Establishing a legal framework to protect the bird’s nest brand

Counterfeits flooding the market – A threat to Vietnam’s bird’s nest industry

The official export of Vietnamese bird’s nests to China has marked a significant breakthrough, helping to raise export value and affirm the position of Vietnamese products in international markets. However, alongside these positive developments, the domestic bird’s nest industry is facing many challenges, particularly the rampant presence of counterfeit, imitation, and low-quality products, which seriously damage the industry's reputation.

On the market, it is easy to find bird’s nest products advertised as containing up to 30% nest content but sold at only VND 15,000 per jar—a completely unrealistic price considering the true value of bird’s nests. Many types of cheap bird’s nests are also being widely advertised on e-commerce platforms, social media, and even through live streams. This situation not only creates unfair competition but also causes confusion among consumers, making it difficult to distinguish between genuine and fake products.

Alarmingly, among the counterfeited products, the Khanh Hoa Salanganes Nest brand – one of Vietnam’s national brands – is being exploited the most. Counterfeiters frequently use the brand name, packaging, and images almost identical to genuine products to deceive consumers. Since the beginning of 2025, Khanh Hoa Salanganes Nest Company has identified more than 30 entities involved in copying and counterfeiting their brand and product components.

Moreover, many fake websites containing the keyword “yensaokhanhhoa” have been discovered, operating with misleading visuals and content that trick consumers and cause serious damage to legitimate businesses. Mr Nguyen Thanh Hai – General Director of Khanh Hoa Salanganes Nest Company – said: “Many companies blatantly use packaging and labelling identical to our authentic products for illicit gain. We have submitted complaints to the Intellectual Property Office and relevant authorities. Although some violations have been sanctioned, the current penalties are not deterrent enough.”

Meanwhile, although bird’s nests are of high economic value, Vietnam has yet to establish a mandatory national legal standard for raw nests, bird’s nest drinks, or related products. This legal vacuum enables low-quality products to easily bypass regulations and enter the market, leaving consumers increasingly unable to distinguish genuine from fake, resulting in a chaotic, unregulated marketplace.

Ms Trinh Thi Hong Van – Chairwoman of the Members' Council of Khanh Hoa Salanganes Nest Company – emphasised: “We have repeatedly proposed that the Government urgently complete the legal framework and issue mandatory standards so that authorities have a basis for enforcement. Without strong control from the root, it will be very difficult to protect the national bird’s nest brand.”

She also stressed that the Khanh Hoa Salanganes Nest brand is not only an asset of one company but represents the prestige of Vietnamese goods in international markets. Protecting the brand is essentially protecting consumer trust and the country’s reputation.

Gaining consumer trust and protecting national brand

Faced with market challenges, Khanh Hoa Salanganes Nest Company has proactively implemented various measures to strengthen consumer confidence and safeguard its brand. With over 35 years of development, it is currently the only enterprise in Vietnam operating a closed-loop production model that meets international standards in the bird’s nest sector.

The company handles the entire process, from harvesting nests from natural island caves and birdhouses to preliminary processing, cleaning, modern technological processing, packaging, and distribution. Every stage in this chain is subject to strict quality control. Each batch has a unique production record linked to a central traceability system, ensuring transparency and comprehensive monitoring from raw material to final product.

Additionally, the company has established a dedicated legal department and intellectual property division to monitor and handle violations. All genuine products come with anti-counterfeit stamps and integrated QR codes for origin traceability. The packaging is exclusively designed with a strong brand identity, clearly distinguishing genuine Khanh Hoa Salanganes Nest from imitations.

Ms Trinh Thi Hong Van shared: “The Khanh Hoa Salanganes Nest brand is the result of decades of dedication and has been recognised by consumers both domestically and internationally. We hope the Government and relevant ministries will soon improve the legal framework, strictly handle violations, and protect intellectual property rights for Vietnamese enterprises.”

The company also recommends that state authorities strengthen market inspections, especially to combat the issue of counterfeit and substandard goods, enabling properly invested enterprises to develop in a fair environment. It is also proposed that more public exhibitions comparing genuine and counterfeit bird’s nest products be organised in provinces and cities nationwide. This will help consumers better identify authentic bird’s nest products and protect themselves and their families.

In the face of fierce competition and the widespread presence of low-quality goods, the effort to protect a brand will only be effective when supported by government policies and informed consumer awareness. Only with this three-way cooperation can Vietnam’s bird’s nest industry grow sustainably and expand its presence on the global stage.