Mornings in Ban Lien Commune, Lao Cai Province, awaken with the distant crow of roosters, a thin mist clinging to the palm-thatched roofs, and the fresh scent of newly sprouted tea leaves. Inside her modest stilt house, Ms. Vang Thi Thong quietly prepares for the day. Her hands deftly pick tea leaves, her eyes quickly glancing at the corner where the mattress was neatly adjusted the night before. Everything is done silently but meticulously – much like how she’s steadily building a new life for herself.

Ms. Vang Thi Thong in her daily life. Photo credit: Gia đình Haha

Opening doors (2019 – 2022)
Village meetings are a common occurrence in Ban Lien. Yet, no one expected that a simple late afternoon gathering in mid-2019, announced by the village loudspeaker, would mark the beginning of an entirely new journey.

When local officials introduced the Australian government-funded GREAT program, aimed at supporting the development of local community-based tourism, many were hesitant. But for Ms. Thong, whose life at that time relied solely on agricultural livelihoods—from rice and livestock to Shan tea—the idea planted a seed: “My home already has a kitchen, traditional dishes, and stories to tell. If guests come, all I need to do is open my doors.”

She attended that meeting simply to listen, but the idea stayed with her. A week later, Thong and her husband, along with three other households, signed up for the community-based tourism development project supported by GREAT. There were no grand promises, but just a simple thought: “If there are no guests, my house is still my home.”

Thong and her husband (right) and other local women welcoming the Australian Embassy Vietnam delegation in 2020

From her main house, with an initial loan and guidance from program experts, she began with small steps to transform her house to a homestay to welcome tourists: moving the livestock pens away from home, rebuilding the bathroom, and buying new blankets, sheets, and curtains. Some nights she worked until late by dim lamplight, only to be busy picking tea early the next morning. It was arduous, but she wasn’t alone. Families and neighbors contributed their efforts, believing in what she was building.

Thong shared, “In our village, it’s a tradition that whenever a family has a big event, the whole community pitches in to help. Everyone does their part.” When she began renovating her house, her relatives and neighbors gradually came to lend a hand. This included helping clean and tidy up the rooms, lending cooking tools and good blankets, and offering advice on rearranging the house interiors.

Little by little, Thong’s small Pine Homestay began operating. She welcomed her first group of guests, then the second and third. Most were city dwellers seeking a retreat in nature. The first guests often came out of curiosity but left with a promise to return or to recommend the place to their friends. However, these first steps were not always easy for her.

In 2020, the COVID-19 pandemic hit, bringing her efforts to a halt. Days turned into weeks, then months, with no guests at her homestay. Hope dwindled, replaced by pessimism about her decision. However, refusing to let the negativity linger, and utilising the downtime, Thong attended online training sessions provided by GREAT to enhance her tourism skills. These included everything from hospitality and traditional cooking to cultural performances and conversational English. Sometimes, she had to walk several kilometers to find a signal for online classes. She worked and learned, wavering between doubt and hope.

From the training, she recognised the importance of preserving ethnic cultural identity, and so she decided to renovate her cement-sheet roof to a traditional palm-leaf roof, characteristic of the Tay people of Ban Lien. The house, now adorned with a roof made from 6,000 palm fronds, was ready to welcome visitors back.

After the pandemic, a guest named Khang from Ho Chi Minh City found her home. Although his initial plan was to stay for three days, he was so captivated by Ban Lien’s scenery and Thong’s hospitality that he stayed for the entire rice season. Before leaving, he generously donated 20 million VND for her homestay investment, promising to return soon. For Thong, that gift was more than just money; it was a testament of faith and the first proof that her efforts were never in vain.

Gradually, from the initial four households, the Ban Lien community-based tourism group grew to 20. Thong became the leader of the traditional cultural performance group. This was more than just tourism; it was the start of a journey where Thong and the women of her community shared the beauty and essence of their culture beyond their familiar tea hills.

Learning tourism… and digital storytelling (2023 – 2024)
Moving into the second phase of the program, Thong continued to participate in the Inclusive Digital Acceleration Project (IDAP), implemented by KisStartup with GREAT’s support. This project is building a stronger digital ecosystem in Lao Cai and Son La to empower ethnic minority women and people with disabilities through improved digital skills such as online trading, social media, photo and video editing and AI application and skill to access to online knowledge , innovating their business models. If word-of-mouth had brought guests before, now she wanted to reach out to guests before they even looked for her. She knew that cases like Mr. Khang were simply good fortune.

