Dong Thap: The Journey to Build the Brand Name "The Land of Lotus"

Lotus is planted not only on the fields but also on the street, school grounds, businesses, offices, people's houses,... Dozens of typical products are made from lotus, of which has the nickname of the former Secretary of the Provincial Party Committee “Sau Sen”.

Lotus is planted on streets of Dong Thap province. The photo above is on street No. 30/4, My Phu ward, Cao Lanh city

“Dong Thap, as pure as the soul of the lotus”

In 2017, Dong Thap started to implement the Project on Creating a Local Image, with the brand name "The Land of Lotus". Why did the province choose the lotus as the symbol? The first key is that the province has long been famous for the poem of the poet Bao Dinh Giang: "Thap Muoi, the most beautiful lotus/Vietnam, the most beautiful name Uncle Ho”. Dong Thap is also one of the localities having a very large lotus growing area, with more than 1.000 hectares.

The deeper point of choosing lotus as a local symbol is the hidden quality and spirit of Dong Thap’s people who are not afraid of difficulties. The poem is “In the pond, the lotus flower is beautiful. Green leaves, white flowers, yellow stamens. Yellow stamens, white flowers, green leaves. Near mud but it does not stink like mud”. With those beauties, the land of lotus chose for itself the slogan "Dong Thap, as pure as the soul of the lotus". This is also the slogan in the development of tourism in the province. At the headquarters of the Provincial People's Committee, the words "Dong Thap, as pure as the soul of the lotus" rise proudly.

Dong Thap is the first province to establish a local identity. Besides, the brand name "Dong Thap, as pure as the soul of the lotus" is increasingly mentioned in the national media. The identification system is easily seen in signposts on roads, welcome gates, in decoration and celebrations of events and festivals; design all kinds of business cards, profile covers, etc. All have brand logos. In particular, the iconic image of a healthy, friendly, and dynamic "Lotus Mascots" is present in offices, schools, public areas and also stickers of Zalo app.

Lotus Mascot becomes beautiful and joyful symbol of the Lotus Land

According to Dr. Ngo Thi Thu Trang - Lecturer at University of Social Sciences and Humanities - Vietnam National University Ho Chi Minh City, the key for Dong Thap's success in building a local brand is that people are always proud as a citizen of "The Land of Lotus" - "I am from Dong Thap province". If someone was lucky enough to set foot in Dong Thap to work with local leaders and people, they would be easy to feel the lotus spirit through every thought and action of each person here; all have created a brand of lotus land that could not be found anywhere else - Dr. Trang shared.

As a son of the lotus homeland, Mr. Le Minh Hoan - Deputy Minister of Agriculture and Rural Development, former Secretary of the Dong Thap Provincial Party Committee said that every Dong Thap’s citizen had eliminated their inferiority complex of the "hidden area” to rise confidently and proudly "I am the people of Dong Thap - The Lotus Land". At the same time, he hoped that the fire would continue to be led and nurtured by the Resolution of the 11th Provincial Party Congress, term 2020 - 2025, lighting up aspiration: A thousand years later, lotus flowers still bloom".

That pride is also spread in the tourism development of the province, with the philosophy of "Developing tourism not only for economic benefits but also for responsibility and pride in the homeland". This is increasingly affirmed, spred, and marked a strong impression in the hearts of tourists and people.

Mr. Ngo Quang Tuyen - Deputy Director of the Department of Culture, Sports and Tourism said that in recent years, the potential of lotus tourism has begun to be exploited. There are 09 lotus agricultural tourist areas in the province. The lotus growing area has been expanded, not only in Thap Muoi district, but also in other localities such as Tan Hong, Hong Ngu, Thanh Binh, Tam Nong, Cao Lanh, Lai Vung and Lap Vo district.

Lotus cultural tourism has been attracting more and more people to visit and experience. Initially, this attracts about 200.000 visitors per year come and experience on lotus fields and enjoy the local culinary delights based on lotus.

The OCOP products of Dong Thap province made from lotus has promoted the value of indigenous resources, becoming a local product

Specialty products and gifts made from lotus are very rich and diverse. Many high-quality, artistic and unique products promise to become a thriving industry such as lotus leaf painting, lotus leaf calligraphy, fresh marinated lotus flowers, lotus silk, lotus milk, dried lotus seeds, lotus tea, etc.

At present, Dong Thap has 20 products and gifts from lotus meeting 3 – 4 star standard of the One Commune One Product (OCOP) Program. Those are presented for Tet holiday in Tet gift baskets every year, contributing to bringing the spring scent of the Land of lotus.

Translated Gia Vi