Non-timber forest products (NTFP) have contributed in various ways to the living, livelihoods, and trading of households and communities who live in rural and urban areas all over the world. This paper analyses the value chain of Jiaogulan (Gynostemma pentaphyllum) in the Cao Bang Geopark, Vietnam. 106 actors were surveyed using a semi-structured questionnaire: experts (agricultural extension officers, farmers' associations), harvesters, traders, primary processors, processors, distributors, and consumers. The results show that a map of Jiaogulan value chain, value added of households in main market channels, and impact of value added and distribution of Jiaogulan products on household income.