Hung Lo Rice Noodles: From the village to the “big sea”

Hung Lo Commune (Viet Tri City) is a vibrant area with a rich cultural heritage and numerous traditional craft villages, one of which specializes in rice noodle production. Facing economic and technical pressures in a competitive market economy, the people of Hung Lo remain committed to preserving their craft. They embrace innovation and modern practices while maintaining quality, gradually strengthening their reputation and market competitiveness. To date, Hung Lo rice noodles have successfully entered highly selective international markets.

Hung Lo rice noodle packaging process.

In the 1980s and 1990s, up to 90% of the residents of Doan Ket Village (now Zone 4, Hung Lo Commune) were engaged in rice noodle production. However, production was unstructured and lacked coordination, resulting in inconsistencies in scale and quality. Production often exceeded demand, leading to surplus and product backlogs, which in turn affected product quality, the village’s reputation, and price competition. Consequently, workers faced unstable incomes.

By 2004, when Doan Ket was officially recognized as an Agricultural and Food Processing Craft Village, only a few households in the village continued the traditional craft. They invested in modernizing equipment and refining production processes to sustain their business and preserve the local heritage. At the end of 2016, building on the tradition of Hung Lo rice noodle production, many experienced artisans came together to exchange knowledge and expertise. This collaboration helped scale up production while ensuring consistent product quality. As a result, the Hung Lo Rice Noodle Cooperative was officially established.

New products from the Hung Lo Rice Noodle Cooperative have been well received by consumers.

Mr. Cao Dang Duy, Director of the Hung Lo Rice Noodle Cooperative, is a pioneer in researching and implementing modern machinery while preserving traditional recipes. His innovations have resulted in high-quality rice noodles with enhanced efficiency. In August 2017, the Hung Lo Rice Noodle Cooperative was officially granted the right to manage and use the Hung Lo Rice Noodle Collective Brand Certificate. After nearly a decade since its establishment, the cooperative has made bold investments in factories, acquired modern machinery and equipment, enhanced productivity and product quality, improved packaging, adopted various market expansion strategies, and adhered to quality standards such as HACCP and ISO 9001-2015. Hung Lo rice noodles are distributed nationwide through a network of major retail distributors and supermarkets such as Go!, Tops Market, BigC, VinMart, and CoopMart. Additionally, the products are available on e-commerce platforms, making them easily accessible to consumers.

Hung Lo rice noodles on supermarket shelves in Japan.

Hung Lo rice noodles are widely praised by consumers for their chewy texture, rich flavor, and authentic countryside aroma. As of now, the cooperative offers a diverse range of nearly 10 products, including rice noodles, pho noodles, watermelon noodles, vegetable noodles, premium gift noodle boxes, and dong vermicelli. Three noodle products have been rated as 4-star OCOP products: Hung Lo village rice noodles, premium Hung Lo rice noodles, and signature Hung Lo pho noodles. The Cooperative has submitted an application for 5-star OCOP classification for its Hung Lo organic rice noodles.

In 2024, the cooperative is expected to produce and distribute an average of 50-60 tons of rice noodles per month, generating annual revenue exceeding 20 billion VND. It also provides stable employment for 35 workers, each earning an average monthly income of 6.5 million VND. At the same time, the Cooperative also collaborates with local households, providing technical support and helping distribute their noodle products. With innovation and creativity, the product “Hung Lo Clean Rice Noodles Born from the Village” has been honored with the first Mai An Tiem Award in 2024, organized by the Vietnam Cooperative Alliance.

To maintain the quality and stability of raw materials, the Provincial Cooperative Alliance has supported and guided four cooperatives in organizing rice production under VietGAP standards, covering a total area of 643 hectares, and a number of cooperatives in the province have signed contracts to cooperate and supply rice to Hung Lo Rice Noodle Cooperative with a purchase price increased by 500-700 VND/kg compared to the market. At the same time, the cooperative closely monitors the production stages according to the closed production process, strictly ensuring food hygiene and safety.

To enhance the reputation and quality of the Hung Lo Rice Noodles brand, expand its market presence, and increase product value, the Cooperative’s leadership has actively diversified its product offerings and pursued export opportunities. Their strategy focuses on high-quality standards, competitive pricing, compliance with technical requirements, and alignment with the cultural preferences of developed markets. The Cooperative actively participates in trade promotion activities to establish partnerships and expand into international markets. In 2024, the cooperative successfully exported 30 tons of noodle products to Japan. By January 2025, a further 5 tons of rice noodles had been exported to the Taiwanese market (China).

Mr. Cao Dang Duy, Director of the Hung Lo Rice Noodle Cooperative, shared: In the near future, the Cooperative aims to obtain necessary certifications such as EFSA, FDA, and CE. The Cooperative aims to strengthen its brand, diversify its product lines—including gluten-free rice noodles, organic rice noodles, and specialized noodles for dieters—build an efficient supply chain, maintain product quality throughout transportation, enhance its presence on e-commerce platforms, and actively participate in international trade promotion conferences. The cooperative aims to enhance product value, strengthen its market position, preserve and promote traditional craftsmanship, and improve the well-being of its members and the people of Hung Lo craft village.

Hoang Giang