Agriculture and rural development has continuously been a hot debate and received significant attention from literature. In this context, endogenous development is considered to be basic approach for rural development strategies in many countries of which the Japanese model namely One Village One Product (OVOP) is a successful one. This paper studies the OVOP movement and analyzes its early adaption in Vietnam, the so-called One Commune One Product (OCOP). This question is addressed by reviewing the existing literature on OVOP following by a case study in Quang Ninh province, Vietnam. The results, reveal, in practice, despite some criticism, OCOP strategy in general generate employment opportunities, incomes; enhance creativity and capability of local people.