On October 1-2, 2026, the E-commerce Department of the Ministry of Industry and Trade, in collaboration with the Hai Phong City Department of Industry and Trade, TikTok Shop, and other partners, organized a series of livestreams titled "Elevating Hai Phong's Specialties - Connecting Digitally, Reaching Out to All Regions." This activity is part of the 2026 "Connecting Regions, Expanding Markets" e-commerce fair.
The program series consisted of three live sessions on the TikTok platform, featuring KOC Nhu Y, actress Thanh Huong, and representatives from local businesses and cooperatives. Simultaneously, the event also recognized the partnership of TUKI Group at the experiential booth area and provided support for connecting with consumers on the Shopee platform, contributing to a vibrant multi-platform interactive space for the fair.
Actress Thanh Huong directly participated in live streams, actively introducing and promoting Hai Phong's specialties to consumers.
Through livestream sessions, many distinctive products of Hai Phong such as Khanh Tho rice crackers with perch, Bang La green apples, mung bean cakes, traditional fish sauce, and local teas have been introduced to a wide range of consumers.
To stimulate shopping, the program also offers attractive promotions such as a 14% discount voucher and a free shipping policy.
.png)
Beyond simply selling products, the collaboration between content creators and the producers themselves in live sessions has created a multi-dimensional interactive space. Viewers can learn about the product's origin, story, production process, and detailed usage instructions before deciding to place an order. Through this, local businesses not only have the opportunity to reach customers outside of traditional markets but also to directly practice digital business skills: from content creation and customer interaction to operation and order processing on digital platforms.
Concluding three livestream sessions, the program attracted over 3,000 views and nearly 300,000 interactions per session. Besides the live broadcasts, the Hai Phong E-commerce Fair 2026 also featured OCOP product display areas and the participation of major platforms such as Shopee, TikTok Shop, Amazon, Hi1, and technology companies.
.png)
The Shopee Live experience booth and session were jointly organized and implemented by TUKI Group at the event.
The program's success lies not only in its organizational scale but also in its impressive interaction figures. According to Shopee representatives, their livestream sessions during the program reached 1 million likes and recorded over 4,500 viewers who remained engaged until the very end. This demonstrates the strong appeal of local agricultural products and specialties when presented systematically on a digital platform.
