WOMEN ENTREPRENEURS AND THE COMMERCIALIZATION OF TRADITIONAL VIETNAMESE FOODS

Traditional foods play vital cultural and economic roles in rural Vietnam. Women have long been responsible for preparing, preserving, and passing down culinary traditions. Recently, many women have moved from preparing family recipes at home to selling them in the market. This review synthesises research on female entrepreneurs and the commercialisation of traditional Vietnamese foods, examining the opportunities, challenges, and social implications of this transformation. The findings indicate that women play a crucial role in preserving traditional foods. They innovate in processing and marketing while preserving their food heritage and culture. However, women face ongoing challenges, such as limited access to credit, food safety certification, marketing skills, and traditional gender roles, which make it difficult to grow their businesses. In contrast, government policy, the adoption of new technologies, and the rise of tourism and cultural heritage in the country are helping rural women gain more customers. Commercialising traditional food can be a double-edged sword, as it not only helps raise income and strengthen the community but also raises questions about how to maintain authenticity in these foods as they are transformed into commercial products. This review highlights research gaps, including the impact of digital platforms on rural women’s businesses, the experiences of ethnic minority women, and the challenge of balancing heritage preservation with market adaptation. Filling these gaps is crucial for developing more effective policies and supporting women as key players in Vietnam’s economic growth and cultural preservation.