In governance, concrete actions speak louder than any communication campaigns. The story of Ngo Thi Minh Trinh, Secretary of the Party Committee of Ea Knuec commune, going live to sell durians is a vivid illustration: Resolutions only take root when cadres and Party members step in, stand with the people, and share their challenges.
When Secretary Ngo Thi Minh Trinh appeared in front of the camera to introduce each durian segment, many were taken by surprise. The image of a local leader not only chairing meetings or delivering speeches, but directly helping farmers market their produce, generated strong public attention. The livestream attracted tens of thousands of views; hundreds of orders were placed; more than 60 tonnes of durians were sold in a single session. It was a new form of community engagement - cadres standing closer to the people through digital tools.
Small actions, powerful messages
The livestream, though simple, conveyed a clear message: grassroots cadres are not merely administrators on paper, but partners who help farmers navigate seasonal pressures.
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| Secretary of the Ea Knuec commune Party Committee Ngo Thi Minh Trinh (centre) during the livestream selling durians with local farmers. |
The session not only supported durian consumption but also promoted the local brand “Sầu riêng của mẹ” (Mother’s Durian) - Ami Kao, reaffirming that the Party stays close to the people and the authorities do not stand aside, but accompany citizens through practical actions.
Such simple stories help elevate the profile of local agricultural products, connecting them with people and land. Consumers do not just buy a fruit; they buy trust, culture and identity - an essential approach for sustainable development and brand building in the era of integration.
The initiative aligns with a broader strategy Dak Lak is pursuing: expanding digital transformation to every household and every agricultural product, anchored in the “digital literacy for all” movement. The province targets the digital economy to account for at least 30% of its GRDP by 2030. To achieve this, not only agencies and enterprises but also farmers and small traders must become “digital citizens”.
The livestream by the Secretary of the Ea Knuec commune Party Committee marks a distinctive highlight - affirming the local government’s spirit of innovation, dedication and public engagement amid the digital transformation process. Sustainable, modern and culturally grounded development begins with simple, concrete actions: selling a durian, telling the story behind a local product, building trust and strengthening community connections.
Reaching markets through digital tools
Livestreaming durian sales is more than a marketing activity. It is a practical exercise to help farmers engage with e-commerce and learn the basics of brand development. It also demonstrates a key principle: grassroots authorities must “think genuinely, speak genuinely, act genuinely, deliver genuine results, and ensure people genuinely benefit”.
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Farmers in Ea Knuec commune celebrating a bumper durian harvest. |
More than 60 tonnes of durian sold in one online session may be modest compared with the province’s export output, but the lesson is significant: local agricultural products can access markets through digital channels, creating momentum to improve product quality and foster sustainable development along value chains. When cadres stay close to the people and lead by example, public trust grows and community strength deepens.
From Ea Knuec emerges Dak Lak’s broader aspiration: sustainable development based on a digital economy, and a modern, culturally rich society. Every village and every agricultural product can become a story shared with the world; and every cadre who understands, supports and works for the people can serve as a driving force for digital transformation.
Translated by KHUONG THAO
