Vietnam through the lens of international content creators
WVR - Without the official mission of promotion, yet with genuine love and boundless creativity, international content creators are becoming "digital bridges", bringing a real and diverse image of Vietnam to the hearts of global audiences.
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When Vietnam is told through real experiences
For many years, Vietnam's image in international media has often been associated with familiar tourism promotional films: bays, ancient towns, or scenic spots. However, with the development of social media, the world's perspective on Vietnam is gradually changing.
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| Everyday experiences in Vietnam are becoming a source of inspiration for many foreign content creators on social media. (Source: Tortuga Backpacks) |
An increasing number of foreigners choose to live long-term in Vietnam and use their personal experiences to recount life here through short videos, vlogs, or social media platforms. Without elaborate scripts, their content often revolves around very ordinary activities such as enjoying street food, going to the market, learning Vietnamese, or chatting with locals. This naturalness helps the videos resonate with both international audiences and local viewers.
The appeal of content about Vietnam in the digital space is also reflected in notable figures.
According to TikTok data from 2024, the hashtag #vietnam reached over 72.7 billion views, while #visitvietnam attracted more than 41.5 million views. These figures indicate the growing interest of the international community in Vietnam's image, culture, and life on social media.
In a context where users increasingly prioritize authenticity, videos with personal experiences resonate more easily than professionally staged promotional content. When a foreign content creator shares their first experience eating bun dau mam tom, sitting at a sidewalk tea stall, or navigating the bustling streets of Hanoi, they are not only documenting personal experiences but also contributing to a more relatable view of Vietnam in the eyes of international friends.
From game producer to million-view content creator
Few would have thought that Will, a French game producer who once worked in Sweden, would become one of the familiar foreign faces on Vietnamese social media. With videos revolving around local life and cuisine, he gradually attracted significant attention from the online community thanks to his approachable style and natural use of Vietnamese.
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| Content creator Will Courageux shares about his journey living and creating content in Vietnam. (Photo: Huong Giang)
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Will first came to Vietnam in 2014 as a tourist. After returning to Sweden to continue his work in the tech industry, he frequently shared his experiences in Vietnam with colleagues. His fondness for the country was so great that a friend asked him, "If you love Vietnam so much, why don't you move there?" This seemingly simple question became a turning point in his life.
Returning to Vietnam, Will worked for many years in the tech field and managed teams at a gaming company in Hanoi. However, after a long period in a high-pressure job, he began seeking a more connected and creative career. "I started questioning whether I really wanted to do this job for the rest of my life," he shared.
The turning point came during the Covid-19 pandemic when Will began posting short videos of his daily life on social media. Without investing in complex filming techniques, his content caught attention due to its naturalness and his fluent use of Vietnamese. The image of a foreign man comfortably eating bun dau mam tom, exploring street food stalls, or chatting with vendors quickly resonated with Vietnamese audiences.
Sharing his passion, Will asserts that Vietnamese cuisine is one of the world's most diverse cultures. Even after many years, he admits he has yet to fully explore this treasure: "Every day I still find new dishes and flavors. The cuisine here is not just about taste, but an endless journey of discovery," he said.
Will's content often revolves around everyday experiences rather than famous tourist spots. He appears in small eateries, ventures into local markets, or tries dishes that many foreign tourists might hesitate to try.
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| Will in traditional Vietnamese ao dai attire (Photo NVCC) |
However, becoming a professional content creator also comes with considerable pressure. Will candidly shares that he always wants to portray the most authentic aspects of life rather than idealizing Vietnam's image.
Nonetheless, he also faces challenges with engagement when venturing into new topics: "Most of my audience connects with me through their love for Vietnam, so when I create content about another country, engagement often drops."
This reality has driven Will to continuously innovate to retain his audience with vibrant perspectives. Now, Will's footage not only attracts millions of views but also becomes a strong cultural bridge, bringing a close, diverse, and hospitable image of Vietnam to the hearts of international friends in the most natural way.
From curiosity to a journey across 63 provinces
Kaisei Hai came to Vietnam out of curiosity about a rapidly transforming Southeast Asian country. Unlike many who choose Vietnam as a short-term stop, this Japanese man was quickly captivated by the bustling yet intimate lifestyle here.
After more than three years of living and traveling through various regions, Kaisei realized Vietnam is a "treasure trove" of cultural diversity that few countries possess. He decided to pick up a camera to tell a more authentic story of Vietnam, rather than just focusing on familiar destinations for international tourists.
