Folk knowledge about Ngoc Linh ginseng and the need for Ngoc Linh ginseng brand communication

Origin and cultural values

The 6th Ngoc Linh Ginseng Festival in 2024 will be held in Nam Tra My district. Photo: QT

Folk knowledge about Ngoc Linh ginseng originates from the long-standing experience of the Xo Dang people in Nam Tra My. Since ancient times, they have discovered and used ginseng as a panacea to cure diseases, improve health, and increase resistance in the harsh conditions of the mountains and forests. Village elders consider Ngoc Linh ginseng a "treasure" given by nature, only used in special cases such as treating serious illnesses, snake bites, or increasing strength when going into the forest. This knowledge has been passed down orally through many generations, associated with the lifestyle in harmony with nature and the slash-and-burn agriculture of the Xo Dang people.

Ngoc Linh ginseng is not only a medicinal plant, but also has spiritual and cultural significance. The Xo Dang people consider it a symbol of the connection between humans and nature, with legendary stories such as "holding wormwood to find agarwood". The exploitation, cultivation, and processing of ginseng are carried out according to traditional methods, based on careful observation of the environment, land, and ecological conditions. For example, ginseng is only grown under the canopy of primary forests, where the soil is loose, rich in humus, and has high humidity, demonstrating the indigenous people's deep understanding of the ecosystem.

Traditional method of use

According to folk knowledge, Ngoc Linh ginseng is used in many forms such as direct sucking, soaking in wine, brewing tea, combining with honey...

Ngoc Linh ginseng is grown on Ngoc Linh mountain area and grows well. Photo: BM

These uses are not only based on practical experience but also demonstrate the sophistication in protecting the medicinal properties of ginseng, avoiding overuse to ensure optimal effectiveness. The Xo Dang people also have strict principles when exploiting, such as not taking all the plants in an area to protect the natural source.

Intangible cultural heritage

On May 14, 2025, the Ministry of Culture, Sports and Tourism recognized folk knowledge of exploiting, growing, and processing Ngoc Linh ginseng in Nam Tra My as a national intangible cultural heritage.

This decision not only honors the cultural value of indigenous knowledge but also emphasizes the importance of preserving and promoting this heritage in the context of modernization.

Folk knowledge about Ngoc Linh ginseng is a testament to the attachment of the Xo Dang community to the mountains and forests, and is also a resource for sustainable economic development, poverty reduction, and ecological environment protection.

The need to promote the brand communication of Ngoc Linh ginseng Quang Nam

Although Ngoc Linh ginseng is considered a "national treasure" with outstanding medicinal value (containing 52 saponin compounds, of which 26 are unique compounds not found in other types of ginseng), the Ngoc Linh ginseng brand from Quang Nam has not yet achieved a commensurate stature in the domestic and international markets. Building a systematic, long-term communication strategy is a vital factor to enhance recognition, protect the brand, and promote the economic value of Ngoc Linh ginseng.

Enhance brand awareness and consumer trust

Currently, the Ngoc Linh ginseng market is facing the problem of counterfeit goods, such as Chinese ginseng or wild ginseng mixed with Ngoc Linh ginseng. According to communications expert Pham Song Thu, small and medium-sized enterprises in Quang Nam, although creating quality products from Ngoc Linh ginseng, are often overwhelmed by large brands due to the lack of a systematic communication strategy. Building a strong brand, with an official logo and a protected geographical indication of “Ngoc Linh”, is necessary to create consumer confidence in the origin and quality.

Quang Nam will synchronously deploy many areas for product research and development of Ngoc Linh ginseng raw material areas. Photo: PHAN VINH

Effective communication will help position Ngoc Linh ginseng as a "national treasure" product, emphasizing unique values ​​such as:

- Outstanding medicinal properties: Supports cancer treatment, enhances immunity, anti-aging, reduces stress, and improves physiology.

- Indigenous origin: Associated with folk knowledge and Xo Dang culture, creating an attractive brand story.

