Applying technology to promote Vietnamese agricultural products

Provincial leaders livestream lychee sales

From June 29 to July 3, the program "Luc Ngan Lychee Week - Pride of Vietnamese Agricultural Products" took place with the participation of TikTok Vietnam Technology Limited Company, Sendo Farm Online Supermarket, content creators, gardeners and related partners. The special highlight of the event was the livestream selling lychees directly at the garden of ripe red lychees on June 29. What surprised and excited the audience was the appearance of Vice Chairman of the Provincial People's Committee Pham Van Thinh accompanying the content creators in the role of a digital seller.

Vice Chairman of the Provincial People's Committee Pham Van Thinh livestreamed selling lychees to farmers.

With a humorous and friendly style, Comrade Thinh directly introduced the unique features of Luc Ngan lychee when interacting with the audience: "Looking at the lychee when peeling, you can imagine it like a giant pearl. Big fruit, red skin, small seeds, thick flesh, that is our specialty lychee". Not only introducing the product, this leader also participated in directly answering questions from users about delivery to Hanoi , Ho Chi Minh City and other areas, creating a sense of friendly and real interaction. This is the first time a provincial leader has directly participated in digital commerce livestream activities, to support farmers in consuming agricultural products.

The effect of the livestream was extremely positive, in just the first morning, dozens of tons of lychee were ordered through the e-commerce platform. The event helped promote Luc Ngan lychee closer to domestic and foreign consumers, this is also a testament to the innovation in leadership thinking, ready to join hands with technology to enhance the value of local agricultural products.

Comrade Pham Van Thinh affirmed: “E-commerce based on digital platforms with the support of celebrities is an inevitable trend to bring Luc Ngan lychee, a typical agricultural product of the province, to reach further not only domestically but also in the international market. For the first time directly participating in sales activities via social networks, I was surprised and nervous. However, thanks to the enthusiastic support from content creators and the love of the community, I have successfully completed the role of introducing lychee to consumers, while contributing to promoting product consumption and supporting people in the lychee growing area.”

Opportunity for sweet fruit to grow far

The direct participation of local officials and leaders in supporting the consumption of agricultural products demonstrates responsibility and genuine companionship with the people. Through this, it creates motivation for farmers to love lychee more, thereby increasingly improving the production process, aiming for cleaner and higher quality products.

Livestream content creator selling products in the lychee growing area.

In 2025, the province has identified the application of digital platforms and e-commerce as one of the key solutions to promote and consume agricultural products, especially lychees. A series of solutions have been implemented synchronously and drastically, from supporting transportation, building brands, to attracting the support of content creators on digital platforms.

One of the typical faces is Mr. Pham Tuan Hai, owner of the TikTok account "Master Chef", who has a lot of experience supporting the consumption of agricultural products for people. He shared: "I used to accompany the people here to sell oranges and grapefruits. At first, many people were worried because buying online might not be guaranteed, but thanks to the efficient transportation system, the products reached consumers fresh and on time, so everyone was satisfied." In less than 2 hours of livestream, more than 20 tons of lychee were consumed, most of the orders came from households in Hanoi.

To date, lychee consumption has exceeded 100,000 tons, of which the domestic market accounts for about 70%. GlobalGAP-compliant shipments are sold at high prices, over VND30,000/kg.

Sharing his feelings when directly enjoying lychee in the growing area, Mr. Hai said: “Before, when eating lychee in the city, I only knew about its sweetness and coolness. But when I came here and witnessed the hard work of farmers from care to harvest, I cherished each lychee even more and made an effort to contribute to selling the product. The lychee pulp is white, crispy, chewy and fragrant, truly the essence of heaven and earth.”

Along with Mr. Pham Tuan Hai, many other content creators could not hide their excitement and joy when directly experiencing the lychee harvesting space. Right in the middle of the lychee garden with bright red summer colors, a series of livestreams were simultaneously broadcast on digital platforms, creating a bustling and attractive atmosphere. With lively and humorous storytelling and creative comparisons, sellers have brought the image of Luc Ngan lychee closer than ever to the consumer community across the country. Humorous slogans such as "crispy flesh is sweeter than the old crush" or "genuine lychee like first love", "why hesitate to close the order, lychee exported to Europe at a preferential price for only one hour" ... have made social networks become vibrant, attracting tens of thousands of views and orders skyrocketing in a short time. Witnessing such a way of selling, everyone really wants to close the order.

Lychee production area meeting export standards in Muoi village, Luc Ngan commune.

According to the leader of the Department of Industry and Trade, organizing the program "Luc Ngan Lychee Week - Pride of Vietnamese Agricultural Products" with a series of activities in addition to livestreaming in the garden and training on online sales is an effective step, contributing to promoting digital transformation in the agricultural sector, creating conditions for people to access digital tools, e-commerce platforms, changing the way of approaching the market and building brands. This clearly demonstrates the concretization of the Central's direction on National Digital Transformation, developing the digital economy , digital agriculture, and at the same time, in line with the National Digital Transformation Program to 2025, with a vision to 2030 and the policy of encouraging the strong application of science and technology, innovation in agricultural and rural development.

Content creators are the important bridge to bring the image of lychee closer to the community at home and abroad. Through beautiful frames, inspiring introductions, and simple stories from the farmers themselves, consumers not only know the quality of lychee but also feel the humanity, love of the countryside, the hard work and dedication in each season.

To date, lychee consumption has exceeded 100,000 tons, of which the domestic market accounts for about 70%. GlobalGAP-compliant shipments are sold at high prices, over VND30,000/kg. This result is partly due to the contribution from promoting consumption on digital platforms.

Article and photos: Trinh Lan

Source: https://baobacninhtv.vn/ung-dung-cong-nghe-quang-ba-nong-san-viet-postid421070.bbg