Earth Yam, also known as Huang Sin Co, is a tuberous crop widely cultivated in the Northwest provinces of Vietnam, particularly in Lao Cai and Lai Chau. In Sin Ho commune (Lai Chau), the cultivation area of earth yam currently exceeds 230 hectares, with an average yield of 15–20 tons/ha. Each plant can produce 5–6 kg of tubers when grown in fertile soil. The crop is typically planted in November, December, or during the Lunar New Year and harvested in August–September of the following year, with a production cycle of 8–10 months.
Historically, earth yam prices were low, ranging from 2,000 to 6,000 VND/kg depending on size. However, since 2025, the product’s value has significantly increased due to expanded online sales channels. Currently, one ton of earth yam is priced at around 7 million VND, while retail prices range from 12,000 to 15,000 VND/kg. On e-commerce platforms like TikTok Shop, prices can reach 20,000–35,000 VND/kg.
To support farmers in selling their produce and promote the culture, people, and specialties of Sin Ho to a wider audience, TikTok Shop and the People’s Committee of Sin Ho Commune, Lai Chau Province, collaborated on the “Sin Ho Rising” campaign. Data from TikTok Shop reveals that the total volume of earth yam sold through the platform in September and October exceeded 300 tons—a remarkable milestone showcasing the power of e-commerce in bringing highland agricultural products closer to consumers nationwide.
Notably, the majority of sellers participating in live sessions are ethnic minority women living in the area. Ms. Bich Hong (Co Ba Tay Bac), who played a pivotal role in building and leading the seller community in Sin Ho, shared: “In Sin Ho, we often tell each other that every order shipped is a statement that we can break stereotypes about women in business. By joining TikTok Shop, we’re not just seeking income opportunities but also laying the foundation for a future where highland women confidently take charge of their economic destinies.”
Vu Thi Chu, an ethnic H’Mong and a standout member of the “Sin Ho Rising” community, shared that the program has provided her with new knowledge and significantly improved her income. Previously earning less than one million VND per month, she now earns tens of millions monthly by selling earth yam on TikTok Shop. This has allowed her children to continue their education and enabled her to create jobs for others.
Mr. Le Ba Son, Chairman of Sin Ho Commune People’s Committee, and Ms. Tran Thi Tan, Director of Corporate Social Responsibility at TikTok Shop, participated directly in the live session with locals.
“The campaign’s success demonstrates the strong economic potential of highland women when given opportunities and tools to access a broader market through e-commerce. Efforts to bring local agricultural specialties, particularly earth yam, to TikTok Shop not only generate direct economic value for Sin Ho households but also open new pathways for ethnic minorities to engage in the digital economy,” said Mr. Le Ba Son, Chairman of Sin Ho Commune People’s Committee, after participating in a livestream that attracted over 4.5 million views.
According to Ms. Tran Thi Tan, Director of Corporate Social Responsibility at TikTok Shop, Sin Ho—with its valuable produce, cohesive community, and progressive spirit—is an ideal starting point for TikTok Shop’s journey alongside highland communities. She emphasized: “Sin Ho Rising exemplifies our long-term commitment to driving change, where technology truly serves the sustainable development of communities. TikTok Shop, with its robust technological platform, is dedicated to providing digital infrastructure and skills to highland residents, especially ethnic minority women, to gradually overcome geographical and technological barriers. This will be a crucial step in ensuring highland residents have equal opportunities to participate in the digital economy.”
Bringing earth yam to digital platforms not only boosts income for highland residents but also charts a new course for Lai Chau’s agricultural products. Local authorities are now promoting the development of value-added products such as earth yam noodles and bottled beverages, aiming to transform this humble tuber into a signature product of the Northwest region.
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