Dak Lak PPC recently held a working session with a delegation from TikTok Vietnam to discuss potential cooperation in digital communications aimed at promoting Dak Lak's cultural and tourism image, as well as the Buon Ma Thuot Coffee brand.

Delegates attending the working session.

Briefing provincial leaders, Mr. Nguyen Lam Thanh, General Director of TikTok Vietnam, said the platform currently focuses on three core business segments: social media, digital advertising for enterprises, alongside e-commerce.

Beyond serving as an entertainment platform, TikTok has been working closely with government agencies to promote cultural industries, tourism, and product marketing. The company is supporting localities in building an accurate digital presence, enabling timely updates of administrative combined with cultural information. It also leverages hashtags and training programmes to digitise local identities while contributing to digital economic development across communes and wards.

Addressing the meeting, comrade Do Huu Huy, Dak Lak PPC Chairman, said the province possesses strong agricultural advantages, with flagship products including coffee, durian as well as tuna. Dak Lak is prioritising brand development and international promotion while targeting a 30% contribution from the digital economy across agriculture, culture, and tourism. Against this backdrop, the province hopes to establish broader, deeper cooperation with TikTok.

Provincial leaders also underlined the importance of developing intellectual property (IP) for festivals, cultural assets, tourism products, along with agricultural specialties to strengthen international visibility alongside recognition. Achieving this objective will require standardising geographical data, analysing e-commerce information, while encouraging communes and wards to take an active role in creating digital content.

A long-term priority is to leverage the influence of key opinion leaders (KOLs) to introduce regional tourism destinations together with agricultural products directly to global consumers. In particular, Dak Lak will host the 2026 Durian Festival and the Buon Ma Thuot Coffee Festival, while continuing to implement its strategy of positioning Buon Ma Thuot as the Coffee Capital of the World's Finest Coffee. Provincial authorities therefore expressed their hope that TikTok would support promotional campaigns through KOLs from China and other international markets.

Moreover, Dak Lak expects TikTok to strengthen promotion of provincial achievements across economic, cultural, social and tourism sectors, together with major festivals. The province further hopes the platform will support digital skills training and agricultural digitalisation, thereby enhancing the commercial value as well as market competitiveness of local agricultural products.

Translated by HAI LOAN