This innovative approach aims to promote and support the consumption of Vietnamese agricultural products through digital commerce platforms.
The session took place on the “Hello Viet Nam” channel, which has over one million followers on TikTok, and was hosted by People’s Artist Tu Long. The livestream introduced popular rice varieties such as Lua Tom, Ruong Rui, and early-harvest Dien Bien rice, with a special focus on ST25 rice – the variety once crowned “The World’s Best Rice”.
Viewers were able to purchase the rice at special promotional prices, with discounts from over 410,000 VND to around 360,000 VND per 10kg bag, alongside nationwide free delivery and no purchase limit.
The success of the session not only highlights the vast potential of Viet Nam’s agri–ecommerce market but also reflects consumers’ growing interest in clean, traceable, and high–quality agricultural products.
According to Tran Huu Linh, Director of the Department of Domestic Market Management and Development, livestream–based sales of agricultural products represent an innovative approach in line with current digital commerce trends. The choice of ST25 rice as the featured product was not only due to its proven quality but also because it symbolises the pride of Vietnamese agriculture.
Through this initiative, the Department hopes to further promote the value of ST25 rice – the pride of Viet Nam’s rice industry – while bringing Vietnamese agricultural products closer to domestic consumers.
In the near future, the Department of Domestic Market Management and Development plans to expand this model to more localities nationwide, aiming to promote, connect, and boost the consumption of high–quality agricultural products, creating opportunities for enterprises, cooperatives, and distributors to grow sustainably.
The 2025 Viet Nam Agricultural Products Week is not only an occasion to promote Vietnamese agricultural brands but also a platform to stimulate domestic consumption of local produce, contributing to the national campaign “Vietnamese people prioritise using Vietnamese goods”.
The event serves as an important milestone reaffirming the position of Vietnamese agricultural products on the global map.
