From a humble background in metalwork and motorbike repairs, Luong Van Tuan has become a digital phenomenon. Known as the “cute dad” on TikTok, he now earns over $6,000 per livestream, helping local Moc Chau produce reach nationwide audiences and contributing to rural economic development.

It’s hard to imagine that a man once working in motorbike repair and welding could become a viral figure on social platforms, delivering local produce into the hands of millions of consumers.

This is the story of Luong Van Tuan, 40, from Moc Chau, who pioneered the sale of local farm goods via e-commerce, hitting a record livestream revenue of 150 million VND (about $6,000 USD) in one session.

His journey into digital content creation began from a deeply personal motivation - he simply wanted to strengthen family bonds. Tuan started making light-hearted videos about married life to ease tension and find common ground at home.

Later, when his father suffered a stroke, Tuan began documenting their everyday moments, sharing warm, rustic images of his family online.

This gave birth to the TikTok channel “Ong bo cute” (“Cute dad”), which quickly evolved into more than just a digital diary - it became a bridge connecting him with a growing online community.

From unexpected beginnings to launching a produce business

Tuan recalls having no plans to become a content creator or internet celebrity. He simply wanted to preserve family memories and relieve his sadness. Selling agricultural products online came almost by accident.

He realized that his authentic videos - showcasing daily caregiving and introducing regional produce like sweet plums, Palermo peppers, and che lam (a traditional sticky rice treat) - were warmly received by the public.

This realization marked a turning point. Tuan discovered the untapped potential of selling local farm products through e-commerce.

“My videos are just clips from my livestreams. There’s no script or setup,” Tuan said. “The best part of content creation is that the audience joins in and creates with you. One or two people might run out of ideas, but thousands or millions? Endless creativity.”

He mainly reacts to viewer comments and ideas, creating humorous and genuine videos. His nieces and nephews help him edit and upload the videos to TikTok.

Secrets behind the impressive sales numbers

Transitioning into TikTok sales has brought surprising business success for Tuan. He enthusiastically shared: “Helping sell local products like plums, peppers, and che lam has unexpectedly become a trend supported by many.”

Che lam, sourced from a trusted family-run business in Thach Xa, Ha Tay with over 40 years of experience, became his best-seller. His highest revenue in a single livestream session reached more than 150 million VND.

Despite his success, Tuan insists he hasn’t faced major challenges.

“My videos reflect my long-held beliefs: live honestly, work sincerely. That’s why the footage feels endless - I don’t need to change,” he said. “My ideas come from reality, from viewers, and from the natural humor in everyday life.”

His family, neighbors, and friends have gradually come to support his efforts. While some initially suspected he was using his father’s image for views, their perspectives changed after seeing the genuine content.

Today, many young people visit Moc Chau to learn from Tuan’s experience. He’s currently planning to establish a business or limited company to provide stable jobs for aspiring content creators.

His bigger goal is to collaborate with KOLs (key opinion leaders), KOCs (key opinion consumers), and celebrities to widely promote Son La’s agricultural products.

“I hope to become a brand ambassador for Son La’s produce so young people feel inspired and no longer view online farming sales as difficult,” he shared.

The greatest lesson he’s drawn from this journey is the value of sincerity and passion. Tuan wants to encourage rural youth hesitant about technology: “If we live honestly and work diligently, help others, and stay within the law, the path to success will always remain open.”

In the future, Tuan hopes to operate both an online and physical agricultural store, promoting not only Son La’s specialties but also its tourism.

He is committed to fulfilling his tax obligations, contributing 162 million VND (nearly $6,400 USD) in 2024 and 2025, a testament to the sustainable and law-abiding nature of his business.

Luong Van Tuan’s journey is a powerful inspiration, proving that digital technology isn’t just a tool for commerce - it’s a platform for sharing culture, honoring family, and creating meaningful change in communities.

Thu Uyen