Build a strong brand for Yen Bai’s cinnamon

Yen Bai’s cinnamon is gradually establishing its position in both domestic and international markets. However, to reach further, Yen Bai provinice needs to address the remaining challenges.

The year 2024 marks an important turning point for Yen Bai cinnamon in enhancing its value and building its brand in the international market. As the locality with the largest cinnamon-growing area in the country, Yen Bai is focusing on developing a high-quality cinnamon brand. This aims to increase export value and expand its consumer markets.

According to the Yen Bai Department of Industry and Trade, over the past year the province has implemented various trade promotion programs. These programs aim to introduce Vietnamese cinnamon products to the global market. Beyond promotion efforts, Yen Bai has also placed strong emphasis on improving product quality.

Yen Bai’s cinnamon

Mr. Nguyen Dinh Chien is the Deputy Director of the Yen Bai Department of Industry and Trade. He said: “Expanding organic cinnamon cultivation areas and strengthening quality control from production to processing have helped improve overall standards. In addition, supporting enterprises in investing in modern technology has helped Yen Bai’s cinnamon better meet stringent export standards. These efforts not only enhance product value but also create sustainable livelihoods for local people.”

In addition, to enhance its competitiveness, Yen Bai has implemented a number of key solutions. One of these is accelerating organic certification for cinnamon-growing areas that meet international standards. This helps satisfy the requirements of demanding markets such as the EU and the United States. At the same time, local authorities have supported Vietnamese spice enterprises in participating in international trade fairs. They also promote online trade and sign long-term export contracts.

Alongside these efforts, the province has invested in preservation infrastructure and deep processing to increase product value. Cinnamon-based products such as cinnamon essential oil, cinnamon powder, cinnamon handicrafts, and cigarette cinnamon sticks have further refined in terms of quality. As a result, they ensure compliance with international market standards.

“Thanks to trade promotion efforts and improvements in product quality, Yen Bai’s cinnamon sector achieved positive results in 2024. Cinnamon export volumes increased significantly, particularly to India, the EU, the United States, and Japan. In addition, brand recognition of Yen Bai cinnamon in the international market has improved markedly. More foreign enterprises now highly appreciate the province’s products,” said Mr. Chien.

Despite these encouraging achievements, expanding the cinnamon market within the province still faces many challenges. Strict import market requirements regarding quality, traceability, and production processes remain significant barriers. In addition, the supply of raw materials is not yet truly stable in both quantity and quality. Therefore, it has yet to fully meet market demand.

Yen Bai cinnamon powder

Notably, research and exploration of export markets have mainly focused on traditional markets. Meanwhile, there have been limited strategies to expand into potential markets such as Europe and the Americas. As a result, the local business community has not fully capitalized on opportunities. They have not been able to access high-value, high-demand markets effectively.

In the context of international economic integration, Yen Bai aims to enhance the value of cinnamon products. It also seeks to expand export markets and affirm the Yen Bai cinnamon brand in the global marketplace. Therefore, Yen Bai province will place greater emphasis on trade promotion activities in 2025.

According to Mr. Nguyen Dinh Chien, the locality is implementing comprehensive solutions to strengthen information dissemination. It also supports enterprises and farmers in improving product quality and expanding trade opportunities. One of the key tasks in Yen Bai’s trade promotion strategy is to communicate and disseminate new policies. Moreover, it provides guidance to enterprises and business households in the area.

In addition, the province is stepping up communication efforts to raise community awareness of local goods and services. These activities are being carried out through various channels, including newspapers, television, and digital platforms. As a result, outreach to customers at home and abroad is being broadened.

Recognizing the importance of human resources in trade development, Yen Bai has organized numerous training courses. These courses aim to enhance professional expertise and trade promotion skills for officials, enterprises, and individuals in need. As a result, the programs help strengthen the capacity of those engaged in commercial activities. They enable participants to better meet market demands.

Yen Bai cinnamon roundcut

“The application of information technology and digital transformation in trade promotion activities is also being strongly promoted. In 2025, Yen Bai will continue investing in modern equipment to support trade promotion. It will also develop e-commerce and apply digital technologies to optimize the process of connecting businesses with customers,” Mr. Nguyen Dinh Chien added.

Furthermore, the province will continue participating in domestic and international trade fairs and exhibitions to promote Vietnam’s cinnamon products. It will also organize business networking conferences with other provinces and cities.

These events will help enterprises find partners and distributors, as well as expand distribution channels. Efforts to introduce products into border-gate economic zones, supermarket systems, and commercial centers will also be strengthened. This aims to expand market outlets for Yen Bai’s cinnamon.

With comprehensive solutions and a well-oriented development strategy, Yen Bai is gradually building a strong cinnamon brand. It is affirming its position on the global trade map while contributing to sustainable local economic development.

The Yen Bai cinnamon brand has established its value in both domestic and international markets. Notably, Van Yen cinnamon received geographical indication registration by the Intellectual Property Office (Ministry of Science and Technology) in January 2010.

Since 2020, it has also been protected with geographical indication status by the Kingdom of Thailand for cinnamon bark products. This is a rare case in the world. Another country protects a Vietnamese product within its own territory, affirming the renowned quality of Van Yen cinnamon beyond national borders.