Farmers in Ea Knuếc Commune, Đắk Lắk Province, are using online sales platforms to market their durians. On August 24, a live-streaming event titled "Selling Durians with the Villagers" on TikTok and Facebook attracted tens of thousands of viewers and resulted in more than 60 tons of the local Dona variety being sold within two hours.
The event was attended by Ngô Thị Minh Trinh, secretary of the Ea Knuếc Commune Party Committee. According to her, the initiative was not only about sales but also about providing domestic consumers with access to products that were previously directed mainly to export markets. It also aimed to encourage farmers to adapt to digital tools. "The objective of the event was not measured simply by sales volume," she said.
The Dona durian, known for its golden flesh and small seeds, is one of the most widely grown varieties in Vietnam. The live-stream also sought to connect the fruit with the cultural and natural context of the region. The chosen orchard belonged to Nguyễn Công Điềm, who manages 1.8 hectares of durian planted in 2014, producing about 35 tons annually. He explained that recent price fluctuations and unstable markets have left growers uncertain. "After watching the session, I want to build my own channel to share the story of growing and selling durians, and to promote the 'king of fruits' to both domestic and overseas consumers," he said.
Other farmers also responded positively. Lê Thị Thời, a grower from Krông Pắc, said she was proud to see durians from the commune promoted online. She added that farmers previously focused mainly on cultivation and had little experience with e-commerce, but the initiative showed them that digital platforms can diversify sales channels and improve product value. She also noted that growers would work toward standardising cultivation processes to meet domestic and export requirements.
The live-stream also attracted contributions from the wider community. During the broadcast, individuals and businesses pledged US$149,000 to develop a durian industry ecosystem in Ea Knuếc. According to Secretary Ngô Thị Minh Trinh, the funds will be used to help farmers adopt digital practices in agriculture, upgrade cultivation techniques, and support social welfare programs.
Ea Knuếc currently has nearly 6,000 hectares of durian plantations, with an estimated output of 60,000 tons in 2025. The use of online platforms has provided an additional sales channel and encouraged farmers to adjust their approach to align with the requirements of a digital economy.
Source: Viet Nam News
