Vietnam’s ruling Communist Party is planning to overhaul its propaganda strategy by recruiting social media influencers and artificial intelligence specialists, while expanding into formats such as podcasts and targeted digital content, according to internal documents reviewed by Reuters.
Among the proposals under consideration is the creation of a network of at least 1,000 influencers and 5,000 AI experts by 2030 to spread what authorities describe as “positive” content in the one-party Southeast Asian country.
The strategy’s key aim is to “create ‘ideological immunity’ for the entire society against harmful, toxic and false information,” the document said.
Rapid technological changes call for a new approach to spread the party’s ideology among new generations, it added.
Security Apparatus Is Gaining Power
The initiative comes as Vietnam’s security apparatus expands its influence under party chief and president To Lam. Authorities already tightly control public debate through media direction, censorship, and crackdowns on dissent.
The draft targets making 80% of Vietnamese online content “positive” by 2030, with AI used to remove content violating party rules within 24 hours.
It also proposes using podcasts, short videos, and trained influencers to shape online discussions and better engage younger audiences on platforms like Facebook and TikTok, which are widely used in Vietnam.
Media Told To Be More Creative
Additional party guidance issued in May called on state media to be more creative in covering senior leaders and highlighted influencers as a model. Authorities are also considering using influencers to help counter market downturns.
One influencer told Reuters he declined to join to maintain his independence, saying participants are usually asked to share approved content and promote official activities in exchange for perks such as sponsored trips rather than direct payment.
(With inputs from Reuters)
