These entrepreneurs are not only preserving heritage but also adapting to changing consumer demands, focusing on quality, health standards and digital sales channels to expand beyond local markets.
Lâm Kiều Loan, based in Pleiku Ward, has built her own nem chả (fermented pork rolls and sausage) facility after inheriting more than 30 years of family expertise. Instead of following traditional methods, she introduced a closed production process and modern machinery to ensure consistent quality and food safety.
Her products, including nem chua and chả lụa, have been adapted to suit contemporary tastes, with reduced sweetness, enhanced sourness and new variations such as chili-infused sausage. Loan has also embraced e-commerce, producing videos, livestreaming sales and engaging directly with customers nationwide to build a loyal client base.
Similarly, Hồ Thị Mỹ Phúc from Bình An Commune has developed a brand for bánh ít (sticky rice cakes), shifting from small-scale manual production to a more structured business model. In 2023, she invested in machinery that extended product shelf life from three to four days to seven to ten days, enabling broader distribution.
Phúc has also adopted digital marketing strategies, including livestream sales and collaborations with key opinion leaders. She reported selling between 5,000 and 10,000 cakes in under an hour during livestream sessions, while her short videos attract thousands of views online.
Beyond food processing, some entrepreneurs are scaling up into larger enterprises. Pharmacist Đặng Thị Cẩm Lai has established a company producing tea from sophora flower buds, along with black sesame and peanut oils. Her products have achieved 3–4 star OCOP certification and have been exported to markets including Singapore, South Korea, Malaysia and the United States.
Lai has also developed an eight-hectare raw material area in partnership with local farmers, ensuring stable supply while creating jobs and supporting sustainable production.
Meanwhile, Hồ Thị Hoài Thu of Green Tropical Import-Export Processing JSC has focused on deep processing of agricultural products. The company produces freeze-dried durian, durian powder, green banana powder, soursop tea and yogurt.
Its flagship product, Tropi Durian freeze-dried durian, is manufactured using a 30–40 hour drying process that preserves flavor and nutrients while allowing storage for up to 12 months without preservatives. By 2025, the product had obtained international certifications including ISO, HACCP and FDA, enabling export and participation in global trade events.
Despite operating in different sectors, these women share a common approach: combining inherited knowledge with innovation, applying technology and actively connecting with markets.
Their adaptability and responsiveness to consumer trends have enabled them to carve out competitive positions, contributing to the promotion of Gia Lai’s local specialties both domestically and internationally.