Gen Z Nghe An girl leaves the city to return to the countryside to become an "agricultural storyteller"

While most of her friends chose to stay in the city to find stable career opportunities, Ngoc Ha - a graduate of Ho Chi Minh City University of Law - decided to return to her hometown Nghe An to connect agricultural products with the market using digital platforms.

Not owning any fields or directly producing, Ha chose to become an "agricultural storyteller", using TikTok and Facebook as an e-commerce platform, bringing hometown specialties to consumers across the country.

Ngoc Ha traveled throughout the mountainous communes of Nghe An , visiting each household to learn about the products. Photo: Dinh Tuyen

Born in 2001 in Tay Hieu ward (Nghe An), Ngoc Ha graduated with honors from Ho Chi Minh City University of Law and soon became the pride of her family when many large companies sent her job offers. The career path opened up with great prospects, in line with the "future roadmap" for a young, dynamic and ambitious law graduate.

However, during the time returning to her hometown to avoid the Covid-19 epidemic, Ha witnessed a reality that troubled her: local farmers produce clean, quality products but have difficulty in selling them. They still sell them in the traditional way. Meanwhile, in many other places, young people with just a phone and a few videos introducing agricultural products have been able to generate large revenues, bringing their hometown products to all over the country.

Ngoc Ha went to the garden to film videos and post real photos with the people. Photo: Dinh Tuyen

“I asked myself, if others can do it for their hometowns, why can’t I do it for mine?” Ha shared. With that thought in mind, she decided to return to her hometown and start her entrepreneurial journey with nothing but her bare hands, no capital, no experience, and only the belief that technology would be the key to changing the way farmers sell their products.

In 2024, Ha traveled across the mountainous communes of Nghe An, visiting each household to learn about the product. Ha did not give up, persevering in learning how to create content, edit videos, and research consumer psychology on digital platforms.

Ngoc Ha did all the steps from coming up with ideas to filming and editing the video herself. Photo: Dinh Tuyen

The turning point came when Ha tried selling incense products from Quy Chau craft village on TikTok. Instead of advertising in a commercial way, she chose to tell the story of the traditional incense making profession, filming scenes of people rolling incense by hand and drying it under the golden sun. The authenticity and emotion attracted hundreds of orders in just a few days. From this success, Ha continued to cooperate with cooperatives and households to consume products, expanding the sales model with digital content.

Seeing her daughter return to her hometown to work as a farmer, Ha’s mother couldn’t help but worry at first. “Everyone would be surprised if she studied law and became a farmer. I was afraid that my daughter would have a hard time and have no future. But when we saw her working hard, having a clear plan, taking care of herself, and then having customers placing orders from the North and the South, we were very happy and reassured,” Ha’s mother shared.

Ngoc Ha visited each incense-making household in Quy Chau to learn and film the reality. Photo: NVCC

To build trust with consumers, Ha does not use complicated techniques or advertising strategies. She films everyday scenes: wearing hats in the fields, harvesting with the villagers, and packing each order. Each product has a clear journey of who produced it, in which village, and when it was harvested so that customers can feel the real value. "Buyers do not only buy because of the quality, but also because they trust the seller," Ha affirmed.

Thanks to this model, Ha's TikTok channel has reached tens of thousands of followers, each product introduction video brings high interaction and converts into actual orders. Many households who previously only relied on traders now have a stable source of income, even 20-30% higher thanks to products being sold at the right value.

From Ha's story, it can be seen that agriculture is no longer a "manual labor" industry but is becoming a potential digital economic sector.

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Source: https://baonghean.vn/co-gai-gen-z-nghe-an-bo-pho-ve-que-lam-nguoi-ke-chuyen-nong-san-10309916.html