Ngoc Linh Ginseng - connecting Vietnamese values

From the “hidden medicinal plant” of the Xe Dang people, Ngoc Linh ginseng is gradually stepping out into the world through many promotional activities, introducing the value of “Vietnam’s national treasure”. And in the near future, the promotional opportunity will continue to be enhanced when Quang Nam officially organizes a festival with many messages about the Ngoc Linh ginseng brand to international friends.

Báo Quảng Nam•03/06/2025

*The 6th Ngoc Linh Mountain Ginseng Festival - 2024 was organized by the People's Committee of Nam Tra My district, attracting a large number of people and tourists. Photo: ALANG NGUOC*

Brand affirmation

Held for the first time, the International Ngoc Linh Ginseng Festival in Quang Nam province in 2025 (referred to as the festival) is expected to create a space to promote and introduce unique products from Ngoc Linh ginseng and medicinal herbs typical of Quang land.

With the theme “Ngoc Linh Ginseng - Vietnamese Ginseng, connecting values and affirming Vietnamese brands”, the festival is expected to open on August 1 at 24/3 Square (Tam Ky City).

Mr. Tao Viet Hai - Deputy Director of the Department of Culture, Sports and Tourism said that in order for the festival to take place on schedule, in recent times, in addition to coordinating with departments and branches to continue implementing assigned tasks in Plan 7718 of the Provincial People's Committee, the department has organized work with units and enterprises to implement festival activities, and at the same time advised the Ministry of Culture, Sports and Tourism to unify the policy of organizing the festival.

With a common spirit of determination, up to now, preparations for the main activities as well as festival response activities have been carried out synchronously, meeting the conditions for organizing an international festival.

*Xe Dang people reenact the ginseng procession ritual at the Ngoc Linh Ginseng Festival in 2024. Photo: ALANG NGUOC*

In addition to the opening ceremony with a special art program and the space of the ginseng procession according to the traditional customs of the Xe Dang people, many activities and events will take place within the framework of the festival.

Highlights include art exchange programs, marathon races, exhibition and culinary spaces, and scientific seminar “Ngoc Linh Ginseng - From a national product to a global brand”.

In addition, Quang Nam will carry out activities in response to the festival such as: Organizing famtrips, presstrips and conferences on tourism development in the Ngoc Linh ginseng region; organizing a writing contest about Ngoc Linh ginseng and activities to promote and advertise festival tourism...

As for the ritual of worshiping and welcoming the Ngoc Linh ginseng god, after a period of research and script development, a journey highlighting the mark of honoring and thanking the mountain god will be presented in the opening program.

The procession of the god took place with a full procession team, a leader, a dance team combined with drums, gongs and K'cheo melodies... reenacting the procession of the god according to the traditional customs of the Xe Dang people in Nam Tra My.

This ritual is intended to honor the ginseng god and thank the mountain god for his protection and bringing a prosperous life to the people at the foot of Ngoc Linh mountain.

More specifically, from the "hidden medicine" plant, with the companionship and protection of the gods and the attention of local authorities at all levels, Ngoc Linh ginseng is gradually affirming its brand, becoming a "national treasure" of Vietnam, and is gradually reaching out to the world.

Connecting Vietnamese values

The festival opening ceremony is being rushed to carry out specific tasks. According to the plan, it is very likely that there will be a low-altitude fireworks display for the enjoyment of the people and tourists.

*Korean tourists visit the Ngoc Linh ginseng exhibition area in 2024. Photo: ALANG NGUOC*

In particular, throughout the festival program, Quang Nam will recreate the exhibition space combined with traditional cuisine. One of the highlights of the festival is the display of OCOP branded medicinal products and Ngoc Linh ginseng, along with the most unique traditional craft products of Quang Nam.

Mr. Nguyen Thanh Hong - Director of the Department of Culture, Sports and Tourism, said that in parallel with the festival preparation activities, recently, the unit assigned the Quang Nam Tourism Promotion Center to carry out the task of promoting the image and promoting tourism to create attraction and spread the festival.

In particular, proactively coordinate with press and media agencies to report on the festival; promote communication work on social networking platforms, at events; fairs, exhibitions to introduce and promote Quang Nam tourism domestically and internationally.

At the same time, information about the festival was sent to tourism businesses in the province to connect and bring the value of Ngoc Linh ginseng to continue to receive widespread attention, contributing to affirming the brand of "Vietnam's national treasure" to international friends.

At a recent meeting regarding festival preparations, Vice Chairman of the Provincial People's Committee Ho Quang Buu requested that localities and units assigned by the province to participate in serving the festival urgently review their tasks, deploy specific activities, and develop detailed plans with content suitable to the current practical situation.

The Provincial People's Committee assigned the Department of Culture, Sports and Tourism to closely coordinate with departments and branches to complete the plan to implement activities, ensuring the festival is successful, leaving a deep impression in the hearts of people and tourists.

In addition, continue to promote propaganda and promotion work before, during and after the festival; encourage localities to organize festivals to respond and ensure suitable conditions, from the Que Tra My festival of Bac Tra My district, the conference on ginseng development of Tay Giang district to the conference on developing medicinal herbs in the highlands of Phuoc Son district, the Arieu chili festival of Dong Giang district...

Based on the proposal to organize additional tours to experience ginseng growing areas and international golf tournaments on the occasion of the festival, localities and units continue to carefully prepare the event venue, survey ginseng growing areas for experiential tourism, ensuring safety, savings and efficiency.

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