A pioneer in growing and trading hoya carnosa in Da Kia Commune

Young farmer Do Van Phuc, 34, a resident of Binh Loi Hamlet, Da Kia Commune, Dong Nai Province, has boldly pioneered in implementing a model of growing Hoya carnosa in the Da Kia area. By choosing his own path, he has achieved notable success, significantly improving his family’s economic well-being.

Do Van Phuc (right) shares his experience in growing and caring for hoya carnosa. Photo: AN NHON

What is particularly admirable about Phuc is that his success is not just for personal gains; he has also created jobs for many local workers, with priority given to vulnerable members of the community, including persons with disabilities and the elderly.

From passion to start-up

In late July 2025, we joined members of the Binh Loi Hamlet Youth Union to visit Phuc’s hoya carnosa model on an area of approximately 5,000 square meters. So far, the model has been systematically implemented and incorporated modern scientific and technical methods into the planting and care processes. As a result, the hoya carnosa plans grow well and yield beautiful flowers. Thanks to the growing reputation of his brand, Phuc now enjoys a stable market for his products.

Do Van Phuc is also an active contributor to local Youth Union activities and community movements. Notably, he donated 1,500 green plants and hoya flowers during summer youth activities in 2023, 2024, and 2025; 500 plants to local schools; and 4,000 green plants and hoya flowers worth VND 80 million to the "Green connection for tree lovers" program organized by the former Binh Phuoc Provincial Youth Union for Agencies and Enterprises.

Reflecting on his entrepreneurial journey, Phuc shared that in 2017, after completing an internship program in Japan, he returned to Vietnam and was assigned to work at the Phuoc Minh Commune Police Station (formerly part of Bu Gia Map District, Binh Phuoc Province, now Da Kia Commune, Dong Nai Province). During his free time, he would buy various orchids to grow at home as a hobby. One day, while visiting an ornamental plant farm, he discovered the hoya carnosa. Captivated by its beauty, he decided to add it to his growing collection of ornamental plants.

At the end of 2017, Phuc joined a volunteer mission to a border region. There, he came across several species of hoya carnosa growing naturally on tree trunks in the forest. Intrigued, he took a few small cuttings home to plant them. This sparked a deeper interest, leading him to begin collecting and learning more about the species. After researching online, he discovered that at that time, very few people were cultivating hoya carnosa commercially. Realizing the potential, he joined online communities and forums dedicated to hoya growers to gain more in-depth knowledge. Seeing the opportunity and finding that it matched his family’s financial capacity, Phuc decided to pursue hoya carnosa cultivation as a start-up venture.

Not only did he invest in purchasing seedlings, but he also began hybridizing and propagating new varieties to expand the model in both scale and diversity. By the end of 2022, Phuc made the bold decision to leave his position in the police force to fully commit to developing his hoya flower business. He pioneered a unique approach, aiming to build his own brand identity. He created exclusive planting materials and a distinctive care method that set his products apart in the market. His vision focused on sustainability, delivering high-quality products while offering enthusiastic guidance to customers on effective planting and care techniques for hoya flowers.

Phuc also worked hard to promote his products through a variety of channels as actively sharing content on mass media and social platforms; participating in trade fairs and product showcases; introducing and selling his products on e-commerce platforms; competing in national and provincial competitions, where he earned numerous high-ranking awards.

Pursuing sustainable development

Phuc has chosen a “slow but steady” approach, gradually investing in the cultivation and business model of hoya flowers. Initially, he began with just 300 square meters of cultivation. Over time, he steadily expanded the scale. Today, his hoya farm covers approximately 5,000 square meters, housing around 130,000 plants across more than 400 varieties. His products now enjoy a stable market with distribution spanning the entire country, particularly thriving in major cities. Beyond generating income for his own family, Phuc has created jobs for many local workers, especially prioritizing employment opportunities for people with disabilities and the elderly.

Do Van Phuc’s Hoya carnosa model has been recognized through various national and provincial competitions, where he achieved significant accolades, including: third Prize in the Binh Phuoc Provincial Innovative Start-up Contest (2023); third Prize in the National Rural Youth Start-up Project Contest organized by the  Ho Chi Minh Communist Youth Union Central Committee (2023); Luong Dinh Cua Award (2024) in honour of outstanding young farmers in Vietnam. In June 2025, Phuc’s hoya flower product line was officially certified as a 3-star OCOP (One Commune, One Product Program) product by the People’s Committee of the former Bu Gia Map District.

In recent years, Phuc has come up with many ideas and innovations successfully applied to his hoya cultivation model, many of which have proven highly successful. He  makes use of various types of waste materials, such as plastic cups, to grow the flower, helping reduce investment costs while still achieving high economic returns. Notably, he pioneered in applying the model of growing hoya flowers under rubber trees, making use of the natural shade provided by the tree canopy, which is ideal for the plants’ growth. He avoids using chemical pesticides or fertilizers. Instead, he recycles agricultural by-products and applies IMO (Indigenous Microorganisms) technology to produce organic nutrients for irrigation and fertilization. This approach ensures that his products are environmentally friendly and safe for consumers.

Phuc shared that in the near future, he plans to transform 1,000 square meters of vacant land into a display garden for hoya flowers, allowing visitors to experience the beauty of his work firsthand. He is also committed to maintaining and expanding the model sustainably by introducing new hoya varieties into production, creating professional video tutorials on how to plant and care for hoya, and promoting high-quality, certified products to build trust with customers across the country.

Secretary of the Binh Loi village Youth Union, Nguyen Ngoc Hao, commented that Phuc’s hoya flower model is both practical and highly effective. The village’s Youth Union will introduce young members with similar interests to visit and learn from his model. This will help guide them toward suitable and successful start-up directions."

By: An Nhon

Translated by: Hong Van - Thu Ha