On July 8, the Department of Culture, Sports and Tourism of Dak Lak province said that at the upcoming Durian Festival, each commune in the area will build or select a KOL (influential person) to livestream to introduce and promote durian on social networking platforms such as TikTok.
This activity will be combined with KOCs to expand access to consumers, contributing to promoting product consumption.
The model aims to take advantage of the spread of social networks to promote local specialties, directly connect gardeners with consumers, thereby enhancing the brand value of Dak Lak durian and increasing the efficiency of agricultural product consumption.
According to Krong Pac Commune People's Committee, the highlight of the locality at this year's festival is a series of activities including Krong Pac durian auctions and livestream sales sessions with the participation of many famous KOLs and KOCs.
The locality also aims to proactively value products based on production costs and reasonable profits of growers... through professional auctions.
In particular, the commune is implementing a pilot model on more than 200ha of durian according to organic production processes, and at the same time applying QR codes to trace the origin of products.
Mr. Dao My, Vice Chairman of Dak Lak Provincial People's Committee, said that the Provincial People's Committee is directing departments, branches and localities to urgently complete the festival organization scenario in a methodical, professional and effective direction.
Leaders of the Provincial People's Committee requested that livestream sessions selling durian must be carefully prepared, ensuring abundant supply to meet consumer demand, avoiding the situation of rampant promotion but not enough products to supply.
In addition, the selection of organizing units, KOL, KOC teams and livestream platforms must also be carried out methodically and professionally to bring the highest communication and commercial efficiency.
According to Mr. Dao My, communication work needs to help consumers and businesses clearly identify the characteristics, quality as well as the differences of durian in each region in the province.
The organization of festival activities in many localities is not accidental but aims to honor the unique values of each growing region, thereby promoting brands, enhancing product value and increasing the competitiveness of Dak Lak durian in the market.
The festival has the theme "Dak Lak Durian - Connecting to reach far", expected to take place from August 15 to September 2.
The latest point is that the festival has officially been elevated to provincial-level scale; the festival space has been expanded in Tuy Hoa ward and communes in the planting area throughout the province.
