Hanoi (VNA) – As the Tet (Lunnar New Year) consumer market increasingly values product quality, traceability and local identity, OCOP products and regional specialties are finding new opportunities to strengthen their market presence.
With the aim of bringing its dried shrimp and dried fish, signature specialties of the Mekong Delta province of Vinh Long, closer to consumers, the Tien Hai dried shrimp and dried fish enterprise has selected the first Spring Fair 2026 as a key highlight for its early-year trade promotion.
Duong Thi My Duyen, a representative of the enterprise, said the fair was chosen primarily because it coincides with the peak Tet shopping season, when demand for traditional foods, gift items and processed specialties rises sharply. Dried shrimp and dried fish, which are closely associated with Vietnamese family meals and Tet gift baskets, consistently rank among the most popular products during this period. In addition, retail turnover and consumer spending tend to increase strongly in the weeks leading up to Tet, especially in areas hosting fairs, festivals and tourism activities, creating a favourable environment for OCOP products to reach end consumers.
Beyond commercial benefits, the fair also serves as an effective space to introduce the cultural and regional story behind Vinh Long’s specialties. For Tien Hai, participation is not limited to selling products but also includes showcasing its raw material areas, traditional processing methods and the culinary identity of the Mekong Delta. This is an important way to help OCOP products move beyond local markets and reach new customer segments nationwide, she noted.
In the context of shifting consumer behaviour, where buyers increasingly focus on food safety, origin and production standards, OCOP producers face both challenges and opportunities. The enterprise said that direct interaction with consumers at the Spring Fair makes it possible to provide transparent information about product quality and processing, answer customer questions and build trust, a key foundation for long-term brand development.
This approach is in line with the current phase of the national OCOP programme, which places stronger emphasis on clean, safe and traceable products. Duyen said it is actively aligning its production and branding strategies with these standards to meet the more demanding expectations of the market.
The Spring Fair also opens up important market connectivity. In addition to retail customers, the event brings together specialty food shops, distributors, Tet gift suppliers and e-commerce operators. As Vietnam’s retail sector continues to evolve rapidly, diversifying sales channels has become essential for small businesses and OCOP producers. The fair therefore functions not only as a point of sale, but also as a networking hub where enterprises can explore cooperation with both traditional and digital distribution platforms.
With advantages in storage and transportation, dried shrimp and dried fish are particularly well suited to e-commerce and corporate gift markets. Participation in the Spring Fair allows the enterprise to test packaging designs, gauge consumer preferences and identify potential partners for future expansion.
From a business perspective, the Tien Hai enterprise called for OCOP trade promotion activities to be organised more regularly and in greater depth, rather than being limited to short-term exhibitions. Stronger support in connecting OCOP producers with distribution systems, online platforms and Tet gift programmes was seen as critical to helping local specialties integrate more deeply into market value chains.
In addition, greater investment in branding, storytelling and communication was considered essential for sustainable growth. When a product is not only of high quality but also carries a clear narrative about its place of origin, people and cultural value, its competitiveness in the market can be significantly enhanced.
In the comming time, Duyen said the enterprise hopes that the Spring Fair 2026 and future trade promotion programmes will continue to serve as a strong springboard for Vinh Long specialties, including Tien Hai dried shrimp and dried fish products, to broaden their market reach and achieve more sustainable development in the years to come./.