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| Kaisei Hai during an interview with a reporter. (Photo: Truc Anh) |
When asked about his motivation to visit all 63 provinces, Kaisei shared: "In Japan, there is almost only one main culture, and people across regions are not too different. But in Vietnam, each place has its own unique color due to the influence of history, religion, and ethnic diversity."
He enthusiastically lists the firsthand experiences he has encountered: "For instance, in Sa Pa, Ha Giang, there are the H'Mong people; in Tay Ninh, Tra Vinh, there are very distinctive religions; or in Da Lat, you can see architectural imprints from the French colonial era. That's why I want to travel across Vietnam to directly touch these cultural pieces."
For Kaisei, each video is not just to preserve memories but also to introduce more perspectives on Vietnam to international audiences. He is concerned to see many tourists spending only a few days in Hanoi or Ho Chi Minh City, missing out on countless other wonderful destinations. "I want to show the world more aspects of Vietnam and encourage more people to take an interest in this country," he shared.
Although he loves every place he visits, when faced with the "challenge" of choosing a favorite, Kaisei often reserves special affection for the southern region: "It's a very difficult question because I like everywhere, but if I had to choose, I might pick the Mekong Delta region – a place that gives me a sense of a free-spirited and hospitable river life."
Currently, Kaisei Hai has completed 42 out of his goal of 63 provinces. Despite changes in the administrative map, he remains determined to complete all destinations according to the old map to ensure no regional cultural aspects are overlooked.
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| Kaisei Hai, the Japanese man, to explore 63 provinces of Vietnam. (Photo NVCC) |
For him, the 63 provinces are not a finish line to celebrate but a "prologue" to understand more deeply about traditional crafts and find ways to support local development through the power of media.
Finding Vietnam in the simplest things
Unlike many professional content creators, Becky came to Hanoi in 2018 with the pure purpose of teaching English. To this day, she still maintains this job as a priority alongside producing digital content. Becky affirms: "I came here to teach, that was the initial plan, and I still prioritize teaching."
Becky's journey to becoming a content creator began coincidentally during the social distancing period in 2020. Initially, she only posted videos capturing personal experiences for entertainment. However, real-life situations like learning Vietnamese or trying street food quickly attracted significant interaction. A video capturing her mispronouncing "cà phê sữa đá" with over 100,000 views became the starting point for her popularity on TikTok.
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| Becky shares that her fate with Vietnam came from her teaching job. (Photo: Thu Huyen) |
Despite having a large following, Becky admits she still carries a very ordinary shyness. "Many times I have to retake shots because I'm not used to the gaze of people around," she shares. Perhaps it is this naturalness and simplicity that make Becky's content more relatable to viewers.
For Becky, the most special thing about Vietnam is not in the glamorous aspects but in the everyday rhythm of life. She particularly loves the culture of sitting at sidewalk stalls, the small plastic chairs, and the feeling that people can easily chat with each other despite being strangers.
"In England, people often have a clear personal space. But in Vietnam, you can sit right next to complete strangers on the sidewalk and start a conversation very naturally," Becky says.
Becky also has a deep affection for Vietnam's coffee culture and street food. According to her, the best dishes are often found in small eateries that have been around for decades, where not only is the food delicious, but there are also stories and connections with the locals.
After many years living in Vietnam, Becky says she feels she lives more slowly and comfortably compared to her time working in the media industry in England.
She is currently developing longer content on YouTube to share more deeply about life in Vietnam, while planning to visit the Central Highlands to learn about coffee culture, one of the things that keeps her connected to this country.
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| For Becky, the most special thing about Vietnam is not in the glamorous aspects, but in the everyday rhythm of life. (Photo: Thu Huyen) |
When personal experiences become cultural "bridges"
The journeys of Will, Kaisei, and Becky, though starting from different serendipities, all converge at one touchpoint: a pure love for the S-shaped land.
Through their lenses, Vietnam no longer just appears with familiar scenic spots on the tourist map but becomes vibrant and relatable through each bowl of bun dau, each small alley, or the intangible yet enduring spiritual values. They have become strong cultural bridges, helping the world understand a diverse, rustic, and hospitable Vietnam in the most authentic language.
But beyond the million-view footage, the stories of these "foreign friends" are also evidence that Vietnam is a land of opportunities and connections. The courage to change course to pursue creative passions has helped them find "better versions of themselves" amidst the vibrant Vietnamese lifestyle. Their journey not only tells the story of a nation but is also a journey to find happiness and genuine connections between people, transcending geographical barriers.
Each frame they post is an inspiring invitation: Come, feel, and love Vietnam in your own way.
