Introducing the province’s signature agricultural products and OCOP goods at trade fairs and exhibitions while recreating the highland cultural space is a creative approach by the Son La Centre for Investment, Trade and Tourism Promotion. Each booth serves as a “cultural window,” helping domestic and international visitors better understand the land and people of Son La.

At the Autumn Fair 2025 at the Vietnam Exposition Centre in Hanoi, Son La’s booth, located in the “Autumn of Vietnam – Colours of the Land” section, attracted thousands of visitors and was honoured as a “Typical Exhibition Space.” The booth featured many of Son La’s signature products, such as avocados, golden passion fruit, custard apples, red-fleshed dragon fruit, Arabica coffee, and Shan Tuyet tea, as well as processed goods like dried mango and dried plums. The cultural space, complete with stilt houses, traditional Xoe and bamboo dances, and colourful ethnic costumes, allowed visitors to feel as though they were immersed in a northwestern village right in the heart of the capital.

Nguyen Thi Khanh Van, a visitor from Hanoi, shared: “I was very impressed with the Son La booth. Besides displaying agricultural products, we got to watch traditional Thai dances and take photos with the stilt house, persimmon and docynia trees as souvenirs. The recreated cultural setting felt authentic and helped us feel the warmth and hospitality of the Son La people.”

According to Le Thi Hong Anh, Director of the Son La Centre for Investment, Trade and Tourism Promotion, what sets Son La apart in recent years is that the province not only “brings products far” but also “brings culture along.”

At the Autumn Fair 2025, Phuc Sinh Son La JSC introduced Arabica Son La coffee and Cascara tea, attracting thousands of visitors to sample their products. Hoang Thi Hoa Thuong, the company’s sales representative, said: “Through the fair, we’ve gained more long-term partners and customers. More importantly, the Son La coffee brand has become more widely recognised, closely associated with the people and nature of the highlands.”

Since the beginning of this year, the centre has participated in 19 domestic fairs and events, and organized six major promotional programmes linked to key political and cultural occasions in Hanoi, Hai Phong, and Ho Chi Minh City. In addition, the province has produced promotional videos in three languages (Russian, Chinese, and English) to support investment promotion delegations to the Russian Federation, helping introduce Son La’s strengths, investment projects, and key agricultural products to international partners.

Many promotional activities have been modernised through digital technology, boosting agricultural sales and tourism promotion. Many visitors who first encountered Son La at fairs have chosen to visit the province in person to experience its culture and cuisine. Tours such as “A day as a Son La farmer” and “Experiencing Thai dance amid the plum blossoms” have become highlights, connecting community-based tourism with agricultural product development.

Le Thi Hong Anh added that in the coming time, the centre will continue to advise the province on renewing the organisation of fairs by integrating culture, art, tourism, and trade in a more professional direction. “We aim to design more experiential exhibition spaces that enhance interaction and tell the story behind each product, so visitors can truly ‘see – touch – and feel’ the specialties and culture of Son La,” she said.

The integration of product display and cultural promotion has enhanced the value of local goods, helping Son La build a sustainable regional brand. Each booth, each Xoe dance, and each traditional costume presented serves as a cultural ambassador, carrying the message of a renewed yet culturally rich Son La.