Promoting produce through authentic images

Fruit orchards in Phuong Son, Chu and Luc Ngan wards are attracting growing numbers of visitors seeking sightseeing and hands-on farming experiences.

Le Quang Dung develops his Facebook channel "Dung Luc Ngan" to promote local agricultural products.

Alongside agricultural tourism, content creators on TikTok, YouTube and Facebook are introducing new ways to promote local produce. Using smartphones and cameras, they record the cultivation and harvesting processes to showcase products to online audiences.

Lang Van Toan, from Bao Dai commune, regularly shares photographs and videos of rural landscapes, fruit orchards and tourist attractions in Bac Ninh on his personal Facebook page.

Recently, a photo series he produced featuring a black grape orchard owned by Do Thi Quyen in Doi Son village, Luc Son commune, attracted considerable attention.

Quyen said the social media posts had prompted many people to contact her family for directions, arrange visits, take photographs and learn about grape cultivation.

The exposure has brought in more customers and created additional opportunities to sell produce directly at the orchard, she said.

The orchard covers nearly 1 hectare and has been cultivated by her family for almost seven years. Thanks to the application of appropriate farming techniques, the vines have produced an abundant and even crop this year.

Beyond grape orchards, he has also produced videos showcasing the orange, pomelo, apple and guava seasons, as well as local attractions such as Khuon Than Ecotourism Area in Kien Lao commune, Suoi Mo in Nghia Phuong commune and Bac Hoa ancient village in Tan Son commune.

Other content creators involved in promoting local agricultural products include Giap Thi Tuyen, who owns a 0.6-hectare black grape orchard using organic-oriented farming methods in Nam Duong commune; Le Quang Dung, director of Luc Ngan ECO Farm Cooperative in Phuong Son ward, who runs the Facebook channel "Dung Luc Ngan"; TikToker Bao Ngoc; and Giap Thi Quyen, an official at the Crop Production and Plant Protection Sub-department under the Department of Agriculture and Environment.

Their videos and photographs are helping introduce Bac Ninh's fruit-growing areas, landscapes and rural lifestyles to wider audiences, attracting tourists and creating new sales opportunities for local farmers.

Connecting growers with consumers and boosting sales

While photographs and short videos help raise awareness of agricultural products, livestream sales are increasingly turning online interest into actual orders.

A notable example was a livestream programme promoting and selling local agricultural products held on May 20, 2026, at Ban Meo Ecotourism Area in Nam Duong commune.

The event was attended by Pham Van Thinh, Vice Chairman of the municipal People's Committee; Nguyen The Thi, Deputy Director of the Department of Industry and Trade; TikToker Chu Thanh Huyen; actress Anh Dao; and around 30 content creators and media representatives.

Two livestream sessions on TikTok, running from noon to 4:30 p.m., attracted more than 830,000 views and generated approximately 4,800 orders for lychees, totalling more than 31 tonnes, alongside orders for other key local agricultural products.

Through real-time interaction, viewers could learn about product quality and prices and place orders directly during the broadcasts.

The Bac Ninh KOL and KOC Club is also contributing to agricultural promotion and local tourism development.

Established in 2025 with three core members, the club has since expanded to more than 30 members, including singers, actors, TikTokers, YouTubers and young officials from local agencies and authorities.

Vu Duy Khai, from the Trade Promotion Division of the Bac Ninh Department of Industry and Trade's Industrial and Commercial Development Centre, who represents the club, said successful livestream sales required more than the appeal of celebrities.

Organisers needed to carefully select orchards offering high-quality products, develop scripts, organise sales operations and ensure proper packaging and delivery, he said.

Product quality and supplier credibility were crucial to retaining customers and encouraging them to return for subsequent livestream sessions.

Ahead of the year-end agricultural sales season, the club is connecting content creators with growers to produce promotional videos and photographs that combine product marketing with experiential tourism.

Two livestream sales sessions are scheduled to take place during a fruit festival in November 2026.

Content creators are also improving their skills in video production, livestream selling and the use of artificial intelligence to promote agricultural products.

As the orange and pomelo harvest season gets underway, the involvement of social media creators is opening additional channels for marketing and selling local produce, from orchard showcases to online sales broadcasts.

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