Although Lunar New Year is still more than a month away, traders across Vietnam have already placed large orders for the coveted Luan Van red pomelo  -  a fruit once reserved for kings and now prized for its symbolic value during Tet.

Located in Lam Son commune, Luan Van village in Thanh Hoa province is considered the heartland of this specialty pomelo. With around 60 hectares under cultivation and nearly 100 farming households involved, the village produces tens of thousands of fruits annually. The crop brings in tens of billions of dong each year, contributing significantly to the local agricultural economy.

With its signature red flesh and distinctive aroma, the Luan Van pomelo is seen as a symbol of luck, prosperity, and abundance. That reputation has made it one of the most sought-after fruits during the holiday season.

‘Selling out before harvest’

According to longtime trader Kim Thi Nguyet, who has been in the business for nearly two decades, demand for the red pomelo has surged in recent years. “Usually we begin sourcing fruit around mid-December on the lunar calendar. But this year, our loyal customers started placing orders in early November, forcing us to place deposits much earlier,” she shared.

In many orchards, more than half of the fruit has already been reserved. Some traders have secured hundreds of fruits, each valued between VND 100,000–200,000 (USD 4–8), while premium pairs  -  used for Tet offerings or luxury gifts  -  can fetch up to VND 500,000 (USD 20).

A fruit like no other

What sets the Luan Van pomelo apart is its color transformation. The fruit starts green, turns yellow around July–August (lunar calendar), and develops its distinctive red hue  -  both outside and inside  -  by October or November. It also emits a rich, gấc-like aroma, adding to its appeal.

“This pomelo isn’t just beautiful; it lasts,” Nguyet said. “Even after ripening, the fruit retains its fragrance for one to two months. You can place it on the altar all through Tet and it won’t spoil.”

Farmers reap the rewards

Nguyen Van Tu, a 60-year-old grower with over 1,000 trees across four hectares, estimates a harvest of 10,000–12,000 fruits this year  -  about half of which were pre-ordered by November. Despite unfavorable weather conditions, careful cultivation ensured both yield and quality met demand.

“The market is strong, but prices remain reasonable so that more people can enjoy the fruit,” Tu said. He expects pricing to fluctuate slightly as Tet approaches, depending on size, color intensity, and symmetry.

A growing national brand

Lam Son commune officials say Luan Van’s red pomelo has now established a solid reputation across Vietnam, particularly in major cities like Hanoi and Ho Chi Minh City. During Tet, it is widely chosen as a luxury gift or centerpiece for ancestral offerings.

The fruit’s economic impact is also significant. It provides jobs and steady income for hundreds of local residents. In 2024, Thanh Hoa’s provincial government approved a development project to enhance the pomelo’s value by improving quality, applying modern agricultural techniques, and expanding production through 2040.

For now, with Tet fast approaching, the Luan Van pomelo remains the star of the season  -  not just for its taste and beauty, but for what it represents: a hopeful, prosperous start to the new year.

Le Duong