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| Products from many Hue-based businesses have gained brand recognition through online promotion |
An inevitable trend
Hue boasts many distinctive products that reflect the cultural identity of the former imperial capital such as fermented shrimp paste, sesame candy, and cajeput oil, wooden goods, bronze crafts, and fine handicrafts. As consumer markets rapidly shift toward digital spaces, many local businesses have seized the opportunity to embrace e-commerce to enhance their production and business efficiency.
For instance, YesHue Production and Trading Co., Ltd. has achieved strong growth thanks to its early adoption of e-commerce. To YesHue, not simply listing its traditional Hue spices and food products on TikTok Shop, it has invested in creative content to tell its brand story through visuals, sound, and elements of Hue’s culture. The combination of e-commerce and digital storytelling has helped YesHue create a distinct identity, connect emotionally with consumers, and expand its market both domestically and internationally. Its products are now available in the U.S., Australia, Canada, and the U.K.
Similarly, Tukcha Hue Co., Ltd., with its Gia Di rice crackers, has found success through TikTok Shop. During a livestream session under the “Hue’s Fragrance and Colors” campaign, the company received over 300 orders in just 15 minutes and more than 2,500 views, the figures that far exceeded expectations compared to traditional sales methods. This serves as clear evidence that e-commerce, especially interactive formats like livestreaming and short videos, is becoming an effective sales channel for local products.
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| Representatives of enterprises attending a training session on online sales technology. Photo: HueCIT |
According to Mr. Phan Hung Son, Deputy Director of the Department of Industry and Trade, adopting e-commerce in production and business operations has become an inevitable trend. It is an indispensable tool that helps enterprises, manufacturers, and small business households access markets, promote products, reduce costs, and enhance business performance.
In recent times, local authorities have organized numerous training sessions and programs to help enterprises and producers adopt online trading tools. However, many businesses, especially small and medium-sized ones, still face challenges in accessing e-commerce. The main obstacles include limited digital competence, lack of skilled personnel in managing digital platforms, insufficient funds for digital marketing and content creation, and products that have not yet been standardized to meet e-commerce platform requirements.
The need for synchronization
At the end of September, a training conference titled “E-Commerce: Driving Revenue Growth and Building National Brands” was held in Hue City by the Department of Industry and Trade. Many participants shared both the advantages and challenges of applying e-commerce to their business operations, and most agreed that e-commerce is a driving force for sustainable development among Hue’s enterprises.
Ms. Nguyen Thi Thanh Hoa, Director of EUBIZ Vietnam JSC and keynote speaker at the conference, emphasized that the key to developing e-commerce in Hue lies in improving the digital capacity of businesses and producers. Many small businesses and traditional vendors still lack skills in operating digital platforms, managing data, and creating engaging digital content. Local authorities should regularly organize structured e-commerce training courses, from advertising and customer acquisition to online payments and building virtual storefronts. These initiatives will help businesses reach customers more effectively and create opportunities to expand their markets globally.
According to the Director of EUBIZ Vietnam JSC, enabling business owners and enterprises to reach customers and bring their products to market through e-commerce channels requires coherent and well-aligned policies. These should focus on building a unified information technology infrastructure, developing specialized e-commerce platforms such as the “Hue Online” marketplace, and ensuring transparency in information. Such measures would give local products a dedicated arena, strengthen their competitiveness, and enhance brand recognition in the digital marketplace.
To equip businesses with new skills aligned with modern trends, the Hue City People’s Committee recently approved Plan No. 331/KH-UBND (dated August 7, 2025) on “Developing E-Commerce in Hue City for the 2026–2030 Period.” The plan targets that by 2030, over 90% of specialty, OCOP, and craft village products will be distributed on e-commerce platforms; three specialized e-commerce platforms will be established to promote Hue’s cultural, tourism, and culinary products; and e-commerce will account for more than 25% of the city’s total retail revenue.
To achieve these goals, the industry and trade sector must continue to support and collaborate with enterprises, especially small and medium-sized ones with limited resources and digital capabilities. Strengthening access, application, and performance in digital business will help these companies adapt effectively to the ongoing global digital economy.