On August 24th, Ms. Ngo Thi Minh Trinh, Party Secretary of Ea Knuéc Commune, Dak Lak Province (center), together with local farmers, organized a livestream session to introduce and sell durians.
The event kicked off with a cultural performance by the local community, including gong playing and the traditional Xoang dance of the Ede people.
This was followed by a performance of Tinh instrumental music and Then singing by the Tay ethnic group living in the area. Through this event, the local community promoted their ethnic cultural values to a wide audience across the country. The livestream session attracted thousands of views and interactions.
This livestream marked a new step in the journey of bringing local agricultural products to the digital space. It was a prominent activity under the project “Each Commune has a Key Opinion Leader (KOL) – Promoting the Landscape and Products of Dak Lak in the Digital Space”, implemented by Dak Lak Province to promote comprehensive digital transformation.
The livestream was conducted directly from the durian farm and did not feature any KOLs. This approach affirmed the local community’s content creation capabilities, operational skills, and commitment to quality.
“Mother’s Durian” is a signature agricultural product of Ea Knuéc Commune, associated with the hard work and perseverance of the ethnic minority farmers of the Central Highlands. According to the Party Secretary of Ea Knuéc Commune, the livestream was not about becoming famous or making anyone rich, but about learning and embracing digital transformation together with the local community.
Through this livestream, the authorities and people of Ea Knuéc Commune aim to enhance the brand value of their agricultural products, establish the position of local durians on the national map of agricultural produce, and showcase the region’s rich cultural heritage and efforts to rise through the power of digital transformation.
According to the organizers, although the sale of over 60 tons of durians through the livestream is a small number compared to the total durian export volume of Dak Lak Province, the event provided a modern, transparent, and convenient online shopping experience for viewers.
The event also served as an opportunity for farmers to directly connect with consumers, enhance their brand value, build trust, promote domestic consumption, and foster sustainable development for the local agricultural sector, which has traditionally relied heavily on exports.
According to the Chief of the Department of Crop Production and Plant Protection in Dak Lak, the province has nearly 39,400 hectares of durian farms, with an output of about 400,000 tons. Local durians are present in about 20 international markets, with 70-80% exported to China.
Dak Lak Province has been developing a project to promote key fruit trees, including durian. The authorities advise farmers to produce according to the plan and not to develop spontaneously and uncontrollably. It is essential to choose suitable land areas for systematic and well-planned cultivation.
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