Origin branding– tag –

Le Van Sau, a durian farmer in Can Tho in the Mekong Delta, has shared his cultivation know-how with neighbors free of charge and formed a "billionaire farmers club" with more than 20 members. We unpack this growing-area formation, which chose shared prosperity in a world where monopolizing technology is the norm, from the perspective of Japanese sourcing and growing-area branding.

A mangosteen orchard in Can Tho has turned its old trees into a tourism resource by attaching QR codes, names, and tree ages. We unpack this Mekong move from supplying raw materials to selling a story, and the implications for Japanese dried fruit, gifts, and growing-area branding.