The "Best Lychees from Vietnam" promotional campaign will run in Thailand until the end of July, with the aim of introducing Vietnamese fruit to more Thai consumers.

Fresh lychees from the Luc Ngan District of the northern province of Bac Giang are sold at the Mall Group's Gourmet Market supermarket chain in Bangkok, Thailand.

Vietnamese lychees are sold in Thai supermarkets. Photos: VNA

In an effort to promote Vietnamese lychees in the Thai market, Gourmet Market has partnered with the Mam Initiative, a project by a group of young Vietnamese who are passionate about creating a brand for Vietnamese agricultural products.

The campaign features hand-drawn advertising images and a set of unique lychee-themed stickers with various Thai language emoticons to showcase the distinctive taste of Luc Ngan fruit. This new approach aims to change the perception of Thai consumers.

Acharaporn Chanahuad, the Mall Group's merchandise manager, highlighted the adorable lychee sticker designs and expressed hope that they will catch the attention of smartphone app users. Consumers can download these free lychee stickers on popular messaging apps such as Viber and WhatsApp.

A set of unique lychee-themed stickers with different Thai-language emoticons will be launched at the event.

According to Truong Duc, Strategy Leader of the Mam Initiative, the team aims to innovate trade promotion by applying technology and creative ideas.

The group will continue to develop innovative marketing strategies to support the export of Vietnamese agricultural products to more markets worldwide.

In addition to lychees, Thai consumers also appreciate fresh fruits, dried fruits, rice, cereals and rice-based products from Vietnam.

For the second year in a row, Thailand's The Mall Group is selling Vietnamese lychees in its Bangkok malls.

Pumin Piyawanich, a representative of Ekthai Company, which is commercializing Vietnamese lychees at Siam Paragon's Gourmet Market, hopes to have Vietnamese lychees for sale every year because of the quality of the fruit.

"This year's lychee production in Vietnam is not as high as last year's, but fortunately, we had a long-term contract with farmers from the previous year, so our supply is assured. As a result, we now have lychees to meet the demand of Thai customers," he told Vietnam News Agency.

Pumin also mentioned that although the import price of lychees this year is slightly higher than last year, the company maintains the same retail price.