Young Hanoians livestream farm produce to Tet shoppers nationwide

THE HANOI TIMES — With smartphones and stable internet connections, digital tools are driving Hanoi farmers toward wider markets, while youth volunteers emerge as energetic “4.0-era vendors”, bringing regional products to consumers during 2026 Tet (Lunar New Year).

Instead of gathering in communal courtyards or traditional markets, this year’s spring market unfolds on phone screens.

Tet gift baskets featuring honey, turmeric powder, chrysanthemum liquor and traditional sweets are introduced through livestreams organized by the Hanoi Youth Union.

In Ngoc Hoi Commune, the Youth Union, Women’s Union and Farmers’ Association jointly hosted a livestream promoting local products, aligning the festive broadcast with residents’ Tet shopping needs.

Young volunteers presented hometown specialties on camera as hundreds of viewers posted comments, asked for prices, placed orders and exchanged New Year greetings.

Hosts shared details about production processes and product origins, reinforcing trust through transparency.

Many orders were confirmed during the livestream and additional purchases followed afterward. Some customers visited in person to support the program and select holiday gifts.

All products featured clear origins, verified quality and strong local identity. Each gift basket carried farmers’ stories and hopes for prosperity in the new year.

Proceeds from the Ngoc Hoi livestream went to the commune’s “For the Poor” fund to support disadvantaged families ahead of Tet.

Though conducted online, the spring market fostered tangible community solidarity.

Strong engagement and tangible results

Tet marks peak demand for agricultural goods, One Commune One Product (OCOP) items and gift packages.

In response, the Hanoi Youth Union has launched themed livestreams such as “Spring Gift Baskets” and “Hometown Specialties for Tet”, creating targeted outreach campaigns.

A Tet livestream in Thanh Tri Commune drew strong engagement from volunteers and residents.

Featured items included Van An cordyceps and horse bone extract, both rated four-star OCOP products, along with Ngau Village chrysanthemum liquor positioned as premium Tet gifts.

The session also promoted fashion footwear from a local retailer with exclusive Tet discounts offered during the broadcast. It recorded 65 likes, nearly 270 comments, 16 shares, more than 750 views and over 1,300 interactions, reflecting growing interest in digital market sessions during the year-end shopping rush.

In Quang Oai Commune, a youth-led livestream promoting honey, turmeric starch, ginger extract, fermented fish and sticky rice soybean paste generated 302 reactions, 270 comments and 46 shares, producing nearly VND15 million (US$578) in revenue.

At a time when farmers often face sales pressure before Tet, these results provided practical support and boosted confidence ahead of the new year.

Volunteers prepared carefully, studying consumer preferences, designing gift sets, creating promotions and coordinating delivery plans to ensure smooth order fulfillment.

Each livestream was hosted professionally, from selecting Tet products and drafting scripts to assigning hosts, managing audience interaction, processing orders, packaging and arranging deliveries.

This approach strengthened the image of local agricultural goods in the digital marketplace.

Hoang Minh Hang, Vice Chairwoman of the Fatherland Front and Secretary of the Youth Union in Thanh Tri Commune, said each livestream serves commercial goals while offering hands-on learning for young participants.

Through these activities, volunteers develop business, communication and order management skills and adapt to the digital economy, she said.

Trinh Quoc Dat, Chairman of the Vietnam Craft Village Association, said e-commerce and digital transformation have become key pillars of the national digital economy. For craft villages, they offer tools for brand building and value enhancement.

When producers present goods professionally, with clear stories, strong visuals and verified quality, competitiveness improves markedly, he said. Customers purchase cultural value and craftsmanship passed down through generations.

To ensure digital transformation drives sustainable growth, Dat said authorities should expand digital skills training for artisans and producers, improve internet access, e-payment systems and logistics in craft areas and strengthen trade promotion and links to domestic and international platforms.

Digital transformation now extends beyond slogans and appears in every lively livestream filled with Lunar New Year greetings.

From Ngoc Hoi to Thanh Tri and Quang Oai, confident young volunteers promoting hometown specialties have become standout images of Hanoi’s youth movement during Tet 2026.

As smartphones become key trade tools, farmers no longer rely solely on traditional markets or intermediaries. They connect directly with consumers, build brand identities and tell their own product stories.

Each order placed during a livestream delivers more than revenue. It provides encouragement and renewed confidence, motivating producers to invest further in quality and long-term growth.