In recent years, livestreaming on social media platforms has become popular in Vietnam. Young users tend to seek new experiences such as shopping combined with entertainment (shoppertainment). Therefore, many businesses have chosen to cooperate with Shopee to deploy a series of livestream programs that are leading the trend in terms of scale, content and product diversity in recent times.

The livestream series “Tinh hoa Viet du ky” has only been launched for four months but has quickly achieved impressive numbers. The program not only aims to increase revenue for Vietnamese sellers and brands, but also focuses on the mission of honoring the products and culture of localities across the country.

Connecting users with local culture

“Shopee Tinh Hoa Viet Du Ky” airs regularly on the 15th of every month, lasting from April 2024 to the end of December 2024. Throughout the previous episodes, Shopee has brought a series of interesting interactive activities. Typically, the challenge of Hue royal cup dancing, or playing Hoi An card game in the May livestream, or mini quiz games about specialties of provinces and cities in each episode. Through cultural elements integrated throughout the livestream and vividly conveyed by KOLs and guests, viewers have the opportunity to learn more about local identity as well as the rich products of Vietnam.

In addition, users can easily encounter a series of symbols and specialties of each locality such as coconuts from Ben Tre , lotus flowers from Hue, rice from Tien Giang... everywhere, from advertising banners, shopping interfaces on the Shopee application to livestream studio setups.

Ms. Minh Hanh (28 years old), who grew up in Tra Vinh and is currently working in Ho Chi Minh City, confided: “A colleague of mine happened to watch Tinh Hoa Viet Du Ky and learned a lot of interesting information about Tra Vinh. After that, he really wanted to visit the land of wax coconut and even asked me to be his tour guide. As a native of Tra Vinh, I am very happy to see more and more people interested in the specialties and culture here, thanks to Shopee's livestream sessions.”

Spreading the aspiration to help Vietnamese agricultural products reach further

One of the core factors that keeps users “closing orders” of “Shopee Tinh Hoa Viet Du Ky” is the meaningful stories about the journey of building a brand as well as how many traditional businesses have transformed in the digital age. Not only does Shopee have the participation of famous KOLs in the business and entertainment industry, but it also invites representatives from many different brands, creating conditions for them to widely share their cultural stories as well as their outstanding specialty products and OCOP products with users watching Shopee Live.

After 4 months of livestreaming, “Shopee Tinh Hoa Viet Du Ky” has achieved impressive results. More than 1,000 local products have been broadcast, such as Sokfarm Coconut Honey from Tra Vinh, Royal Powder originating from Hue Royal Palace or Halong Canfoco Lamppost Pate from Hai Phong port city. In addition, the program also supports thousands of exclusive vouchers, attracting nearly 12 million visits across platforms and helping sellers increase their revenue up to 30 times.

At the end of the livestream session on July 15, Honeco said that it had recorded a 22-fold increase in orders and an 8-fold increase in revenue. A representative of this brand said: “Participating in the Tinh Hoa Viet Du Ky livestream helps us have the opportunity to improve the brand's competitiveness on the e-commerce platform, reach more new customers by sharing the elaborate honey collection process as well as spreading the value of this famous specialty from Vinh Phuc homeland.”

A representative of Shopee shared: "In the near future, we will continue to accompany many Vietnamese businesses to deploy more unique, diverse and novel livestream content to promote the consumption of agricultural products, local specialties and spread the quintessence of Vietnamese culture to consumers nationwide."

Doan Phong