A foreigner records moments at the Vietnam Costumes Festival in Hanoi on November 15, 2025. (Photo: sggp.org.vn)
TikTok channels such as Sam in Vietnam, Elena in Vietnam, Chiec Tay Valentin and US creator Dustin Cheverier’s YouTube channel have become informal travel guides, blending Vietnamese phrases, local slang and cross-cultural humour to boost engagement.
Russian expat Sam Kupriyanov, 37, based in Ho Chi Minh City, documents candid cultural encounters on his TikTok channel Sam in Vietnam. The account has more than 16,000 followers, with some videos surpassing 5 million views.
Bouavone Phanthabouasy, a 24-year-old Lao student who fell in love with Vietnam while studying there and now lives in Hanoi, runs the TikTok channel Maysaa. Focused on sharing interesting aspects of life with her community, it has grown to 1.4 million followers. Her viral posts celebrating the 80th anniversary of Vietnam’s August Revolution and National Day highlight warmth, unity and patriotism.
US creator Dustin Cheverier, who arrived in Vietnam in August 2014, has built a YouTube following of 842,000 by showcasing rural life and cuisine. His videos attract thousands of comments from viewers expressing a desire to visit the country.
Experts say these creators are becoming cultural “bridges”, helping global audiences understand Vietnam more accurately.
Some suggest Vietnam should integrate foreign creators into its nation-branding strategy instead of leaving them as isolated voices. Proposals include establishing annual “Creative Ambassadors for Vietnam” awards and linking influencers with national and local cultural festivals and tourism campaigns.
Assoc. Prof. Bui Hoai Son, a member of the National Assembly Committee on Culture and Education, supports a light-touch approach rather than strict regulation. He recommends short cultural-immersion courses, training sessions and targeted media outreach, along with a clear code of conduct to ensure creators understand their cultural responsibilities.
Russian expat Sam Kupriyanov shares Vietnamese cuisine (Photo: sggp.org.vn)
If Vietnam combines authenticity with supportive, well-managed policies, experts say almost any foreign storyteller can become a natural, sustainable promoter of the country’s image abroad.
