Quang Tri innovates promotional efforts to elevate Vietnamese products

Amid the rapid changes in consumer markets and the deepening trend of international integration, the communication efforts for the campaign “Vietnamese People Prioritize Using Vietnamese Goods” are facing an urgent need for comprehensive reform in both content and format. Promotion can no longer stop at raising awareness; it must go deeper to influence consumer behavior and closely link production, distribution, and consumption. In Quang Tri, various strategic directions, practical solutions, and innovative approaches have been and are being implemented. These efforts are helping Vietnamese products to gain a sustainable foothold in the provincial market.

Over the past 16 years since its launch, the campaign “Vietnamese People Prioritize Using Vietnamese Goods” has contributed significantly to reshaping the domestic market, gradually changing consumer habits and increasing public trust in goods made by Vietnamese producers. However, in the current context of an open market and rapidly evolving consumer preferences, Vietnamese products now face intense competition from imported goods, even within their home market.

Promoting and building brands for local products contributes to enhancing the quality and impact of the campaign “Vietnamese People Prioritize Using Vietnamese Goods.” Photo: D.V

In Quang Tri, communication related to the campaign has been identified as a key political task that must be carried out regularly, continuously, and in depth. Emphasizing its central role in directing and implementing the campaign, the Provincial Steering Committee has been strengthened, with clearly assigned responsibilities for each member. The committee has also worked in close coordination with relevant departments, agencies, organizations, and localities to deploy extensive communication activities tailored to specific target groups.

Communication efforts have been implemented methodically, based on the thorough understanding and strict execution of directives issued by the Central Government and the Provincial Party Committee. These include Directive No. 03-CT/TW from the Secretariat of the Party Central Committee, Directive No. 28/CT-TTg from the Prime Minister, and Plan No. 40-KH/TU from the Provincial Standing Party Committee. The campaign’s content has been actively integrated into the regular action programs of provincial-level departments, agencies, and mass organizations. It has also been linked to performance evaluation criteria, thereby generating tangible changes in both awareness and behavior across society.

The Provincial People’s Committee has actively supported the program “Identifying Vietnamese Goods – Pride in Vietnamese Goods,” in conjunction with the implementation of the “One Commune, One Product” (OCOP) program, aiming to build sustainable brands for specialty products. Many localities have organized OCOP fairs to introduce signature products such as Canh Duong fish sauce, Hai Ninh dried sweet potato, Le Thuy turmeric starch, and Ba Don peanut oil.

These efforts have been paired with the use of traceability labels and livestreamed product promotions on social media. This integrated approach has not only helped spread the campaign into every neighborhood and household but also created real opportunities for residents to access, try, and evaluate Vietnamese products. As a result, local consumer habits are gradually shifting in favor of domestically produced goods.

Mr. Duong Tan Long, Vice President of the Vietnam Fatherland Front Committee of Quang Tri Province, emphasized, “Communication efforts must go beyond merely introducing products or hanging banners and slogans.

They must serve as a means of connection—linking producers with consumers, and building trust through action. To achieve this, it is essential to innovate communication approaches, diversify communication methods, and apply digital transformation in campaign implementation.”

According to Mr. Long, the Vietnam Fatherland Front at all levels across the province consistently recognizes its role as the “bridge to the people” in communicating the campaign. The campaign’s content has been incorporated into the five themes of the movement “All people unite to build new rural areas and civilized urban areas,” and has been delivered through local community meetings, self-governing groups, and voter engagement sessions.

At the same time, the provincial Vietnam Fatherland Front Committee has proactively worked with news agencies and media outlets to develop dedicated columns and programs that promote Vietnamese goods. It has also organized investigative reporting series that identify and commend exemplary models in the production and consumption of domestic products.

These efforts help shape public opinion, generate broad influence, raise public awareness, and encourage behavior change in favor of Vietnamese goods, thereby contributing to the development of domestic production.

It is undeniable that one of the major limitations of the campaign’s communication efforts in recent years has been the lack of breakthrough in its delivery methods. For this reason, Quang Tri Province has been shifting decisively toward creative communication, digital communication, and experiential engagement.

Mass organizations, including the Women’s Union, Farmers’ Union, and Youth Union, have flexibly implemented a variety of new approaches such as livestreams introducing local products, short videos distinguishing genuine from counterfeit goods, online competitions to learn about Vietnamese products, and conferences honoring exemplary producers and entrepreneurs. These efforts go beyond simply introducing goods; they celebrate the spirit of innovation, entrepreneurship, and resilience of the Vietnamese people, thereby inspiring long-term domestic consumption.

Notably, 2025 is also the year the province is intensifying its policies to support businesses in promoting products, building brands, applying science and technology, and adopting digital transformation in production and commerce. Enterprises that apply traceability technologies, use anti-counterfeit labeling, adopt eco-friendly packaging, and develop visually appealing digital interfaces will be given priority in participating in trade promotion programs and product excellence awards.

As awareness shifts, consumers increasingly trust and choose Vietnamese products with each shopping decision. Photo: D.V

The close coordination between communication efforts and enterprise support policies is creating a two-way communication space in which consumers gain a deeper understanding of the value of Vietnamese products, and domestic enterprises recognize the strategic importance of media in enhancing their competitiveness.

At the same time, market inspection and supervision are regarded as an integral part of the campaign’s strategy to promote through action. Relevant authorities regularly inspect and strictly handle violations related to commercial fraud, counterfeit production, and poor-quality goods.

These actions not only help restore market order but also serve as a form of direct communication to the public and businesses, reaffirming the determination of government agencies at all levels to protect consumer rights and safeguard the reputation of domestically produced goods.

“Communication is not merely about sharing information; it is about spreading values, building trust, and encouraging responsible consumption. When Vietnamese products are understood correctly, loved through action, and chosen not out of reluctant loyalty but for their quality, transparency, and connection to the people, that is the greatest success of the campaign. It is also clear evidence of the effectiveness of communication in the new era,” affirmed Mr. Duong Tan Long.

Many local products, after being featured online, have quickly attracted significant attention. Consumers not only access information but also interact, place orders, and provide feedback directly on digital platforms, creating an effective and immediate connection between producers and end users.

With the goal of ensuring that 100% of residents and businesses are aware of the campaign “Vietnamese People Prioritize Using Vietnamese Goods,” and over 90% of local businesses and consumers give preference to Vietnamese products in production and consumption, the province will continue to implement various solutions. Among these, communication and outreach efforts will be further strengthened.

The province also adopts policies to prioritize and support businesses in the production, distribution, and consumption of Vietnamese goods within the local market. Regular meetings and dialogues with businesses are maintained and improved to promptly exchange information and address challenges in investment, production, and business operations.

Over the past 15 years, through practical and effective measures, the campaign “Vietnamese People Prioritize Using Vietnamese Goods” has increasingly expanded and taken root in the province. As a result, people have placed more trust in Vietnamese products, helping businesses overcome difficulties, stabilize, and grow their operations. More importantly, the campaign has also awakened a sense of patriotism and national pride among consumers.

Tam An - Ngoc Mai