Megalive is a program introducing and selling fresh fruit products directly from orchards, which has become a remarkable highlight at the first “Pieng Khoai Plum Picking Festival” in 2025. This event is not only a strategic step in Son La province’s plan to promote trade and apply e-commerce but also a bridge to spread the value of agricultural products, bringing a new, modern shopping experience and contributing to promoting and enhancing the value of local agricultural products.

The Megalive program is the result of cooperation between the Son La Department of Industry and Trade, the Vietnam Post Corporation, and Son La Provincial Post Office, aiming to strengthen trade promotion activities and the application of e-commerce.

According to the plan, these units will organize the Megalive program to promote Hau plum and mango products. At the same time, they will coordinate to organize Son La agricultural product stalls at the walking streets in Hanoi and Ho Chi Minh City, focusing on introducing and boosting the consumption of two key products: Hau plum and mango.

Megalive session selling Hau plum at the first "Pieng Khoai Hau Plum Picking Festival."

Mr. Nguyen Dinh Phong, Deputy Director of the Department of Industry and Trade, said: The e-commerce platform nongsan.buudien.vn is a specialized, reputable platform for promoting and introducing OCOP products nationwide. With a system of 63 provincial post offices, 17 central post offices, and a widespread network of more than 2,600 transaction points reaching down to the commune level, this is an opportunity for Son La agricultural products, especially Hau plum, to deeply penetrate the market.

Currently, Yen Chau district has over 3,000 hectares of Hau plum, mainly concentrated in Phieng Khoai and Long Phieng communes, with a projected fresh fruit output of about 30,000 tons in the 2025 season. Mr. Lo The Thi, Vice Chairman of Yen Chau District People’s Committee, shared: Organizing the Megalive session of Hau plum products right at Phieng Khoai will eliminate geographical and time barriers, allowing consumers nationwide to “visit” the heavily laden plum orchards through the screen, witness the professional harvesting process, and especially feel the dedication of the farmers.

Livestream of Hau plum at the orchard with farmers attracts viewers.

The unique and distinctive highlight of the Megalive session is the participation of the “sellers” who are the Hau plum farmers of Yen Chau. With simplicity and sincerity, the livestream participants confidently accompanied, proactively and skillfully guided the livestream session together with specialists from nongsan.buudien.vn. By sharing care tips to achieve the plum’s characteristic sweet taste, maintaining the natural powdery layer, and sharing everyday stories, they brought a unique color and complete trust to the program.

Ms. Le Thi Huong Mo, from Thanh Yen 1 village, Phieng Khoai commune, enthusiastically said: Being able to directly introduce the plums I personally care for to a wide audience via phones and computers makes me very confident and happy. Thanks to Megalive, our plums are widely known, trusted, and ordered right at the orchard. This motivates us to continue dedicating ourselves to plum cultivation even more.

To ensure that Yen Chau plums reach consumers while maintaining quality, the Son La provincial post office plays an important role in transportation. Ms. Pham Thi Thuy, Deputy Director of the Business Center of the provincial post office, said: The post office acts both as a bridge delivering safe agricultural products from producers to consumers and directly handling transportation. The unit has proactively signed contracts with partners, organizing professional purchasing, packaging, and transportation. Especially, the plums are prioritized to be transported by specialized refrigerated vehicles to preserve freshness and ensure quality as if just picked from the orchard.

The livestream session held right at the plum orchard provided a unique experience for customers.

According to information from the provincial post office’s Business Center, during the 4-hour Megalive session at the Pieng Khoai Plum Picking Festival, there were over 32,000 people reached, 11,000 views, and the peak live viewership was 4,400 simultaneous viewers. There were 1,800 comments, 3,200 likes, and 540 shares; the system received many orders, and hundreds of kilograms of Yen Chau Hau plum were delivered to customers.

The successful start of the Yen Chau Hau plum Megalive session is proof of the power of digital technology in modernizing the promotion and consumption of agricultural products. This model opens potential channels for agricultural product consumption, strongly inspires, and encourages Yen Chau farmers as well as the whole Son La province to boldly innovate, apply technology in production and business, contributing to expanding agricultural products to larger markets, increasing value, and building sustainable brands.