This novel approach was designed to increase the production capacity of Vaccinium uliginosum L. via direct organogenesis. Lateral buds containing one or two leaves were initially cultured in McCown woody plant medium (WPM), Anderson's rhododendron medium, and Murashige and Skoog basal media, each supplemented with zeatin/indole-3-butyric acid (IBA) and zeatin/naphthalene acetic acid (NAA) (1.0/0.1 mg L-1). WPM containing the zeatin/IBA combination was the most effective as the basal medium. Various plant growth regulators (PGRs) were then investigated for the best shoot multiplication, and zeatin was found to be most favorable PGR in all cases. The highest shoot length and shoot number at 40.02 mm and 3.73-fold were obtained from the medium supplemented with 2.0/0.1/0.2 mg L-1 zeatin/IBA/gibberellic acid. Rooting capability was also studied by using WPM with IBA, indole-3-acetic acid, and NAA (0.25-1.0 mg L-1) with or without activated charcoal (AC). It was found that 0.5/1.0 mg L-1 IBA/AC gave the highest rooting percentage at 18%. Rooted plantlets transplanted into peat:perlite (2:1) substrates were subsequently acclimatized under climate chamber conditions.