The Bell Sâm story

Bell Sâm brings sâm Bố Chính, a native plant named after the Bố Chính region, which appears in the historical record, into products for every day.

Records from the 18th century mention sâm from the Bố Chính region, long before Bell Sâm. Bell Sâm chose to carry that on, in products for everyday use.

The ready-to-drink Sâm Tiến Vua and the Trà Sâm Tiến Vua tea are the first two: small sachets, easy to carry, with directions printed on the pack.

Heritage

The Bố Chính region in the historical record

“Nhân sâm” is produced in the communes of Phù Lưu and Tiên Lễ, Bắc Bố Chính district

Phủ biên tạp lục, book VI “Vật sản phong tục”, Lê Quý Đôn, p. 409. Translation: Viện Sử học, Văn hóa – Thông tin, 2007; English rendering by Bell Sâm

The source calls the plant “nhân sâm”, the Vietnamese word for ginseng, and gives no scientific name. Sâm Bố Chính is not a ginseng: it belongs to the mallow family (Malvaceae). The old Bố Chính region now lies in Quảng Trị province (Quảng Bình before July 2025).

In folk usage, sâm Bố Chính is also called sâm Tiến Vua.

An illustration of the folk name “tiến vua”, a Bell Sâm woodcut; not a historical record.

A sâm Bố Chính garden

Beds covered with plastic, with a row of trees and mountains behind — Sâm Bố Chính beds, Lào Cai province (formerly Yên Bái), 29/08/2026.

Photo taken on 29/08/2026 at a sâm Bố Chính garden in Lào Cai province (formerly Yên Bái), when the beds had just been made and covered with plastic. Sâm Bố Chính is an annual plant: it is harvested about 9–12 months after planting.

Production

Where the products are made

Quang Minh Hoàng Sâm Group Joint Stock Company is responsible for production and product quality, at Km 139, Road 21A, Đại Phú residential group, Mỹ Lộc ward, Ninh Bình province. BELLUX Joint Stock Company distributes the products.

See the products on the Products page.