Finding a new look for souvenirs from Nghe An
Nghe An's tourism products currently include lotus flowers from Uncle Ho's hometown, medicinal herbs from Pu Mat, seafood from Cua Lo, rattan and bamboo products, brocade fabrics... along with many other handicrafts rich in cultural identity. However, there is still a gap between local products and the souvenirs tourists want to take home in terms of design, branding, sales points, and the ability to integrate them into specific itineraries.
Gaps at destinations
After visiting several tourist attractions in Nghe An, Ms. Vu Bich Phuong, a tourist from Ninh Binh, still found it difficult to find a suitable gift. “My family wants to choose a product that serves as both a souvenir and a gift for relatives. But the items are quite simple, lacking many choices that are both practical, easy to carry, and clearly reflect the unique character of Nghe An,” Ms. Phuong shared.
InKim Lien Historical SiteVisitors can choose souvenirs related to President Ho Chi Minh, wood carvings, books, lotus tea, Nam Dan soy sauce, brocade fabrics, etc. However, the products are still presented individually, and have not yet been presented as coordinated gift sets designed according to price ranges and needs.
In Truông Bồn, souvenirs such as bucket hats, youth volunteer shirts, books, or poetry collections, while expressing gratitude, are limited in variety and lack compact, practical gifts.
Cua Lo already has wind chimes, sailboats made from seashells, fish sauce, and dried seafood. However, many souvenirs are still similar to those at other seaside tourist destinations; while local specialties have not received investment in packaging and branding to create a unique identity.
Mr. Hoang Kim Duyen, a business owner at the Ong Hoang Muoi Temple, said that many items for tourists still have to be imported from elsewhere because local products are not diverse enough. Business owners want to have their own unique souvenirs associated with the destination but face difficulties in design and production.
In community-based tourism destinations in the Mekong Delta, revenue still primarily comes from accommodation and food. Meanwhile, brocade fabrics, rattan and bamboo products, medicinal herbs, or local specialties, if improved in size, function, and packaging, could become attractive gifts.
In fact, Nghe An has no shortage of products. Lotus has been processed into tea and food; medicinal herbs from Pu Mat, honey, and dried bamboo shoots can be combined into gift sets; and seafood from Cua Lo can be developed into small-packaged product lines. The problem lies in the fact that these products have not yet been selected, perfected, and organized into gift sets that suit the needs of tourists.
For a local product to become a tourist souvenir, it needs not only quality but also to be compact, easy to transport, have attractive packaging, a reasonable price, and, most importantly, evoke memories of the destination.
From design concept to display counter
The gap in tourist souvenirs at destinations cannot be filled simply by creating more product designs. The key is to select suitable products that are functional, aesthetically pleasing, reasonably priced, and to organize their market launch effectively.
The "Characteristic Souvenir Product Design and Innovation Competition of Nghe An" organized by the Department of Culture, Sports and Tourism at the end of 2025 attracted 69 products from 10 businesses and 6 individuals. The number of products and the diversity of materials and designs show that Nghe An has a rich source of ideas for developing characteristic souvenir products. However, those with potential need further testing regarding cost, selling price, and customer acceptance before commercialization.
According to Mr. Thai Ba Phuong, Director of Duc Phong Co., Ltd., the company whose "Lotus Petal Lamp" product participated in the competition, for handcrafted products to become tourist souvenirs, businesses must carefully consider everything from materials, size, functionality, and production capacity; and simultaneously develop many compact versions with different price points. The story behind the product needs to be concise, conveying information through bilingual text or QR codes, while local characteristics should be expressed through carefully selected details rather than incorporating too many symbols onto the product.
Each destination also needs its own distinctive gift sets. Kim Lien could develop more products made from lotus, bamboo, and wood, linked to the Lotus Village; Cua Lo needs gifts that tell the story of the coastal region; the Mekong Delta is suitable for brocade, medicinal herbs, honey, and rattan products; and Truong Bon should focus on products associated with history and a spirit of gratitude.
In addition, it is necessary to develop a product system at various price points, from small items for students and tour groups to high-end gift sets for conferences, partners, and international guests.
However, good products will struggle to reach tourists without convenient sales points. Tourist souvenirs need to be present in tourist areas and attractions, accommodations, airports, train stations, and rest stops, and should be displayed themed rather than mixed in with generic items.
The development of tourism souvenirs must stem from the needs of tourists and the unique characteristics of each destination. The managing agency plays a role in establishing criteria, supporting connections, and promoting; while the vitality of the product must be affirmed by market choice. When meeting the right needs and appearing appropriately in the tourist's itinerary, tourism souvenirs will become part of the experience and continue to tell the story of Nghe An after each trip.
Mr. Tran Xuan Cuong - Deputy Director of the Department of Culture, Sports and Tourism of Nghe An Province
According to Mr. Nguyen Duc Hien, Chairman of the Nghe An Tourism Association, tourism souvenirs not only generate additional revenue but also serve as a "soft advertising channel" for destinations. To ensure products reach tourists, it's necessary to strengthen linkages between producers, travel agencies, accommodation establishments, and tourist attractions to both expand the market and receive feedback for product improvement.
