HÀ NỘI — The fourth edition of the 'Sức sống hàng Việt' (Vitality of Vietnamese Goods) programme officially opened in Hà Nội on Friday, contributing to promoting supply-demand linkages and safe food consumption, and expanding domestic distribution channels.

Organised by the Agency for Domestic Market Surveillance and Development under the Ministry of Industry and Trade (MoIT), in coordination with the People’s Committee of Hoàn Kiếm Ward, TikTok Shop, and the National Payment Corporation of Vietnam (NAPAS), the event is part of activities marking the action month for food safety, and supporting efforts to develop the domestic market, enhance the promotion of Vietnamese goods, and improve market connectivity.

This year’s event adopts an omni-channel approach, combining on-site product displays and sales with livestream sessions on digital platforms. The model is designed to boost supply-demand connections, broaden distribution networks, and bring Vietnamese products closer to consumers, while helping businesses enhance competitiveness and adapt to modern commerce trends.

The programme showcases a wide range of food products with clear origins and traceable production processes, including Khành Hòa bird’s nest, Trường Giang macadamia nuts from Lai Châu, Sadu herbal tea. These products not only meet essential consumption needs but also align with growing consumer demand for safe, transparent, and nutritious food.

The exhibition space attracted large numbers of visitors on its opening day, offering consumers opportunities to explore products, learn about their origins and production processes, and receive direct consultation before making purchases. This hands-on experience is expected to further strengthen trust in Vietnamese goods.

Notably, a livestream session from 7:00pm to 10:00pm on April 3 via TikTok channel of the Agency for Domestic Market Surveillance and Development helped businesses directly introduce products, provide information, offer promotions, and interact with consumers, thus improving marketing and sales effectiveness.

With its flexible format integrating both offline and online channels, the programme continues to affirm its role as a practical model for boosting domestic consumption and raising awareness of safe food use. It is part of a series of activities planned for 2026 to support Vietnamese enterprises in promoting products, expanding distribution networks, and developing the domestic market, in line with the “Vietnamese people prioritise Vietnamese goods” campaign”. — VNA/VNS