "threshold" of a new phase of development. When quantity is no longer the sole measure, trade promotion must become a strategic tool, helping OCOP to transcend local boundaries and enter larger, more sustainable markets.
To achieve this, a synchronized effort from the State, localities, and businesses is needed, from perfecting the policy framework and standards to innovating promotional thinking. OCOP should not only be considered a rural product, but should be positioned as a national brand, a convergence of economic, cultural, and environmental values. Only then will OCOP trade promotion truly enter a "new chapter," befitting what the program has painstakingly built over the past decade.
International experience shows that many countries don't need too many destinations, but only need to successfully build a few exemplary models that have enough widespread appeal. For OCOP products, the formation of "OCOP experience centers" could be key to elevating trade promotion in the new phase.According to the Industry and Trade Newspaper
Source: https://baophutho.vn/ocop-du-luong-can-but-pha-bang-chat-246107.htm
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