Promoting the consumption of Lai Chau specialties in Hanoi.

VTV.vn - The program is scheduled to open on the morning of May 14th, marking the beginning of a series of activities promoting and connecting consumers with specialties from the Northwest highlands right in the heart of the capital city.

Lai Chau - Authentic Flavors in Hanoi is the theme of the 6th "The Vitality of Vietnamese Goods" exhibition and livestream, taking place from May 14-17, 2026 at 62 Trang Tien Street, Hoan Kiem District, Hanoi.

The program, organized by the Department of Domestic Market Management and Development ( Ministry of Industry and Trade ) in collaboration with the Department of Industry and Trade of Lai Chau province, the People's Committee of Hoan Kiem ward, TikTok Shop, and the Vietnam National Payment Corporation (NAPAS), follows a multi-channel model, combining exhibition space and direct sales with promotion and livestreaming on digital platforms. Through this, the program contributes to supporting Vietnamese businesses in expanding their consumer markets, enhancing brand recognition, and bringing high-quality Vietnamese products closer to domestic consumers.

The program is scheduled to open on the morning of May 14th, kicking off a series of activities promoting and connecting consumers with specialties from the Northwest highlands right in the heart of the capital city. With each edition, "The Vitality of Vietnamese Goods" is gradually becoming a meeting point for promoting, experiencing, and consuming Vietnamese products on Trang Tien Street.

According to Mr. Tran Huu Linh, Director of the Department of Domestic Market Management and Development, developing the domestic market is not only about expanding the distribution system but also about bringing cultural values ​​and regional identities closer to consumers.

“The ‘Vietnamese Goods Vitality’ program is implemented in a multi-channel approach, combining hands-on experience spaces and livestream sales to help Vietnamese goods adapt to new consumer trends, increase competitiveness, and expand market access opportunities,” Mr. Tran Huu Linh emphasized.

The exhibition and livestream event "The Vitality of Vietnamese Goods" No. 6 will take place from May 14-17, 2026 at 62 Trang Tien Street, Hoan Kiem District, Hanoi.

With the theme " Lai Chau - Authentic Flavors in Hanoi," the program showcases many typical specialties associated with the natural conditions and local culture of Lai Chau province, such as dried buffalo meat, smoked pork, sausages; Seng Cu rice; Than Uyen Shan Tuyet tea; cordyceps; Lai Chau ginseng soaked in honey, red turmeric powder; and turmeric and Gynostemma pentaphyllum tea capsules.

The products participating in the program not only showcase the distinctive flavors of Northwest Vietnam but also demonstrate the efforts of local businesses and cooperatives in improving quality, standardizing products, ensuring traceability, and adapting to modern consumer trends. This is also an important direction to help highland specialties expand and increase their competitiveness in the domestic market.

According to Mr. Vuong The Man, Director of the Department of Industry and Trade of Lai Chau province, each product brought to the program is associated with the story of the land and people of Lai Chau – from the ancient Shan Tuyet tea regions and the Seng Cu fields to the medicinal products of the highlands.

"We expect the program to help consumers in Hanoi better understand the value of Lai Chau's specialties, thereby contributing to gradually establishing the position of local products in the domestic market," Mr. Vuong The Man shared.

Throughout the program, locals and tourists can directly experience and sample products, learn about the production process, and discover the cultural stories behind each of Lai Chau's specialties.

The highlight of the program is the livestream from 7 PM to 10 PM on May 15th, featuring actress Thanh Huong – a popular television actress. This live broadcast not only increases interaction but also expands the reach of Lai Chau products to consumers on digital platforms, promoting a multi-channel consumption model – one of the solutions to stimulate domestic consumption in the context of strong digital transformation.

Through a combination of in-person showrooms and livestream sales, the program demonstrates an effort to innovate the promotion of Vietnamese goods in a modern, flexible way, in line with new consumer trends. This is also a practical solution to support local businesses in expanding their markets, enhancing brand recognition, and increasing their connection with consumers nationwide.

In the context of the domestic market playing an increasingly important role in economic growth, bringing local specialties to central consumer spaces like Trang Tien not only contributes to promoting the consumption of Vietnamese goods but also affirms regional cultural values, creating consumer confidence in high-quality Vietnamese products, thereby contributing to realizing the goals of Resolution No. 88/NQ-CP on developing the domestic market and stimulating consumer demand.

Source: https://vtv.vn/thuc-day-tieu-thu-dac-san-lai-chau-tai-thu-do-ha-noi-100260511191845159.htm