Tien Yen chicken: Native breed becoming rural economic success

Closely connected to the region's hills, forests, and free-range farming traditions, Tien Yen chicken has long been one of Quang Ninh province's best-known specialties. Having its distinctive flavor preserved, this indigenous breed has steadily gained economic value, helping increase farmers' incomes and paving the way for commercial livestock production built around a strong local brand.

From a native breed to farmers' livelihoods

In recent years, traditional Tien Yen chicken-producing areas such as Dien Xa, Dong Ngu, and Tien Yen have expanded production on a commercial scale while adopting biosecurity standards and contributing to strengthening the brand.

In Dien Xa commune alone, Tien Yen chicken is the area's primary livestock commodity. During the first six months of 2026, the local flock exceeds 280,000 birds, with 172,000 chickens sold, generating approximately VND 50 billion in revenue.

Disease prevention has advanced alongside flock expansion. More than 80% of the poultry population has been vaccinated, while the commune now has 15 households belonging to a poultry farming club, each raising more than 10,000 chickens, laying the foundation for a concentrated production area.

Dong Ngu commune is implementing a development plan for herbal-fed Tien Yen chicken as part of its OCOP program through 2030. The commune currently has nearly 250,000 birds. Meanwhile, Tien Yen commune maintains approximately 150,000 chickens, continuing to serve as an important production area while preserving and developing this local breed.

These figures demonstrate that Tien Yen chicken has evolved far beyond small-scale household farming into a major agricultural commodity that creates jobs, raises incomes, and supports the restructuring of the rural economy.

Among the long-time producers is Hoang Van Cuong of Dong Ngu commune, who believes product quality is the key to sustainable development. For many years, his farm has followed VietGAP standards, earned a three-star OCOP rating, and attached traceability labels to every chicken.

According to Cuong, transparency throughout the production process gives consumers greater confidence while creating opportunities to market Tien Yen chicken nationwide.

"Our Tien Yen chicken is now sold in almost every province and city across Vietnam. Customers simply place an order by phone, and we package and ship the chickens from north to south. Some regular customers buy dozens at a time as gifts for family and friends," he says.

His farm sells around 5,000 market-ready chickens annually, generating more than VND 300 million in profit after expenses. Beyond providing a stable livelihood for his family, the farm has also become a learning model for other local producers.

"I will continue expanding production, but maintaining quality and customer trust remains the top priority. I'm also happy to share my experience so more farmers can succeed and help bring the Tien Yen chicken brand to even more regions," he says.

Building a value chain for a local specialty

Ensuring the sustainable development of Tien Yen chicken requires not only farmers' efforts but also coordinated support from local authorities to strengthen the entire value chain.

Generating approximately VND 120 billion for the local agricultural sector in 2025, Tien Yen chicken has become a major driver of rural economic development and improved local livelihoods.

"The commune has focused on expanding the flock while strengthening disease prevention, particularly through effective vaccination campaigns. At the same time, we are reviewing farming households and cooperatives to build integrated value chains covering breeding, production, and local processing," says Do Thi Duyen, Vice Chairwoman of the Dien Xa Commune People's Committee.

Beyond production, Dien Xa is also investing in brand promotion. The commune has signed cooperation agreements with the Vietnam Fatherland Front and local mass organizations, with youth union members playing a leading role in trade promotion activities. It is also developing livestream sales channels through the Ha Lau rural market to reach more consumers.

The combination of traditional free-range production with digital traceability systems, e-commerce, and market promotion is creating new momentum for the Tien Yen chicken industry. These efforts not only increase product value but also help preserve the breed's valuable genetic resources and protect a regional specialty recognized by consumers throughout Viet Nam.

$ 1 = VND 26,490 - Source: Vietcombank.