Procurement Notices

Activity name (as stated in the original proposal): Activity 5.2. Exploring consumer determinants for using products containing Xuyen Son Giap.

Service (to be performed): provide consultancy to develop and execute a KAP survey to explore why consumers buy products containing Xuyen Son Giap, and how much they know about them containing pangolin-scale-derived ingredients plus their knowledge of, attitude towards and practice of using or not using these products in Ha Noi and HCM city

Location of Service provided: Ha Noi and virtually

Duration of Service’s performance: Jan – March 2026

WCS’s person in charge (PIC): Hoang Bich Thuy, Country Director

 

I. Background: 

The use of pangolins, including derivatives such as pangolin scales, is strictly prohibited in Viet Nam under national wildlife management and protection laws. Despite this, the production and distribution of health products containing pangolin scales remain widespread, particularly within the traditional medicine sector where such items are marketed and consumed for perceived therapeutic benefits.

WCS’s initial research has identified an emerging market in health products that suspect conceal pangolin scales under the name Xuyen Son Giap—a term referring to processed pangolin scales that have been dried and fried. This terminology is not widely recognized outside of traditional medicine circles, meaning many Vietnamese consumers may unknowingly purchase products containing pangolin scale derivatives.

A review of major e-commerce platforms revealed 13 different products containing Xuyen Son Giap (an increase of 8 compared to 2024). Collectively, more than 17,000 packages were reported as sold across Shopee, Lazada, and Sendo, with Shopee alone listing nearly 2.5 million units in stock of shop owners. These products are typically marketed in powder or capsule form and fall into three broad categories:

• Women’s health support (e.g., reproductive health, postpartum recovery)
• Treatment of fever, detoxification, and liver cooling, often advertised as remedies for skin diseases, allergies, and inflammation
• General nourishment and vitality enhancement

While many of these products appear to be manufactured domestically in Viet Nam, others are imported from China and Malaysia and often labeled in multiple languages, including Vietnamese. Some made-in-Viet Nam products even claim registration with the Department of Food Safety, Ministry of Health of Viet Nam, which may lend them a false sense of legitimacy in the eyes of consumers.

Traditional health products in Viet Nam often combine herbal remedies with animal-derived ingredients, reflecting centuries-old practices rooted in Traditional Oriental Medicine (TOM). Pangolin scales, historically believed to promote lactation, reduce swelling, and treat skin conditions. This cultural context contributes to the persistence of demand, even in the face of legal prohibitions.

Significant knowledge gaps continue to hinder effective interventions against this market. Further research is needed to:

• Map the supply chain of these products
• Measure the scale of trade and confirm the presence of pangolin scales in marketed items
• Quantify their use in production and distribution
• Explore the motivations of manufacturers and consumers, particularly regarding the use of disguised terminology like Xuyen Son Giap

To effectively address this issue, it is critical to understand consumer behavior—why people buy or do not buy products containing Xuyen Son Giap, and how much they know about their association with pangolin scales. This insight will inform strategies to reduce demand, strengthen enforcement, and promote safer, sustainable alternatives within the traditional health product sector.

II. Objectives:

To better understand the factors influencing consumer use of products containing Xuyen Son Giap, WCS will conduct a Knowledge, Attitudes, and Practices (KAP) survey. This survey will examine why consumers purchase these products, their awareness of pangolin-scale-derived ingredients, and their knowledge, attitudes, and practices regarding the use or avoidance of such products.

In this phase of the project, to be completed before May 2026, WCS will finalize all preparatory work for the KAP survey. The study will employ a mixed-methods approach, combining both quantitative and qualitative techniques. Two additional consultants with expertise in social and marketing research—particularly in working with pharmacies and health product salespoints—will be recruited to support the design of observation activities at selected sites in Ha Noi and Ho Chi Minh City. These activities will include mystery client visits, where survey team members posing as customers to assess the availability and sale of products containing Xuyen Son Giap.

The research protocol will also incorporate in-depth interviews and focus group discussions, with tailored tools developed for each method. Institutional Review Board (IRB) approval will be secured from both WCS and the Hanoi University of Public Health (HUPH). Finally, survey team members will receive training in research methodology and the use of study instruments to ensure high-quality data collection.

III. Description of work:

Activities	Outputs/ deliverables	Completed by	Allotted time (# of days)	Payment schedule
Develop a research outline and tool.	Research outline IDI questionnaire and FGD guide, online survey tool, mystery client scripts and observation checklist	Feb 2026	7	1st payment is made when the research outline and tool are developed and approved by WCS
IRB package development and submission for approval	IRB package as regulated by WCS and HPHU	Feb 2026	2	2nd payment is made when the IRB package was submitted and got approval letter from WCS and HPHU, and approved by WCS
IRB approval by WCS and Ha Noi Public Health University (HPHU)	Approval letters from WCS and HPHU	March 2026	1

Total allotted time (total working days): 10 days for each of two consultants

IV.  Requirements (selection criteria): 

• At least Master degree with related backgrounds 

• More than 5 years of experience in social science research into human behavior and attitude 

• Proven record of experience working in social science research (through publication etc.), priority research in wild meat consumption. 

• Willing to travel during the data collection period 

• Good communication skills, understanding the local language and context, good in English writing. 

V. Application procedure:

Interested candidate(s) should submit their applications to vietnamconsulting@wcs.org  by 17:00 on 30 January 2026. The application should include:

Technical proposal  (in WORD format) including the operational profiles, detailed methods to achieve the required output/deliverables, personnel plan, CVs, links to or soft copies of related products and proposed daily rates (inclusive taxes and fees).

Note:

• Interested candidate(s) are encouraged to send an email to vietnamconsulting@wcs.org for the suggested technical proposal template.
• Only shortlisted candidate(s) will be contacted.