Taking place amid the vibrant atmosphere of the Hung Kings Festival season, the event attracted a large number of residents, businesses and visitors. Beyond a trade promotion activity, this year’s Agricultural Products Week is regarded as a meaningful meeting point between traditional agriculture and the digital economy, between local production and broader markets, thereby opening a new approach for products from the Ancestral Land in the context of accelerating digital transformation.

Mr. Nguyen Xuan Dinh, Vice Chairman of the Central Executive Committee of VNFU speaks at the opening ceremony.

Largest scale ever

The exhibition space was bustling with more than 40 booths showcasing hundreds of signature products, including tea, pomelo, fermented pork, specialty rice, medicinal herbs, OCOP products and deeply processed agricultural goods. In addition to exhibitors from Phu Tho Province, the event welcomed participants from Bac Ninh, Son La and other localities, as well as businesses and cooperatives, creating a diverse and vibrant picture of regional agriculture.

Speaking at the opening ceremony, Mr. Hoang Duc Cong, Standing Vice Chairman of the Phu Tho Farmers’ Union, emphasized that the Agricultural Products Week is not merely a trade promotion activity but also carries profound political, economic and cultural significance.

“This is an opportunity to affirm the role of the Farmers’ Union in restructuring the agricultural sector toward modernization, higher value addition and sustainable development,” Mr. Cong said.

According to Mr. Cong, in the context of increasingly fierce market competition, agriculture can no longer stop at production alone but must shift toward an agricultural economy mindset, with the market at its center. This requires comprehensive changes from production and processing to distribution and consumption, in which digital transformation plays a key role.

In recent years, Phu Tho’s agriculture has witnessed remarkable progress. Many OCOP products have been standardized in terms of quality, packaging and traceability. Value-chain linkage models have expanded significantly, gradually helping farmers access larger markets.

Notably, organizing the Agricultural Products Week during the festival season created a major advantage in attracting visitors. The influx of people coming not only for pilgrimage activities but also for shopping and product experiences has contributed to increasing on-site consumption and expanding opportunities to connect with distribution partners.

Livestreaming – A New Runway for Agricultural Products

While trade promotion activities in the past were mainly conducted in person, digital technology became a standout feature of this year’s event. Right at the opening ceremony, a professionally organized livestream sales session created a vibrant and modern atmosphere.

The livestream introducing signature agricultural products from Phu Tho as well as neighboring provinces such as Bac Ninh and Son La was broadcast live on the “Nong San Dat To” (Ancestral Land Agricultural Products) Fanpage and the Phu Tho Farmers’ Union Fanpage, attracting significant interest and engagement from consumers.

Beyond product sales, the livestream sessions also integrated product demonstrations, usage instructions and direct interactions with producers, thereby enhancing transparency and strengthening consumer confidence.

With the message “Authentic Products – Digital Experiences – Sustainable Values”, the livestream sessions went beyond selling products and became a channel for telling the stories behind products, people and local culture.

According to reports, many products received orders during the live broadcasts. Viewership and engagement increased significantly, especially among younger consumers, who are gradually becoming a key consumer group.

A representative of Hoa Dat Muong Business Household shared that livestreaming helps shorten the distance between producers and consumers. Instead of passing through multiple intermediaries, products can be introduced directly in a more transparent and vivid manner.

“Customers not only see the products but also understand the stories behind them. Once trust is established, they are willing to choose the products,” the representative said.

The Organizing Committee assessed that bringing agricultural products onto digital platforms is an inevitable trend. Livestreaming not only expands sales channels but also contributes to brand building and value enhancement.

Mr. Nguyen Xuan Dinh, Vice Chairman of the Central Vietnam Farmers’ Union, and delegates visit product exhibition booths.

At the same time, the “Five-Party Linkage” model involving the State, farmers, scientists, businesses and distributors continues to affirm its important role. This serves as a crucial foundation for reorganizing production in a more professional manner, enabling farmers to participate more deeply in value chains.

Mr. Hoang Duc Cong stated that the Phu Tho Farmers’ Union will continue to act as a bridge to support businesses and cooperatives in trade connections, contract signing and market development.

“We hope that exhibition booths will not stop at product display activities but actively connect and seek long-term cooperation opportunities,” Mr. Cong said.

Market confidence and sustainable values

Alongside innovation in sales methods, product quality and transparent origin traceability have been placed at the forefront. As consumers become increasingly concerned about health, cleanliness and transparency have become essential requirements.

According to leaders of the provincial Farmers’ Union, market confidence cannot be built through advertising alone but must come from real experiences. Every displayed product must represent the best quality and meet food safety standards.

At the same time, the movement “Vietnamese People Prioritize Vietnamese Goods” continues to be promoted, with farmers themselves becoming “consumer ambassadors”.

Beyond economic value, Phu Tho agricultural products are increasingly being positioned as part of tourism products. Linking agricultural production with experiential tourism and community-based tourism opens up new opportunities and helps enhance multidimensional value.

Visitors to Phu Tho not only purchase local specialties but also have opportunities to visit production areas and learn about production processes, thereby gaining a deeper understanding of local culture. This trend aligns with the growing development of experiential tourism.

Expectations for a breakthrough on a new journey

The 2026 Phu Tho Agricultural Products Week is not merely a short-term event but is expected to generate long-term impacts for the province’s agricultural sector.

To fully capitalize on this opportunity, Phu Tho needs to continue leveraging its signature products, strengthen regional linkages, develop agricultural logistics and standardize product quality according to international standards.

Mr. Nguyen Xuan Dinh, Vice Chairman of the Central VNFU highly appreciated Phu Tho’s efforts in organizing the Agricultural Products Week in association with digital transformation and market connectivity.

According to Mr. Dinh, as agriculture is transitioning strongly toward an agricultural economy model, organizing multi-channel trade promotion activities that combine both online and offline approaches is a suitable direction that helps shorten the distance between production and consumption.

Mr. Dinh emphasized that farmers are not only producers but should become active participants in value chains, capable of applying technology, building brands and proactively engaging with markets. The Central VNFU will continue accompanying and supporting localities in promoting digital transformation, providing e-commerce training and improving members’ production organization capacities.

Looking ahead, Mr. Dinh suggested that Phu Tho should continue to capitalize on its signature products, strengthen regional cooperation, develop agricultural logistics and standardize product quality in line with international standards.

“To go far, agricultural products must have a story, standards and sustainable markets,” Mr. Dinh said, expressing his hope that models such as the Agricultural Products Week will be replicated more widely to create new momentum for Vietnamese agriculture.

In the context of deep international integration, the story of Phu Tho agricultural products is no longer merely the story of a single locality, but a model for the transformation of Vietnamese agriculture from production to agricultural economics, from traditional practices to modern approaches, and from domestic markets to global markets.

And that journey, as affirmed by the theme of the event, can only be truly sustainable when there is strong connectivity between farmers and markets, and between traditional values and modern technology.

That journey requires close and lasting connections between farmers and markets, and between traditional values and modern technologies. Events such as the Agricultural Products Week are helping to create a solid “runway” for Vietnamese agricultural products to take off.

With its innovative, flexible and creative approach, the 2026 Phu Tho Agricultural Products Exhibition, Promotion and Consumption Connection Week not only affirms the role of digital transformation in agriculture but also opens a new journey one in which, products from the Ancestral Land gradually conquer markets through quality, storytelling and sustainable values.