The article highlights the significant growth in Vietnam's cinnamon and other spice exports, including pepper, star anise, and chili, in the first half of 2024. Despite a slight increase in output, a decrease in value is attributed to market supply and demand fluctuations. The majority of these exports are to Asia, particularly India, with smaller quantities to the Americas, Europe, and Africa. The implementation of FTAs, especially the CPTPP, has been crucial in boosting these exports. Vietnam is capitalizing on its production advantage in the CPTPP market, with Japan showing a notable interest in investment in Vietnam's spice industry. The article emphasizes the importance of building strong Vietnamese pepper brands in the CPTPP market by establishing direct connections with farmers, ensuring quality, and promoting sustainability and traceability.