With the guidance of KisStartup, especially Ms. Nguyen Dang Tuan Minh – who directly led the training in Ban Lien – Thong and the women of Ban Lien began their digital transformation journey, step by step. Ms. Minh not only brought smartphones skills but also the patience to guide them through every small action: how to create a fan page, write engaging content, shoot videos with a phone, and use the CapCut app for editing.

Thong in a training course supported by the GREAT Program

Each learning session wasn’t just about how to press ‘record;’ it was a process for Thong to learn how to use digital tools to tell stories about her village, her small kitchen, and the warm cup of tea offered to guests. Ms. Minh was also the first person to introduce Thong to ChatGPT and how to leverage it for homestay marketing. She also learned how to list her homestay on online booking platforms and the ezCloud software.

The first message from a customer inquiring about buying tea via Facebook arrived one evening. Then came room inquiries and compliments. It wasn’t just customers – other women in the village also sought her out, asking for help with fan pages, video shooting tips, and writing posts. Some days, she spent half a day just guiding everyone on how to use Zalo.

With Minh’s encouragement and support, Thong no longer hesitated to speak in front of a camera or worried about spelling mistakes online.

“Haha Family” show – quiet preparations bring success (March-April 2025)
In March 2025, Thong was surprisingly contacted by the production team of the “Haha Family” program, which was to be broadcast on VTV3 – the national television channel. Initially, she didn’t realise how significant the program was, or even its name. But Ms. Minh encouraged her: “This is a rare opportunity. We must prepare thoroughly.”

And so, she began her preparations. No fuss, no grand gestures – but meticulous attention to every detail. From guiding guests on tea picking and drying to rearranging the fireplace, choosing traditional Tay traditional clothes, re-arranging the signboard, and rewriting the homestay description.

Mr. Lam A Ha, Thong’s husband, was equally busy. While she planned to welcome guests, he took care of the garden, checked the palm roof, and tidied up around the house. There was no need to assign tasks; each family member knew what to do. The atmosphere of preparation was bustling but unhurried – just a family coming together to welcome something new, as they always had.

Thong and her husband (left) sharing house work

After weeks of preparation by Thong, Ha, Minh, and other families in the village, it was time for the big show. The homestay’s Facebook page was prepared in advance, including images, posts, and hashtags ready to go. When the show aired in June, showcasing her stories through four episodes, “Ban Lien, Ms. Thong” became one of the hottest keywords on Vietnamese social media. The show garnered nearly 20 million views on YouTube alone after the first week, and her phone rang continuously, flooded with booking messages.

Thong and other casts in “Haha Family” show. Photo credit: Gia đình Haha

Managing a rapidly growing business
With unexpected popularity came challenges Thong had never considered. Hundreds of messages arrived daily, including ambiguous offers, anonymous invitations, and strange links that left her confused.

It was during this time that Minh continued to stand by Thong. She guided Thong on how to secure her Facebook account, set up two-factor authentication, filter strange messages, and avoid scams. This was more than just technology; it was about helping Thong safeguard everything she had built.

Ms. Minh also gently reminded: “Every show will eventually cool down. We cannot live on a single fever.” From then on, they continued working on a new plan together: developing more consistent content, refreshing products, building additional channels for tea sales, and finding ways to retain old customers through experiences rather than just relying on new ones.

Success for the whole Ban Lien community
The greatest joy wasn’t about Thong’s success alone, it was when other households in the commune also started receiving guests. The content she posted on Facebook didn’t just feature her and Pine Homestay; it also showcased other businesses in Ban Lien, such as the homestays of her neighbours – Ms. Can and Mr. Nang, and Mr. Binh and Ms. Hiem. “This is an opportunity for all of Ban Lien, not just me,” she said.

Thanks to the efforts of Ms. Thong, Ms. Minh, and the people of Ban Lien, by the end of June, Pine Homestay’s booking calendar was full until October. Some other households saw their revenue increase by 50% in just a few weeks. Tourists came for Thong’s story, but stayed for the story of all of Ban Lien, of its culture. The things she once thought were too familiar had now become tools to tell her village’s story in her own unique way.

Her homestay is now more than just a place to rest. Every guest is offered a warm cup of tea, hears a traditional then song, and learns about local traditions, the palm forest, and the palm-leaf roof that her entire family helped re-thatch.

There is no grand sign proclaiming “this is a success.” It’s just Thong still waking up early, picking tea, cleaning rooms, writing posts, and responding to messages. Each day is like telling a story – gently, steadily.

The story of Ms. Thong and Ban Lien Commune is certainly not over. There are still difficulties to overcome and successes to strive for. But this small story is the first brick, building a sustainably developing Ban Lien for the future.