(VAN) The Dong Thap Fruit Festival drew around 500,000 visitors, creating a powerful ripple effect that expands agricultural sales and promotes the province’s image.
Strong impact of Dong Thap’s First-Ever Fruit Festival
On the evening of June 8, the Dong Thap Provincial People’s Committee held the closing ceremony of the 1st Dong Thap Fruit Festival 2026, themed “Dong Thap – The Land of Sweet Fruits.” The event concluded a series of activities held from June 5-8 at Hung Vuong Square in Dao Thanh Ward.
Although it was organized for the first time, the Dong Thap Fruit Festival left a strong impression and quickly established itself as a major event for trade promotion, tourism marketing, and the celebration of the province’s fruit industry. According to the Organizing Committee, the four-day festival attracted approximately 500,000 visitors for sightseeing, cultural experiences, and shopping, successfully achieving its attendance target.
Mr. Nguyen Phuoc Thien, Vice Chairman of the Dong Thap Provincial People’s Committee, delivers remarks at the closing ceremony of the 1st Dong Thap Fruit Festival 2026. Photo: Le Hoang Vu.
The festival’s influence extended well beyond Dong Thap Province. On the opening night alone, approximately 40 media organizations from both within and outside the province, along with 55 journalists, covered the event on-site. More than 200 news reports and feature articles were published across various media platforms. The opening ceremony was broadcast live on more than 20 television channels nationwide and aired on Vietnam Television.
In particular, the festival’s digital communication activities generated impressive results, recording more than 1.1 million livestream views, nearly 13,000 followers, over 21,800 interactions, and approximately 27,500 website visits. These efforts helped bring Dong Thap’s fruit products to a wider audience of consumers both domestically and internationally.
One of the festival’s highlights was the exhibition showcasing the fruit industry’s value chain, featuring 35 specialty fruit varieties from the province. Beyond showcasing fresh produce, the exhibition also introduced processed fruit products, models for utilizing agricultural by-products, and circular economy solutions, reflecting Dong Thap’s commitment to green and sustainable agricultural development.
At the same time, the trade promotion fair, with nearly 120 exhibition booths, served as an effective platform connecting producers, distributors, and consumers. Numerous OCOP products and local specialties were showcased, creating new opportunities for market expansion and access to larger domestic and international markets.
Visitors explore the fruit value chain exhibition featuring 35 specialty fruit varieties from Dong Thap. Photo: Le Hoang Vu.
Expanding markets and elevating the fruit industry
A notable highlight of the festival was the Dong Thap Specialty Fruit Week, which was launched simultaneously at 93 Co.opmart outlets across the Mekong Delta and 63 GO! supermarkets nationwide. Total fruit sales during the campaign are expected to reach nearly 1,000 tonnes. The initiative is regarded as an important step toward expanding market access, enhancing product value, and strengthening the competitiveness of Dong Thap’s fruit industry.
In addition to exhibition and trade promotion activities, a series of workshops and thematic conferences on fruit value chain development were organized. These events provided a platform for policymakers, businesses, scientists, and farmers to exchange ideas and discuss solutions to modernize the fruit sector, enhance its capacity to meet integration requirements, and advance sustainable development objectives.
Visitors enthusiastically purchase fresh mangoes at the trade promotion fair, one of the festival’s key activities. Photo: Le Hoang Vu.
According to Mr. Nguyen Phuoc Thien, Vice Chairman of the Dong Thap Provincial People’s Committee and Head of the Festival Organizing Committee, the festival’s business-matching, trade promotion, and product marketing activities helped establish numerous new partnerships, contributing to the expansion of agricultural markets. Total revenue generated at the trade fair was estimated at approximately VND 4.5 billion.
Mr. Thien emphasized that the success of the festival should not be measured solely by visitor numbers or sales revenue, but also by the new cooperation opportunities it created for Dong Thap’s fruit industry. Following the event, the key concern shared by farmers, businesses, and local authorities is how to help fruit products achieve higher market prices, secure more stable market access, and generate better incomes for producers.
Building on the positive outcomes of its inaugural edition, Dong Thap plans to further refine the festival’s organization, enhance its professionalism and effectiveness, and develop the Dong Thap Fruit Festival into a regular event for the Mekong Delta region. The festival is expected to serve as a platform connecting production, processing, consumption, trade promotion, tourism promotion, and the celebration of the value and achievements of Viet Nam’s fruit industry.
Dragon fruit products and OCOP specialties were widely promoted at the festival, creating an effective bridge between producers and consumers. Photo: Le Hoang Vu.
According to the Organizing Committee, the 2nd Dong Thap Fruit Festival is tentatively scheduled to take place in 2028 on a larger scale, featuring a broader range of business-matching, trade promotion, and experiential activities. The event is expected to further strengthen the reputation of Dong Thap – the Land of Pink Lotuses as one of Viet Nam’s leading fruit-producing regions and a key hub of the country’s fruit industry.
$ 1 = VND 26,408 – Source: Vietcombank.
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