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Bac Ninh official sells 54 tonnes of lychees in marathon livestream

Bac Ninh Provincial People's Committee Vice Chairman Pham Van Thinh powered through TikTok livestream sessions, helping sell 54 tonnes of lychees.

Bac Ninh official sells 54 tonnes of lychees in marathon livestream - 1

Bac Ninh Provincial People's Committee Vice Chairman Pham Van Thinh (centre) joins a livestream on TikTok to sell lychee on June 29. Photo by TTXVN

The live streams, held on June 28 and 29, were part of Luc Ngan Lychee Week, organised by the Bac Ninh Provincial People's Committee in coordination with TikTok Shop and Sendo Farm, running from June 27 to July 3, 2025.

"I joined the livestreams because I believe this truly benefits our farmers," Thinh said. "I want to encourage them to share the story of their produce and inspire young people to step confidently into global markets."

Although it was his first time livestreaming, Thinh chose to participate without prior training to send a message about the high quality of local agricultural products. "I've no experience in online sales, but I trust Luc Ngan lychees and want to share that trust with consumers," he added.

The results far exceeded expectations, with over 54 tonnes of lychees sold in just six hours. The campaign sparked overwhelming online engagement, with thousands of positive comments and orders flooding in from Hanoi, Ho Chi Minh City, as well as the United States, Australia, and Japan. Many viewers expressed their gratitude, saying they were touched to see a senior official step out of the meeting room and stand alongside farmers.

Thinh hoped other provinces would adopt this model. "People everywhere need to be supported," he said. "Sometimes, just one livestream can make a real difference."

The vice chairman has closely followed the development of e-commerce. He has been particularly impressed by the model of Yiwu, China, where farmers generate millions of dollars in sales through live streams and AI-powered multilingual storytelling. "If they can do it, why can't Vietnamese farmers?" he asked.

Bac Ninh official sells 54 tonnes of lychees in marathon livestream - 2

Photo by TTXVN

Taking action, Thinh initiated free training programmes in May 2025 for Luc Ngan farmers, inviting tech experts and influencers to provide lessons in live streaming, packaging design, and video production.

Bac Ninh is also rolling out a digital skills programme for farmers, promoting the formation of agricultural sales teams and KOL and KOC clubs. The province is working with logistics and tech firms to ensure stable market access.

Following the success of the first livestream, provincial authorities are planning comprehensive support to help farmers embrace the digital economy. This includes launching more training courses, developing youth-led sales teams, and expanding connections with logistics providers and tech platforms.

"If the farmers need me, I'm happy to livestream again," Thinh said.

Source: Dtinews
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