Mường Lay is often likened to a “green pearl” boasting rich natural scenery, unique stilt house architecture, and characteristic OCOP products, all of which are deeply imbued with the cultural identity of the indigenous people. These elements create ideal conditions to drive local socio-economic development by leveraging existing advantages.

In the past, promoting the image of the land, its people, and agricultural products depended heavily on direct tourists, middleman traders, or physical booths at provincial festivals and events. Consequently, the ability to spread and promote the unique products and the landscape of Mường Lay - characterized by the iconic stilt house roofs of the White Thai ethnic group - to a wider audience of residents and tourists remained quite limited.

Sìn Thị Ngoan, a member of the Hoa Ban Trắng Cooperative in Mường Lay ward, shared that the cooperative primarily produces traditional Khẩu Xén and Chí Chọp cakes of the Thai people. Her generation generally only knew how to produce and sell goods directly at the local level or through festival stalls, and there was virtually no application of technology to introduce or consume products on a larger scale.

In recent years, alongside the rapid development of social networks, many cooperatives and production households have boldly shifted their market approach. Specifically, youths have utilized their technological savvy to play a pioneering and creative role in promoting OCOP products and local tourism. Armed with smartphones, these young individuals have proactively mastered digital content creation and video editing skills, effectively becoming a bridge that brings local specialties and the image of their homeland to a vast number of consumers.

Lò Chúc Chi, Director of the Hoa Ban Trắng Cooperative, noted that consumption used to rely on peak seasons like holidays and Tết, with the remaining periods mostly seeing small, sporadic orders from tourists. The cooperative began focusing on digital promotion at the end of 2025. Through videos on platforms like Facebook and TikTok that highlight daily life, the Khẩu Xén making process, raw material harvesting, and packaging, their products have become widely recognized. Furthermore, each video serves as a window for viewers to understand the cultural values of Mường Lay through every traditional handcrafted product.

Parallel to the digital consumption of OCOP products, the development of community tourism and the promotion of Mường Lay’s identity have been intensified. High-quality footage of Mường Lay is appearing more frequently on digital platforms, ranging from the vast water scenery at the river intersection to traditional stilt houses, festivals, and culinary experiences. These authentic portrayals, created by local youths, have contributed to a powerful reach that attracts significant interest from tourists both within and outside the province.

Lù Thị Toản, who owns a homestay in Quan Chiêng village, Mường Lay ward, emphasized that social media plays a crucial role in attracting guests. Throughout the year, the majority of visitors staying at her homestay are young explorers interested in cultural immersion and village life. Digital content revolving around scenery, food, and festivals attracts a large viewership, allowing tourism providers to easily consult and interact with guests. This helps tourists gain a comprehensive overview of Mường Lay’s offerings and make informed travel choices.

Digitization and the application of technology in trade and tourism are inevitable trends. The youth of Mường Lay are gradually asserting their core role in connecting and driving economic activities on digital platforms. As every young person becomes a “digital ambassador,” the stories, experiences, and cultural values of this land at the river intersection will continue to reach a wider audience, building a strong local brand and fueling socio-economic growth.