Le Anh Nuoi (real name Le Minh Tuyen, born in 1992) became famous on the TikTok platform thanks to videos about diverse, nutritious meals in the army for only 26,000 VND. The TikTok channel and Facebook page named after this character have a large number of followers.
After becoming famous on social media platforms, from August 2023, this TikToker switched to livestreaming online sales of military economic products such as shoes, raincoats, belts, helmets, etc. In addition, Le Anh Nuoi also sells products with his own brand manufactured in Hung Yen.
This brand has products such as braised pork with shrimp paste, dried pork with burnt garlic, dried chicken with lemon leaves, sesame and peanut salt... The products are mainly sold on the TikTok Shop and Shopee platforms through the Le Anh Nuoi Food and Le Anh Nuoi Shop booths.
After becoming famous on social media, Le Anh Nuoi switched to livestreaming to sell products online (Photo: Screenshot).
According to the latest statistics of Metric.vn - a smart data platform on the e-commerce market - from January 1, 2024 to June 30, the product group of the booth "Le Anh Nuoi Food" on TikTok Shop and "Le Anh Nuoi Shop" on Shopee achieved a revenue of 74.2 billion VND with more than 403,500 products sold. Of which, the revenue mainly comes from business on TikTok Shop (accounting for about 95%).
According to records, many products have achieved tens of thousands of successful sales. For example, on the TikTok Shop booth, Le Anh Nuoi's 500-gram braised pork with shrimp paste, priced at VND290,000, achieved more than 31,200 sales; Le Anh Nuoi's dried pork with garlic, priced at VND170,000/250-gram jar, achieved more than 17,300 sales...
On Shopee, the "Le Anh Nuoi Shop" booth also has 51 products and more than 16,000 followers. The best-selling products are shrimp paste stewed with meat (with added tiger prawns) priced at 195,000 VND/300 gram jar with more than 11,800 sales; combo of 2 jars of dried pork with garlic priced at 315,000 VND with 2,900 sales; Mrs. Tuyet's grilled spring rolls priced at 3,000 VND also have more than 100,000 sales...
Revenue of Le Anh Nuoi's products by price segment on 2 stores on Shopee and TikTok Shop from January 1, 2024 to June 30 (Photo: Metric).
However, this TikToker has also been involved in a lot of controversy when selling online. In early June, Le Anh Nuoi caused controversy when he advertised cheap jars of bird's nest from the Do Thi Toan bird's nest brand. In many livestream sessions selling ready-made bird's nest at prices ranging from 17,000-22,000 VND/jar, he affirmed that each jar contains 6 grams of refined, sterilized fresh bird's nest. Children from 1 year old and up, pregnant women, people with diabetes, and the elderly can all use it.
Shortly thereafter, on June 10, Le Anh Nuoi's TikTok account with 1.8 million followers posted a video announcing that he was collecting specific evidence and documents to make the most transparent correction. However, by June 12, the video announcement had been removed from this account.
In addition, this TikToker also got into trouble for labeling the jar of dried pork with garlic. A consumer was surprised when the packaging printed the production date as April 24, 2026, while the expiration date was July 24, 2025.
On July 3, in response to many netizens' doubts about the Le Anh Nuoi garlic dried pork product, this TikToker posted a video stating that this product was not produced by him but was "produced by his aunt's private enterprise in Van Giang, Hung Yen ". This private enterprise has produced lemongrass dried chicken and garlic dried pork for more than 20 years, mainly selling to supermarkets, not retail.
"Seeing the fresh, high-quality products, I asked my aunt to cooperate to retail them on the market. Because there are too many products in the supermarket, the retail volume is not much, only a few hundred bottles a day. Once they are sold out, Le Anh Nuoi's family locks the shopping cart, not hiding or locking the shopping cart," he said in a video posted on TikTok.
Source: https://dantri.com.vn/kinh-doanh/le-anh-nuoi-thu-hon-74-ty-dong-tu-ban-hang-online-tren-tiktok-shop-shopee-20250705143641291.htm
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