Ngoc Linh Ginseng – one of the rarest and most valuable medicinal ginsengs in the world – should be a symbol of proactive health for Vietnamese people. However, instead of being present in daily life as a natural health care option, Ngoc Linh Ginseng is often associated with prejudice: expensive, luxurious, only for the super rich. This not only obscures the true value of the “national treasure” medicinal herb, but also creates a large gap between users and the product. Is it time for a redefinition: Vietnamese Ginseng is not a luxury gift, but a healthy living resource for the majority?
From “national treasure” to “luxury” – a gap of misidentification
When mentioning Ngoc Linh Ginseng, most Vietnamese consumers will immediately think of the image of expensive ginseng roots, soaked in crystal jars or packaged in luxurious wooden boxes, often appearing in display areas rather than in daily life. The rarity and high price make Ngoc Linh Ginseng wear a “high-class” coat – even to the point of being deified.
The problem is: high-end does not mean inaccessible. When ginseng is labeled as “only for the rich” and lacks popular, easy-to-use, easy-to-understand products, even those who are interested will have difficulty accessing it. The result: precious ginseng, but no one dares to use it. And that is a failure in market strategy, not because of the product, but because of the way the brand is built.
Users don’t need ginseng for display – they need ginseng to live well
Currently, the need for proactive health care is increasing significantly, especially among the middle class and office workers – people with stable incomes, interested in a healthy lifestyle and willing to pay for good products. However, the ginseng market is leaving this potential customer group untapped.
Ngoc Linh ginseng can help increase resistance, improve sleep, reduce stress, and support the treatment of chronic diseases – but most users have never seen a real ginseng plant, let alone tried a convenient product made from this precious medicinal herb.
What should businesses do to bring Vietnamese ginseng “back” to the Vietnamese people?
From a marketer’s perspective, the answer does not lie in “reducing ginseng prices” – but in changing the approach to the market, specifically:
Repositioning – from “miracle drug” to “scientific medicinal herb”
Communication needs to be based on data, clinical research and practical applications – instead of just stopping at empty compliments. Bringing Ngoc Linh ginseng back to its true role: a scientifically based, trustworthy medicinal herb in the journey of sustainable health care.
Developing products that “normalize the special”
Capsules, tea bags, lozenges, energy bars – these are product formats that modern Vietnamese people are familiar with and are willing to experience. Ginseng does not need to be cheaper, but there should be an accessible, easy-to-use and easy-to-understand option.
Communication is close, speaking the right language of consumers
The campaign does not need to be “high-level”, it just needs to be authentic and touch the right needs. “30 days to get healthy with Vietnamese Ginseng”, “Ginseng is not only for the rich”, or “Each cup of tea – a step to get healthier” can be simple campaigns but create strong spread if deployed on the right channels: social networks, TikTok, Zalo, health groups, etc.
Don’t let Vietnamese Ginseng be just a legacy – let it be used, believed in and lived
The ginseng market is not lacking in potential. The problem is that there is no brand brave enough to make Vietnamese Ginseng familiar and truly necessary for modern life.
Ngoc Linh Ginseng is precious enough to be proud of, but also strong enough to become a part of the healthy living journey of millions of Vietnamese people – if given the right opportunity.
