Branding Vietnamese bird’s nest: Reaching the world

Key economic sector

Boasting a favorable climate and a long coastline, Vietnam offers significant advantages and a conducive environment for swiftlet growth. Since 2004, several southern provinces have seen the emergence of swiftlet farming for commercial purposes. Over the past two decades, Vietnam’s swiftlet farming industry has flourished with diverse methods and scales, generating employment for local communities. Bird’s nest, often referred to as “white gold,” is recognized for its high economic value.

Currently, Vietnam has approximately 24,000 swiftlet houses, which are primarily located in 42 out of 63 provinces and localities. The annual yield of these houses ranges from 150 to 200 tons. Additionally, international consumers have expressed their enthusiasm for the flavor and quality of Vietnamese bird’s nest, particularly those harvested in coastal provinces.

Mr. Le Thanh Dai, Chairman of the Vietnam Bird’s Nest Association, has stated that the Party and the State have consistently demonstrated their strong support for the industry. This support has been demonstrated through policies such as the Livestock Law and Decree No. 13, as well as conferences and seminars that are designed to foster sector development.

The Department of Industry and Trade of Khanh Hoa province’s Deputy Director, Mr. Huynh Tan Hai, observed that Khanh Hoa province has the highest natural bird’s nest yield in the country. The province’s extensive experience in the sustainable exploitation, protection, and management of this natural resource is also noteworthy. Khanh Hoa Salanganes Nest Company, a state-owned one-member limited liability company, is a prominent enterprise in the province. It is responsible for the management of 33 swiftlet islands and 173 caves, and it produces unique natural bird’s nest products that are exclusive to Khanh Hoa.

The swiftlet farming sector is undergoing substantial development in Kien Giang province, which is home to 143 islands, 43 of which are inhabited. The province is currently home to over 3,000 swiftlet houses, which contribute over 20 tons of uncooked bird’s nest annually to the national supply, according to Mr. Truong Van Minh, Director of the provincial Department of Industry and Trade. In this sector, there are currently 23 organizations that are operational. “Kien Giang strives to formalize and develop a swiftlet farming cooperative, in addition to pursuing opportunities to establish its own brand,” stated Mr. Minh.

Mr. Nguyen Nguyen Phuong, the Deputy Director of the Department of Industry and Trade of Ho Chi Minh City, disclosed that the city presently produces only approximately one-tenth of the nation’s total bird’s nest output. The Can Gio district is the place where the majority of production is concentrated, with 519 swiftlet dwellings. Conversely, the grade of Can Gio’s bird’s nest is highly regarded. Mr. Phuong stated, “Our primary objective is to establish the Can Gio bird’s nest brand as the city’s signature agricultural product, in accordance with the city leadership’s directives.”

Additionally, he disclosed that the city intends to collaborate with the Vietnam Bird’s Nest Association to host a Bird’s Nest Festival in November. With this momentum in mind, Ho Chi Minh City will collaborate with provincial bird’s nest associations to establish a national Vietnamese bird’s nest brand that is designed to penetrate the Chinese and global markets.

Gingseng and bird’s nest

Mr. Jeong Ji Hoon, Vice President of the Korea Chamber of Commerce in Vietnam (KOCHAM), led a delegation of Korean businesses to Vietnam for the 2025 Exhibition of Outstanding Vietnamese Export Products. He expressed a strong interest in and high esteem for Vietnam’s bird’s nest industry.

Bird’s nest has been regarded as a valuable medicinal product in Vietnam for a long time, and it is frequently presented as a luxurious gift to distinguished visitors or during special occasions, according to Mr. Jeong. Nevertheless, bird’s nest products in Vietnam are relatively underdeveloped, despite their immense nutritional and cultural value. The product’s complete potential to be transformed into a diverse range of commercial offerings has yet to be fully realized, as it is primarily consumed in raw or unprocessed form.

Mr. Jeong compared the product to Korean ginseng, a specialty that has been extensively researched and developed into a variety of product lines that are widely distributed across global markets. “When individuals consider ginseng, they immediately associate it with Korea,” he stated.

“I hope that Vietnam will accelerate innovation and the development of bird’s nest-based products, so that one day, when the world mentions bird’s nest, Vietnam will be the first country that comes to mind,” Mr. Jeong stated. He pledged to work closely with Ho Chi Minh City’s Department of Industry and Trade to elevate Vietnamese bird’s nest to international markets, enhance its commercial value, and deliver high-quality nutritional products to global consumers. He suggested the development of high-value-added products by combining Vietnamese bird’s nest with Korean ginseng. This was particularly noteworthy.

Mr. Nguyen Nguyen Phuong, the Deputy Director of the Department of Industry and Trade in Ho Chi Minh City, announced that the department will collaborate with KOCHAM to identify high-quality bird’s nest products with export potential to Korea. “In order to facilitate their re-export to the Korean market, both parties will jointly endorse specific products,” he stated.