Promoting trade promotion activities, enhancing the product quality, linking the development of craft villages with local tourism, culture and history all aims to as soon as possible bring Nam O traditional fish sauce products close to consumers and tourists from all over the world.

Locals and tourists buy Nam O fish sauce products at the farmers market in Hoa Vang District

Promotion activities need accelerated

The Lien Chieu District People's Committee has just organised a programme to promote Nam O fish sauce products and OCOP (One Commune - One Product) items to visitors, with the aim of increasing connectivity and helping to bring traditional and locally-made products to consumers, local distribution units, and stimulate domestic consumption.

Seeing with her own naked eyes the production stages at a certain local Nam O fish sauce facility, Ms. Le Thi Thu Lan, a visitor from the southern metropolis of Ho Chi Minh City expressed her deep impression of the Nam O fish sauce promotion programme, especially during which she was instructed to make this time-honoured traditional product.

“In the past, I only knew about the traditional fish sauce of Phan Thiet, Nha Trang and Phu Quoc in southern Viet Nam but now I am interested in taking a glance into how Nam O's products are made. In order for Nam O fish sauce to be much known by many tourists, the introduction and promotion should be promoted in a more effective manner. I will also buy some feature products here as gifts for my family, relatives and friends after this Da Nang trip.”, Ms. Lan said.

Mr. Bui Thanh Phu, the owner of Huong Lang Co fish sauce brand by the Hong Huong Fish Sauce Co., Ltd in Hoa Hiep Nam Ward, Lien Chieu District, Da Nang said that, through many ups and downs, the craft village has made remarkable development strides, especially the cultural, historical and technical values of fish sauce making promoted.

This is not only a spice product, creating people's livelihood but also a unique cultural and spiritual product, expressing the identity of the local community. Trade and product promotion activities have opened up opportunities for production and business cooperation for those living in this time-honoured craft villages, thus bringing products closer to consumers and tourists from all over the world.

It is known that Mr. Phu also initiated the organisation of an experience tour during which locals and international tourists and students from schools in the city can experience and learn about historical and cultural features, and the characteristics of fish sauce making in the Nam O village. Since the beginning of the year, early 10 groups of students have made field trips to this craft village.

Ms. Pham Thi Hai Nguyet, the owner of Nam O - Hiep Hai fish sauce facility, said that her establishment was guided by the Da Nang Department of Science and Technology to register a geographical indication. This is an opportunity to direct consumers to the facility so that they can experience the production process and buy products here.

According to Ms. Nguyet, the common difficulty currently facing people in the craft village is how to seek more consumption markets. Therefore, they are in need of the support given by Da Nang relevant agencies to speed up their production and trade performances in the time ahead.

“I am happy that many customers have come to my fish sauce facility on the wake of the geographical indication. This is one of the steps to bring the product closer to consumers. Through the support by the authorities at all levels, we hope that the products of the whole craft village will be available throughout the country so as to bring more stable income for households-run facilities in the village.”, said Ms. Nguyet.

Locals and tourists buy Nam O fish sauce products at the farmers market in Lien Chieu District

Promoting culture and identity of craft villages

Mr. Tran Ngoc Vinh, the Chairman of the Nam O Traditional Fish Sauce Craft Village Association, said that in order for the craft village to develop in a sustainable manner, besides trade promotion, it is necessary to promote the identity and cultural values and traditions of the forefathers through the organisation of the formation of exhibition areas for Nam O products that are attractive to both locals and tourists.

On the other hand, it is necessary to have policies to support fish sauce establishments and allocate land for production expansion in the craft village, as well as establish a fleet of fishing boats to ensure the quality of input materials and meet food hygiene and safety standards for the production at member establishments in the craft village.

“Once the craft village has been restored, there must be a stronger and more sustainable development direction, which is the desire of all people in the craft village. Therefore, association with tourism is a suitable development direction so that this place is not only a traditional production village but also an attractive cultural destination of Lien Chieu District and Da Nang as a whole.”, said Vinh. express.

According to Vice Chairman of the Lien Chieu District People's Committee Tran Cong Nguyen, the conservation and development of craft villages has always been of great interest to local authorities and the people of the Nam O village. The economic development, combined with community tourism is the goal in the ongoing project to develop the Nam O fish sauce craft village in Lien Chieu District.

Through mobilising people to create community tourism products, the locality has connected with travel agencies to promote Nam O products to visitors. At the same time, implementing educational extra-curricular programmes, bringing students in the district for experiences should be given a special heed, thereby, further promoting tourism development, preserving and promoting the tradition and cultural identity of Nam O fish sauce craft village.

“Currently, the craft village area has house number plates, bringing many advantages in urban management and creating favourable conditions for producers to promote products to their consumers, associated with a specific address with the product so that people and tourists can easily find it when they want to visit and experience the craft", Mr. Nguyen said.

Reporting by VAN HOANG – Translating by A.THU