Teaching Political Economy through OCOP Value Chains of Traditional Cultural Products: The Case of Ngoc Thom Conical Hats in Vietnam

This study investigates the value chain of Ngoc Thom conical hats, a traditional handicraft from Tho Loc commune in Thanh Hoa province, Vietnam, officially recognized as a three star OCOP product in 2022. The research was conducted between January and June 2024 and involved 85 participants, including artisans, traders, and local officials. Data were collected through surveys, interviews, and field observations. The findings reveal that hat production provides 47.5 to 59.3 percent of household income, with average monthly outputs of 88.5 hats per household. Raw materials account for 41.6 percent of production costs, labor 28.9 percent, and miscellaneous expenses 29.5 percent. Sales increased after OCOP certification, but most products remain confined to local and provincial markets, with only 5.2 percent sold online. Interviews highlighted opportunities for branding but also revealed barriers to digital adoption and concerns over generational continuity. The study concludes that Ngoc Thom conical hats illustrate both the opportunities and constraints of integrating traditional crafts into modern value chains. They provide an instructive example for teaching political economy by demonstrating the interplay of culture, economy, and policy in rural development.