From June 5 to June 8, at Hung Vuong Square (Dao Thanh ward), Dong Thap Provincial People's Committee organized the 1st Dong Thap Fruit Festival in 2026. Going beyond the framework of an ordinary tourism promotion and stimulus event, the event carries the expectation of repositioning the local agricultural product brand, marking a turning point from "agricultural production" thinking to "agricultural economy".
To clarify the long-term strategy and the practical problems behind this launching pad, we had an exchange with Mr. Nguyen Phuoc Thien - Vice Chairman of Dong Thap Provincial People's Committee.
Sir, this is the first time Dong Thap has organized a Provincial-level Fruit Festival. Please share what is the core motivation for the province to decide to implement such a large event at this time? How has the province calculated to harmoniously combine the "three-legged link" goal: promoting agricultural products - stimulating tourism demand - positioning the local brand?
Mr. Nguyen Phuoc Thien: This is the first time Dong Thap province has organized a provincial-level Fruit Festival. However, our goal is not to stop at a simple cultural and commercial event, but to create a new milestone: transforming from "agricultural production" thinking to "agricultural economy", from chasing output to developing value chains and meeting market demand.
There are three core motivations for this decision. First, Dong Thap's fruit industry has entered a new stage. The current requirement is no longer to sell more, but to sell at a higher value, build a strong brand and deeply connect with the international market. Second, Dong Thap's development space is now more open and diverse in the fruit tree ecosystem. This is the "ripe" time to introduce a dynamic Dong Thap image, rich in identity and capable of reorganizing the industry. Third, modern consumption trends not only buy products but also buy experiences and trust. Therefore, festivals must be a synergy of production, trade, tourism, culture and technology.
Dong Thap clearly defines the "three legs" of the Festival including: 1- Agricultural product promotion: Taking the fruit industry as the center, introducing the entire value chain from raw material areas, safe farming processes, deep processing, to logistics and farmers' stories. 2- Tourism stimulation: Turning fruit into a "reason" for tourists to stay longer. Culinary space, green experiences, art performances and garden tours are designed to increase the length of stay and spending of tourists. 3- Positioning local brands: Making Dong Thap a "sweet fruit region" in national identity. We want consumers to remember a land of ecological, methodical agricultural production and know how to tell their stories to the market.
The province's biggest expectation is not the bustling festival days, but the long-term motivation behind: expanding links, attracting investment, and improving livelihoods for people. The festival will not end on the closing day, but will open a journey to take Dong Thap fruit further with real value.
The festival closed after 4 days, but the local development journey continues. Does the province have any long-term plans to turn these impressive "opening" models into universal, mandatory standards for all gardens and cooperatives in the future?
Mr. Nguyen Phuoc Thien: If after 4 days of the festival, everything returns to the starting line, it is a failure. We see this as a starting point to re-establish new standards for the fruit industry. After the festival, the province focuses on three major directions: Realizing demonstration models: Green agricultural solutions, traceability, deep processing appearing at the Festival will be evaluated and replicated. Good models must step out of the exhibition stage to take root in fields and gardens. Forming a common system of standards: Green production, transparent origin will no longer be a playground for a few pioneering units, but a mandatory condition to enter the high-value market. The province does not impose by administrative orders, but uses the pulling force of the market: whoever standardizes well, that person benefits.
Long-term companionship: Continue to pour resources into cooperative governance capacity, trade promotion, building planting area codes and connecting businesses so that farmers never have to "be alone" in conversion.
We hope that in the future, each Dong Thap fruit will carry a transparent profile: where to grow, who produces it, what standards it meets and how responsible it is for the environment. That is the only way for Dong Thap to move from agricultural production to agricultural economy, from growth to sustainable development.
Thank you very much for this exchange!
