Agriculture and rural development has continuously been a hot debate and received
significant attention from literature. In this context, endogenous development is considered to be
basic approach for rural development strategies in many countries of which the Japanese model
namely One Village One Product (OVOP) is a successful one. This paper studies the OVOP movement
and analyzes its early adaption in Vietnam, the so-called One Commune One Product (OCOP).
This question is addressed by reviewing the existing literature on OVOP following by a case study
in Quang Ninh province, Vietnam. The results, reveal, in practice, despite some criticism, OCOP
strategy in general generate employment opportunities, incomes; enhance creativity and capability
of local people.
Keywords: endogenous development; one village one product; one commune one product; traditional
agriculture products; Quang Ninh; vietnam