Armenia fails to deliver on “Made in Armenia” branding project

The Government of Armenia has failed to implement its planned “Made in Armenia” national branding initiative, despite earlier commitments under its 2021–2026 program, according to media reports.

As reported by Caliber.Az, citing the Armenian newspaper Zhoghovurd, the government had pledged to take steps to establish and promote the “Made in Armenia” brand, increase its recognition, and expand the presence of Armenian producers in international markets.

To assess progress, the newspaper sent an official inquiry to the Ministry of Economy of Armenia, requesting details on measures taken, whether an official concept, strategy, or logo had been developed, how much funding had been allocated, and what results had been achieved.

However, according to the ministry’s response cited by the publication, no systematic or specifically funded program was effectively implemented.

“In response to your inquiry dated April 14, 2026, we inform you that in order to create the ‘Made in Armenia’ brand, the Ministry of Economy had planned to carry out a relevant initiative in 2021, which was subsequently canceled by the ministry, and within this framework no contract was signed and no payments were made from the state budget,” Zhoghovurd quoted from the ministry’s reply.

The response further indicates that the “Made in Armenia” project did not evolve into a comprehensive national branding policy and instead remained at the level of isolated initiatives.

While the government had presented the project as a policy tool to promote Armenian products in international markets, the Ministry of Economy acknowledged that the plans were cancelled, no contract was concluded, and only limited spending was recorded, amounting to 558,000 drams (approximately $1,500) through a single company.

By Tamilla Hasanova