Blend of Traditional and Modern Identity

So arrowroot vermicelli is made from 100% pure arrowroot starch, renowned for its fragrant and chewy texture. What sets it apart from others is its exclusive use of arrowroot tubers grown abundantly along the banks of the Day River. Additionally, the use of fresh water that seeps through layers of laterite rock enhances its characteristic whiteness and clarity.

A vermicelli brand owned by local resident Phi Dinh Hue earns an OCOP certificate for high-quality agricultural products trusted and favored by consumers

The arrowroot vermicelli made by So Village has been officially registered with barcodes, brand names, trademarks, food safety certifications, and nationwide product quality declarations, earning trust and support from customers near and far. In 2020, the Hanoi People’s Committee officially recognized So arrowroot vermicelli as a 4-star OCOP product. In recent years, the product has been a regular feature at major trade fairs and exhibitions launched by the agricultural sector and the industrial and trade sector. It is now widely available across Vietnam and well received in Asian markets such as Japan and South Korea as well as in Europe, including Germany.

Duong Dinh Khoi, Director of Duong Kien Trading Production and Import Export Co., Ltd, said: The arrowroot used to make So arrowroot vermicelli is cultivated in Moc Chau (Son La), an unpolluted region free of impurities. Only high-quality arrowroot varieties are selected, and no chemical fertilizers but organic fertilizers are used during cultivation. He said, the entire production process follows a strict closed-loop system that adheres to three key principles: no artificial coloring, no chemicals, and no preservatives. Furthermore, throughout the cultivation and tending process, the company requires farmers to use only organic fertilizers, and this process is inspected and supervised by the company's technical staff. Both raw materials and finished products are regularly tested to ensure they meet food safety standards not only for export markets but also for domestic consumers.

Since its recognition as a 4-star OCOP product, So arrowroot vermicelli has seen a steady increase in demand, with production output growing by an average of 30% annually. Large orders from provinces and cities continuously pour in, keeping the production facilities operating at full capacity to meet demand.

Phi Dinh Hue, owner of the “Mien Dong Xua” brand, said: Currently, most vermicelli producers in So Village now use machinery to replace traditional manual labor for stages such as kneading dough, stirring, steaming, drying, and cutting. However, the drying stage still relies on natural weather conditions, as the best flavor comes from vermicelli dried in the sun and wind, which preserves its natural aroma. Hence, to maintain hygiene, the vermicelli drying fields in the village prohibit motorized vehicles to prevent the spread of road dust, and clean water canals are dug around the drying areas to create a clean environment and absorb airborne dust.

With such a meticulous vermicelli-making process at every stage to ensure food hygiene and safety, the selling price of his vermicelli products is 2-3 times higher than similar products on the market. By adhering to traditional vermicelli-making methods and guaranteeing food safety, his brand has attracted the interest of many customers seeking authentic "old-time" products, and his business sells tens of tons of vermicelli each year. Notably, the uniquely designed packaging helps "Mien Dong Xua" become a preferred gift choice for those living far from home or during the Lunar New Year. With dedication and effort, Hue's family has produced "Mien Dong Xua" products that have achieved 4-star OCOP status and supplied the market with high-quality agricultural products that are trusted and favored by consumers.

The local vermicelli products serve as a bridge between past and present, tradition and innovation

So Village is not only famous for its arrowroot vermicelli but also for its ancient communal house - So Communal House, a special national relic. This communal house was designated a special national relic in 2018 by the Prime Minister. The combination of historical relics and culinary specialties creates an attractive destination for tourists. Local authorities have recognized tourism potential and endeavored to develop tourism in conjunction with preserving cultural heritages. Activities such as the annual traditional festival in the second lunar month not only entices tourists but also help widely promote the special arrowroot vermicelli.

In addition to preserving cultural heritages and developing tourism, residents of So Village are also applying modern ecological agricultural models to enhance the added value of agricultural products in general, and especially for the vermicelli-making industry.

Xu Doai Agricultural Cooperative has adopted an earthworm raising model to convert arrowroot waste into fertilizers for grapes and lotus. This not only helps improve the environment but also creates a clean raw material source for arrowroot vermicelli production. Furthermore, the cooperative is also developing a lotus model linked to ecological tourism in a chain across an 8.5-ha area. This model combines growing lotus for edible roots (an important ingredient in vermicelli production) with developing eco-tourism, hence creating a sustainable ecosystem.

So Village is demonstrating that preserving traditional cultural identity can go hand in hand with modern development. The simple arrowroot vermicelli has become a bridge between the past and present, between tradition and innovation. With the combination of cultural heritage preservation (So Communal House), specialty development (arrowroot vermicelli), and the application of modern ecological agricultural models, So Village is on its way to becoming an attractive cultural, tourism, and sustainable agricultural destination in Hanoi.

By Ngoc Minh, Vietnam Business Forum