Vietnam Rallies Influencers for Ideological Battle

Vietnam's authorities are intensifying efforts to systematically mobilize influencers (KOLs) with significant sway on social media to the forefront of the state's ideological battle. This move suggests an intention to bring public opinion formation on social media under the Communist Party's control. The second National KOL Conference, organized by the 'Digital Trust Alliance' in coordination with the Cyber Security and High-Tech Crime Prevention Department (Ministry of Public Security) and the National Cybersecurity Association, is scheduled to take place in Ho Chi Minh City. During this conference, the 'Influencer Trust Program' will be launched. This program aims to rank KOLs based on five criteria, including their past behavior, media ethics, community interaction, and feedback, to support agencies and businesses in selecting media partners. This initiative follows the establishment of the 'Digital Trust Alliance' at the first conference held in Hanoi in August 2025. The theme at that time was 'KOLs in the Era of National Advancement,' emphasizing the role of inspirational individuals in the country's development. Dr. Rose Luqiu, an associate professor at the School of Communication at Hong Kong Baptist University, pointed out that this program resembles the 'celebrity utilization' method used in China, and cooperating KOLs may gain economic or political benefits. She stated, 'They are used to convey official messages and become part of the propaganda apparatus. Therefore, if KOLs want to make money or increase their influence, they will have to cooperate with the authorities.' She further commented that failure to cooperate could damage a KOL's reputation, potentially leading to them being placed on a 'blacklist.' In a related development, on August 30, 2026, the Political Bureau of the Communist Party of Vietnam set a goal to cultivate a network of 15,000 to 20,000 influential individuals for ideological work nationwide by 2030. This is seen as part of strengthening the system to promote the Party's ideology and counter external influences and 'false views.' The draft code of conduct for influencers, drafted by the 'Digital Trust Alliance,' clearly states that 'political, social, and security content must be built on the basis of respecting Vietnamese law and be consistent with the Party and State's line and policies.' Furthermore, participating KOLs are responsible for preventing individuals or organizations from outside from exploiting their image and influence for political or commercial purposes, or for causing social instability. Benefits for KOLs participating in this program or the 'Digital Trust Alliance' include media support and opportunities for cooperation with businesses, agencies, and organizations. The event website anticipates the attendance of over 1,000 artists, KOLs, content creators, and experts, with prominent figures such as singer Den Vau and MC Khanh Vy expected. In recent years, Vietnam has witnessed a rise in criticism of Western values and new perspectives on history that differ from the Party's official propaganda. In this context, the Party is strengthening the protection of its ideological foundation and expanding its network of 'digital opinion leaders.'