Vietnamese Local Leaders Embrace Social Media for Regional Promotion

In various regions across Vietnam, Party secretaries and chairpersons of People's Committees at the xã (village/town) level are actively leveraging social media platforms to promote local resources. Their initiatives, which include self-scripting, filming, and broadcasting videos, are gaining attention for their contributions to attracting tourists and expanding sales channels for agricultural products. For instance, Mr. Phạm Đức Nam, 52, Chairperson of the People's Committee of Đồng Văn xã in Tuyên Quang Province, uses his TikTok channel to showcase the culture and landscapes of the Mông ethnic group. Accompanied by local cultural officers, he films the lives of residents and traditional handicrafts, compiling them into 1-2 minute videos. Despite initial challenges speaking in front of the camera, his channel attracted tens of thousands of followers within two weeks, drawing numerous tourists who found their way to the xã through his content. "If promoting local specialties can attract tourists, boost agricultural sales, and preserve traditional crafts, I am happy to appear on camera more often," Mr. Nam stated. In Phú Thọ Province, Mr. Nguyễn Hoàng Trung, 50, Party Secretary of Long Cốc xã, has become a "reviewer" on his personal TikTok channel, evaluating local dining and entertainment spots. Videos featuring the region's unique scenery, such as morning mist over tea hills and starlit night skies, have garnered significant viewership. He also assesses homestay quality, using feedback from residents to identify and address issues like road conditions, waste management, and accommodation prices, which tourists find unsatisfactory. This effort has led to nearly 20,000 visitors to Long Cốc xã in the first half of September, with a year-end target of 50,000 visitors. This trend of local leaders actively engaging on social media has emerged over the past month. In addition to leaders from Đồng Văn and Long Cốc xã, Mr. Nguyễn Duy Tư, Party Secretary of Vân Sơn xã in Phú Thọ Province (known for his "Bí thư xứ Mường" channel), and Ms. Thái Thị Mỹ Dung, Party Secretary of Long Vĩnh xã in Vĩnh Long Province (with her "Mỹ Dung Vĩnh Long" channel), also operate popular channels with tens of thousands of followers. Beyond promoting landscapes, social media is also being used to expand sales channels for agricultural products in Ea Tul xã, Đắk Lắk Province. In a late August livestream, Mr. Lê Quang Bất, Vice Chairman of the People's Committee, introduced the durian harvesting process, selling approximately 5 tons of durian for an estimated revenue of 750 million VND. Mr. Bất also handles introductions in English for international visitors. Mr. Nguyễn Tiến Đạt, Vice Chairman of the Hanoi Tourism Association, highlighted the high level of trust generated when local leaders directly introduce local products and culture. "The voice of local leaders instills confidence in the origin of agricultural products and the safety of destinations. This is a practical approach, utilizing digital technology to serve the daily lives of citizens," he commented. Source: VnExpress