As part of the “Luc Ngan Lychee Week - Proud of Vietnamese Agricultural Products” program, Thinh, Vice Chair of Bac Ninh Province People’s Committee, surprised many by appearing at a lychee orchard to livestream and sell the fruit.

This was the first time Thinh had used social media to help farmers sell local produce both domestically and internationally.

Admitting his “experience was nearly zero,” Thinh and his support team sold 55 tons of lychees, far exceeding expectations.

Appearing in a simple demeanor, holding a bunch of Luc Ngan lychees, Thinh introduced the local specialty, guided viewers on how to place orders, and interacted with consumers. His sincere attitude left an impression, and orders poured in from Hanoi, HCM City, and overseas markets like the US, Japan, and Australia.

After the broadcast, Thinh said that participating was a “spontaneous act, driven by a spirit of innovation and creativity in action.” He was touched by thank-you calls from farmers and comments saying that it was the first time they had seen a provincial leader “sell at an online market.”

He hopes the model will be widely used and will encourage leaders from other localities to join farmers in using livestreams.

Thinh, who directly oversees e-commerce and agricultural product sales in the province, has taken steps to support farmers. In May 2025, he has invited technology experts and social media influencers to provide free training to Luc Ngan farmers. The training covered livestreaming skills, packaging design, professional video production, and storytelling about products in multiple languages.

BacNinh also runs digital skills training programs, forming a youth agricultural sales team, KOL and KOC clubs, and collaborating with logistics and technology companies to ensure stable market access for agricultural products.

Thinh said he has followed e-commerce for years and is impressed with the model of Yiwu village (China), where farmers sell millions of dollars worth of products through livestreaming combined with AI.

“I don’t have experience in selling online, but I believe in Luc Ngan lychees and want to spread that belief to consumers,” he said. 

He aims to inspire farmers to tell their product stories and encourage the younger generation to boldly enter the global market.

“When leaders join in, consumers can place trust not only in the product’s quality but also in the sincerity of the sellers,” Thinh said.

Bao Khanh