Vietnamese ginseng – especially Ngoc Linh ginseng – has long been considered a “national treasure” of Vietnamese medicinal herbs, with outstanding uses and globally recognized medicinal values. However, no matter how rare it is, ginseng has yet to become a part of the Vietnamese health care routine.
Is it because of its luxury that many people only know about ginseng through stories and images without ever actually experiencing it? Expectations for Vietnamese ginseng are high, but the gap between value and accessibility is still a “dream” that has not come true for the majority of consumers.
So, is Ngoc Linh Ginseng really close to Vietnamese people, or is it just a precious but hard-to-reach symbol?
What is lacking in the ginseng market?
There is no shortage of stories about Ngoc Linh Ginseng. There is also no shortage of high-end products, soaked in wine or put in glass cabinets. What is lacking is a brand that makes consumers feel: “Ah, this product is for me.”
So what should businesses do?
Strategy for businesses entering the Vietnamese Ginseng market
Rebuilding the positioning mindset – from “luxury” to “health care with foundation”
Current problem: Vietnamese Ginseng is being “deified”, associated with an expensive, luxurious image – making ordinary consumers afraid and alienated.
Solution:
- Reposition ginseng as a scientific medicinal herb – with research, evidence, and clear applications, not just “folklore”.
- Focus on communicating about practical uses: increasing resistance, reducing stress, restoring physical strength, anti-oxidation…
- Build a market education content file from basic to advanced: “What is ginseng? Why should it be used? How to use it correctly?”
Popularize the product – put ginseng into a format that is easy for Vietnamese people to use, easy to understand, easy to buy
Product suggestions:
- Capsules – small bottles, affordable prices: For office workers, people who need to concentrate, need to recover quickly.
- Instant ginseng tea – filter bags – convenient: Easy to use, easy to share, can be included in gift chains, hotels, resorts.
- Candy, energy bars containing Ngoc Linh Ginseng extract: Directly targeting young people, students, athletes.
Principle: Do not devalue ginseng – just “transform” it to gain wider access.
Communication strategy: Don’t exaggerate – just say the right thing and be close
Tone of voice: Close – scientific – realistic.
Key channels should prioritize:
- TikTok & YouTube Shorts: Real reviews, product testing – short, viral content.
- Facebook Group – Zalo Group: Expert advice, live-streaming, increasing 2-way interaction.
- POS/Experience Station: Free trial at points of sale, shopping malls, fairs, health care stores.
Suggested campaigns:
- “30 days to get healthier with Vietnamese Ginseng” – a campaign for office workers, using ginseng in a creative way every day.
- “Meet real people – drink real ginseng” – tells the story of real consumers who were afraid to use ginseng, but now see the benefits.
Create ecosystem and credibility for the brand
- Collaborate with doctors, medical experts, and sports coaches as prestigious ambassadors.
- Collaborate with medical technology startups, measure health indicators before and after using ginseng to create trust.
- Deploy the model “Vietnamese ginseng for Vietnamese people” – for workers, postpartum women, and active middle-aged people.
Longer vision: Don’t just sell products – sell “healthy, proactive, modern lifestyles”
Ngoc Linh ginseng is a “national treasure” not because it is expensive, but because it can create a generation of healthy, quality, and long-lasting lives. Any business that knows how to tell the right story, design the right product, and distribute it correctly will not only sell ginseng – but also win the trust of a new market: the market of people who want to live better every day.
