OCOP Tet gifts from Thanh Hoa: When local specialties enter the gift market.

OCOP Tet gifts open up a new direction for Thanh Hoa's signature products, contributing to enhancing their value and spreading local cultural identity during each spring season.

The perseverance of OCOP (One Commune One Product) businesses in the Tet gift market.

In the context of a gift market increasingly prioritizing quality, origin, and sentimental value, Thanh Hoa 's OCOP products are gradually asserting their unique position. No longer simply everyday consumer goods, many local specialties have been "reimagined" to become elegant Tet gifts, suitable for the gifting needs of individuals, businesses, and organizations.

OCOP products are the main focus of serving consumer demand during Tet (Lunar New Year). Photo: Thu Thuy.

However, entering the Tet gift market – a segment with great potential but also intense competition – requires OCOP businesses to have thorough preparation, perseverance, and a long-term vision. In reality, not all OCOP products can easily become popular gifts without investment in product storytelling, packaging, and market access strategies.

Mr. Nguyen The Hoang, Director of Hai Binh Seafood Processing Cooperative in Hai Binh Ward, Thanh Hoa Province, is one of the pioneers in implementing the OCOP Tet gift box model. He had been nurturing this idea for some time, but only officially launched it in 2023, after the cooperative's products received OCOP certification. Prior to that, in 2020-2021, the cooperative had three products that achieved OCOP 3-star rating: Vi Thanh anchovy fish sauce, shrimp paste, and krill paste.

According to Mr. Hoang, OCOP certification is not only a recognition of quality, but also a key factor in building consumer trust when choosing gifts. "I clearly understand that products must achieve OCOP certification to have the credibility to enter the Tet gift market. This is a 'passport' that gives customers peace of mind, especially when the gifts are intended for business partners or relatives," he shared.

Based on market demand, the cooperative has developed two lines of Tet gift boxes. One line consists entirely of certified OCOP products; the other combines OCOP fish sauce with dried mackerel and shrimp paste – familiar specialties of the Nghi Son coastal region. This approach ensures legal compliance while increasing diversity and flexibility in pricing, suitable for a wide range of customer groups.

Ba Lan's fermented pork sausage product has achieved OCOP 4-star rating. Photo: Thu Thuy.

In its very first Tet (Lunar New Year) season, the cooperative sold over 2,000 gift boxes in both the North and South of Vietnam. Production is expected to remain stable for Tet 2025. This year, despite market fluctuations, the cooperative proactively adjusted the number of gift boxes while increasing the production of its flagship OCOP product, Vi Thanh anchovy fish sauce, to meet the high demand during the year-end holiday season. According to Mr. Hoang, flexibly adjusting production plans is crucial for the sustainable development of OCOP Tet gifts, avoiding short-term trends.

Cultural values ​​and future direction for OCOP Tet gifts in Thanh Hoa province.

Not only cooperatives, but many OCOP (One Commune One Product) production facilities in Thanh Hoa are also actively "catching up" with the trend of Tet gifts. Ms. Dao Thi Lan, owner of Ba Lan fermented pork sausage facility - a typical 4-star OCOP product of the locality - said that previously her family mainly focused on selling traditional products and had never thought about making Tet gift baskets. However, after the product received OCOP certification and consumer tastes changed, she began experimenting with combined Tet gift baskets.

Each gift basket includes OCOP-certified fermented pork sausage and other Thanh Hoa specialties, targeting the family, office, and business partner gift segment. “The first Tet (Lunar New Year), I only made a few hundred baskets as a trial, and the packaging was simple. But the customer feedback was quite positive. This year, I’ve invested more in packaging and design so that the gift baskets are both beautiful and reflect the unique identity of Thanh Hoa,” Ms. Lan shared.

In reality, linking multiple OCOP products from different producers into a single gift basket not only increases economic value but also creates a cohesive narrative about the local land, people, and culture. Instead of promoting each product individually, OCOP Tet gifts become a "value complex," giving consumers more choices and enhancing competitiveness with traditional Tet gifts on the market.

Each OCOP Tet gift box is contributing to strongly promoting the image of local products. Photo: Thu Thuy.

From a management perspective, many experts believe that OCOP Tet gift baskets are a suitable direction to elevate the OCOP program from a "product" to a "regional brand." At the end of 2025, an OCOP gift basket design competition held in Vinh Long province provided many noteworthy suggestions for other localities, including Thanh Hoa. The harmonious combination of traditional materials such as bamboo, wood, and sedge with modern packaging design not only enhances aesthetics but also contributes to telling the story of the origin and cultural value of each product.

In the long term, for OCOP Tet gifts to truly become a stable industry, businesses in Thanh Hoa need to continue focusing on improving quality, standardizing packaging, strengthening linkages between production units, and expanding distribution channels, especially e-commerce. Then, each OCOP Tet gift box will not only be a gift for the spring festival, but also a symbol of pride in agricultural products, culture, and the aspiration for sustainable development of Thanh Hoa province.

Source: https://nongnghiepmoitruong.vn/qua-tet-ocop-xu-thanh-khi-dac-san-dia-phuong-vao-thi-truong-qua-bieu-d793390.html