Thanks to livestream selling on social media, ethnic Xo Dang farmers in Tu Mo Rong commune (Quang Ngai Province, Vietnam) are earning stable incomes and transforming their livelihoods. The “online marketplace” model is becoming a powerful tool for economic growth in remote mountain regions.
From local markets to online streams
Every weekend, the traditional market in Tu Mo Rong buzzes with excitement. Among stalls filled with forest herbs, roots, bananas, and wild vegetables, a new scene stands out: ethnic villagers holding up smartphones and livestreaming their farm produce.
“In the past, I could only sell vegetables at the village market,” said Y Khuong, a Xo Dang woman from Ngoc Leng village, smiling as she adjusted her camera. “Now, with my phone and some guidance, I can show my products online and reach more customers. My income is much more stable.”
In Ty Tu village, Vi Van Chom was shy during his first livestream. But with hands-on training from local officials, he soon mastered how to take photos, film short videos, and introduce forest vegetables, bamboo shoots, and cassava to online buyers.
“At first it felt strange, but the results were unbelievable. Every time I go live, I get new orders,” Chom said proudly.
Community tech teams: “Digital guides” for ethnic farmers
Recognizing the potential of local specialties like forest ginseng, five-flavor berries, and wild bananas, Tu Mo Rong commune established a community digital technology team to bring e-commerce closer to ethnic households.
Officials don’t just teach digital skills — they join villagers at the markets, help set up livestream booths, demonstrate how to describe products clearly, and share posts across Facebook and Zalo groups to attract customers.
“At first, people were hesitant to appear on camera. We had to guide them step by step — how to hold the phone, how to talk, how to upload posts. But now they’re confident and eager to go live,” said Tran Thi Phuc, head of the commune’s Women’s Union.
Local leaders lead by example
Tu Mo Rong’s leaders are not just promoting digital tools — they’re using them. During the “Zero-VND Market” event on October 3, Commune Chairman Tran Quoc Huy and other officials joined villagers in a hands-on livestream training session combined with folk games to create a lively, community-driven atmosphere.
“We want our people to move beyond traditional markets and reach the wider online world,” said Chairman Tran Quoc Huy. “Digital livestreaming helps Tu Mo Rong’s produce find stable markets, improve incomes, and promote sustainable poverty reduction.”
A new chapter for Vietnam’s highland farmers
From traditional traders to confident digital sellers, the people of Tu Mo Rong are proving that technology can bridge the gap between mountain communities and global markets. Each livestream is not only a sales opportunity — it’s a story of empowerment, innovation, and cultural pride.
