The event aims to introduce and promote Yen Bai’s specialities to Hanoi residents during the peak year-end shopping season.

This year’s event features approximately 100 types of products from local enterprises, cooperatives, and businesses, including specialities such as Mu Cang Chai honey, Seng Cu rice, Gioi Phien vermicelli, Suoi Giang ancient Shan Tuyet tea, Van Yen cinnamon, dried bamboo shoots, dried pork, and Tu Le sticky rice.

A highlight of the opening ceremony was the signing of cooperation agreements between Yen Bai representatives and Central Retail. This partnership will enhance the distribution of Yen Bai’s high-quality products through Central Retail’s retail network, catering to rising consumer demand ahead of the Lunar New Year.

The event includes product displays and sampling areas for specialities such as Suoi Giang tea, dried pork, and apple cider while GO! Thang Long dedicates a section to Yen Bai’s top-selling products, like Gioi Phien vermicelli and dried bamboo shoots.

Nguyen Thi Bich Van, Central Retail’s Communications Director, praised Yen Bai’s proactive collaboration and noted that products like Tu Le sticky rice and Thac Ba Lake fish have consistently received strong consumer support with double-digit sales growth. She expressed optimism that this year’s event will further boost demand, stabilising market access for Yen Bai’s agricultural goods.