"Hello, I'm Nam, Chairman of Dong Van Commune People's Committee," the 52-year-old man began a video shot on his phone. Behind him were the rammed-earth houses and stone fences of the Mong people in Tuyen Quang.

Pham Duc Nam stated that the TikTok channel "Nam Chairman of Dong Van Commune" was established nearly a month ago, focusing on local culture and scenery. On his days off, he and cultural officials visit remote villages to film the daily lives of residents, traditional meals, and crafts like incense making and wooden bowl carving. He writes the one to two-minute video scripts himself after consulting with village heads about customs and traditional crafts to feature.

"The people here are mainly ethnic minorities, relying on swidden farming. I learned media skills to spread the identity of Dong Van," Nam said.

Pham Duc Nam, 52, Chairman of Dong Van Commune People's Committee, films a video with villagers, 9/2026. *Photo courtesy of subject*

After more than 20 years of desk work, accustomed to meetings and public speaking, Nam found facing the camera a completely different challenge. Simple lines like "Hello, I'm Nam..." required dozens of takes to get right.

After two weeks, his videos garnered tens of thousands of views. Many tourists commented that they found their way to the commune thanks to the specific directions in the videos. "If my presence as a commune leader helps build trust for tourists to visit, assists residents in selling agricultural products, or preserves linen weaving, I am ready to appear on camera regularly," the chairman stated.

In Long Coc Commune, Phu Tho Province, Nguyen Hoang Trung, 50, Secretary of the Commune Party Committee, has transformed himself into a social media "reviewer." On his personal TikTok channel, he films himself evaluating dining and entertainment spots in Long Coc. His videos documenting "a day of what to do and eat in Long Coc," from admiring early morning mist on tea hills to twilight sunsets or star-filled night skies in the midland region, attract the most views. He also visits each homestay in the village to assess its quality.

From someone who rarely shared personal images, Trung began to adjust his voice and gait to appear natural on camera. Visiting local facilities, attending opening ceremonies at schools, or trying traditional dishes with villagers are now what he calls "creating content" for his channel.

"Social media shortens the distance between the government and the people. Through feedback under the videos, I immediately grasp areas where tourists are dissatisfied, such as roads, garbage disposal, or homestay prices, and can direct appropriate action," said Trung, owner of the "Amazing Long Coc" channel.

The channel's effectiveness is clear. Commune statistics show that in the first half of 9/2026 alone, Long Coc welcomed nearly 20,000 visitors. The year-end target is 50,000 visitors, providing employment opportunities for residents. "I try to produce about 30 videos each month to increase reach," Trung said.

The trend of commune chairpersons and secretaries "going live" on social media began about the past month. Dozens of accounts belong to local leaders, featuring approachable images and simple language that, despite efforts to "catch trends," have attracted the attention of visitors from all over.

Besides the channels of the Dong Van Commune chairman and the Long Coc secretary, internet users frequently encounter million-view videos from the "Bi thu xu Muong" channel (Nguyen Duy Tu – Secretary of Van Son Commune Party Committee, Phu Tho); and the "My Dung Vinh Long" channel of Thai Thi My Dung – Secretary of Long Vinh Commune Party Committee, Vinh Long Province, with tens of thousands of followers.

Beyond promoting scenery, in Ea Tul Commune, Dak Lak Province, social media is used to find markets for agricultural products.

During a livestream session in late August, Le Quang Bat, Vice Chairman of the Commune People's Committee, stood in a garden to introduce the durian harvesting process. The sales session recorded over 500 orders, selling approximately 5 tons of durian with an estimated revenue of 750 million VND.

To reach international customers, Vo Duy Hoa, 50, Vice Chairman of the Commune People's Committee, handles introductions in English. The channel also produces short promotional videos before each livestream session, featuring all commune officials.

Hoa stated that the locality is collaborating with production teams and social media influencers to help Ea Tul's agricultural products spread across digital platforms.

Nguyen Tien Dat, Vice Chairman of the Hanoi Tourism Association, commented that officials directly introducing local products and culture brings high credibility to viewers. "The voice of local leaders creates reassurance about the origin of agricultural products and destination safety. This is a practical approach, integrating digital technology to serve the people's lives," he said.

Nga Thanh