Applying technology in production, advertising, and sales unlocks new approaches to the market, helping local residents and cooperatives bring their products closer to consumers both within and beyond the province.

In front of a smartphone screen, Lò Thị Phương, owner of the Bếp nương Hà Bạc brand in Tuần Giáo commune, introduces smoked native pork, chẩm chéo seasoning, pork sausages, and diamond sticky rice. Products carrying the traditional culinary flavors of the Thái ethnic group reach consumers through livestream sessions.

Though the sales setup is simple, each live broadcast is meticulously prepared, from lighting and camera angles to product arrangement. While introducing raw ingredients and processing methods, Lò Thị Phương chats and resolves viewers’ questions. Consequently, livestream sessions on Facebook and TikTok frequently attract tens of thousands of interactions each week.

From a small kitchen in Điện Biên, traditional delicacies have reached customers across numerous provinces and cities. Each online order expands the market scope, making the Bếp nương Hà Bạc brand widely known. According to Lò Thị Phương: “Today’s customers want to see products and production processes transparently. Purchasing demand is not confined to the province but comes from various other localities. Therefore, I focus on expanding online sales to bring products to more consumers.”

Technology is becoming a bridge connecting traditional produce with modern markets. Through short videos, photographs, and live broadcasts, stories about local ingredients, culinary culture, and processing methods are conveyed vividly. As a result, numerous production households and cooperatives across Điện Biên province have proactively built brands, opened digital booths, produced digital content, and attached QR codes for consumers to look up product information.

In Mường Lay ward, Lò Chúc Chi, Chairwoman of the Board of Directors of Hoa Ban Trắng Cooperative, uses social networks to promote khẩu xén and chí chọp cakes - traditional delicacies of her ethnic group. On her personal Facebook page with around 20,000 followers, she regularly shares stages of ingredient selection, processing, and product finishing. Images of well-kneaded rice dough shaped into cakes and fried to a golden crisp give customers clear insights into the products before placing orders.

Most cooperative members are elderly, with limited skills in operating devices and online platforms. Therefore, Lò Chúc Chi engages in self-study, puts methods into practice, and subsequently trains other members. “With guidance and support from various levels and sectors, the cooperative now operates on several e-commerce platforms. I also produce digital content so that people can follow the making of khẩu xén and chí chọp cakes, fostering greater understanding and trust in the products. Around 40% of Hoa Ban Trắng Cooperative’s products are sold in cyberspace, creating stable incomes for members,” Lò Chúc Chi stated.

In Thanh Nưa commune, Lò Thị Sương, owner of the Phong Sương kitchen-hung smoked buffalo meat facility - certified as a 3-star OCOP product - is also actively promoting products on social networks and e-commerce platforms. Revenue from online sales channels currently accounts for approximately 50% of the facility’s total turnover. While sales previously relied on retail, regular local customers, and holiday/Tết peaks, online channels enable the facility to receive regular orders from various regions. The expanding market places higher demands on producers to guarantee quality, responsive feedback, and customer care.

Lò Thị Sương shared: “Although the digital space bridges geographic distances and broadens customer access, product quality remains the decisive factor in whether customers make a purchase. To encourage repeat purchases, the facility focuses on maintaining stable quality, perfecting packaging and labels, ensuring traceability, and providing truthful information.”

However, bringing agricultural products into cyberspace remains challenging for many households. Many farmers produce high-quality goods but lack proficiency in photography, videography, content creation, store management, and livestreaming. Therefore, alongside production investments, equipping digital skills, providing guidance, and hands-on practice are essential to help residents confidently access new markets.

From terrace hills and highland kitchens, Điện Biên’s agricultural goods and specialties are finding new avenues to market. Each online order reflects not only a new sales method, but a positive shift in the production and business mindset of local farmers and cooperatives. When quality is assured, origin is transparent, and product promotion is effective, the digital space serves as an opportunity for Điện Biên’s agricultural products to reach far and wide.