Title: Sustainable Business Model in Fermented Pork Production: Economic Development and Preservation of Traditional Culinary Culture in Vietnam
Authors: Le Doan Khanh An
Volume: 9
Issue: 7
Pages: 1-8
Publication Date: 2025/07/28
Abstract:
This study explores the potential of traditional Vietnamese cuisine, with a particular focus on th?t chua (fermented pork) from Phu Tho province, in the context of rural sustainable development. Modernization and globalization challenge the conservation of local culinary traditions, but also create economic opportunities. The research addresses the gaps in recent studies regarding the integration of fermented foods into sustainable business models. Utilizing a mixed-methods design, the study combined in-depth interviews with producers, local authorities, consumers, and distributors, as well as a quantitative survey involving more than 200 consumers and five producing households in Phu Tho and Hanoi. The findings indicate that production in Phu Tho is primarily household-based, blending traditional artisanal techniques with modern business strategies. While conventional distribution dominates the market, specialty stores and online platforms are gradually broadening their influence. However, weak brand identity and food safety concerns remain major barriers to broader commercialization. Thit chua (fermented pork) not only drives economic benefits but also contributes to the preservation of the cultural identity of the Muong ethnic community. This research proposes a business model that improves profitability and market reach, while safeguarding local values and supporting sustainable development. It emphasizes the necessity of comprehensive strategies to promote the sustainable development of cultural heritage products like th?t chua in the modern economic landscape.