Japan and ASEAN experts empower farmers and MSMEs in CLMV countries through hands-on training and regional networking
Executive Summary
From December 9 to 13, 2024, the ASEAN-Japan Centre (AJC), with Vietnam Trade Promotion agency, organized a cross-border capacity-building mission in Vietnam to support branding and digital marketing skills for agriculture products among Cambodia, Lao PDR, Myanmar, and Vietnam (CLMV). This initiative marked a significant step for regional trade cooperation by connecting Japanese farmers, experts with CLMV Agri-entrepreneurs and enabling peer-to-peer learning across region. Over 200 participants gained hands-on experience through workshops, expert panels, field visits, and technology-driven branding exercises. The activity fostered regional collaboration, created new trade leads, and demonstrated a successful model of third-country cooperation to accelerate inclusive trade and investment in agriculture., and vegetables.
Introduction
Under AJC’s MSME Capability Building and Collaboration Programme, this activity was organized in partnership with VIETRADE and Tuoi Tre News to enhance institutional capacity, regional learning, and market connectivity in CLMV countries This initiative reflects the Centre’s commitment to sustainable trade and intra-ASEAN collaboration, aligning with the focus of ASEAN and Japan on regional development and inclusive growth.
Objectives and Goals
- Equip CLMV producers with branding and digital marketing knowledge.
- Foster cross-country collaboration on agricultural trade and storytelling.
- Create a platform for regional MSME exchange and business matchmaking.
Activities and Highlights
- Seminar on branding challenges in agriculture, with strong local government participation. Japanese speakers shared experience, practice and policy relating to agricultural branding, especially rice, in Japan.
- Field visit to ST25 rice farms, with Vietnam sharing its branding journey and export strategies.
- Workshop in Ho Chi Minh City with speakers from Japan, the Philippines, TikTok, and Alibaba.
- AI branding lab using ChatGPT and Canva AI, facilitated by PMAX.
- Panel discussions on food safety, digital traceability, and intellectual property rights in cross-border trade.
Voices of Participants
“This is the first time I could meet and learn from other ASEAN farmers directly.” — Coffee producer from Lao PDR
“The session on ChatGPT and TikTok made me rethink how to tell my product story.”
— Dried fruit entrepreneur from Cambodia
Outcomes and Impact
- Over 200 participants from Cambodia, Laos, Myanmar, and Vietnam engaged in direct training, built regional branding skills for e-commerce and digital storytelling.
- Vietnam acted as both learner and trainer, sharing practical lessons on ST25 rice and supporting Lao and Cambodian counterparts in branding.
- Two trade dialogues launched between Vietnamese and Lao coffee producers.
- Japan provided essential support through content design, expert input, and coordination.
- Increased visibility of CLMV products through TikTok and Alibaba case applications.
- Clear demand for follow-up engagements and replication of this format.
Key Takeaways
- CLMV producers can benefit from regional case studies like Vietnam’s ST25 rice.
- Storytelling and branding are essential for product differentiation in global markets.
- Cross-border dialogue accelerates trade connectivity and shared learning.
- Intellectual property protection remains a challenge requiring regional support.
- Site visits offered practical lessons that theory alone could not provide.
- Japan’s facilitative role creates space for ASEAN countries to co-learn and co-lead.
Way Forward and Engagement
- Organize follow-up webinars on advanced topics such as cross-border IP enforcement.
- Create a regional hub for CLMV agricultural entrepreneurs to collaborate.
- Strengthen cooperation with local governments to support brand development.
About the Event
Date: December 9–13, 2024
Venue: Soc Trang Province and Ho Chi Minh City, Vietnam
Organizer(s): ASEAN-Japan Centre in collaboration with VIETRADE
Category: Capacity Building / Business Promotion
