According to Dak Lak Department of Industry and Trade, livestream activities promoting and selling durians under the 2026 Dak Lak Durian Festival have delivered impressive outcomes, marking a major shift in agricultural trade promotion via digital platforms.

Livestream session hosting by a Ho Chi Minh City-based KOL at the Product Exhibition and Promotion Area in Buon Ma Thuot Ward.

As of August 28, the online sales programme had posted record figures, generating more than 11 billion VND from over 146 tonnes of durians sold through 8,715 successful orders. Livestream sessions also drew more than 4.25 million views across digital platforms.

Preparations began early, with the Department of Industry and Trade issuing nine guidance documents for eight key communes and wards, while coordinating closely with e-commerce platforms, delivery providers and logistics operators. The department also organised digital skills training for around 80 personnel representing 22 communes and wards, together with representatives from three relevant agencies. 

Localities province-wide jointly organised 16 livestream sessions, with several recording particularly strong engagement. Krong Nang Commune topped the list with more than 1.443 million views, followed by Ea Knuec with 1.1 million, Krong Pac with 789,000 and Ea Tul with more than 276,000 views.

A key highlight was the “Online Market”, held at the provincial exhibition area, bringing together businesses, cooperatives, prominent KOLs and KOCs. Participants also received practical guidance on building online sales channels and strengthening brand visibility across digital platforms.

The success of the initiative marks a shift from conventional promotion towards direct “farm-to-consumer” connections, giving Dak Lak businesses and farmers fresh momentum in embracing the digital economy.

Translated by HAI LOAN