I have override widget_recently_viewed.xml in my theme in Magento_Catalog with

<?xml version="1.0" encoding="UTF-8"?>

<listing xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:noNamespaceSchemaLocation="urn:magento:module:Magento_Ui:etc/ui_configuration.xsd">
    <columns name="widget_columns">
        <column name="brand" component="MyVendor_MyModule/js/product/brand" sortOrder="2" displayArea="details-area">
                <label translate="true">Brand</label>


<!-- get it from Magento_Catalog/js/product/name -->

], function (Column, columnStatusValidator) {
    'use strict';

    return Column.extend({
         * Depends on this option, product name can be shown or hide. Depends on  backend configuration
         * @returns {Boolean}
        isAllowed: function () {
            return columnStatusValidator.isValid(this.source(), 'brand', 'show_attributes');


<strong if="isAllowed()"
    <a attr="href: $row().url" html="$col.getLabel($row())"/>

and it even renders the HTML but without brand(custom attribute) value

enter image description here

how can I make this thing works? (render the value of the custom attribute, should I dig around data provider?)

Appreciate for any help

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