Hung Yen longan expands market reach through e-commerce

Hung Yen longan secures nearly 500 orders via livestream

With the participation of KOLs, KOCs, content creators, cooperatives, businesses and producers, the livestream series promoting Hung Yen longan and other local agricultural products became a highlight of the 2026 Hung Yen Longan Festival and Trade Promotion Programme, opening up an additional channel to reach consumers through e-commerce.

As part of the 2026 Hung Yen Longan Festival and Trade Promotion Programme, the Hung Yen Department of Industry and Trade coordinated with the E-Commerce and Digital Economy Development Centre (eComDX) under the Vietnam E-commerce and Digital Economy Agency (iDEA), Ministry of Industry and Trade, to organise two livestream sessions on TikTok, directly promoting Hung Yen longan and other signature agricultural products of the province.

The first livestream took place from 7 p.m. to 10 p.m. on August 7, 2026, while the second ran from 10 a.m. to 1 p.m. on August 8, 2026. The programme featured a number of KOLs, KOCs and content creators, including MasterChef Minh Nhat and the Tuan Mai family, together with producers, cooperatives and businesses from Hung Yen Province. The activity reflected a strong shift from traditional forms of product promotion and trade promotion towards more effective use of digital platforms and e-commerce to bring local agricultural products closer to consumers.

Notably, at the opening ceremony on the evening of August 7, Vu Thanh Van, member of the Standing Board of the Hung Yen Provincial Party Committee and Director of the Hung Yen Department of Industry and Trade; Nguyen Xuan Bac, Deputy Director of the department; To Thi Huong Lan, Deputy Director of the department; Lai Viet Anh, Deputy Director of the Vietnam E-commerce and Digital Economy Agency; and Hoang Minh Chien from the Viet Nam Trade Promotion Agency under the Ministry of Industry and Trade directly joined KOLs and KOCs in livestreaming to promote Hung Yen longan and other signature agricultural products on digital platforms.

The livestream promoting Hung Yen longan and other signature agricultural products on the evening of August 7 recorded a positive response in the digital environment, with around 50,000 interactions, including hearts, likes and comments, more than 15,000 views, and nearly 500 successfully placed orders.

These figures demonstrate the appeal of Hung Yen longan and other distinctive agricultural products of the province to consumers on digital platforms, while affirming the effectiveness of combining livestreaming with e-commerce in trade promotion, product promotion and the expansion of markets for local agricultural products.

Beyond product introduction, the livestream series is expected to generate strong spillover effects, helping Hung Yen longan, OCOP products and other signature agricultural products of the province reach millions of consumers in the digital environment. This will help expand consumption opportunities, increase added value and affirm the position of Vietnamese agricultural products in the digital economy.

From traditional festival to trade promotion on digital platforms

The livestream series was among the prominent activities within the framework of the 2026 Hung Yen Longan Festival and Trade Promotion Programme, which officially opened on the evening of August 7, 2026. The three-day festival, running from August 7 to 9, features a wide range of product promotion, trade promotion, cultural experiences and activities honouring the value of Hung Yen longan.

At the opening ceremony on the evening of August 7, Le Quang Hoa, Vice Chairman of the Hung Yen Provincial People’s Committee, stressed that Hung Yen longan has long been a distinctive agricultural brand and a source of pride for the land and people of Hung Yen.

The province currently has more than 5,800 hectares under longan cultivation. More than 80% of output is consumed as fresh fruit, while around 20% is processed into dried longan and other products. Hung Yen has more than 400 households engaged in dried longan processing, with over 20 OCOP products rated three or four stars.

The provincial People’s Committee leader affirmed that Hung Yen attaches particular importance to strengthening trade promotion through various promotional activities, longan weeks and longan fairs.

In particular, the application of e-commerce and digital platforms has helped promote products and connect them with distribution and retail systems nationwide, bringing positive results. This is also a consistent orientation of this year’s festival, as trade promotion activities are taking place not only directly within the event space but also in the digital environment.

For the first time, Hung Yen Province is holding the festival at Nam Hoa pedestrian street, combining culture, tourism and trade promotion with the aim of honouring the Hung Yen longan brand, longan growers and processors. At the same time, the event seeks to strengthen promotion, supply-demand connectivity and support for the consumption of longan and the province’s signature OCOP products.

The signing ceremony for longan consumption contracts between cooperatives, major growers and domestic and export businesses, aimed at promoting sustainable market outlets for Hung Yen longan.

In addition to livestream sales, the festival features a longan and signature agricultural product fair, direct sales combined with livestreaming on social media platforms, a scientific seminar on longan cultivation and processing knowledge, visits to longan orchards and processing facilities, a dried longan peeling contest, a lotus seed and dried longan sweet soup cooking contest, Hung Yen tourism showcases and promotional activities, as well as cultural and artistic programmes.

The event features more than 100 booths, with the participation of cooperatives, businesses and agricultural product distributors from both within and outside the province.

The exhibition space has been designed in an open format, combining demonstrations, experiences and tourism promotion to create a cultural and commercial space bearing the distinctive identity of the longan-growing region.

The opening ceremony also featured the signing of longan consumption contracts between cooperatives, growers and businesses engaged in domestic distribution and exports, helping promote sustainable market outlets for Hung Yen longan. From direct connections between producers, businesses and distributors to online connections with consumers through digital platforms, the festival is expanding the trade promotion space for Hung Yen agricultural products.

Through this series of activities, Hung Yen Province expects to further connect growers and processors with traders, distributors and consumers; spread the image, value and brand of Hung Yen longan across domestic and international markets; and develop the agricultural economy in association with experiential tourism, trade and cultural industries.