Vietnam, currently the global leader in pepper production and export, is facing a decline in pepper cultivation due to the expansion of other crops like coffee and durian. The Vietnam Pepper and Spice Association, led by Huang Thi Lien, is focusing on preserving Vietnam's dominant position in the pepper market while also promoting the growth of other spices such as cinnamon and star anise. This comes amid a surge in global demand for spices, attributed to increasing health consciousness. To bolster its spice industry, Vietnam is working on improving business conditions for spice companies, fostering innovation, and providing preferential loans to high-tech firms. In 2023, the country's spice exports, including pepper and cinnamon, amounted to US$1.257 billion, with projections to reach US$2.2 billion within five years.