Hung Yen Longan Expands Sales Channels, Enhancing 'King's Gift' Brand

The longan fruit (nhãn lồng) cultivated in Hung Yen province, northern Vietnam, is known as one of the country's signature fruits, marketed under the brand name 'King's Gift'. The province boasts over 5,800 hectares of longan orchards, with production steadily increasing year by year. Approximately 80% of the harvested longans are consumed fresh, while the remaining 20% are processed into dried longans (long nhãn) and other products. Over 400 households in the province are involved in dried longan processing, with many products achieving 3-4 star ratings under the OCOP (One Commune One Product) program. According to Mr. Pham Quang Hoa, Vice Chairman of the Hung Yen Provincial People's Committee, since 2021, Hung Yen's agricultural products, including longans, have been officially sold on e-commerce platforms. This initiative aims to enhance brand recognition and promote trade in domestic and international markets. It is expected to not only boost the consumption of seasonal specialties but also create a new path for farmers to establish sustainable agricultural distribution channels and contribute to digital transformation in the agricultural sector. Promotions through live commerce have been particularly effective. During the 2026 Longan Festival, a live commerce session recorded over 15,000 views, approximately 50,000 interactions, and nearly 500 orders, demonstrating the strong appeal of local agricultural products on digital platforms. Furthermore, collaboration with the major retail group Central Retail is progressing. Since 2022, longans have been transported in containers and sold through the group's retail network, including GO!, Big C, and Tops Market. Central Retail has signed MOUs with businesses and cooperatives in Hung Yen province to strengthen the sales of longans and local goods within the group's retail systems in Vietnam. Mr. Thierry Canivet, Vice President of Commercial at Central Retail Vietnam, stated, 'We aspire to bring Hung Yen's specialty longans, recognized for their top quality, to every Vietnamese family at the best prices.' International market expansion is also underway. While currently small-scale, the fruit has entered the Singapore market, with the Vietnam Trade Promotion Bureau actively organizing online connections between local retailers and supporting sample shipping costs. Additionally, Vietnam Airlines has included Hung Yen longans in its in-flight meals as part of the 2026 'Agricultural Products - Seasonal Fruits Road' program. These longans are served on domestic routes such as Hanoi-Ho Chi Minh City, and on international flights from Hanoi to Europe, Australia, Japan, and South Korea. Onboard, they are offered as dessert or in fruit baskets, accompanied by cards detailing their origin and cultivation region, providing passengers with an opportunity to learn about the product during their journey. Mr. Le Trung Can, Deputy Director of the Hung Yen Department of Agriculture and Rural Development, praised the initiative, noting that serving longans on Vietnam Airlines flights opens a direct promotional channel, especially to international tourists, and offers a chance to introduce the specialty and its story. Source: Nhan Dan