Vietnam province leader livestream goes viral, sells 54 tons of lychees in 6 hours

Appearing with a bunch of ripe lychees from Luc Ngan, the province's mainly chee growing area, he spoke in a friendly and informal tone, resembling a professional online seller.

"What moved me most was not the 54 tons sold, but the thank-you calls from farmers and comments saying it was the first time they had seen a provincial leader selling produce online," he said.

The livestream was part of Luc Ngan Lychee Week, a digital transformation initiative led by the province. Thinh’s direct involvement as a host was however unprecedented. He described the effort as "spontaneous but driven by a spirit of innovation and creativity."

Pham Van Thinh (in white shirt third from right) at the livestream on June 29, 2025. Photo courtesy of Thinh

"I joined because I believe this truly benefits our farmers. I want to encourage them to tell their own product stories and inspire young people to reach global markets."

While he oversees e-commerce and agricultural trade in the province, he said he had "almost no experience" of livestreaming. Before the broadcast he watched a few sessions and made a few online purchases to learn. During each segment he appeared briefly to motivate viewers and highlight the quality of local produce. "I may not have the skills of a livestream seller, but I believe in Luc Ngan lychees and want to share that belief with consumers," he said.

The campaign exceeded expectations. All 54 tons were sold within six hours, with orders pouring in from across Vietnam, including Hanoi and HCMC, and overseas markets such as the U.S., Australia and Japan. Thousands of social media users praised the livestream, calling it inspiring to see a government leader "step out of the conference room and stand with the people." "When leaders get involved, consumers gain confidence not only in the product but in the people behind it," Thinh said.

He hoped the model would spread to other provinces. "People everywhere need support and trust. Sometimes, just one livestream can spark meaningful change." Thinh said he had long followed the rise of livestream commerce and was particularly impressed by the model in Yiwu, China, where farmers have used livestreams and AI tools to reach global buyers in multiple languages.

"If they can do it, why not Vietnamese farmers?"

In May he invited tech experts and influencers to provide free training to Luc Ngan farmers in livestream skills, packaging design and filming. The province is also offering digital literacy programs, forming agricultural sales teams and influencer clubs and working with logistics and tech firms to ensure regular distribution.

Following the initial success, Bac Ninh is developing a broader plan to help farmers embrace the digital economy, expanding training, building a younger sales force and strengthening commercial partnerships. Thinh said technology is merely a tool but would lead nowhere without people taking the initiative. But when leaders get involved in supporting farmers and promoting local products, Vietnamese agricultural goods could go far, he said.

"If farmers need me again, I am ready to livestream anytime."