Building a national brand helps Vietnamese agricultural products increase sustainable value

Don't sell the product; sell the story behind it

Product storytelling in brand building

Over the years, Mr. Le Minh Hoan – former Vice Chairman of the National Assembly of Vietnam and former Minister of Agriculture and Rural Development (MARD) – has always been associated with down-to-earth stories that carry profound innovative thinking at forums on agricultural development. He is both a policymaker and regarded by many farmers as a practical guide in the journey of transitioning from agricultural production to an agricultural economy.

According to Mr. Le Minh Hoan, today's farmers must not only produce goods but also create value. That value lies not only in yield or productivity but is also shaped by branding, culture, history, and the story behind the product. He has repeatedly emphasized that a mango is not merely a fruit to eat; it is also a story of the land, the farmers, farming practices, flood seasons, and riverside fields. Similarly, purple shallots, durians, or grains of rice can all become "cultural ambassadors" if they know how to tell their stories.

“Don't just sell the product. Sell the story behind it as well,” Le Minh Hoan emphasized during a meeting with farmers and cooperatives.

In fact, we encounter many such stories. One of the prominent examples often cited by economists and policymakers to demonstrate the importance of branding is the story of durian. Despite both being durians, the Malaysian Musang King variety grown in Vietnam is sold for 500,000 to 800,000 VND/kg. Meanwhile, Vietnam's Ri6 durian variety, whose quality is considered just as good, fetches a peak price of only around 100,000 VND/kg. This illustrates the difference between a branded product and one that lacks branding, or whose brand is not strong enough.

Or take the story of Korean ginseng. A single ginseng root is worth only a few dollars, but South Korea does not simply sell the root; it has built an entire promotional ecosystem around it. The government sponsors prestigious ginseng showrooms where every tour group visiting South Korea must stop to hear the story of Korean ginseng and buy processed ginseng products. In addition, South Korea actively promotes the benefits of Korean ginseng to all countries, including through movies and TV series...

Vietnamese agricultural products take steady steps to conquer demanding markets

According to economists, Vietnam has many world-leading agricultural export commodities such as rice, coffee, pepper, cashews, fruits, vegetables, and seafood... but to date, up to 80% of exported agricultural output has not established a brand, lacks its own logo and label, and has not fully integrated into the global value chain. Therefore, the purpose of brand building is not just to sell more products, but to sell at higher prices, bringing greater value to the country, to businesses, and especially to farmers.

Practical experience from many countries around the world shows that to successfully promote the consumption of local specialties in export markets, it is crucial to focus on building, protecting, and preserving brands. Therefore, in addition to planning the development of high-quality agricultural production zones, special attention must also be paid to building and protecting the brand of Vietnamese agricultural products in the market, especially foreign markets...

Brand building through differentiation** <br>One of the concerns Mr. Le Minh Hoan has always pondered is how Vietnamese agricultural products can break free from raw exports, market dependency, and frequent price fluctuations.<br>According to him, to go far, one must build a brand. To build a brand, one must create differentiation. And differentiation lies not in selling identical products at lower prices, but in the intangible values added to the product.

To build a national brand, the Government has approved and implemented numerous programs, including: the Vietnam Food Branding Strategy, the National Brand Program (Vietnam Value), the Intellectual Property Asset Development Program through 2030, and the Strategy for Sustainable Agriculture and Rural Development for 2021 - 2030, with a vision to 2050... These programs aim to develop and promote Vietnamese trademarks, trade names, geographical indications, and appellations of origin in domestic and international markets, helping Vietnamese goods realize their value and become more competitive.

Since 2022, A An clean rice has been a pioneering Vietnamese rice brand entering the Japanese market—a market well-known for its strict standards. By 2025, A An continued to be selected by the Belc supermarket chain as a supply partner and expanded into Europe. In 2025, A An's rice export volume to the EU reached approximately 1,000 tons and is projected to double in 2026. This figure reflects not only commercial growth, but also the ability to build long-term brand trust.

Similarly, Loc Troi Group, with its brand "Com VietNam Rice," has also entered major supermarket chains in France and is gradually consolidating its position in this market after capitalizing on opportunities from the EVFTA.

By February 2026, Tan Viet Group's VIFON products had officially entered the Carrefour hypermarket chain in France. This milestone confirms that Vietnamese agricultural products and foods can enter distribution networks in even the most demanding markets if they take the right approach to brand building. VIFON's story in France demonstrates a systematic market-entry model.

According to Mr. Vu Anh Son, Commercial Counselor at the Vietnam Trade Office in France, this success was not due to luck but the result of a tight partnership strategy. It is a "three-legged stool" strategy comprising Vietnamese exporting enterprises, reputable local importer-distributor networks, and major retail groups in France, with direct support from the Trade Office.

This coordination helps Vietnamese products not only reach export markets but also secure a firm standing on international supermarket shelves—where quality standards, traceability, and brand reputation are top priorities.

A representative of Tan Viet Group also recognized that entering Carrefour is a crucial milestone in pursuing a long-term strategy to expand into other retail chains across Europe. Clearly, this is no longer a short-term export mindset, but a journey of establishing the brand position of Vietnamese agricultural products in the market, especially abroad...