Da Nang is trying to roll out a geographical indication for the Nam O fish sauce, thereby helping to increase its value and affirm its brand in the market.

Here is a booth of displaying Nam O fish sauce for sale at the Vietnamese Goods Fair in 2021 in Da Nang Photo: M.QUE

Starting application for a geographical indication

A geographical indication, or GI, identifies a good as originating in a specific territory, region or locality where a particular quality, reputation or other characteristic is essentially attributable to its geographical origin. GIs help “brand” a product and differentiate it from other products in the market. GI protection helps producers increase access to consumer markets, gain a competitive advantage, and reap more profits.

The Vietnamese Ministry of Culture, Sports and Tourism issued Decision No. 2974/QD-BVHTTDL dated August 27, 2019 recognising the traditional craft of making fish sauce in Nam O Village in the wards of Hoa Hiep Nam and Hoa Hiep Bac in Lien Chieu District, Da Nang, as part of Viet Nam's national intangible cultural heritage.

Later, in July 2021, the Vietnamese Ministry of Science and Technology officially approved the national task of ‘the registration for protection, management and development of a GI for Nam O fish sauce products in Da Nang’ under the intellectual property development programme until 2030.

At the end of December 2021, the National Office of Intellectual Property under the Vietnamese Ministry of Science and Technology sent an official dispatch to the Da Nang People's Committee to carry out related tasks to kick off the implementation within this year.

According to an approved proposal, from January 2022 to the end of December 2023, focus will be on registering for a GI for the Nam O fish sauce associated with the registration of production area codes to protect the legitimate rights and interests of producers and consumers, thus contributing to improving the value and the reputation of this local signature product and developing craft village tourism as well.

Mr. Le Duc Vien, Director of the municipal Department of Science and Technology, said that for the rest of this year, this agency will register for the protection of the GI for Nam O fish sauce products.

Specifically, heed will be paid to determining the practical and scientific basis for natural conditions, human factors and production experience which are decisive to the unique sensory and quality characteristics of Nam O fish sauce products.

Afterwards, a dossier for the registration of the geographical indication "Nam O" for the fish sauce products in the namesake village will be made.

“Although Da Nang has been famous for some unique products, none of them have been protected by GIs. Therefore, the registration of such a GI for Nam O fish sauce products is a matter of deep concern. The successful construction of a GI for the Nam O fish sauce will create a premise for the development of GIs for other local products, hereby contributing to thw socio-economic development as well as preserving other traditional crafts and  products throughout the city”, said Mr. Vien.

Brand development expectations

The small fish and salt are the only materials needed to make what is considered by many the best fish sauce in Central Viet Nam. Nam O fish sauce is made from long-jawed anchovies with high protein content. To create the sauce’s delicious taste, the fish must be freshly caught and of medium size. The taste depends on the right mixture of fish and salt.

The mixture is compressed, sealed in either wooden barrels or big clay jars and left under the sun for months. Every day, the liquid is siphoned out through a small tap at the bottom and poured back into the container right away from the top to ensure it zigzags through layers of the fermented fish and distills out all the nutrition.

In particular, the Nam O brand of fish sauce tastes very different from similar products from elsewhere in the country thanks to its special recipe (fish mixed with salt at the rate of 3/1).

Born in a family with four generations involved in making fish sauce, Mr Tran Ngoc Vinh, the Head of Nam O Fish Sauce Village Association expressed that he has been regarded the profession of making fish sauce as his life-long career, despite many ups and downs. He and other producers in the village have kept the centuries-old Nam O fish sauce making craft going, especially protecting it from gradually falling into oblivion in the context of rapid urbanisation.

“The GI will play an important role in significantly promoting Nam O fish sauce products to domestic and foreign markets in parallel with contributing to promoting the development of the namesake traditional craft village in the future”, said Vinh.

Meanwhile, Mr. Bui Thanh Phu, Director of Hong Huong Fish Sauce Company Limited, shared that centuries-old Nam O fish sauce craft village plays an important role in preserving the heritage of the city and the country as a whole.

The protection of Nam O fish sauce products on the market will bring great social benefits. Consumers will know the long-standing fish sauce product created with skillful hands and the know-how handed down by the people of Nam O village.

In addition, this serves as a driving force for the development of commercial systems, eco-tourism associated with relic tourism in the area. He hoped that the traditional craft village would see a more prosperous future and keep pace with the modern development trends.

According to statistics of the People's Committee of Lien Chieu District, the Nam O fish sauce village houses more than 90 households making fish sauce, of which 63 have  participated in the traditional fish sauce craft village festival.

To promote the registration of a GI for the Nam O fish sauce, the Lien Chieu administration is coordinating with the municipal Department of Science and Technology to build up a brand identity for the Da Nang signature product.

Reporting by MAI QUE – Translating by A. THU