The model 'My mango tree' is activated on a digital platform

Located in the fertile Mekong Delta, Dong Thap is the third largest rice granary of our country with many advantages in both agricultural products and natural landscapes. This province owns many unique agricultural specialties such as ST24 rice, fruits, lotus products...

Besides, Dong Thap is also an attractive rural tourist destination with the poetic and rustic beauty of the Southwest region with immense lotus fields and brilliant flower villages.

Innovating to make a breakthrough in the process of building new rural areas, with the goal of promoting agricultural specialties and OCOP products associated with local tourist destinations on digital platforms, Dong Thap and Tiktok Vietnam joined hands to implement a campaign to promote specialties "Land of pink lotus" - Passionate fragrance - color - taste" deployed from September 7-9.

This campaign marks the strategic cooperation between Dong Thap province and TikTok Vietnam on enhancing the digital transformation capacity of subjects in the "One Commune One Product" (OCOP) program on e-commerce platforms, promoting the development of agricultural product consumption combined with tourism promotion on digital platforms.

The rural tourism model "My Mango Tree" is activated on a digital platform (Photo: Khanh Nguyen)

Kicking off the promotional campaign, Tiktokers Thien Nhan, Mon La Vuon Nha - Thao Mola, Chill An Giang, Co Ba Hong Kong, Huyen Phi, Robis Store - Vegetarian Snacks, Le Quoc, Min Man Moi... had a 6-hour livestream "OCOP Market - Dong Thap - Land of Pink Lotus", attracting more than 24 million views, 563,000 viewers and bringing in more than 556 million VND in revenue.

The products promoted in the livestream come from 12 typical subjects with nearly 35 agricultural specialties of all kinds such as: Linh fish sauce, dried fruit, rice vermicelli...

In addition, content creators participating in the program had experiences at local tourist destinations and OCOP product manufacturing facilities. During September 7-8, content creators were introduced to the history of Sa Dec flower village at Hong Tu Ton Tourist Area, the process of creating bonsai trees at Sa Dec Ornamental Flower Tourist Area, which is also home to a pair of ancient tamarinds and ancient pines that hold Vietnam records.

Especially in this promotional campaign, for the first time, content creators were able to visit the unique rural digital economic model "My Mango Tree" in My Xuong commune, (Cao Lanh, Dong Thap).

Accordingly, in order to diversify the method of promoting local specialties, the gardeners here allow customers to "adopt" mango trees in the garden. The adopted mango trees will be attached with the customer's name tag and QR code to trace their origin as well as the process of growing and caring according to VietGAP standards.

When harvest season comes, customers receive all the mangoes from that tree. Customers do not have to take care of them but still have clean agricultural products to use, and gardeners have a more stable output.

This is also an extremely effective and sustainable method of developing local tourism when customers nationwide are always updated with the situation and have a connection with the locality where the best fruits in Vietnam are grown.

This model has been implemented by the province since 2016 and to date, more than 500 Cat Chu mango trees with VietGAP cultivation standards have found their "owners". Through the campaign, the hashtag #cayxoainhatoi was activated on the TikTok platform to widely spread this model to the community.

After the group visited the model and enjoyed the best Cat Chu mango, a 24-hour video creation contest took place among content creators. In just a short time, 6 videos trended, reaching more than 6 million views.

Winning this contest, Tiktoker Thien Nhan shared: "As a native of Dong Thap, I am proud to introduce tourism and even happier to see products from the place where I was born spread widely to people across the country."

According to Thien Nhan, Dong Thap products are a story. After this time, you will tell that emotional story through the journey as well as the efforts that the people here have strived for, like the symbol of the pink lotus petals, no matter how in the swamp, still rising and spreading fragrance.

According to the national target program on new rural construction (NTM) for the 2021-2025 period, TikTok, as a strategic partner in promoting and facilitating rural trade, creates momentum for restructuring the agricultural sector associated with building advanced new rural areas and model new rural areas.

In April 2023, TikTok and the Vietnam Agricultural Trade Promotion Center (Ministry of Agriculture and Rural Development) signed a cooperation agreement to enhance the digital transformation capacity of entities with products certified under the "One Commune One Product" (OCOP) program on e-commerce platforms, while connecting to create advantages and favorable conditions for the development of agricultural product consumption in Vietnam.

Through this project, TikTok aims to improve the livelihoods of 20,000 local farmers, people from craft villages and small businesses across 63 provinces and cities in Vietnam, contributing to the preservation of local traditional culture and promoting tourism across regions.

Peace of Mind

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