'Three-party partnership' turns premium cinnamon into forest-based economy

Recently, the People’s Committee of Tra Leng Commune, in coordination with The University of Danang - University of Science and Education, organized the seminar “The Journey of Tra My Cinnamon: From Historical Value to Sustainable Development” to introduce, position, and expand development opportunities for Tra My cinnamon - a signature product of the mountainous western region of Da Nang.

Great potential from indigenous heritage

Speaking at the seminar, Nguyen The Phuoc, Secretary of the Party Committee of Tra Leng Commune, stated that mentioning Tra My cinnamon in general, and Tra Leng cinnamon in particular, means referring to a unique heritage region of Central Vietnam and the Central Highlands. Beyond its high medicinal and essential oil value, cinnamon also provides raw materials for a wide range of products in the food, cosmetics, healthcare, handicraft, and tourism industries.

Notably, since 2011, Tra My cinnamon bark has been granted a geographical indication certificate, creating an important foundation for brand development and product origin protection.

Over hundreds of years, cinnamon trees have become more than just a valuable forest product; they are now deeply embedded in the cultural, spiritual, and historical life of local ethnic communities. From seed selection, cultivation, and care to harvesting and processing, cinnamon production is closely tied to the customs and traditional knowledge of the Ca Dong, Xo Dang, and other ethnic groups in the area.

Within community life, cinnamon is present in traditional festivals, wedding customs, folk medicine practices, and stories passed down through generations in mountainous villages.

“Today, Tra My cinnamon is no longer simply an agricultural product. It embodies the values of ecological heritage, cultural heritage, and community knowledge heritage. This also provides the foundation for developing Tra Leng cinnamon in a sustainable direction associated with preserving indigenous culture, promoting experiential tourism, and improving economic value for local people,” Mr. Phuoc emphasized.

In recent years, cinnamon-growing areas in Tra Leng have gradually been restored, with expanded cultivation areas, improved quality, and greater market access. However, the development of cinnamon production still faces many challenges, including small-scale farming, weak value-chain linkages, limited processing technology, insufficient product diversification, and the fact that the “Tra Leng Cinnamon” brand has yet to be promoted and positioned in line with its true potential.

According to Nguyen The Phuoc, the locality considers cinnamon development not only an economic task but also an important political mission associated with sustainable poverty reduction, preservation of ethnic cultural identity, environmental protection, and rural development. Therefore, Tra Leng Commune will continue mobilizing resources and strengthening cooperation among the government, scientists, businesses, and local people in order to gradually build a value ecosystem that can bring Tra Leng cinnamon to the international market.

"Three-party partnership” creates a cinnamon-based economic ecosystem

Assoc. Prof. Dr. Vo Van Minh, Rector of The University of Danang - University of Science and Education, noted that the values of Tra My cinnamon remain fragmented. Cinnamon is still mainly sold as raw material; indigenous knowledge has not yet been systematically documented; science and technology have not been deeply applied; while local people - the true custodians of this resource - have not fully benefited from the value generated by cinnamon.

“To elevate the value of Tra My cinnamon, we cannot simply grow and sell cinnamon. We must build an entirely new development ecosystem. In this ecosystem, local communities are the guardians of forests, genetic resources, and cultural heritage; businesses are responsible for investment, processing, and market connectivity; authorities play the role of policy makers and protectors of ecological spaces; while universities and the scientific community generate knowledge, technology, and added value for cinnamon products,” Dr. Minh emphasized.

Sharing the same perspective, Vu Thi Bich Hau, Deputy Director of the Da Nang Department of Agriculture and Environment, stated that Tra My cinnamon should be developed within a broader “cinnamon economic space” rather than focusing solely on raw material areas or individual products.

According to her, cinnamon should be oriented toward becoming a multi-value ecosystem associated with seed preservation, raw material zones, processing, branding, culture, tourism, and community livelihoods.

As the development space of Da Nang continues to expand, the southwestern mountainous region is playing an increasingly important role thanks to its rich forest resources, high biodiversity, and abundant indigenous knowledge. These advantages provide a strong foundation for developing forestry, medicinal plants, and aromatic products in line with green and circular economy models. Within this development space, Tra My cinnamon holds symbolic value not only economically, but also culturally and ecologically.

To ensure sustainable development, the core area of Tra Leng has been identified as needing to undertake several key functions, including conserving indigenous genetic resources, developing high-quality seed zones, building organic production models, and forming a cinnamon cultural and tourism space associated with forest ecosystems and local livelihoods.

“Developing the cinnamon sector cannot rely solely on management agencies. It requires the participation of local people, businesses, and especially enterprises capable of bringing products to market. At the same time, it is necessary to plan cinnamon development spaces, promote the application of science and technology, and build value chains, branding, and community livelihoods in order to enhance the value of Tra My cinnamon products,” Vu Thi Bich Hau proposed.

According to Vu Thi Bich Hau, the future of Tra My cinnamon does not lie merely in expanding cultivation areas, but more importantly in the ability to transform an indigenous heritage into a sustainable development model - one in which cinnamon both creates livelihoods for local people and contributes to forest protection, cultural preservation, and enhanced regional economic value.

During the seminar, a strategic cooperation agreement was signed between Furama Resort Danang, the People’s Committee of Tra Leng Commune, and The University of Danang - University of Science and Education. The “three-party partnership” model involving local authorities, educational and research institutions, and businesses is expected to create momentum for the sustainable development of Tra My cinnamon products.

Under the agreement, the parties will cooperate in developing raw material zones, providing technical support for cultivation and processing, building brand identity systems, training local human resources, and expanding consumption channels while promoting products to both domestic and international tourists.

Tra My cinnamon is a well-known specialty product of the former Quang Nam Province, mainly cultivated in the Bac Tra My and Nam Tra My areas. Known as “highland jade cinnamon,” this variety is distinguished by its thick bark, high essential oil content, and characteristic spicy yet sweet aroma. Around 30 years ago, Tra My cinnamon was exported in large quantities to markets such as Hong Kong and China, generating significant economic value for local communities.