Nearly 1,000 successful orders and over 100,000 interactions on the TikTok platform are impressive figures, demonstrating the appeal of Lai Chau's distinctive highland products and the effectiveness of e-commerce in bringing local products to a wider audience.
When leaders appear on screen together
The livestream introducing and promoting Lai Chau specialties from 7:30 PM to 10:30 PM on August 29, 2026, is part of the e-commerce event series "Elevating Lai Chau Specialties" associated with the 2026 Independence Day, organized by the Lai Chau Provincial Department of Industry and Trade in collaboration with the Center for E-commerce and Digital Technology Development (eComDX) - Department of E-commerce and Digital Economy, Ministry of Industry and Trade, with the goal of bringing the distinctive products of the highlands closer to consumers in the digital environment.
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Local leaders, leaders from the Department of E-commerce and Digital Economy, KOLs, and KOCs joined a livestream to introduce Lai Chau's signature products.
Along with KOL - actor Ha Viet Dung, KOC - Ms. Ba Hong, the livestream also featured Mr. Tong Thanh Hai - Standing Vice Chairman of the People's Committee of Lai Chau province, Mr. Vuong The Man - Director of the Department of Industry and Trade of Lai Chau province, and Mr. Hoang Ninh - Deputy Director of the Department of E-commerce and Digital Economy (Ministry of Industry and Trade). The presence of local leaders, state management agencies, and influential figures in the media and social networks added to the program's appeal and reach.
The livestream session achieved outstanding results, with nearly 1,000 successful orders and a total interaction volume exceeding 100,000 on the platform, including likes, hearts, comments, and other forms of interaction. Beyond the numbers displayed on screen, the livestream also attracted the attention of a large number of attendees at the opening ceremony of the event series. This demonstrates the program's appeal and reflects the effectiveness of livestreaming in connecting local products with consumers, increasing brand awareness, and boosting sales in the digital environment.
For livestreaming sessions showcasing agricultural products from highland regions like Lai Chau, the value lies not just in the number of products sold within a few hours. More importantly, the program creates an opportunity for consumers to recognize Lai Chau through a specific product system. From Seng Cu rice, Tan Pom Ta Hua sticky rice, Binh Lu vermicelli to macadamia nuts, Shan Si Lo Lau tea, honey, ginseng potatoes… Each product, through the sharing of local leaders, KOLs/KOCs, or the producers themselves, can become a “touchpoint” to tell the story of the land, climate, soil, production methods, and culinary culture of Lai Chau.
"Digital gateway" helps Lai Chau's products reach all corners of the country.
Lai Chau currently has 191 OCOP products, including many distinctive items such as tea, rice, dried meat, ginseng vermicelli, honey, macadamia nuts, and cassava vermicelli. However, its distance from major economic centers, high transportation costs, and limited distribution system affect the competitiveness of these products.
Based on this reality, Lai Chau has identified e-commerce as a crucial tool for expanding development space, connecting domestic and international markets, and innovating business models. The series of e-commerce events in Than Uyen titled "Elevating Lai Chau Specialties," coinciding with the 2026 Independence Day, aims to promote agricultural products and specialties, connect consumption, and showcase the local tourism and cultural potential on digital platforms. The event series will feature 45 booths from businesses, cooperatives, and individual entrepreneurs from within and outside the province. The Lai Chau Provincial KOL and KOC Club branch will also officially launch at the event.
Speaking at the opening ceremony of the event series on the evening of August 29th, Mr. Hoang Ninh - Deputy Director of the Department of E-commerce and Digital Economy - emphasized that trust is of paramount importance in online business. Buyers need to know who the seller is, the origin of the product, and how their rights will be addressed if problems arise.
In the coming period, the Department of E-commerce and Digital Economy, specifically the Center for E-commerce and Digital Technology Development, will continue to coordinate with the Lai Chau Provincial Department of Industry and Trade to implement training programs, connect businesses, and support local products in accessing the market. The practical goal is that after the event ends, businesses will continue selling their products, consumers will still easily find and purchase them, and the market for Lai Chau specialties will continue to expand.
The livestream on the evening of August 29th featured many typical products from Lai Chau such as Seng Cu rice, Tan Pom Ta Hua sticky rice, Binh Lu vermicelli, ginseng sweet potato, macadamia nuts, honey, Shan Si Lo Lau tea, ginseng sweet potato vermicelli, cordyceps... Many products were offered with limited-quantity "shock deals," creating a highlight for shopping during the live session.
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The livestream session was jointly organized by the Lai Chau Department of Industry and Trade and the Center for E-commerce and Digital Technology Development.
The livestream on the evening of August 29th was seen as a "digital gateway" bringing Lai Chau's products from the highlands to the dinner tables and consumption spaces of customers nationwide. According to businesses, cooperatives, and households in Lai Chau participating in the livestream, if maintained regularly, livestreaming not only helps them sell products in a single evening but also contributes to building a more accessible image of Lai Chau, bridging the gap and highlighting its unique agricultural products, thus diversifying the range of popular products on Vietnam's e-commerce map.
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