On the afternoon of 17/1, the area spanning dozens of hectares cultivated with marigold chrysanthemums in the former Long Thoi commune (now Cho Lach commune, Vinh Long province) was bustling with people bundling flowers, packaging them, and shipping them to customers. However, instead of waiting for traders to place deposits and transport flowers as in previous years, many sheltered stalls equipped with recording devices for online sales were set up along the flower fields.

Besides farmers and content creators, the livestream also featured Ms. Le Thi Hoang Oanh, Party Committee Secretary of Cho Lach commune. The local leader directly introduced products, interacted with customers, and helped residents finalize orders right in the fields.

Ms. Le Thi Hoang Oanh, Party Committee Secretary of Cho Lach commune, appeared at the livestream session selling flowers to support farmers. Video: Thuong Son

According to Ms. Oanh, Cho Lach has a tradition of growing Tet (Lunar New Year) flowers, producing about 2,5 million products annually, with marigold chrysanthemums accounting for about 1,2 million baskets. This year, due to unfavorable weather, about 30% of the marigold chrysanthemum cultivation area bloomed early, leading to significant consumption difficulties.

"Marigold chrysanthemums require about 6 months of care, significant cost, and effort. Early blooming directly affects the livelihoods of flower growers," Ms. Oanh stated. She added that given the situation, the local government collaborated with creators and businesses to organize mobile livestreaming sales points in the fields to help farmers sell their products and recover production costs.

Joining the livestream session, Ms. Pham Thi Hue Tu, 36, shared that this Tet season, her family planted 900 baskets of marigold chrysanthemums. In previous years, by this time, traders from the central region would have already placed deposits to buy flowers at about 170.000 dong per pair. This year, however, unseasonal rain caused the flowers to bloom early, and by mid-January, her flower garden still had no orders.

"It was my first time livestreaming, and I was quite nervous, but in just one morning, I sold over 100 pairs at 200.000 dong per pair," Ms. Tu said.

Livestream stalls in residents' gardens. Photo: Thuong Son

Cho Lach, along with Sa Dec (Dong Thap province), are the two largest flower and ornamental plant growing regions in the Mekong Delta. According to the Vinh Long Provincial Department of Agriculture and Environment, this Tet flower season, the entire province has about 10-12 million flower and ornamental plant products, primarily concentrated in Cho Lach, Hung Khanh Trung, and Vinh Thanh communes.

The flower livestreaming activity is part of the program "Vinh Long Agricultural Products Journey - Bringing Spring Home," organized by the Vinh Long Provincial Department of Industry and Trade in collaboration with the Cho Lach Communal People's Committee, Viettel Post Vinh Long, and TikTok Shop Vietnam. On the morning of 17/1, six livestreaming stalls set up in residents' gardens finalized orders for over 1.000 pairs of marigold chrysanthemums.

According to local authorities, the program's goal is not only immediate sales but also to promote key agricultural products while helping farmers gradually access and master digital sales skills, reducing their dependence on traders.

"If done well, this will be a way to end the situation of bumper crops leading to price drops, ensuring more stable profits for flower growers," Ms. Oanh said.

Thuong Son