With the participation of KOLs, KOCs, content creators, and producers, cooperatives, and businesses, the series of livestreams promoting longan and typical agricultural products is becoming one of the highlights of the Hung Yen Longan Festival and Trade Promotion in 2026, opening up an additional channel to reach consumers in the e-commerce environment..jpeg)
Leaders from the Department of E-commerce and Digital Economy, the Department of Trade Promotion (Ministry of Industry and Trade), and the Department of Industry and Trade of Hung Yen province participated in a livestream to promote longan and other typical agricultural products of Hung Yen province on digital platforms.
Within the framework of the Hung Yen Longan Festival and Trade Promotion 2026, the Department of Industry and Trade of Hung Yen province, in coordination with the Center for E-commerce and Digital Technology Development (eComDX) - Department of E-commerce and Digital Economy, Ministry of Industry and Trade, organized two livestream sessions on the TikTok platform to directly promote longan and other typical agricultural products of the province.
The first livestream session took place from 7 PM to 10 PM on August 7, 2026, and the second from 10 AM to 1 PM on August 8, 2026. The program featured many KOLs, KOCs, and content creators such as Minh Nhat Masterchef, Tuan Mai Family, etc., along with producers, cooperatives, and businesses from Hung Yen province. This activity demonstrates a strong shift from traditional methods of promotion and trade marketing to effectively utilizing digital platforms and e-commerce to bring local agricultural products closer to consumers.
Notably, at the opening ceremony held on the evening of August 7th, Mr. Vu Thanh Van - Member of the Standing Committee of the Provincial Party Committee, Director of the Department of Industry and Trade of Hung Yen province, Mr. Nguyen Xuan Bac - Deputy Director of the Department of Industry and Trade of Hung Yen province, Ms. To Thi Huong Lan - Deputy Director of the Department of Industry and Trade of Hung Yen province, Ms. Lai Viet Anh - Deputy Director of the Department of E-commerce and Digital Economy, and Mr. Hoang Minh Chien - Director of the Trade Promotion Department (Ministry of Industry and Trade) directly participated in the livestream with KOLs and KOCs to promote longan and other typical agricultural products of the province on digital platforms.
Notably, the livestream promoting and introducing longan, a typical agricultural product of Hung Yen, on the evening of August 7th recorded a positive effect on the digital environment, with approximately 50,000 interactions including likes, comments, etc.; over 15,000 views and nearly 500 successful orders. These numbers demonstrate the appeal of longan and other characteristic agricultural products of Hung Yen to consumers on digital platforms, and affirm the effectiveness of combining livestreaming with e-commerce in promoting and expanding the market for local agricultural products.
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Leaders of the Department of Industry and Trade of Hung Yen province took a commemorative photo with representatives of eComDX at the livestream booth promoting longan.
Beyond simply introducing products, the livestream series is expected to create a strong ripple effect, helping to bring Hung Yen longan, OCOP products, and typical agricultural products of the province to millions of consumers in the digital environment, thereby expanding consumption opportunities, increasing added value, and affirming the position of Vietnamese agricultural products in the digital economy.
From traditional festivals to digital trade promotion.
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Member of the Central Committee of the Party, Secretary of the Provincial Party Committee Pham Quang Ngoc and delegates visited the longan exhibition booths.
The series of livestreams is one of the highlights within the framework of the Hung Yen Longan Festival and Trade Promotion 2026, which officially opened on the evening of August 7, 2026. The festival lasts for three days, from August 7 to 9, 2026, with many activities promoting trade, cultural experiences, and honoring the value of Hung Yen longan.
Speaking at the opening ceremony on the evening of August 7th, Mr. Le Quang Hoa, Vice Chairman of the People's Committee of Hung Yen province, emphasized that longan has long become a distinctive agricultural brand, a source of pride for the land and people of Hung Yen. Currently, the province has over 5,800 hectares of longan orchards, of which over 80% of the production is consumed as fresh fruit; about 20% is processed into dried longan and other products. The entire province has over 400 households processing dried longan, with more than 20 OCOP products achieving 3-star and 4-star ratings.
The leaders of the Provincial People's Committee affirmed that Hung Yen province pays special attention to promoting trade, organizing many promotional activities, lychee weeks, and lychee markets. In particular, the application of e-commerce and digital platforms has contributed to promoting and connecting products with distribution and retail systems nationwide, bringing positive results.
This is also the overarching theme of this year's festival, where trade promotion activities not only take place directly at the event space but are also expanded to the digital environment.
Expanding the consumption space for longan and other agricultural products from Hung Yen.
This year's festival, organized for the first time by Hung Yen province in the Nam Hoa pedestrian street, combines culture, tourism, and trade promotion, aiming to honor the longan brand, longan growers, and processors; while also strengthening promotion, connecting supply and demand, and supporting the consumption of longan and other typical OCOP products of the province.
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The signing ceremony for the longan product consumption contract between cooperatives, large orchards, and domestic and export businesses aims to promote sustainable outlets for Hung Yen longan products.
Besides livestreaming sales, the festival features many activities such as a market for longan and typical agricultural products, direct sales combined with livestreaming on social media platforms, scientific seminars on knowledge of longan cultivation and processing, tours of longan orchards and processing facilities, a longan carving competition, longan lotus seed and longan sweet soup making, exhibitions and promotion of Hung Yen tourism, along with cultural and artistic programs.
The event features over 100 booths, with the participation of cooperatives, businesses, and agricultural product consumers from within and outside the province. The exhibition space is designed in an open style, combining demonstrations, experiences, and tourism promotion, creating a cultural and commercial space that bears the distinctive mark of the Longan region.
In addition, the opening ceremony included the signing of contracts for the consumption of longan products between cooperatives and orchards with domestic and export businesses, contributing to promoting sustainable outlets for Hung Yen longan.
From direct connections between producers and businesses/distributors to online connections with consumers through digital platforms, the festival is expanding the trade promotion space for Hung Yen's agricultural products.
Through this series of activities, Hung Yen province hopes to continue connecting growers and processors with traders, distributors, and consumers; spreading the image, value, and brand of Hung Yen longan to domestic and international markets; and developing agricultural economy associated with experiential tourism, trade, and cultural industries.
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The first livestream session took place from 7 PM to 10 PM on August 7, 2026, featuring Minh Nhật Masterchef and the Tuấn Mai family.
By integrating livestreaming and e-commerce into its trade promotion activities, the Hung Yen Longan Festival and Trade Promotion 2026 will not only be a space for direct product promotion but also open up more opportunities for longan, OCOP products, and distinctive agricultural products of Hung Yen to access a wider market, creating further impetus to enhance the value and competitiveness of local agricultural products in the digital economy.
