The program is organized by the Domestic Market Management and Development Department (TTTN) in coordination with the Lai Chau Provincial Department of Industry and Trade, Hoan Kiem Ward People's Committee, TikTok Shop and Vietnam National Payment Joint Stock Company.
The program takes place from May 14-17, 2026 according to a multi-channel model, combining display space, direct sales with promotional activities, livestreaming on digital platforms to support businesses and local cooperatives to expand consumption markets, enhance brand identity and bring high-quality Vietnamese products closer to consumers.
Speaking at the opening ceremony, Mr. Tran Huu Linh - Director of TTTN - emphasized that in the context of the domestic market playing an increasingly important role in economic growth, the development of the domestic market needs to be linked with solutions to stimulate consumer demand, support businesses to expand output and improve the competitiveness of Vietnamese goods.
According to Mr. Linh, "Vietnamese Goods Vitality" is oriented to become a familiar address to promote high-quality "Made in Vietnam" products to domestic consumers, while spreading cultural values, regional identity and promoting domestic consumption. The combination of direct experience space with livestream sales on digital platforms is also a direction to help local businesses adapt to new consumption trends, expand customer access and gradually enhance the position of Vietnamese goods in the domestic market.
With the theme "Lai Chau - Original Flavor in Hanoi", the program brings a space imbued with Northwest colors right in the "branded street" of Trang Tien, where consumers in the Capital can directly explore typical specialties associated with the climate, soil and indigenous culture of Lai Chau.
From dried buffalo meat, smoked pork belly, pork ribs with a strong mắc khén flavor; Chewy and fragrant Séng Cù rice; Shan Tuyet Than Uyên Hau tea, deeply sweet, to highland medicinal products such as cordyceps, ginseng leaf tea, Lai Chau ginseng soaked in honey, red turmeric starch or Chai Day turmeric tablets... each product not only bears the characteristic flavor of the Northwest mountains and forests but also reflects the journey to elevate local specialties towards modernity and professionalism.
According to Mr. Tran Van Hung - Deputy Director of Lai Chau Department of Industry and Trade, bringing Lai Chau specialties to the central consumer space of the Capital not only contributes to promoting the local image but also creates opportunities for businesses and cooperatives to directly access the needs and new consumption trends of the market.
Mr. Hung said that the products participating in the program are all typical products of Lai Chau, which the locality focuses on developing in the direction of improving quality, standardizing production, associated with traceability and promoting local cultural values. Through the program, Lai Chau province expects that highland specialty products will gradually expand their coverage in the domestic market, deepen their access to modern distribution systems and become increasingly known to consumers.
During the program, people and tourists can directly experience and try products, learn about the production process as well as the cultural story behind each Lai Chau specialty. Many preferential and discount programs are also applied to stimulate consumer demand and create conditions for consumers to access high-quality local products.
The highlight of the program is the livestream sales session taking place from 7pm to 10pm on May 15, on the TikTok channel of the Domestic Market Management and Development Department with the companionship of Thanh Huong - a familiar face to audiences through many popular TV series thanks to her personal, approachable and energetic acting style.
Live broadcasting activities not only increase interactivity but also expand access to Lai Chau products to consumers on digital platforms, contributing to promoting the multi-channel consumption model in the context of strong digital transformation.
