On July 12, in Da Nang, the People's Committee of Trà Leng commune held a meeting with the DNIIT International Institute of Technology (University of Da Nang - Université Côte d'Azur) and Furama Resort Da Nang to discuss cooperation orientations for researching medicinal origins, building a sustainable development strategy for Trà My cinnamon, enhancing product value, and expanding market connections.
At the meeting, the leaders of Trà Leng commune provided an overview of the natural conditions, population, and socio-economic development situation of the locality. Trà Leng is a mountainous commune with a natural area of over 221 km², a population of 6,588 people, of which ethnic minorities account for about 97%. The entire commune has 7 hamlets, with 3 hamlets still lacking roads, electricity, and phone signals. Travel and trade conditions are still very limited, people's lives are difficult, and the poverty rate remains high.
Cinnamon tree - The local key development direction
In this context, the cinnamon tree is identified as the key crop of the locality. Trà Leng is located in the core area of Trà My cinnamon and has high economic, medicinal, and indigenous cultural value. However, currently, most cinnamon is still consumed as raw material, with low added value. High transportation costs and difficult terrain make expanding specialized cultivation areas challenging.
Mr. Châu Minh Nghĩa – Chairman of Trà Leng Commune People's Committee speaking at the meeting.
Mr. Châu Minh Nghĩa - Chairman of Trà Leng Commune People's Committee, stated that each year, the locality transports about 500 tons of cinnamon bark to the lowlands for processing. Meanwhile, other parts of the cinnamon tree such as the trunk, wood, and leaves have not been effectively exploited. This poses a challenge for the locality in finding new development directions to retain more value from the cinnamon tree right in its homeland.
In addition, Trà Leng commune is also preparing raw material areas early to be ready when National Highway 40B is completed, thereby reducing logistics costs and facilitating production and consumption linkages. The locality aims to build key OCOP products, develop more products from cinnamon wood, cinnamon essential oil, and other deeply processed products, contributing to increasing people's income.
Three-way linkage to open new development directions
On behalf of DNIIT Institute, Dr. Lê Thành Nhân - GS.DD.GS.TSKH, Director of DNIIT International Institute of Technology - University of Da Nang, proposed four groups of tasks: investing seriously in research to produce high-quality finished products instead of selling raw materials; promoting e-commerce based on the university's resources and intellect; boosting event activities - aiming for high-quality, large-volume cinnamon essential oil exports, collaborating with foreign partners, and building a unique brand; and organizing a joint working group for exchange and project development.
As a bridge between the University of Da Nang and Université Côte d'Azur (Nice, France), DNIIT Institute commits to providing the Commune People's Committee with international connections, scientific research on the origin and active ingredients of medicinal herbs, market surveys, and a long-term strategic plan for Trà Leng cinnamon products. Last June, DNIIT Institute, together with Université Côte d'Azur and Da Nang Tourism Association, organized the IMTECAD 2026 international conference on luxury tourism in Côte d'Azur, connecting Da Nang's ecosystem with Nice - Cannes - Monaco. Also in France, at the "Aromas and Perfumes in Tourism" workshop, Trà My cinnamon was introduced as a "hero" ingredient on Vietnam's fragrance map.
Representatives of DNIIT Institute (left) discussing with local leaders about the development orientation of cinnamon products.
Representing Furama Resort Da Nang, Mr. Phạm Ngọc Lợi cited models verified by the resort: since early 2024, Furama has pioneered bringing agricultural products from the Cơ Tu people in Tây Giang directly to the resort's kitchen - specialties that were once chosen to serve at a reception for Mrs. Abe Akie, wife of the late Japanese Prime Minister Abe Shinzo. For Trà Leng, Furama has also taken a step forward by incorporating Trà My cinnamon essential oil into spa treatments, welcoming fragrance spaces, and gifts, which are particularly popular with European tourists. Welcoming hundreds of thousands of international guests each year, this first 5-star beach resort in Vietnam is a natural gateway to bring the highland specialties of Quảng region to the world.
Mr. Phạm Ngọc Lợi sharing at the meeting with representatives of Trà Leng Commune People's Committee and DNIIT Institute.
Based on this experience, Mr. Lợi committed that Furama would accompany Trà Leng with five contents: directly engaging in commerce and promoting e-commerce to bring local products to consumers nationwide - with the prerequisite that products must have scientific evidence of origin and active ingredients; integrating products into the tourism, healthcare, and resort ecosystem, turning each resort into a "living showroom" for hundreds of thousands of international guests each year; training locals in harvesting, preliminary processing, digital skills, and online sales; utilizing the entire cinnamon tree - distilling essential oil from branches and leaves, developing cinnamon wood carvings with Kim Bồng carpentry village; and preparing raw material areas to anticipate National Highway 40B.
At the end of the meeting, the parties agreed to continue discussions to establish a joint working group, moving towards signing a memorandum of understanding for cooperation in the near future. Initially, the group will coordinate to identify priority research contents, build a market survey plan, complete scientific dossiers, and gradually form a sustainable development roadmap for Trà Leng cinnamon products.
The connection between local authorities, research units, and businesses is considered an important starting point, opening new directions for Trà My cinnamon in Trà Leng. From the actual production of the people to long-term development orientations, the locality hopes to gradually enhance the value of the cinnamon tree, create more stable livelihoods, and contribute to socio-economic development in the area.
Field survey of cinnamon growing areas and processing facilities
After completing the discussion, the delegation conducted a field survey of cinnamon growing areas in Hamlet 1, visiting people's cinnamon gardens; and also visited the cinnamon seedling nursery and cinnamon essential oil distillation area in Bằng La residential area, Hamlet 5, Trà Leng commune.
The delegation surveyed cinnamon growing areas in Trà Leng.
The survey helped the units better understand the production conditions, potential of the raw material area, and the difficulties people face in developing cinnamon cultivation. Through the local reality, the parties gained more basis to refine cooperation orientations, from scientific research and raw material area development to building processing products suitable for Trà Leng's conditions.
With the consensus of the people, the determination of the government, and the companionship of research units and businesses, Trà Leng cinnamon is expected to continue asserting its position as the key crop of the locality, associated with the goal of sustainable development in the coming time.
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