How Will Provincial Mergers in Vietnam Affect Local Specialties?

Recently, the term "province mergers" has sparked national discussion. This isn't just an administrative change; it's a strategic move by the government to simplify bureaucracy, improve regional connections, and promote sustainable economic and social development.

However, alongside the expectations surrounding organizational and infrastructure changes, many people, particularly experts in culture and tourism, are raising an important question: How will this merger process affect the renowned regional specialties — the cultural pride of each locality?

Vietnam plans to reduce its 63 provincial-level units to 34 (28 provinces and six centrally-run cities). Image: Internet

Vietnam boasts rich cultural diversity, with each region having a distinct identity shaped by its history, geography, climate, and ethnic culture. Every province features local specialties with unique historical, geographical, and cultural significance.

Dishes like Bun Bo Hue (Hue beef noodle soup), Nem Chua Thanh Hoa (Thanh Hoa fermented pork), and crafts like Van Phuc silk and Bat Trang ceramics are more than just products; they represent the stories, memories, and pride of entire communities. When administrative boundaries shift, concerns arise about these familiar names fading and losing recognition.

The Two-Way Impact of Mergers on Specialties

Province mergers aren't new. Since the late 20th-century economic reforms, Vietnam has adjusted its administrative boundaries for better development. In past mergers, some local brands declined, but many specialties thrived.

For example, when Ha Tay province merged into Hanoi in 2008, Van Phuc silk, Thach Xa che lam (sweet cake), and Duong Lam fermented soy sauce didn't disappear. Instead, they gained new recognition, boosted by Hanoi’s policies.

Hà Đông Silk – not just a material, but a soft flow of memories, of the artisan's hands and Vietnamese traditional culture. Image: Internet

However, concerns remain. Specialties are often tied to their origin. Losing a province or district name can hinder brand building and promotion, especially in local tourism.

Consider Phu Quoc fish sauce, protected by geographical indications locally and internationally. An administrative name change could undermine its legal and global brand value if consistency isn't maintained.

A proposed merger of Khanh Hoa and Ninh Thuan raises questions. Khanh Hoa is known for bird’s nests, and Ninh Thuan for grapes and apples. Will “Ninh Thuan grapes” keep its name, or be replaced, losing its traditional connection? This highlights the need for clear communication and brand management post-merger.

Mergers: An Opportunity for Specialties

Optimistically, mergers could expand market reach for regional specialties. A larger administrative unit means a bigger domestic market and better production and distribution.

Unified governance could simplify planning for specialty production, develop geographical indications, and invest in processing, packaging, preservation, and logistics.

Today's consumers value quality and packaging. Image: Mộc Truly Huế

Experts believe smaller specialties can be integrated into value chains. For example, merged tea-producing provinces could create a new regional tea brand, preserving flavor while enhancing image and competitiveness.

In the age of e-commerce and online exports, expanding brand recognition and building digital content are feasible.

The Essence of Specialties: Tradition, Not Just Names

The most important aspect of a regional specialty is its cultural values, craftsmanship, skills, and emotions. Vietnamese specialties like Phan Thiet fish sauce, Chà Và shrimp paste, and Ben Tre coconut candy have endured through generations due to their quality and story.

Modern consumers, especially tourists, value the experience and origin story more than administrative labels.

The essence is in the dedicated hands and traditional techniques passed down. Image: Thổ Cẩm PIÊU - Brocade Decor

The story of Thai Nguyen tea illustrates this. Even if Thai Nguyen merged, the Tân Cương region, the “tea capital,” would remain a culinary destination. Local brands at the village and craft level need preservation, not just provincial names.

Chus.vn: Bridging Tradition and Modernity

In the face of administrative changes, platforms like Chus.vn are crucial for preserving and spreading regional specialties. As an e-commerce platform for handcrafted products and cultural heritage, Chus.vn provides outlets for small producers and helps them tell their stories in a modern way.

On Chus.vn, every product carries a slice of culture, from brocade scarves to local herb essential oils. Introducing specialties here is about passing on values. When mergers threaten traditional crafts and names, Chus.vn preserves and affirms these values on the Vietnamese and international stage.

In Conclusion

While administrative changes occur, cultural values and regional specialties endure.

At Chus.vn, we understand that it's the story behind each specialty that matters. We provide quality products that preserve the essence and cultural richness of each region.

This is how we connect tradition and modernity - ensuring every gift from Chus.vn represents the soul of a community and culture.