Provincial leader livestreams lychee sales

From June 29 to July 3, the event featured vibrant activities with the participation of TikTok Vietnam Technology Co., Ltd., Sendo Farm online supermarket, content creators, farmers and other partners.

PPC Vice Chairman Pham Van Thinh livestreams to sell lychees for farmers.

The highlight was a livestream selling lychees directly from an orchard with ripened fruits on June 29. Viewers were surprised and excited to see Vice Chairman of Bac Ninh provincial People’s Committee (PPC) Pham Van Thinh joining content creators as a digital salesman.

With his witty and approachable style, PPC Vice Chairman Thinh directly introduced unique features of Luc Ngan lychee during the livestream: “When you peel the lychee, it looks like a giant pearl. Big fruit, red skin, small seed, thick juicy flesh – that’s our specialty lychee.”

Besides product introductions, he answered users’ questions about delivery to Hanoi, Ho Chi Minh City and other areas, creating a friendly and authentic interaction. This was the first time a provincial leader had joined an e-commerce livestream to help farmers sell their produce.

The livestream achieved impressive results, with dozens of tonnes of lychee ordered through e-commerce platforms just within the first morning. The event brought Luc Ngan lychee closer to consumers both in Vietnam and abroad, reflecting a shift in leadership mindset toward adopting digital technology to elevate local agricultural value.

The Vice Chairman said: “E-commerce on digital platforms with support from celebrities is an inevitable trend to bring Luc Ngan lychee further, not only domestically but also internationally. It was my first time livestream selling on social media, so I felt nervous and awkward. But thanks to the enthusiastic support of content creators and public affection, I fulfilled my role in introducing Luc Ngan lychee to consumers, boosting sales and supporting farmers.”

Opportunities for local fruit to reach broader markets

Having local officials directly join farmers in selling produce demonstrates their responsibility and solidarity, motivating farmers to improve production processes for cleaner, higher-quality products.

Content creators livestream to sell lychee from orchards.

In 2025, Bac Ninh province plans to prioritise using digital platforms and e-commerce as key solutions for promoting and selling agricultural products, especially lychees.

Numerous comprehensive measures have been implemented, from delivery support and brand building to enlisting influential content creators on digital platforms.

One prominent content creator is Pham Tuan Hai, owner of the TikTok account “MasterChef King”, who has experience in helping farmers sell their produce.

He shared: “I’ve previously helped farmers sell oranges and pomelos here. At first, people worried about quality when buying online, but with an efficient delivery system, the fruits arrived fresh and on time, making everyone happy.”

In under two hours of livestreaming, over 20 tonnes of lychee were sold, mainly to households in Hanoi.

Sharing his impressions after tasting lychees at the orchard, Hai said: “In the city, I only knew lychees as sweet and cooling. But coming here and witnessing farmers’ hard work from cultivation to harvest makes me appreciate each fruit more deeply. The translucent flesh is crunchy, chewy and fragrant – truly a gift of nature.”

Other content creators also expressed excitement as they experienced harvesting lychees. Amidst the vibrant red orchards, simultaneous livestreams on various platforms created a festive and captivating atmosphere.

Their humorous, creative storytelling brought Luc Ngan lychee closer than ever to nationwide consumers. Catchy slogans like “crunchier and sweeter than your ex”, “lychees as fine as first love”, or “why wait? Grab your European-export lychees at a discount this hour” sent social media abuzz, racking up tens of thousands of views and orders within minutes. Watching their sales style, viewers felt compelled to place orders.

According to the Department of Industry and Trade, “Luc Ngan Lychee Week – Pride of Vietnamese Produce” not only featured orchard livestreams but also included e-commerce sales training, promoting digital transformation in agriculture.

This enabled farmers to access digital tools, e-commerce platforms, and market approaches while building brand recognition. The programme concretises the national digital transformation strategy, economic digitalisation, and smart agriculture development goals under Vietnam’s Digital Transformation Programme until 2025, with orientations to 2030, encouraging technological innovation in rural and agricultural development.

Content creators serve as important bridges connecting lychees with domestic and international consumers. Through beautiful frames, engaging introductions and rustic farmer stories, consumers gain not just knowledge of lychee quality but also a sense of human warmth, community spirit and farmers’ dedication each season.

So far, total lychee consumption has surpassed 100,000 tonnes, with domestic sales accounting for roughly 70%. Lychees meeting GlobalGAP standards sold for high prices, over 30,000 VND per kilogram. This success is partly attributed to stronger promotion through digital platforms.

Lychee season draws tourists to Bac Giang

Each summer, Bac Giang welcomes not just the fruit harvest, but also a wave of visitors eager to explore its landscape and culture. Once a purely agricultural product, lychees are increasingly becoming a signature feature of sustainable tourism in the region.

 

Bac Giang lychees promoted by various channels

BAC GIANG – The Chairman of the Bac Giang People’s Committee has issued a directive to support the programme “Luc Ngan Lychee Week – Proud Vietnamese Agricultural Products,” aiming to boost lychee consumption through digital and on-site marketing.

Bac Giang lychees attract customers at supermarkets and tourist hotspots

BAC GIANG – For the first time, the Bac Giang provincial Department of Industry and Trade has teamed up with MM Mega Market Vietnam Co., Ltd. and Mova Plus JSC to launch a promotional campaign for Bac Giang lychees at major tourist destinations in 2025. Held from June 21 to 23, the event drew large crowds of visitors who came to taste and purchase the fruit in Da Nang, Quy Nhon (Binh Dinh) and Ho Chi Minh City.

Bac Giang attracts tourists during lychee harvest season

BAC GIANG – The lychee harvest season in Bac Giang runs from late May to the end of July. This year, thanks to efforts to innovate in tourism promotion and communication, a large number of domestic and international visitors are flocking to Luc Ngan district and Chu township to experience the ripe lychee season.

E-commerce expands market access for Bac Giang lychees

BAC GIANG – In addition to traditional sales channels, lychee producers, cooperatives, traders, and farmers in Bac Giang province are increasingly turning to digital platforms to promote and distribute their products. Major e-commerce platforms have joined the effort to bring high-quality lychees directly to consumers.

Over 100 tonnes of lychee land safely in France

BAC GIANG - More than 100 tonnes of early-ripening lychees from Tan Yen district, Bac Giang province on June 14 landed safely at Charles de Gaulle Airport in Paris, marking a major milestone in the export of Vietnamese agricultural products to Europe.