Ministry of Industry and Trade supports promotion of Lai Chau products through “The Vitality of Vietnamese Goods” Program No. 6

The event is designed as an omni-channel initiative, combining an on-site exhibition and direct sales with digital promotion and livestream commerce. Through this format, the programme aims to support Vietnamese businesses in expanding market access, strengthening brand recognition, and bringing high-quality Vietnamese products closer to domestic consumers.

According to Tran Huu Linh, developing the domestic market is not only about expanding distribution networks, but also about bringing cultural values and regional identities closer to consumers.

“The Vitality of Vietnamese Goods programme has been designed as a multi-channel initiative, integrating immersive in-person experiences with livestream sales to help Vietnamese products adapt to new consumer trends, enhance competitiveness, and broaden market access,” Linh emphasized.

Under the theme “Lai Chau - Original Flavours in Hanoi,” the programme showcases a wide range of signature specialties closely tied to the natural conditions and indigenous culture of Lai Chau. Featured products include dried buffalo meat, smoked pork, traditional sausages, Seng Cu rice, Than Uyen Shan Tuyet tea, cordyceps, Lai Chau ginseng infused with honey, red turmeric starch, and turmeric-herbal tea capsules.

These products not only embody the distinctive flavours of Vietnam’s northwestern highlands but also reflect the efforts of local businesses and cooperatives to improve product quality, standardise production, enhance traceability, and adapt to modern consumption trends. This approach is considered an important pathway for expanding market access and improving the competitiveness of highland specialties in the domestic market.

Vuong The Man noted that every product featured at the event carries a story about the land and people of Lai Chau from ancient Shan Tuyet tea forests and Seng Cu rice fields to the province’s signature medicinal herbs.

“We hope this programme will help consumers in the capital gain a deeper appreciation of Lai Chau’s specialty products, thereby supporting local goods in gradually establishing a stronger position in the domestic market,” Man said.

Throughout the event, residents and visitors will have the opportunity to directly experience and sample products, learn about production processes, and discover the cultural stories behind each of Lai Chau’s specialties.

A highlight of the programme will be a livestream session from 7:00 p.m to 10:00 p.m on May 15, featuring actress Thanh Huong. By combining a physical exhibition space with livestream commerce, the event underscores efforts to modernise the promotion of Vietnamese goods through flexible and innovative methods aligned with emerging consumer trends. It also serves as a practical solution to help local enterprises expand market reach, enhance brand visibility, and strengthen engagement with consumers nationwide.

At a time when the domestic market is playing an increasingly important role in driving economic growth, bringing regional specialties into prominent consumer spaces such as Trang Tien not only helps stimulate demand for Vietnamese products but also affirms the cultural value of regional identities and strengthens consumer confidence in high-quality Vietnamese goods. In doing so, the initiative contributes to implementing the objectives set out in Resolution No. 88/NQ-CP on domestic market development and consumer demand stimulation.