Nghe An province to pilot “Muong Long happiness village” model

On September 22, under the chair of Deputy Secretary of the Nghe An Provincial Party Committee, Chairwoman of the Vietnam Fatherland Front Committee of Nghe An Province, and Head of the Provincial Steering Committee for Medicinal Herb Development Vo Thi Minh Sinh, the Standing Body of the Provincial Steering Committee for Medicinal Herb Development held an online working session with leaders of TH Group, Muong Long Commune, and relevant departments and agencies to discuss and reach agreement on the orientation for developing the "Muong Long Happy Village" Project.

From TH Group’s headquarters in Hanoi, Hero of Labour Thai Huong – Founder, Chairwoman of the Strategy Council of the TH Group, presented an overview of the group's idea for the "Muong Long Happy Village" Project. She expressed a strong desire to partner with the local government to develop a medicinal herb region in Muong Long Commune. The ultimate goal is to help local ethnic minority communities improve their living condition and build sustainable wealth on their native land. Economic development under the forest canopy must be closely tied to the goal of building a "Happy Village" model, thereby comprehensively improving spiritual life, social welfare, and overall quality of life for local residents.

The initiative is a new idea and novel approach aimed at building an integrated socio-economic development model with local residents placed at the center as both key actors and beneficiaries. The project seeks to leverage indigenous knowledge and link medicinal herb development with science, technology, digital transformation, processing, branding, and market expansion , while integrating cultural values, landscapes and community-based tourism. The model is expected to create a breakthrough in under-forest canopy economic development and comprehensively uplift the living standards of highland communities.

The Standing Body of the Provincial Steering Committee highly acknowledged and appreciated TH Group's initiative to build the "Muong Long Happy Village" model. The Party Committee, local authorities, and residents of Muong Long Commune expressed strong support for the project. To turn the idea into an practical, effective and replicable model, the participants focused their discussions on identifying priority tasks, timelines, resources, and responsibilities for each stakeholder.

Concluding the working session, Deputy Secretary of the Provincial Party Committee Vo Thi Minh Sinh agreed on the policy to pilot the "Muong Long Happy Village" model in Muong Long 1 Hamlet, Muong Long Commune, starting from the fourth quarter of 2026. The model will focus on integrated socio-economic development model centered on the people as key actors. It will combine the development of medicinal raw material areas with the application of science and technology, promotion of indigenous knowledge, preservation of traditional culture, expansion of eco-tourism and community tourism, and creation of a safe, civilized, and happy living environment.

The Deputy Secretary of the Provincial Party Committee requested that TH Group take the lead in coordinating with the People's Committee of Muong Long Commune and relevant departments and agencies to finalize the "Muong Long Happy Village" Project scheme, clearly defining the objectives, scale, scope, components, priority medicinal plants list, production management model, linkage mechanisms, product distribution, resources, and implementation roadmap for each phase.