Vietnamese Farmers Use TikTok and Facebook Live to Sell 60 Tons of Durians in Two Hours
28 August 2025, New Delhi: Farmers in Ea Knuếc Commune of Đắk Lắk Province, Vietnam, are embracing digital tools to market their durians directly to consumers. On August 24, they hosted a live-streaming event called “Selling Durians with the Villagers” on TikTok and Facebook, drawing tens of thousands of viewers. Within just two hours, more than 60 tons of the local Dona variety were sold.
The event was attended by Ngô Thị Minh Trinh, Secretary of the Ea Knuếc Commune Party Committee, who explained that the effort went beyond sales. “This initiative was about giving domestic consumers access to fruits that previously went mainly to export markets, and about encouraging farmers to adapt to digital practices,” she said.
The Dona durian—celebrated for its golden flesh and small seeds—is among the most widely cultivated varieties in Vietnam. The live-stream not only showcased the fruit but also highlighted the region’s culture and landscapes. The featured orchard belonged to Nguyễn Công Điềm, who has been cultivating durians on 1.8 hectares since 2014, producing around 35 tons each year.
Điềm admitted that fluctuating prices and unstable markets have made farming uncertain, but he left the event inspired. “After watching the session, I want to build my own channel to share the story of growing and selling durians, and to promote the ‘king of fruits’ both at home and abroad,” he said.
Other farmers also welcomed the initiative. Lê Thị Thời, from nearby Krông Pắc, said she was proud to see her commune’s durians promoted online. She noted that most farmers had previously focused on cultivation, with little knowledge of e-commerce. “This showed us that digital platforms can open new sales channels and improve value. Now we also want to standardise our practices to meet both domestic and export requirements,” she explained.
The live-stream went beyond sales, sparking wider community engagement. Individuals and businesses pledged around US$149,000 to build a durian industry ecosystem in Ea Knuếc. According to Secretary Trinh, these funds will be used to help farmers adopt digital tools, upgrade cultivation methods, and support social welfare programs.
Ea Knuếc currently has nearly 6,000 hectares of durian plantations, with production expected to reach 60,000 tons in 2025. By tapping into online platforms, farmers are not only reaching new consumers but also taking steps to align their work with the demands of a digital economy.
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