The article highlights the ongoing partnership between Thailand's The Mall Group and Vietnamese farmers from Luc Ngan, Bac Giang, to import fresh lychees for sale in Thai supermarkets under the Gourmet Market brand. Despite a decrease in this year's lychee yield, the import contracts from the previous year ensure a consistent supply. The price of imported lychees has increased but remains the same for consumers to make Vietnamese lychees more accessible. The 'Best Lychee from Vietnam' promotional campaign is set to launch in 2024, using unique advertising and stickers to appeal to Thai consumers and tourists alike. This initiative aims to enhance the visibility of Vietnamese agricultural products in the Thai market and globally, representing a significant step towards modernizing agricultural product promotion.