After being successfully held for the first time in 2014, Moc Chau district plum picking festival has become an annual cultural and tourism event of the district. It offeres a chance for local farmers to introduce their products to friends and visitors, and to attract tourists to Moc Chau plateau to enjoy its typical delicious fruit.

Moc Chau currently has more than 3,200 hectares of plums, making it the largest plum growing area in the country. As Moc Chau plum is crispy, sweet, fragrant and safe for health, so through the festival, the district wants to introduce and promote its product to both domestic and foreign consumers.

Meanwhile, in Yen Chau district - the land of banana and mango, every June, people come here to attend the mango festival. The Yen Chau district mango festival has been held annually since 2017 for the purpose of popularising Yen Chau mango brand and typical local agricultural products. Gradually, many cultural, art and sport activities are organised within the framework of the festival, thus attracting a large number of local residents and tourists to participate, contributing to promoting local culture and tourism, thus boosting socio-economic development of the district.

Son La is planting over 84,700 hectares of fruit trees of all kinds, and is the largest fruit granary in the northern region, which produces delicious fruits in all four seasons of the year. Each locality forms typical fruit-growing areas, creating its own strong products, which is a convenient condition for branding and seeking geographical indication. Large-scale festivals promoting typical agricultural products that have been granted trademarks or geographical indications include plum picking and tea festivals (Moc Chau), longan festival (Song Ma), mango festival (Yen Chau), orange festival (Phu Yen), and coffee festival (Mai Son). Most recently, the Son tra (Hawthorn) flower festival of Muong La district has been granted a Copyright Registration Certificate by the Copyright Office of Vietnam under the Ministry of Culture, Sports and Tourism.

These festivals are held with many exciting activities, introducing the strengths of local agricultural products, culture and people. They also create a space for local farmers to exchange and learn from others’ experience; and serve as opportunities to build cooperative relationships, and connect supply - demand chains between businesses, distributors, traders, business households, and gardeners inside and outside the province. The festivals associated with cultural activities have also been good chances to attract tourists, and become unique and distinctive tourism products of each countryside in Son La./.