Who said rice is only sold in markets?

APG ECO has proven the opposite by transforming exquisite rice grains into a TikTok Shop sensation.

After graduating in design from Europe, Đặng Thùy Linh, a young woman from Hanoi, took an unexpected turn into agriculture—a field completely new to her. Returning to her hometown with passion and determination, she launched the APG ECO brand, investing in an organic farm and focusing on high-quality rice production. Linh's journey from the fashion runway to rice fields is not only inspiring but also a shining example of a new direction for Vietnamese agricultural products.
APG ECO's flagship product is ST25 rice. Linh chose a poetic name for it: "The Beauty of Rice Village," to honor these precious grains. The entire production process is meticulously managed, from selecting seeds and cultivation to milling. As a result, "The Beauty of Rice Village" not only ensures top quality but also carries the distinct flavor of the Mekong Delta.
In addition to traditional rice production and export, APG ECO has explored new methods to expand its market and reach online distribution. However, after some time, the brand realized that customers were still hesitant about buying rice online. What APG ECO needed was an integrated e-commerce platform with a vibrant content community and high interaction. At that moment, recognizing the potential for growth and the leading trend of Shoppertainment on TikTok Shop, Linh decided to launch their products on the platform, naming the channel @apgeco.official.
Instead of merely selling rice, APG ECO carefully curates every piece of content. They collaborate with content creators on the platform to showcase their products, invest in interactive skits with the community, share fascinating stories about ST25 rice, provide cooking tips, and engage in live streams. This creativity and enthusiasm have crafted a unique style, helping APG ECO stand out among thousands of brands on TikTok Shop. Thanks to this, the channel @apgeco.official quickly gained over 33,000 followers, and sales soared to 18,000 orders within just one month, a 280% increase compared to the same period last year.
Linh reflects on the early days of building the channel: "In the beginning, we faced many challenges due to inexperience and not fully understanding Community Guidelines, which led to our channel being locked. Additionally, shipping rice to various provinces posed its own difficulties. Rice is heavy and fragile, requiring sturdy packaging and suitable transportation methods to ensure quality upon delivery. Consequently, initial reviews were often about high shipping costs.
However, we didn’t give up and continuously sought ways to improve, maintaining our dedication to bringing rice to every household. We worked with the TikTok Shop team, participated in nurturing training sessions, reviewed each step to standardize processes, and set prices in line with quality."
Most recently, the OCOP 'Hương Vị An Giang' market on June 29 and the Mega LIVE event on July 7 with Hằng Du Mục marked a significant milestone in APG ECO's journey on this platform. Both events drew immense public interest, with tens of thousands of live viewers and thousands of online purchases. In total, over 125 tons of ST25 rice were sold and delivered to homes.
Đặng Thùy Linh and APG ECO's story is a clear testament that Vietnamese agricultural products can indeed conquer the online market, with TikTok Shop's seamless solutions helping promote Vietnamese produce across the country.