Mr. Thinh appeared on screen with a casual demeanor, holding a bunch of Luc Ngan lychees, chatting animatedly like a professional online salesperson. "What moved me most was not the figure of 54 tons, but the thank-you calls from the people and the comments that this was the first time they had seen a provincial leader selling goods online," he said.

This special livestream took place on an e-commerce platform as part of Luc Ngan Lychee Week, an element of the province's digital transformation plan. However, it was unprecedented for a provincial leader to appear on camera as a salesperson. Mr. Thinh described it as a "spontaneous action, stemming from a spirit of innovation and creativity".

"I participated in the livestream because I believe it truly benefits lychee growers. I want to encourage farmers to tell their own product stories and encourage young people to confidently enter the global market," he shared.

Mr. Pham Van Thinh (third from right) participating in the livestream on 29/6. Photo courtesy of the subject

Mr. Pham Van Thinh (third from right) participating in the livestream on 29/6. Photo courtesy of the subject

Despite being in charge of this area, Mr. Thinh admitted this was his first livestream, and his "experience was almost zero". Before going live, he hadn't had time to learn anything, just browsed a few online sales sessions and "made a few test purchases" to observe. He didn't have much time to prepare, nor did he learn how to close deals like professional streamers.

The vice chairman only took a few minutes per session to appear, encouraging young people and conveying the message about the quality of local agricultural products. "I don't have online sales skills, but I believe in Luc Ngan lychees and want to spread that belief to consumers," he said.

The results exceeded expectations. Within six hours, over 54 tons of lychees were sold out. The ripple effect was also significant. Thousands of positive comments flooded social media, with orders pouring in from Hanoi, Ho Chi Minh City, and even from the US, Australia, and Japan. Many people expressed their appreciation, calling to thank him and share their joy at seeing a leader "step out of the meeting room and stand directly with the people".

"When leaders participate, consumers can place their trust not only in the quality of the product but also in the integrity of the seller," Mr. Thinh shared.

The Bac Ninh Province Vice Chairman hopes this model will spread, so leaders of other localities will be ready to join in because "people everywhere need support," and "sometimes just one livestream is enough to create change".

Mr. Thinh said he has spent years following the development of e-commerce and is impressed with the Yiwu village model (China): where farmers can sell millions of USD worth of goods just through livestreaming, combined with AI to tell product stories in multiple languages. "If they can do it, why can't Vietnamese farmers?", he wondered.

Being directly in charge of the province's e-commerce and agricultural product consumption, he not only observes but also takes action. In 5/2025, he invited technology experts and influencers to provide free training to Luc Ngan farmers: from livestreaming skills, packaging design, to professional scene setting.

Bac Ninh Province is also implementing a digital skills training program for farmers, while promoting the establishment of agricultural product sales teams, key opinion leader (KOL) and key opinion consumer (KOC) clubs; collaborating with logistics and technology businesses to ensure stable output.

Following the success of the first broadcast, the province continues to develop a comprehensive support plan to bring farmers into the digital environment: from opening skills training courses, establishing young sales teams, to connecting with logistics and technology units.

Mr. Thinh affirmed that technology is a tool, but without proactive people, it won't go anywhere. When leaders roll up their sleeves, Vietnamese agricultural products "can go very far".

"If the farmers need it, I'm ready to livestream again," he said.

Son Ha