Enterprises in the cinnamon sector in Quảng Nam should take advantage of FTAs to boost exports, as the gloomy global market and decreasing quality of Trà My cinnamon products have resulted in shrinking consumption and the need for narrowing cinnamon-growing areas in the region. Local enterprises have insufficient investment in building processing facilities and in researching and developing product quality, leading to challenges in expanding production facilities, improving output and product quality, and meeting the demand of domestic and international markets. However, there is potential for growth as there are opportunities to foster exports, connect with supply, demand, and distribution, and increase the value of cinnamon trees by developing niche markets and optimizing production capacities.