From "prioritizing" to "trusting" Vietnamese products.

After nearly 17 years of implementation, the "Vietnamese people prioritize using Vietnamese goods" campaign in Hanoi has evolved from a mere movement into a comprehensive action program, contributing to shaping a new consumer culture, enhancing the competitiveness of Vietnamese businesses, and firmly consolidating the domestic market.

Hà Nội Mới•23/02/2026

Consumers shop at Winmart supermarket (Cau Giay ward). Photo: Do Tam

Spreading strongly throughout the distribution system.

Bui Huyen Mai, Member of the Standing Committee of the Hanoi City Party Committee and Chairwoman of the Vietnam Fatherland Front Committee of Hanoi, affirmed that the biggest change in the "Vietnamese people prioritize using Vietnamese goods" campaign in the capital city is the fundamental shift in awareness and consumer behavior. Previously, people "prioritized" Vietnamese goods out of a spirit of support, but now the consumption trend is shifting towards "trusting" the quality, reputation, and real value of the products.

According to statistics from the Steering Committee of the "Vietnamese People Prioritize Using Vietnamese Goods" campaign in Hanoi, over 90% of consumers said they prioritize choosing Vietnamese goods when shopping; 75% are willing to recommend Vietnamese goods to relatives and friends; and the proportion of Vietnamese goods in markets has reached over 70%. These are not just statistics, but also reflect a profound shift in awareness and consumer habits.

This was further evident in the bustling shopping atmosphere during the Lunar New Year of 2026. Domestically produced goods, from food, confectionery, household items, and fashion to agricultural products, were given preferential treatment by distributors, placed in the best locations in supermarkets and shopping malls, and became the preferred choice of a large number of consumers.

To meet the increased demand during the year-end period, Hanoi city has implemented a plan to stockpile goods worth approximately 40,000 billion VND, a slight increase compared to the previous year. Modern distribution systems such as WinMart, BRG Mart, Co.op Mart, Go!, Tops Market, AEON… have simultaneously increased their supply, with Vietnamese goods accounting for the majority, especially in essential items and those for the Tet holiday.

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Not only food, but many other product categories of domestic businesses such as school supplies, household goods, fashion, cosmetics, etc., are also dominating the market thanks to their wide variety of products and strong investments in product quality and packaging.

According to Nguyen Kieu Oanh, Deputy Director of the Hanoi Department of Industry and Trade, the "Vietnamese people prioritize using Vietnamese goods" campaign has been implemented comprehensively, linked with programs to stimulate demand, stabilize the market, and develop commercial infrastructure. During the 2021-2025 period, from the initial 22 points of sale for Vietnamese goods, localities nationwide have expanded to over 800 points of sale; Hanoi, in particular, has always been a leader in organizing points of sale for Vietnamese products, closely connecting manufacturers with modern and traditional distribution systems.

Conferences connecting supply and demand, Vietnamese product weeks, and safe agricultural product weeks are regularly organized, contributing to bringing OCOP products, agricultural products, and processed foods from Hanoi and other provinces and cities to supermarkets, shopping malls, and traditional markets. The policy system on developing commercial infrastructure is gradually being perfected, creating a favorable legal framework for the circulation of goods.

In addition, market management forces are intensifying inspections and controls, and vigorously combating smuggling, trade fraud, counterfeit goods, and substandard products, thereby protecting the reputation of Vietnamese goods and the rights of consumers. This is an important foundation for Hanoi residents to confidently choose domestically produced products.

New thinking on stimulating consumer demand.

The launch of the nationwide campaign "Vietnamese people use Vietnamese products" according to Decision No. 2269/QD-BCT issued by the Ministry of Industry and Trade on August 8, 2025, approving the program for developing the domestic market associated with "Vietnamese people use Vietnamese products," demonstrates a clear shift in thinking: from encouraging promotion to attracting consumers through quality, technology, and added value.

The program's scope has been expanded from "Vietnamese goods" to "Vietnamese products," encompassing services provided by Vietnamese people such as tourism, finance, and digital technology. This approach aligns with modern consumer trends in Hanoi, where people are increasingly concerned about origin, quality standards, green and sustainable elements, and digital experiences.

Notably, digital transformation and e-commerce are identified as crucial tools for enhancing the market capacity of Vietnamese businesses. Training programs in online sales skills, livestreaming in production areas; sharing real-time consumer trend data; connecting businesses with e-commerce platforms… are opening up new opportunities for businesses in Hanoi to access a larger market at optimal costs.

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In Hanoi, the practice shows that the proportion of Vietnamese goods in modern distribution systems consistently remains high; many large retail businesses such as Central Retail Group, AEON, Saigon Co.op, Hapro/BRG Mart… proactively build areas with the slogans "Proud of Vietnamese Goods" and "The Quintessence of Vietnamese Goods," contributing to enhancing the image of domestic products.

The "Vitality of Vietnamese Goods" product display and livestreaming space at 62 Trang Tien Street (Hanoi), which opened in February 2026, is a vivid example of innovative approaches to promoting Vietnamese products. The combination of visual identification and digital technology not only helps consumers easily distinguish between genuine and counterfeit goods but also provides an opportunity for direct interaction with manufacturers.

With close collaboration between the government, businesses, and consumers, the "Vietnamese People Prioritize Using Vietnamese Goods" campaign in Hanoi is entering a new phase of development, focusing on product quality, digital transformation, and brand building. When Vietnamese goods win consumer trust through their real value, the spirit of "prioritization" will transform into a sustainable usage habit, simultaneously strengthening the domestic market and creating momentum for the capital's economic growth in the context of deep integration.

Source: https://hanoimoi.vn/tu-uu-tien-den-tin-dung-hang-viet-734526.html