Amidst the strong spread of digital transformation across all aspects of life, the Youth Union Committee (Central Committee of the Vietnam Fatherland Front) collaborated with the Son La Provincial Youth Union and TikTok Shop to organize a series of meaningful activities, helping rural youth master digital economic skills and launching the "One KOL per Commune" model to effectively promote OCOP products online.
The series of activities includes: a training conference to enhance the skills of rural youth in selling OCOP products through digital channels, a forum on "Exploiting the potential of the digital economy in promoting OCOP products," and the Son La OCOP Fair combined with a KOLs festival to promote regional agricultural products. These activities will take place over two days, November 10-11, 2025, aiming to promote trade and improve the digital capabilities of local youth and small businesses.
The first highlight of the event series is the "OCOP Market Fair combined with KOLs' Festival to promote regional agricultural products," where distinctive products, cultural essence, and cuisine of Son La are showcased in the digital space.
OCOP Market Fair combined with KOLs Festival to promote regional agricultural products.
On November 10th, many popular TikTok content creators such as @tuanhuyenvlog, @ongphongphe, @anhdoaiofficial, @kien.mocchau, and @haphuong.mocchau explored typical OCOP (One Commune One Product) production facilities like Thu Dan Tea Co., Ltd., Bich Thao Coffee Cooperative, and the 4-star OCOP-certified tourist destination Pha Din Top. Based on these firsthand experiences, the creators produced a series of promotional videos, spreading the image of the people and products of Son La to the online community.
In just 12 hours after being posted, videos tagged with #DacSanSonLa attracted over 10 million views, helping to bring the image of agricultural products and culture of the Northwest region closer to consumers nationwide.
In particular, on November 11th, the Son La OCOP Fair, held online via livestream on the channels Luong Van Tuan ongbocute and Anh Doai Den Day, became a highlight of local e-commerce promotion activities. The LIVE session showcased more than 20 products from 10 OCOP entities, businesses, and production facilities in the province, attracting over 496,000 live viewers, reaching over 3 million views, and recording nearly 300 orders in just a few hours.
The conference equipped Son La's youth union members with essential knowledge and skills for the digital economy era.
Alongside promotional activities, on the morning of November 11th, a training conference was held to enhance the skills of rural youth in selling OCOP products through digital channels, equipping Sơn La's youth union members with essential knowledge and skills in the digital economy era.
Here, Mr. Hoang Tuan Phong, owner of the TikTok channel Ong Phong Phe, shared about building a personal brand, defining self-worth, and creating responsible content on digital platforms. Meanwhile, Mr. Luong Van Tuan, owner of the Ongbocute channel and a typical OCOP seller, shared practical experiences in livestreaming skills, introducing and selling agricultural products through TikTok Shop. These relatable and practical insights help local youth become more confident when entering the online business environment, opening up new avenues for Son La's OCOP products.
Forum view
In the afternoon of the same day, the Forum on Enhancing Digital Transformation in the Communication and Promotion of OCOP Products by Youth, themed “Exploiting the Potential of the Digital Economy in the Promotion and Advertising of OCOP Products,” took place with the enthusiastic participation of the Deputy Secretary of the Provincial Youth Union and President of the Son La Provincial Youth Union - Lo Manh Cuong, Mr. Nguyen Khanh Toan – representative of TikTok Shop Vietnam, and young content creators. At the forum, the concept of “One KOL per commune” was introduced for the first time.
Deputy Secretary of the Provincial Youth Union, President of the Son La Provincial Youth Federation - Lo Manh Cuong
Accordingly, the "One KOL per Commune" model aims to form a community of local youth creating digital content, becoming "digital ambassadors" to spread local culture, and simultaneously promoting the consumption of agricultural products and OCOP (One Commune One Product) products on e-commerce platforms. When technology touches culture, it not only helps preserve traditional values but also creates opportunities for innovation, helping local culture "live" in modern life. And when young people become storytellers, each video and each communication campaign will be a bridge connecting Vietnamese products and identity to reach further./.