Hanoi, Vietnam – A growing movement of Vietnamese content creators on TikTok is leveraging the platform to showcase the nation’s culture, traditions, and contemporary life, attracting both domestic and international audiences. This surge in cultural content is being actively supported by both the Vietnamese government and TikTok itself, aiming to promote a positive image of Vietnam and boost cultural understanding.
One prominent example is Nguyen Duc Trung, known online as “Trung Thao Mai,” who gained popularity by mimicking the voice of a character from a popular Vietnamese television series, “The Sky Ahead.” Trung’s videos, deeply rooted in the culture of Northern Vietnam, feature rural settings, traditional clothing, and folk music. He has stated his intention to continually expand his content to include more Vietnamese festivals and customs, hoping to instill a sense of pride in the nation’s heritage among younger generations.
Nguyen Thanh Dan, another TikTok creator, uses comedic sketches based on Vietnamese fairy tales and everyday life to subtly convey messages about cultural etiquette, ethics, and values. His channel has become a resource for young people seeking information about traditional clothing, customs, and folklore.
The trend extends beyond Vietnamese creators. Foreign TikTokers, including Will in Vietnam, Elena in Vietnam, and Maysaa, a Laotian national who expresses her affection for Vietnam, are also contributing to the online promotion of Vietnamese culture, often incorporating Vietnamese slang and adapting content to resonate with local audiences.
This increased focus on Vietnamese cultural content on social media platforms is yielding tangible results, enhancing Vietnam’s international image and potentially boosting tourism. Associate Professor Bui Hoai Son, a member of the National Assembly’s Committee for Culture and Society, described the efforts of these content creators as a “positive sign” in promoting Vietnamese cultural values to a wider audience. He emphasized their role as “bridges” connecting regional cultures with a broader viewership.
The Vietnamese government is actively supporting this trend. Tran Hoang, Director of the Copyright Department at the Ministry of Culture, Sports and Tourism, highlighted TikTok’s potential as a platform to connect traditional values with contemporary creativity. To further encourage this, the Vietnamese Copyright Office and TikTok Vietnam launched the hashtag campaign #BanSacViet, aiming to create an authentic and accessible channel for cultural communication.
Nguyen Lam Thanh, a representative from TikTok Vietnam, stated that the platform has consistently collaborated with Vietnamese authorities to promote the country’s cultural heritage, attractions, and artistic activities. TikTok believes its reach and the creativity of its user base can showcase Vietnam to hundreds of millions globally.
Despite the positive momentum, challenges remain in preserving and promoting Vietnamese cultural identity in the digital space. However, with continued support from government agencies, content creators, technology companies, and the community, officials believe this goal is achievable. The effort aims to strengthen the connection between Vietnamese people, both at home and abroad, and their national heritage.
On November 27, 2025, news emerged that Nguyen Duc Trung had resigned from his position as Chairman of the Hanoi People’s Committee, according to a TikTok video posted by Hanoi News. The reason for his resignation was stated as a personal request.