In Vietnam, elderly embrace late-night live streams to sell and connect

Ranging in age from their 60s to 80s, these elderly vendors have found a place—and a following—on live-stream platforms like TikTok Shop and Facebook, selling everything from paper towels and house slippers to cosmetics and home-cooked snacks.

As they sing, chat, and promote their wares deep into the night, they are affectionately called 'ong noi' and 'ba ngoai'—grandpa and grandma—by their young online audiences.

Grandma goes live at 2:00 am

At 2:00 am, the TikTok Shop channel ‘Ba 5 Thu,’ operated by 74-year-old Thu from An Giang Province, is still going strong.

More than 90 viewers, most of them young people, are tuned in, sending words of encouragement and placing orders.

“Hang in there, grandma!”

“Are you sitting for too long? Is your back okay?”

“When you hit your target, take a break, okay?”

These are just a few of the many comments flooding in.

As Thu beams on her phone screen, her wrinkled face glows under the soft ring light.

“Four more orders to go!” she tells the viewers with a smile.

“Once we hit 30, grandma will take a rest.

“Here's a pack of tissue paper—300 sheets…”

Her live-streaming began at 1:00 am and will run until at least 3:00 am, unless sales pick up and she can sign off sooner.

The modest income she earns helps cover daily expenses and support her grandchild, with a little saved for medical emergencies.

“I tried applying for a job,” she said, “but no one would hire me because of my age.”

It was during the COVID-19 pandemic that her children introduced her to TikTok.

She started by singing songs on live streams, receiving virtual gifts from viewers that could be exchanged for cash.

Eventually, she took the leap into selling products on air.

“Sometimes I buy the items myself to use and resell," she explained.

“Other times, the platforms or suppliers send them.”

Her offerings are wide-ranging: T-shirts, dish soap, lipsticks, snacks—and always, her signature call to action: “Click the shopping cart. Click the cart to buy…”

When she finally hits her sales goal, her face lights up with joy.

“Thank you, my children,” she said.

“We’ve hit the number—grandma’s signing off now.”

Before ending the stream, she sings a few lines of ‘vong co,’ a traditional southern Vietnamese opera.

Growing community of ‘online grandparents’

Across Vietnam, seniors like Thu are becoming regular faces in the fast-paced world of live-stream commerce.

Among them are 74-year-old Ngo Thi Tuong and ‘Ong Vui,’ a blind former lottery ticket vendor who now sells goods and affiliate links online.

Armed with nothing more than a smartphone and their charm, these elders are redefining what it means to run a business in the digital age.

Their age, once seen as a barrier, is now an asset.

Many viewers feel a deep sense of connection, drawn to the authenticity and warmth these seniors bring to their virtual shops.

Some have even become online influencers.

One standout is ‘Ong Chu Polo,’ whose real name is Luu Quac Tan, a 67-year-old from Ho Chi Minh City.

Known for his polished outfits and calm demeanor, he has amassed over 1.5 million followers and more than 24 million likes.

His videos regularly hit 10-20 million views, and major brands in fashion, health, and beauty pay him to endorse their products.

“E-commerce gives everyone a shot, regardless of gender, age, or appearance,” said Nguyen Thanh Dao, chairman of the Ho Chi Minh City Advertising Association.

“With the right skills, personality, and passion, anyone can find success.”

Legal, safety challenges loom

But it is not without challenges.

Selling online requires more than just enthusiasm.

Elderly vendors often face hurdles: lack of tech skills, difficulty in communicating effectively, and threats from scammers.

Some are tricked into clicking malicious links or scanning QR codes that steal their money.

To protect them, Dao noted, the amended Advertising Law—passed in mid-2025 and set to take effect in early 2026—will outline clearer responsibilities for online sellers, including seniors.

They will need to understand their legal obligations, such as accurate product claims and proper tax reporting.

“Training programs are essential,” said Nguyen Pham Hoang Huy, head of digital marketing at Vietnamese vocational college FPT Polytechnic.

“Many older sellers come from traditional markets and need help adapting.”

Still, their presence is growing.

Huy observes that many seniors stream late into the night—between 1:00 and 3:00 am—a time when they are less likely to sleep soundly and more likely to find active viewers.

“Live-streaming at night is competitive,” Huy said.

“But for older sellers, it’s also a way to stay connected, feel purposeful, and earn extra income.”

Workshops on digital literacy and scam prevention, paired with support from local media, can help older sellers navigate this new frontier safely—preserving both their dignity and their livelihoods in Vietnam’s booming digital economy.