No longer confined to rural markets, today Vietnam’s OCOP products have stepped out into the world, appearing on global e-commerce platforms with a professional image and a distinctive identity. As the Vietnam OCOPEX 2025 Digital Exhibition (August 1–3, Hanoi) concluded, what remained was not only figures on contracts or revenue, but the image of each village learning to tell its own story in a “digital language” – a language that wins the trust of the world through sincerity and integrity.
From craft workshops nestled behind bamboo hedges, from rural kitchens rich with traditional aromas, Vietnam’s OCOP products have quietly found their way onto store shelves around the globe. Behind each product lies a story, a beauty of Vietnam’s homeland that is revived on every product through creativity and innovation using the digital language in the digital era.
OCOP – Affirming the Quality of Vietnamese Products
After more than five years of implementation, the One Commune One Product (OCOP) program has contributed to changing the face of rural Vietnam. As of July 2025, the country has 17,068 OCOP products rated 3 stars or higher, of which 126 products have achieved the national 5-star ranking. However, more than 70% remain at the 3-star level – showing a vast potential for upgrading.
To reach further, OCOP products must not only improve their quality but also learn to tell their stories in an engaging, persuasive manner that suits international markets. Among those who have succeeded in doing this, the startup story of CEO Võ Hoàng Vân – who brought her hometown’s products to store shelves in Dubai, Europe, and Japan – is the most vivid example.
Starting from an Old Computer
Mrs. Võ Hoàng Vân – Director of V.KAUS Company Limited – was born in a poor rural area, her childhood tied to rice fields, lotus ponds, and years of hardship. When she began her startup journey, she had no capital, no collateral, and had received many rejections from banks. But instead of giving up, she chose to start with the only thing she had: an old computer and a big dream.
“I was like an early bird – you have to get up early to catch the worm; by 6 a.m., I had already sent out a whole batch of offers. By 8 a.m., when others just opened their computers, I was already two hours ahead,” she recalled with a smile. Behind what seemed like a lighthearted remark were thousands of hours of diligent self-study: from learning how to write sales emails in English, handling international orders, to mastering packaging and shipping standards.
From a Rural Kitchen to the International Market
During the day, Mrs. Vân worked with domestic partners, directly overseeing product quality. At night, she studied international market demand, compared product standards, and learned how to take beautiful photos and write appealing descriptions. The turning point came when V.KAUS joined the Vietnam Pavilion – an export support program on Alibaba.com jointly organized by the Ministry of Industry and Trade and Alibaba. “When I had difficult questions, the experts answered immediately – I applied what I learned right away,” she said. In a short time, V.KAUS’s online store was redesigned professionally, with sharp images, internationally standard product descriptions, and a clear brand story.
Thanks to persistence and a strategic approach, V.KAUS now exports 200 tons of goods per month, with revenue increasing from USD 1.3 million (2023) to USD 3.6 million (2024), and reaching USD 2.4 million in just the first six months of 2025. The company’s products are now present in Dubai, Europe, and Japan – highly demanding markets.
Not Just Selling Products, But Selling Value
Mrs. Vân always believes that international customers do not just buy products; they buy the story and cultural value behind them. “Each product carries a piece of the homeland’s soul. If we tell it truthfully and professionally, the world will listen,” she said. Her business philosophy is: the product must meet standards, but the brand story must be able to touch emotions – so that buyers not only consume but also become messengers of Vietnamese culture.
Lessons from the Vietnam Pavilion
According to Ms. Nguyễn Thị Phương Uyên, Marketing Director of Alibaba.com in Vietnam: “The biggest barrier for OCOP enterprises is not logistics or customs, but mindset and digital skills. Unprofessional product photos, sketchy descriptions, and poor storytelling… are why many good products still cannot be sold globally.” Therefore, the Vietnam Pavilion is not just a program to help businesses ‘go online’ but a launchpad to help them ‘level up’, equipping them with both digital skills and a global market approach mindset.
The “Expensive” Value Lies in the Story
Mr. Phương Đình Anh, Deputy Chief of the Central New Rural Coordination Office, emphasized: “OCOP products must be truly ‘expensive’ – not in terms of selling price, but in value. A handicraft product can be sold for many times more if the story behind it is deep enough and touches emotions.”
Connecting to Go Further
The Vietnam OCOPEX 2025 event – both online and offline – is part of a long-term strategy: building a national brand from each local product. And the story of Võ Hoàng Vân is a vivid testament: from an old computer in a rural kitchen, with aspiration, identity, and perseverance, a small business in a Vietnamese village can completely step into the global market.
V.KAUS Company Limited, with its flagship brand Kentary, is not only a food processing business but also a sustainable bridge between farmers, science, and consumers. Kentary accompanies cooperatives and farmers with a serious commitment: bringing Vietnamese agricultural products – especially premium mangoes meeting international standards – to become exquisite specialties in both domestic and foreign markets. Every Kentary product is processed to perfection, preserving full flavor and sensory quality, while ensuring transparent traceability from the growing area to the consumer’s table.
If you are interested in cooperation or wish to experience international-standard OCOP products, connect with V.KAUS – Kentary today to spread the value of Vietnamese agricultural products to the world.