- Standardized quality: Manufactured according to GACP-WHO standards, ensuring traceability.

Promote consumption and expand the market
Currently, Ngoc Linh ginseng is mainly consumed domestically, with products such as fresh roots, tea, wine, honey, and functional foods. However, the export potential of Ngoc Linh ginseng is huge, especially in markets such as Japan, Korea, Germany, and the United States, where demand for natural medicinal herbs is increasing. According to the Project on developing a medicinal herbs industry center in Quang Nam, the goal by 2045 is to export Ngoc Linh ginseng products to 10 international markets.

Xe Dang artisans reenact the Ngoc Linh ginseng worship ritual, opening the 6th Ngoc Linh ginseng festival (August 2024). Photo: Alang Nguoc

To achieve this, the media needs to:

• Promotion through tourism: Turn each international tourist into a “brand ambassador” by introducing Ngoc Linh ginseng through tours of ginseng growing areas, such as in Nam Tra My.
  
• Using e-commerce platforms: Nam Tra My district has invested more than 90 million VND to build an e-commerce platform specializing in promoting Ngoc Linh ginseng, linking with reputable platforms to fight counterfeit goods and reach global customers.
  
• Organizing seminars and events: Scientific seminars, fairs, and Ngoc Linh ginseng festivals (such as the 6th Ngoc Linh Ginseng Festival in 2024) are opportunities to promote brands and connect businesses with the market.
  

Protect and promote the value of folk knowledge

Communication does not only stop at promoting products but also needs to honor the folk knowledge of the Xo Dang people, thereby raising awareness of preserving indigenous culture.

Communication campaigns can tell the story of Ngoc Linh ginseng’s journey, from the “hidden medicine” of village elders to the “national treasure” recognized by the world, to differentiate it from other ginsengs. At the same time, communication needs to emphasize the role of indigenous people in the value chain, ensuring that they benefit fairly (currently receiving less than 20% of the value of the product chain).

Competition and challenges

Ngoc Linh ginseng is competing with other ginsengs, such as Korean ginseng, American ginseng, or even Lai Chau ginseng in the country. A unified Vietnamese ginseng brand, in which Ngoc Linh ginseng is the main product, will help avoid fragmentation and increase competitiveness in the international market. In addition, issues such as lack of support policies, incomplete logistics infrastructure, and limited investment resources also require a communication strategy to be associated with calling for investment and international cooperation.

People take care of Ngoc Linh ginseng seedlings. Photo: PV

The role of government and business

Quang Nam Province has issued Resolution No. 40 (11/2024) on the management, conservation, and development of Ngoc Linh ginseng until 2035, with goals such as granting growing area codes, achieving GACP-WHO standards, and building a medicinal plant industry center. However, to realize this, coordination between the government, businesses, and scientists is needed in developing a communication strategy. Businesses such as Triet Minh Company, Sam Sam Company Limited, and Vinapanax Vietnam Ginseng Joint Stock Company are making efforts to deeply process and promote their products, but need support in terms of capital, technology, and distribution channels.

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Folk knowledge about Ngoc Linh ginseng in Quang Nam is a valuable treasure, not only of medicinal value but also of the cultural heritage of the Xo Dang people, contributing to shaping the identity of Vietnam's "national treasure". However, for Ngoc Linh ginseng to truly become an international brand, systematic communication is the key factor. From raising awareness, protecting the brand from counterfeit goods, to expanding the market and honoring indigenous cultural values, communication will be the bridge to bring Ngoc Linh ginseng from the top of Ngoc Linh mountain to the world. This journey requires the cooperation of the government, businesses, and the community, so that Ngoc Linh ginseng is not only the pride of Quang Nam but also a symbol of Vietnam on the global medicinal map.

Source: https://baoquangnam.vn/tri-thuc-dan-gian-ve-sam-ngoc-linh-va-su-can-thiet-ve-truyen-thong-thuong-hieu-sam-ngoc-linh-3154806.html