Vietnam is the world's largest producer of cinnamon, accounting for 17% of global production. The country's average export price of cinnamon is $40/kg, higher than that of China and Indonesia. The demand for cinnamon has increased faster than the increase in global supply, leading to higher prices and creating jobs and income for those growing cinnamon. However, there is a risk of unsustainable development due to the need for timely orientations and control of the supply chain. The General Department of Forestry has suggested focusing on producing high-value, certified raw materials and increasing export output to the EU and North America to improve the reputation and brand of Vietnam cinnamon. A new support program for the period 2021-2030 has been launched by IDH to address industry challenges and potentially improve the value of cinnamon trees.