Da Lat persimmons are experiencing a surge in popularity during their harvest season from late August to early December, with sales increasing and prices rising slightly from the previous year. This surge is due to the high quality and diverse varieties of Da Lat persimmons, including the Japanese Fuji variety, which are priced lower than Chinese persimmons and are labeled with clear origins. The trust and confidence in Da Lat persimmons have increased, leading to a significant increase in sales at traditional markets and stores in Ho Chi Minh City. This trend is reversing the previous preference for Chinese persimmons, with Da Lat persimmons now favored by consumers for their fresher and tastier qualities. The Lam Dong Department of Cultivation and Plant Protection is supporting this trend by guiding farmers to improve quality and traceability, and by promoting deep processing to increase product value and income for farmers.