From heritage to typical products
Hung Yen longan cultivation and processing knowledge" has just been officially listed in the National List of intangible cultural heritage, marking an important shift in awareness of the value of a product that has been associated with Pho Hien land for a long time. Over hundreds of years, longan has become a part of Hung Yen history and culture. At the Dinh - Chua Hien relic complex, Hong Chau ward, the 300-year-old longan tree is still preserved, considered the origin of the famous longan variety.
According to Vice Chairman of Hung Yen Provincial People's Committee Le Quang Hoa, Hung Yen province currently has over 5,860ha of longan cultivation, concentrated in Tan Hung, Khoai Chau, Hong Quang, Son Nam, Tien Lu... More than 20 longan products are certified OCOP 3 stars, 4 stars. In recent years, Hung Yen province has made efforts to preserve and develop the longan brand through investing in specialty longan growing areas, producing according to VietGAP standards, organic direction and building a linkage chain from production to processing and consumption.
In Tan Hung commune, some households spend many years preserving specialty longan trees in their gardens, and at the same time propagate them to expand the area. This is a way to preserve the precious gene source in parallel with production development.
Mr. Tran Van My - Chairman of Quyet Thang Cooperative, Tan Hung commune - said that longan trees not only bring economic value to people but are also associated with the long-standing farming tradition of the locality. Therefore, keeping specialty longan trees, choosing good varieties, proper technical care and maintaining fruit quality are of particular concern to longan growers.
According to Mr. My, for Hung Yen longan to maintain its brand, growers must focus on everything from care and harvesting to ensuring product quality. Along with consuming fresh fruit, the development of longan processed products also opens up more consumption directions, helping to enhance the value of local specialties and create additional income for people.
Putting specialties on the commercial floor
Along with preserving the growing area and improving quality, Hung Yen is expanding market access through e-commerce. Within the framework of the Hung Yen Longan Festival and Trade Promotion 2026, the mega livestream program on the TikTok platform is organized in two sessions. The program has the participation of many KOLs, KOCs, content creators and production entities, cooperatives and businesses.
Two livestream sessions attracted more than 15,000 views, about 50,000 interactions and closed nearly 500 orders. These figures show the attractiveness of Hung Yen agricultural products in the digital environment, and also show that livestream is becoming an effective trade promotion channel.
Notably, the program has the companionship of leaders of the Department of E-commerce and Digital Economy, the Trade Promotion Department under the Ministry of Industry and Trade, and the Hung Yen Provincial Department of Industry and Trade. Through this, management agencies, businesses, cooperatives, producers and digital platforms have more opportunities to connect.
Mega livestreams not only stop at sales activities, but also show the combination of agriculture, e-commerce and digital transformation. When products are uploaded to online platforms, the gap between producers and consumers is narrowed, while opening up more opportunities to promote land, products and production processes.
In the context of increasingly popular online shopping, combining production, brand building and e-commerce will be an important direction to increase the value of agricultural products. With Hung Yen longan, digital transformation does not replace traditional values but becomes a tool to bring Pho Hien products closer to consumers, expanding consumption opportunities nationwide. This is a direction to improve product value, expand markets and create motivation for people to stick with specialty longans.
