However, the coffee bears a Swiss brand – Nestle,” said Hoang Lam, director of QUATEST 3 (Quality Assurance and Testing Center 3).

“Why don’t we bring our specialties into the world under our brands, but under other countries’ brands?” Lam said, stressing that Vietnam’s Buon Ma Thuot coffee has protected geographical indication.

The news about Vietnam’s Phu Quoc fish sauce has also been cited as an example of the art of branding.

Vietnam’s specialties, from farm produce to handicrafts, are not likely to succeed in the international market despite protected geographical indication.

“Many years ago, I met some Japanese who said they like Phu Quoc fish sauce very much. However, I later realized that the Phu Quoc fish sauce was made inThailand,” said Tran Giang Khue from the HCMC branch of the National Office of Intellectual Property (NOIP).

“Three years later, Vietnam’s real Phu Quoc fish sauce was exported to Japan. Vietnam’s product was put in plastic bottles, black. Meanwhile, Thai fish sauce was in clay pots, glittering brown,” he said. “At supermarkets, I was told that Thai product was five times more expensive than Vietnam’s.”

There are about 50,000 geographical indications in the world. Vietnam has 49 specialties which have indications granted by NOIP. Less than 1,000 pieces of produce are protected in the form of collective brands and certificated trademarks. The number is modest, while very few Vietnamese specialties are known overseas.

NOIP’s deputy head Le Ngoc Lam commented that some Vietnam specialties still have not been fully exploited.

Cao Phong oranges from Hoa Binh province have increased in value by 100 percent after it got geographical indication, while Moc Chau tea from Son La province has the selling price 1.7-2 times higher than tea products with no geographical indication.

However, some other products have had problems after the granting of geographical indications: they have been overexploited, and the quality has been decreasing, while the products have been counterfeited. The brands have to compete fiercely with others in the markets and are likely to disappear in the market.

Vietnam’s Trung Khanh chesnut from Cao Bang province, which has to compete with Chinese chesnut, is a typical example.

Experts say most Vietnamese specialties are ordinary foods and beverages. There are some original dishes and traditional drinks made with special methods. 

Lam from NOIP said in order to bring Vietnamese specialties to the world market, it is necessary to comply with strict regulations and technical requirements.

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