On December 26, 2025, two vibrant events unfolded in the heart of northern Vietnam, each with a shared mission: to shine a spotlight on the rich, diverse products of ethnic minority and mountainous communities, and to connect rural producers with urban consumers. In Hanoi, the Department of Industry and Trade kicked off the Goods Introduction and Promotion Week at Cau Giay Park, focusing on the unique offerings of Cao Bang province. Meanwhile, in Son La province, the Farmers' Association opened its own Agricultural Products Introduction Week at Vincom Plaza, celebrating the region’s agricultural bounty and the 11th Congress of the local Farmers' Association. Both events drew crowds, created buzz, and offered a glimpse into a growing movement to elevate regional specialties to the national stage.
The Goods Introduction and Promotion Week in Hanoi forms part of a larger national effort—the National Target Program for socio-economic development of ethnic minority and mountainous areas, specifically Project 3, Subproject 2, content number 3. According to coverage by local media, the event was meticulously organized, featuring 14 booths that showcased a dazzling array of products: OCOP-certified items (One Commune One Product), agricultural goods, and handicrafts, all sourced from Cao Bang’s ethnic minority and mountainous communities. The organizers made it clear that every product met strict standards of quality, origin, and food safety, ensuring that visitors could shop with confidence and curiosity.
At the opening ceremony, a representative from the Department of Industry and Trade emphasized the broader significance of the event: "This Goods Week is an important trade promotion activity, contributing to introducing and promoting the image, potential, strengths, and special products of Cao Bang province to consumers in Hanoi and other provinces and cities." The goal, they explained, was not just to boost sales for a few days, but to pave the way for long-term market expansion, deeper connections with distributors and partners, and, ultimately, sustainable consumption. By elevating the value of local products, the event aims to support the socio-economic development of Cao Bang’s communities—a vision that resonates far beyond the park’s boundaries.
The event’s schedule was thoughtfully structured: while the Goods Week itself runs for six days, from December 24 to December 29, the main exhibition, introduction, and sales activities were concentrated into three busy days, from December 26 to December 28. This allowed for maximum exposure and interaction, as visitors from Hanoi and neighboring provinces flocked to the booths, eager to sample, purchase, and learn about the region’s best-known products. The atmosphere was lively, with customers mingling with producers, asking questions, and discovering new favorites—be it a specialty tea, a rare medicinal herb, or a beautifully crafted piece of traditional art.
Just a few hundred kilometers away, Son La province was also abuzz with activity. On the evening of December 26, the Farmers' Association of Son La province inaugurated its own Agricultural Products Introduction Week at the Vincom Plaza Trade Center. This event, too, was timed to coincide with a major milestone—the 11th Congress of the Farmers' Association for the 2025-2030 term. According to a report by Bao Son La, the opening ceremony attracted a distinguished crowd, including leaders from the Central Farmers' Association of Vietnam, provincial officials, and representatives from various departments, enterprises, and cooperatives.
The Son La event boasted an impressive lineup: 20 booths operated by local and out-of-province enterprises and cooperatives, all eager to present their most prized offerings. The range of products was both broad and enticing—dried fruit, medicinal herbs, smoked meats, fresh fruits, tea, coffee, and a variety of processed agricultural goods. Many of these items carried the OCOP label, signifying their status as standout products in the One Commune One Product program, a national initiative designed to foster rural entrepreneurship and product innovation.
The response from the public was overwhelming. Residents from across Son La’s communes and wards, as well as curious tourists, poured into the trade center to browse, sample, and shop. The event was as much about community as it was about commerce, with producers and consumers engaging in lively conversations about everything from cultivation methods to culinary traditions. For many visitors, it was a rare opportunity to connect directly with the people behind the products, to hear their stories, and to appreciate the care and expertise that goes into every item on display.
Organizers in Son La were clear about their ambitions. As stated in the official event materials, the week aimed to "create opportunities for enterprises, cooperatives, and production households to promote brands, introduce products, connect supply and demand, and expand the agricultural product consumption market." Just as in Hanoi, there was a strong emphasis on building lasting relationships between producers and consumers, and on steering local agriculture toward a more market-oriented, value-added future. The event also served a practical purpose, helping consumers access safe, high-quality agricultural products—an increasingly important consideration in today’s food-conscious marketplace.
The timing of both events was no coincidence. With the year drawing to a close, organizers seized the opportunity to celebrate local achievements, set ambitious goals for the future, and inspire a renewed commitment to rural development. The Goods Week in Hanoi and the Agricultural Week in Son La both ran through December 28, offering a concentrated burst of activity and excitement. For the participating enterprises, cooperatives, and production households, the events represented a valuable chance to test new products, gather feedback, and forge new business relationships that could pay dividends long after the booths were packed away.
Beyond the immediate commercial benefits, these events also highlight the growing recognition of ethnic minority and mountainous regions as engines of innovation and growth. Programs like OCOP have helped put local specialties on the map, while targeted trade promotion activities are giving producers the tools and opportunities they need to thrive in competitive markets. As one organizer put it, "By creating conditions for enterprises, cooperatives, and production facilities of the province to expand the market, connect with distributors and partners, promote sustainable consumption, and enhance product value, we are contributing to local socio-economic development."
Looking ahead, the hope is that such initiatives will continue to gain momentum, fostering not just economic growth but also cultural pride and community resilience. The success of the Goods Week in Hanoi and the Agricultural Week in Son La offers a hopeful glimpse of what’s possible when tradition, innovation, and collaboration come together. For the producers who traveled from remote villages to bustling city centers, and for the consumers who discovered new flavors and stories, these events were more than just marketplaces—they were bridges between worlds, built on trust, respect, and a shared vision for the future.