The approach allows consumers to see products such as fish sauce, dried seafood, bird’s nest and agricultural goods presented directly during livestreams, ask questions in real time and place orders online.
In Hoai Nhon Bac Ward, a Community Digital Livestream Space was launched on April 22 to showcase local specialty and OCOP products, including fish sauce, sesame oil and processed fish products.
The ward has since organized three livestream sessions, each using a different setting to create a fresh and engaging experience. The sessions have attracted tens of thousands of views and interactions.
The third livestream, held at the end of August under the theme “Bringing the Taste of the Sea Online”, used the seaside as a backdrop for products associated with the local fishing industry, including fresh and dried seafood and various types of fish sauce.
Nguyen Duc Dam, deputy head of the Economic, Infrastructure, and Urban Affairs Office of North Hoai Nhon Ward, said the initiative was designed first to help local businesses become familiar with livestream-based sales before enabling business owners and households to develop the skills to promote and sell their products independently from home.
“The goal of these livestream sessions is to promote local products, as Hoai Nhon Bac boasts a diverse range of agricultural, forestry, and aquatic products”, Dam said.
A similar initiative was launched in Tam Quan Ward on August 25, when its Community Digital Livestream Space held its first session featuring local specialty and OCOP products, including caramelized anchovies, coconut rice paper, fish sauce, banh com nep ngu (sticky rice cake) and banh hong (pink cake).
The livestreams rely on coordinated support from different groups, including teams responsible for setting up the sessions, handling technical requirements and preparing product information and images. Members of the Tam Quan Ward Youth Union are also involved.
Le Duc Anh, secretary of the Ward Youth Union, said supporting livestreams gives young people an opportunity to understand the effectiveness of technology while supporting local producers and businesses in connecting with consumers online.
In Ayun Pa Ward, the livestream model has moved closer to a full online sales event.
On September 4, the Ward Youth Union, in cooperation with the Farmers’ Association and the Economic, Infrastructure, and Urban Affairs Office, organized a “Digital Market Session” to introduce, promote and sell the ward’s signature agricultural and OCOP products for 2026.
Twelve products were featured on the Ayun Pa Youth Fanpage, including Miranest bird’s nest, OGN nutritional cereal powder, ruou ghe (traditional jar wine), cassava leaves and Siamese coconut.
Viewers were provided with information about the products’ origins, production processes and food safety certifications and could interact directly with product owners.
After orders were placed, youth members and the Community Digital Technology Team helped businesses process orders, package products and arrange deliveries.
For households accustomed to traditional sales methods, the most immediate benefit of livestreaming is its ability to expand customer reach.
Products can be introduced not only to local residents but also to potential customers who have never previously encountered the businesses or their products.
Binh Thu Seafood in North Hoai Nhon Ward is one example. The business had previously focused mainly on regular customers and local buyers. Its participation in the “Bringing the Taste of the Sea Online” livestream allowed it to introduce fresh seafood and fish sauces to a wider audience.
Nguyen Hoang Binh Thu, a representative of the business, said livestreaming was particularly practical for small businesses because it provided an opportunity to introduce products directly to more people, expand the market, promote the brand and increase access to customers.
In Ayun Pa Ward, the potential for livestreaming to generate actual sales was demonstrated by nearly VND 30 million ($1,180) in revenue from orders placed during a session lasting just over 90 minutes.
For Huynh Thi Kim Yen, owner of the OCOP-certified Miranest bird’s nest product, the value of livestreaming extends beyond sales generated during an individual session.
It also gives producers an opportunity to learn how to take their products beyond established markets.
“Many people develop agricultural models but don’t know where to start in promoting their products,” Yen said. “Programs like these create a media effect, helping locals gain confidence, learn, expand their models, and bring products closer to customers”.
The growing use of livestreaming is also raising expectations for the products themselves.
Appearing on a livestream is only the first step; maintaining customers after the session will determine how far products can develop.
Product owners therefore need to pay greater attention to quality, origin and legal compliance, while completing product declarations, testing, food safety procedures, traceability and intellectual property requirements. Deeper processing is also needed to improve the prospects for expanding into wider markets.
Le Dinh Tien, head of the Economic, Infrastructure, and Urban Affairs Office of Ayun Pa Ward, said the ward was reviewing and reassessing OCOP products under new criteria and coordinating with provincial departments to complete product evaluation and recognition in 2026.
Through livestreaming, Ayun Pa aims not only to help producers and businesses expand their customer base and reach markets inside and outside the locality, but also to gradually increase the value and competitiveness of local specialty and OCOP products, Tien said.
In Tam Quan Ward, the strategy likewise extends beyond holding several livestream sessions.
The ward plans to continue creating spaces where residents can participate in digital transformation, bring quality and distinctive products online, and gradually learn how to make, sell and connect.
The initiative is also intended to encourage producers and business households to take a more proactive approach to promotion, apply digital technology to their businesses and build their brands, while strengthening links among producers, businesses, distributors and consumers.
