Vietnam Communist Party Enlists Influencers, AI for Digital Propaganda Campaign

Vietnam’s Communist Party Pivots to Digital Propaganda Strategy

Vietnam’s ruling Communist Party has unveiled plans for a sweeping transformation of its propaganda apparatus, signaling a shift from traditional messaging to a sophisticated digital strategy that will leverage social media influencers and artificial intelligence technology.

According to internal documents reviewed by Reuters, the party leadership has developed an ambitious roadmap that aims to build a network of at least 1,000 influencers and 5,000 AI experts by 2030. This digital-first approach represents a significant evolution in how the single-party state communicates with its increasingly online population.

The strategy addresses a growing challenge for the regime: connecting with younger Vietnamese who have abandoned state television and newspapers in favor of platforms like TikTok, Facebook, and YouTube. By flooding these channels with what party officials describe as “positive” content, authorities hope to maintain ideological control in the digital age.

Party officials have set an explicit target of ensuring that 80 percent of all Vietnamese-language content online conveys approved messaging by the end of the decade. The initiative comes as President To Lam, who previously headed the country’s internal security apparatus, consolidates power and tightens control over public discourse.

“The goal is to create ideological immunity throughout society,” states one of the documents, describing a comprehensive approach to shield the Vietnamese public from content the party deems “harmful, toxic, or false.” This reflects growing concerns among leadership about the challenges of information control in an increasingly connected world.

The plan hinges on technological solutions developed by domestic firms. These AI tools will be deployed to “lead social discussion” and automatically identify and remove content that contradicts party narratives. The documents outline an ambitious target of removing 90 percent of “infringing” posts within 24 hours of publication.

Vietnam’s digital landscape has expanded rapidly in recent years, with nearly 75 percent of its 100 million citizens now online. The country ranks among the world’s most engaged social media markets, with users spending an average of nearly seven hours daily on digital platforms, according to data from market research firms.

To connect with this digitally native audience, the party is embracing formats previously considered too informal for official messaging. The strategy calls for podcasts, short-form videos, and targeted social media campaigns that can convey party ideology in more accessible ways.

The recruitment of influencers represents perhaps the most significant departure from traditional propaganda methods. These digital personalities will be expected to share approved materials and promote official activities. While direct financial compensation isn’t standard, according to the documents, influencers may receive perks such as sponsored trips and access to exclusive events.

However, this push for more engaging content carries inherent risks for a regime accustomed to rigid message control. A recent incident involving a song titled “My Uncle,” which compared President To Lam to national founder Ho Chi Minh, reportedly caused discomfort among party officials for being “improperly oriented” despite its supportive message.

This incident highlights the tension at the heart of Vietnam’s new propaganda strategy: the desire to appear more modern and relatable while maintaining strict control over all messaging. Even as the party embraces digital tools, it remains deeply wary of any content – supportive or otherwise – that might inadvertently undermine the carefully managed image of its leadership.

Vietnam’s digital pivot comes amid broader regional trends, with authoritarian governments across Southeast Asia increasingly turning to sophisticated online influence operations. The country’s approach mirrors elements seen in China’s extensive internet control system, though adapted to Vietnam’s specific digital ecosystem where Western platforms remain accessible.

For Vietnam’s 25 million citizens under age 25, who have grown up entirely in the digital era, the effectiveness of this strategy may determine the Communist Party’s ability to maintain ideological influence in the decades ahead.