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| Tom chua (fermented shrimp paste) and mam ruoc (shrimp paste) were featured at ‘Hue Thuong’ |
An opportunity to promote products and image
Over the years, trade promotion has been regarded as one of the key solutions helping local enterprises expand markets, enhance product value, and strengthen competitiveness.
For Hue City, a locality renowned for its specialty products and unique cultural treasures, bringing its products closer to consumers outside the locality not only carries economic significance but also contributes to promoting the image of the Ancient Capital. This is also the reason why the “Hue Thuong” program is held at 62 Trang Tien Street in Hanoi. In this program, consumers had the opportunity to access hundreds of representative products from enterprises, cooperatives, and production establishments in Hue City. From familiar specialties and processed agricultural goods to health-care products and handcrafted cultural gifts, each item carries its own story about the land and people of Hue.
The event space was designed as an experiential environment, allowing visitors to shop and learn about the origins of products, production processes, and the cultural values associated with each item. This creates a distinctive difference compared with conventional product showcases.
According to Hue’s industry and trade sector, the fact that this program continued to be held in Hanoi reflects the Capital market’s interest in Hue’s signature products. As an economic and commercial hub of the country, Hanoi boasts strong purchasing power and a concentration of modern distribution systems, creating favorable conditions for local products to reach consumers more deeply and expand their sales channels.
In reality, many products bearing the Hue brand, including processed foods, OCOP products, handicrafts, and items associated with the Ancient Capital’s culture, have increasingly gained the trust and interest of partners and customers in Hanoi. This is a positive signal, affirming the quality and competitiveness of Hue’s products in the market.
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| Hue Lotus Products had the opportunity to expand their market |
As market competition becomes increasingly intense, being welcomed by consumers and distributors in the Capital is meaningful for the process of building Hue products’ brand. More importantly, the program opened opportunities for Hue enterprises to promote their image, affirm product prestige, and gradually bring the essence of the Ancient Capital to a wider national market.
From specialties to unique cultural values
One of the highlights of “Hue Thuong” is the diversity of local product groups participating in the program. In the culinary sector, consumers were introduced to many products that have helped establish the Hue’s brand, such as me xung (sesame) candy, royal tea, tom chua (fermented shrimp sauce), mam ruoc (shrimp paste), traditional cakes and pastries, as well as many other processed foods. These products both meet consumer demand and embody the cultural imprint of a land that once served as the Imperial Capital of the entire country.
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| Handbags made from Bang grass (Lepironia articulata) had the opportunity to be showcased at “Hue Thuong” |
Hue cuisine has long been recognized for its sophistication in preparation, harmony of flavors, and unique characteristics compared with those of other provinces and cities. Each dish and product reflects the lifestyle, customs, and cultural depth of the Ancient Capital. Therefore, bringing Hue products to Hanoi is not merely a presentation of specialties; it is a way of telling cultural stories through the products themselves.
In addition to traditional foods, the program also introduced health care and beauty products. Tinh dau tram (cajuput essential oil), Hue-styled phan nu (a kind of facial powder), and various herbal product lines developed from indigenous materials are increasingly earning consumer confidence in the market.
The combination of folk knowledge and modern production processes allows these products to preserve traditional values while meeting the exacting demands of today’s consumers. This is a direction increasingly chosen by Hue enterprises to create distinctive products with strong competitiveness. Notably, the program also featured many high-value-added processed agricultural products. Drawing on lotus, ginger, roselle, pomelo, and numerous other indigenous ingredients, enterprises have invested in technology, improved packaging, and elevated quality to create products suited to modern market demands.
While specialty products demonstrate the strengths of material resources and processing expertise, the cultural products reflect the depth of Hue’s identity.
At the program, the image of Hue ao-dai was showcased through designs that embody elegance and refinement. Besides, the program also featured hand-painted silk scarves, hand-embroidered goods, souvenir gifts, and various handicrafts crafted by local artisans. Each product carries a story of a traditional craft village, a cultural tradition, or a traditional value preserved through generations - whether in the meticulous stitches of embroidered works, the hand-painted motifs on silk, or products made from familiar materials of Hue.
In recent years, Hue has been promoting the development of cultural industry, considering it as one of the new driving forces for economic growth. The inclusion of cultural products in trade-promotion activities demonstrates the step-by-step realization of the city’s orientation toward combining economic development with the preservation of cultural identity. Through each product, consumers not only purchase an item, but also experience the cultural, historical, and spiritual values of the Ancient Capital. This is precisely what creates the unique appeal of the Hue brand.
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| Royal tea, a signature product of Hue |
Connecting tradition with digital transformation
In addition to product displays and introductions, this year’s ‘Hue Thuong’ also brings a new approach to trade promotion by combining in-person experiences and e-commerce.
Whereas product-promotion programs were previously conducted mainly through traditional methods, the digital environment is now opening new opportunities for local enterprises. Alongside activities at 62 Trang Tien Street, the program also organized livestream sales sessions on TikTok to broaden customer outreach. This reflects a trend increasingly chosen by localities as e-commerce grows rapidly.
According to Mr. Dang Huu Phuc, Director of the Department of Industry and Trade, ‘Hue Thuong’ is one of the city’s key trade-promotion activities in 2026. The objective is not only to promote products, but also to promote the image of Hue, support enterprises in expanding markets, and access modern business methods.
According to Mr. Phuc, Hanoi is a market with strong consumption capacity and plays an important connecting role for many domestic distribution systems. Bringing Hue products to consumers in the Capital provides local enterprises with opportunities to increase brand recognition, seek partners, and expand their distribution networks. The combination of direct trade promotion and digital platforms enables enterprises to reach customers more quickly, more broadly, and more effectively. This is also a direction that the local industry and trade sector is focusing on to help enterprises adapt to the trend of digital transformation. More than a product-promotion event, ‘Hue Thuong’ demonstrates Hue City’s efforts to innovate trade-promotion methods, link economic development with cultural promotion, and build brands.
‘Hue Thuong’ contributes to creating a journey that connects products, culture, and consumers. It is an opportunity for enterprises to expand their markets and for the distinctive values of Hue to continue spreading strongly on the path of integration and development.