At Can Tho's exhibition space at the EWEC – Da Nang 2026 Trade Fair, products such as thac lac fish crackers, Diem Phuong soursop tea, Hygie's range of instant teas, Hygie's original-flavor gummy candies, and Ong Cua ST25 rice introduced visitors to products closely associated with the city's local production strengths. Notably, visitors were not only able to see the products displayed on the shelves but also had the opportunity to learn more about them, experience the products firsthand, and make their own selections.

For Can Tho – a major urban center of the Mekong Delta – bringing local products to trade promotion events not only expands opportunities to reach customers but also provides product producers with a chance to “measure” consumer appeal through actual market responses. Based on this feedback, products that already have advantages in terms of local raw materials and cultural identity can continue to be improved in quality, presentation, and approaches to reaching consumers.

In particular, as OCOP products are increasingly becoming an important channel for enhancing the value of local agricultural products, the goal is no longer simply to “have products to sell,” but to develop products that are capable of competing and achieving sustainable growth in the market.

For local specialties, quality is the foundation, but it is not the only factor determining competitiveness. As products enter new markets, aspects such as appearance, packaging, product information, brand recognition, and convenience for consumers when making purchasing decisions are becoming increasingly important.