Viet Nam brings cinnamon to international market

Enhancing the value of cinnamon

Tra My, known as the “high mountain cinnamon jewel”, has long been famous for its cinnamon specialty. From this local raw material, through the skillful hands of Quang artisans, diverse and distinctive products have been created, such as Huong Que slippers, Huong Que shoe insoles, cinnamon powder… These products are not only useful in daily life but also embody the culture and story of the Tra My mountains and forests.

Mr. Nguyen Xuan Son, Director of Huong Que Manufacturing - Processing - Trading Import Export Co., Ltd. (Da Nang), the creator of the delicate slippers and insoles made from cinnamon, shared that cinnamon is not only an economic crop but also a cultural heritage in this region. Locals still pass down stories from the time of Princess Huyen Tran, or how the King of Siam once praised Tra My cinnamon as the “precious jewel” of the South. This cultural depth lends the products a unique appeal. Doing OCOP is not just about creating economic products but also a journey to affirm local brand and identity.

To date, Huong Que slippers and insoles have maintained 4-star OCOP certification for many consecutive years and are aiming for 5-star standards. What makes the products special is that they are not only made from local, health-promoting raw materials but also environmentally friendly, meeting both technical requirements and sustainability standards.

Thanks to their quality and reputation, Huong Que slippers and insoles hold a 50% market share in the domestic market, available in major distribution channels such as Big C, Co-opmart, Con Cung, and Tai Gia, along with a nationwide network of sales agents. Huong Que slippers were once chosen as gifts for more than 10,000 international delegates at the 2017 APEC Leaders’ Week in Da Nang. That same year, 1,000 pairs of slippers were ordered for the wedding of an Indian billionaire held in Da Nang, an event that gathered hundreds of VIP guests from around the world.

From an initial production capacity of only 25,000–30,000 products/year (2005), the enterprise has now reached nearly 2 million products/year, creating stable jobs for hundreds of local workers and thousands of cinnamon-farming households in Tra Leng and Tra Linh. Farmers feel secure in intensively cultivating cinnamon, ensuring it is always worthy of the title “high mountain cinnamon jewel”.

Standardizing to conquer the international market

After securing a domestic foothold in 2006, Mr. Son began his journey to expand abroad. The first export orders, comprising tens of thousands of Huong Que insoles, arrived in Europe, a market renowned for its strict health and consumer safety standards. German customers welcomed Huong Que insoles as precious and practical products.

According to Mr. Son, exporting OCOP is not simply selling products overseas, but a long and challenging journey, as each country has its own technical barriers. To date, his products have been present in Germany, Hungary, France, the Czech Republic, and other countries, with exports accounting for about 35% of total annual output.

Mr. Son recalled that in the early days, the company relied on intermediaries for its exports. But only a few years later, the entire process – from electronic customs documents to international transactions – was handled directly at the company. To stay firm in demanding markets, the company continuously invested in machinery, trained workers, and built an export management team proficient in foreign languages and professional practices.

“If a partner orders 20,000 products in 20 days, we must have the capacity to deliver on time. That is a vital commitment. And to achieve that, the business must standardize processes, secure raw materials, invest in equipment, and above all, keep credibility with partners”, Mr. Son said.

When Da Nang and Quang Nam integrated into a shared development space, opportunities for OCOP products expanded further. Enterprises could connect with authorities and foreign partners to build systematic and long-term raw material areas, linking production with tourism and culture. For Mr. Son, Tra My cinnamon is the “soul of the product”, the identity he wishes to convey to international friends.

From the small Huong Que slippers reaching the international market, it has become living proof that local specialties, once standardized and integrated, enable Vietnamese OCOP products to go far, becoming a source of national pride on the global market.

According to Mr. Pham Nam Son, Director of Da Nang Department of Agriculture and Environment, as of August 2025, the city had 552 OCOP products certified with 3 stars or more, including 2 products with 5 stars and 95 products with 4 stars. To make OCOP products competitive in both domestic and international markets, the locality has adopted new directions, including digitalizing OCOP management with QR codes, digital maps, and virtual reality (VR/AR), as well as linking products with tourism and community experiences, and promoting cross-border e-commerce. This presents an opportunity for local products to further establish their presence on the global trade map.