A visit to major supermarkets such as Go!, Co.opmart and WinMart, as well as spring markets across the central province, shows that OCOP product stalls are attracting the most attention. A few years ago, local specialties were often regarded as “rural gifts” with simple and basic packaging. Today, however, their appearance has been significantly upgraded, helping them secure a firm foothold in the premium gift segment.

Products such as cordyceps, sesame cakes and Ngoc Linh ginseng tea are now presented in sleek, modern designs. Many producers have invested in high-end packaging materials, including carved wooden boxes, eco-friendly paper bags, and handcrafted bamboo and rattan baskets. These choices not only enhance commercial value but also highlight traditional craftsmanship and local cultural identity.

Truong Quang Ninh, Director of the Ninh Truong Medicinal Mushroom Co., Ltd. in Tho Phong commune, said his company’s cordyceps has achieved a four-star OCOP rating. “To access the high-end gift market, quality alone is not enough. Presentation is equally important,” he said. This year, the firm introduced gift sets featuring images of local landscapes, helping orders from corporate clients double compared to last year.

The growing popularity of OCOP products during Tet is largely driven by consumer trust. In a market where food quality can vary widely, OCOP certification – ranging from three to five stars – serves as a reliable guarantee. Products must meet strict criteria covering raw materials, production processes and food safety standards.

Digital technology has further strengthened this trust. Nearly all OCOP products in Quang Ngai now carry QR codes, allowing consumers to trace product origins, production dates and certification details with a simple smartphone scan.

According to Bach Thanh Phu, owner of the Oly Food brown rice production facility in Truong Giang commune, greater transparency has helped small producers gain access to supermarkets and e-commerce platforms with more confidence.

Consumers have also welcomed the shift. Thoi Thi Hue, a resident of Truong Quang Trong ward, said she chose a basket of local specialties instead of imported sweets.

“The products suit my taste, and I feel reassured by the OCOP labels and traceability. Giving these gifts to relatives far away makes me proud of our local produce,” she said.

Beyond taste and appearance, sustainability has also emerged as a trend. Many OCOP gift baskets combine nutritious foods with handicrafts, while the use of bamboo and rattan packaging instead of plastic reflects growing environmental awareness and adds a warm, traditional touch to Tet.

Despite these positive signs, experts note that retaining market share and expanding further remains a challenge. Maintaining consistent quality and ensuring sufficient supply, especially during peak seasons such as Tet, are among the key issues.

Vo Quoc Hung, Deputy Director of the provincial Department of Industry and Trade, said authorities will continue to support producers in linking supply and demand and accessing modern distribution channels. He stressed that quality must be maintained after certification, warning against prioritising quantity over standard adherence.

An OCOP Tet gift basket today is more than a seasonal present. It embodies the dedication of farmers, the identity of Quang Ngai’s local produce, and a modern consumer mindset that values authenticity, sustainability and Vietnamese cultural pride./.