On July 31, 2025, the Department of Trade Promotion issued Document No. 2425/XTTM-HTXT, affirming that it will not appoint or use any individual as an ambassador for the OCOP export products fair program (VIETNAM OCOPEX 2025).
The document stated that the fair is a national trade promotion event, chaired by the Ministry of Industry and Trade, in coordination with the Ministry of Agriculture and Environment , the Hanoi People's Committee and the Vietnam Cooperative Alliance, taking place from August 1-3 at Thang Long Imperial Citadel, Hanoi.
"Up to now, the Ministry of Industry and Trade has not appointed/used any individual as the program's ambassador and has not allowed any coordinating agency or organization to carry out the above-mentioned work," the Trade Promotion Agency emphasized.
This statement was made after TikToker Pham Thoai, on his personal page with more than 895,000 followers, posted an article and video announcing that he was "honored to take on the role of ambassador for the Top Agricultural Products - Agricultural Products to the City program (VIETNAM OCOPEX 2025)".
On the same day, Mr. Vu Quang Phong - General Director of the Center for Trade and Investment Promotion (Vietnam Cooperative Alliance) said that the Organizing Committee decided to cancel the invitation for TikToker Pham Thoai to participate in the program "Top agricultural products - agricultural products to the city" within the framework of VIETNAM OCOPEX 2025.
According to Mr. Phong, although after review, the Ministry of Public Security confirmed that Pham Thoai did not violate the law, but because his statements and images were not in accordance with ethical standards, the online community had a very harsh reaction.
"We will let KOLs and KOCs with better images participate in this program. These KOLs and KOCs are all supporting sales cooperatives," said Mr. Phong, adding that the program is organized completely free of charge to support cooperatives in consuming agricultural products.
Previously, on social media platforms, Pham Thoai posted information, images and videos about being invited to be an ambassador for the program, along with a plan to organize a Mega Livestream session "clearing out the warehouse - no worries about prices" to help farmers. The posted image has a backdrop clearly stating "Ambassador Pham Thoai".
After this information appeared, the online community expressed disagreement, saying that inviting Pham Thoai to be an ambassador and participate in selling agricultural products was inappropriate.
At noon on July 31, the post on Pham Thoai's Facebook page was no longer accessible, while the video on TikTok was still available.
Source: https://doanhnghiepvn.vn/kinh-te/bo-cong-thuong-khong-bo-nhiem-tiktoker-pham-thoai-lam-dai-su-nong-san/20250731032236947
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