OCOP – From local roots to global reach

Started in 2019, the “One Commune One Product” (OCOP) Program has gradually transformed Lang Son’s key agricultural products. From once being monotonous, less attractive items with unstable prices and limited markets just a few years ago, they have now become products with eye-catching packaging, ensured quality, and clear traceability. This has helped elevate their value and expand their market reach both domestically and internationally.

To concretize the central government’s policy, the People’s Committee of Lang Son province issued Decision No. 1533/QĐ-UBND on August 13, 2019, approving the Project “OCOP Program of Lang Son province for the 2019–2020 period, with orientation to 2030.” Its overall goal is to develop the rural economy, improve incomes and living standards for local people by leveraging traditional products and local specialties, restructuring production with a focus on cooperative and private economies, and encouraging the creativity of local people as the key to creating high-value products that drive socio-economic development across the province. Moreover, the Provincial People’s Committee has issued implementation plans for each phase, directing the effective rollout of the program. Relevant provincial departments and sectors in coordination with proactive people and businesses, have applied synchronized solutions to build OCOP products, promote sustainable agriculture, and increase added value.

Tea products from Thai Binh Lang Son Tea Joint Stock Company with eye-catching packaging. Collected photo

To help Lang Son’s agricultural and OCOP products reach wider markets, authorities have been accompanying producers by supporting them in upgrading and consolidating their products after certification. Practical support includes traceability labeling, professional packaging, logos, and branding. Particularly, building a product story has turned each product into more than just merchandise—it now carries cultural and traditional values of the locality. Additionally, providing dedicated display, introduction, and sales venues has strengthened brand presence and improved accessibility to consumers. As a result, producers have gradually shifted their mindset, focusing more on meeting quality, labeling, and traceability standards, step by step shaping Lang Son’s OCOP products as trusted brands in the market.

Beyond product development, extensive training and workshops have been widely organized, equipping producers and businesses with valuable knowledge on implementation processes, quality evaluation methods, and effective business practices. This has helped them change old production habits, transform traditional products into high-value commodities, foster creativity within communities and contribute to rural economic restructuring.

So far, the province has 129 valid OCOP-certified products (3 rated four-star and 126 rated three-star). These products carry distinct local identities. They have shown clear progress in scale, quality, production processes, packaging, and brand identity, significantly enhancing product value. According to OCOP producers, OCOP-certified products have increased in value by an average of 20–30% compared to traditional counterparts.

With the goal of bringing Lang Son’s OCOP products closer to consumers nationwide, promotional and trade activities have been strengthened. Between 2019 and 2025, more than 100 producers with over 100 products participated in over 70 events, including fairs, exhibitions, and supply-demand connection forums within and outside the province. These events served as bridges for OCOP products to conquer new markets, not only boosting sales but also offering excellent opportunities for brand-building.

A booth showcasing Lang Son’s specialty agricultural products at the 4th International Friendship City Exchange Exhibition – Zhejiang, China, November 2023. Photo: Huong Trang

As a result, Lang Son’s OCOP products have expanded their presence across many provinces and cities such as Ha Noi, Da Nang, Quang Ninh, and Bac Giang. Some have even reached international markets. Its star anise essential oil exported to China, the US, Belgium, the Netherlands, Thailand, India, and Eastern Europe; tea products sold in Taiwan, Russia, and China; dried cinnamon bark exported domestically as well as to China, India, the US, and Bangladesh; and black jelly processed into starch in cooperation with Taiwanese partners who provide extraction technology and handle market distribution. 

In the digital era, digital transformation has been a key driver in expanding the reach of Lang Son’s OCOP products. Producers have built websites and leveraged e-commerce platforms to introduce their products, making them easier than ever for consumers to search, select, and purchase. Social media platforms like Facebook, Zalo, and TikTok have also become major promotional channels. Producers use these to share stories and values behind each OCOP product, fostering stronger connections with customers. Particularly, livestreams and product videos allow customers to see products and production processes firsthand, building trust and confidence. Additionally, promoting products on two major e-commerce platforms—Postmart.vn and Voso.vn—has opened access to even broader markets.

Livestream to sell custard apples and Lang Son OCOP specialties. Collected photo

The OCOP Program has been paving a sustainable path for agriculture by creating added value through cultural storytelling and highlighting Lang Son’s unique identity. OCOP products have become “ambassadors” promoting Lang Son’s image, bringing this land of rich traditions closer to consumers at home and abroad. Thanks to OCOP, local people not only enjoy more stable incomes but also take pride in products deeply rooted in their homeland, contributing to the development of a mode rn, sustainable and culturally rich agriculture sector.

Mai Thu

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