Renowned as Vietnam’s “high-mountain precious cinnamon” for its exceptionally high essential oil content, Trà My cinnamon in Đà Nẵng has yet to fully realize its economic potential due to fragmented production, limited processing capacity, and a disconnected value chain. To unlock its full potential, the industry needs to develop a more integrated and sustainable multi-value ecosystem. This will enhance product quality, processing, and market value.
At the seminar “The Trà My Cinnamon Journey – From Historical Value to Sustainable Development,” experts acknowledged that the region currently has only about 3,000 hectares of cinnamon, equivalent to just 30% of its 2030 target of 10,000 hectares, including 7,500 hectares of production forests and 2,500 hectares of new plantations. Although several products—such as cinnamon essential oil, cinnamon powder, and handicrafts—have earned OCOP certification, the value chain has yet to match the crop’s potential. Production remains fragmented and small-scale, the unique characteristics of Trà My cinnamon face increasing risks, while deep-processing capacity, logistics infrastructure, and market linkages remain underdeveloped.
Vũ Thị Bích Hậu, Deputy Director of the Đà Nẵng Department of Agriculture and Environment, noted that for many years Trà My cinnamon has primarily been viewed as a high-value forestry crop. However, under current circumstances, she argued that it should be recognized from a broader perspective—not only as an endemic biological resource and a valuable medicinal plant, but also as a cultural and ecological asset of the region. According to Ms. Hậu, Trà My cinnamon should be developed within a comprehensive cinnamon economy, rather than focusing solely on raw material production or individual products. This approach would foster a multi-value ecosystem encompassing improved varieties, production areas, processing, branding, cultural heritage, tourism, and community livelihoods.
Nguyễn Thế Phước, Secretary of the Party Committee of Trà Leng Commune, said that Trà My cinnamon, particularly that grown in Trà Leng, represents a unique heritage region of Vietnam’s Central Highlands and Central Coast. For centuries, cinnamon has been more than a valuable forest product. It has become an integral part of the cultural identity, spiritual life, and history of local ethnic communities, preserving rich indigenous knowledge and traditions. Cinnamon features prominently in traditional festivals, wedding customs, folk medicine, and stories passed down through generations. Nevertheless, the industry continues to face significant challenges, including fragmented production, weak value chain linkages, limited processing technology, insufficient product diversification, and branding efforts that have yet to reflect its true potential.
In addition to production constraints, cooperatives engaged in cinnamon cultivation continue to face difficulties in securing stable markets because of the lack of sustainable commercial partnerships. Explaining this situation, Nguyễn Thị Kim Hoa, a representative of the Trà My Minh Phúc Cooperative, said that through trade fairs, business networking events, and supply-demand matching programs, the cooperative has established retail distribution channels in many provinces and cities across Vietnam. However, its market outlets remain unstable, and its products have yet to reach international export markets.
To overcome market access challenges, the People’s Committee of Trà Leng Commune has signed a strategic cooperation agreement with the Đà Nẵng Hotel Association, the University of Science and Education – The University of Đà Nẵng, and Furama Resort Đà Nẵng. Under this tripartite partnership model, the parties will work together to develop cinnamon-growing areas, provide cultivation and processing support, strengthen branding, train local workers, and expand market access through tourism services. Demonstrating the association’s commitment, Nguyễn Đức Quỳnh, Chairman of the Đà Nẵng Hotel Association, said the organization hopes to collaborate with the people of Trà Leng, the University of Science and Education, and businesses. Together, they will introduce Trà My cinnamon and other local specialties to both domestic and international visitors. The initiative aims to enhance the value of local gifts and agricultural products while promoting cultural and heritage tourism. It will also contribute to regional socio-economic and tourism development.
Dr. Võ Văn Minh, Rector of the University of Science and Education, The University of Đà Nẵng, noted that the value of Trà My cinnamon remains fragmented. Most products are still sold as raw materials, indigenous knowledge has yet to be systematically documented, scientific research and technology have not been fully applied, and local communities have not received the full economic benefits generated by the crop. According to Dr. Minh, elevating Trà My cinnamon requires building a new development ecosystem. In this ecosystem, local communities preserve forests, genetic resources, and cultural heritage; businesses invest in processing and market development; government authorities establish supportive policies and protect the ecological landscape; and universities and researchers generate knowledge, technological innovation, and higher value-added products.
Associate Professor Dr. Trịnh Đăng Mậu, also from the University of Science and Education, The University of Đà Nẵng, argued that while cinnamon’s value once lay primarily in its bark, its future value must come from the knowledge and technology embedded in its products. He emphasized that Trà My cinnamon should move beyond exporting raw materials or cinnamon sticks by expanding deep processing into products such as essential oils, natural cosmetics, herbal teas, health-care products, and locally inspired gifts. He also stressed the importance of accelerating the digital transformation of the cinnamon industry through digital databases for production areas, GIS mapping, QR codes, blockchain-based traceability systems, and digital quality management platforms. These measures would improve product transparency. They would also significantly strengthen the competitiveness of Trà My cinnamon in domestic and international markets.
Vietnamese source: https://thuonghieusanpham.vn/que-tra-my-thoat-vong-luan-quan-nguyen-lieu-tho-ra-sao
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