When North Korean leader Kim Jong Il died in 2011, many Vietnamese citizens found it curious that thousands of North Koreans were openly grieving his passing, crying intensely in the streets. They remarked that, with no internet and very limited access to information, North Koreans were clearly being misled. However, Vietnamese people soon found themselves in a similar situation.
On July 25 and 26, Vietnam held a national funeral for the general secretary of the Communist Party of Vietnam (CPV), Nguyen Phu Trong, who had died on July 19 at the age of 80. Thousands of people traveled to Hanoi, even from remote provinces, to mourn his passing. Social media was flooded with images of ordinary people weeping and showing profound sorrow in the streets. Many young Vietnamese, who typically showed little interest in politics, changed their Facebook profile pictures to black and white or to photos of the late general secretary as a sign of mourning.
During this sensitive period of heightened nationalism, some social media influencers have paid a costly price for not showing enough sadness for “the loss of the nation.” For instance, on the national funeral day, Giang Ơi, a highly influential YouTuber with over one million followers, posted pictures of her daily activities in the United States, where she is attending a university course, on her Facebook fan page. Her followers immediately criticized her for not showing respect to the national hero and accused her of being unpatriotic. She subsequently removed the posts and apologized for her ignorance and insensitivity.
Nevertheless, many followers remained disappointed, feeling that someone of her influence should have expressed more gratitude for the contributions of the late party leader, implying that her success was partly due to his leadership. Similarly, Thuy Minh, the host of the highly popular podcast Vietcetera, who has nearly one million Facebook followers, was criticized for being ungrateful when she posted a picture of a U.S. flag on her Facebook story while on a business trip in the U.S. during the national funeral days.
Among the mourners, there are certainly opportunists who seize the chance to show loyalty to the party and further their careers, as well as “opinion shapers” (dư luận viên) who are paid by the state to propagate messages of grief online. Critics of social media influencers may have included their jealous rivals who took advantage of the situation to undermine their competitors. However, it is clear that for many people, the respect and sorrow for Trong’s passing are sincere. Even those who once mocked North Koreans for their perceived naivety might now see Vietnam’s situation in a different light.
This raises an important question: why has the former CPV leader received such considerable respect from the public? In my view, the depth of national mourning for Trong is quite remarkable. The last time Vietnam witnessed this level of grief was when Gen. Vo Nguyen Giap passed away in 2013, but his role in leading the wars against the French and the Americans made such reverence more understandable. Given that Vietnamese people have access to the internet and diverse sources of information to a certain extent, along with the freedom to travel abroad to see the world, this profound mourning for Trong is even more striking.
First, Trong embodies the qualities Vietnamese citizens desire in a leader. My interviews with both ordinary individuals and those of high social status reveal a widespread belief in Trong’s incorruptibility. He is seen as a figure who can remain untainted in a system rife with corruption. Many citizens have encountered corruption in many forms: through personal experiences in hospitals, public schools, and business registrations, as well as through news of high-profile corruption cases involving unimaginable sums of money. Trong stands as a beacon of hope, suggesting that it is possible to achieve high positions without succumbing to the pervasive corruption of the system. His perceived incorruptibility – an invaluable trait in such a system – has earned him great reverence from the public.
After Trong’s passing, state propaganda depicted him as a modest, selfless, hard-working, and caring individual who deeply appreciated teachers. For example, state media and social media circulated a hand-written letter Trong wrote to his fourth grade teacher on Lunar New Year 2019, which deeply touched the public. His humility is also highlighted in a story from the 1980s when the economy was struggling. To save money, he asked a colleague to cut his hair instead of going to a salon for two years.
It is important to recognize that such crude propaganda messages are not always effective because this is how the state has depicted Vietnamese leaders for decades. Nevertheless, many people genuinely believe these stories, despite their clichéd nature. Perhaps, these messages have confirmed the public’s existing perception of Trong as incorruptible.
Second, Trong’s leadership might have fostered a belief that Vietnam’s political system and overall situation are progressing well, even better than those of more powerful countries. During his tenure, Vietnam’s economy remained strong, despite some economic backlash from his anti-corruption campaign. His so-called “bamboo diplomacy” foreign policy is perceived to have allowed Vietnam to successfully navigate the complex relationships with China, Russia, and the U.S. amidst increasing geopolitical tensions. This perception is best illustrated by the public reaction when Russia invaded Ukraine in February 2022, with many social media users suggesting that Ukraine should learn from Vietnam on how to handle big powers and avoid conflicts.
Conversely, news about domestic issues in countries like the U.S. gives the impression that powerful nations are grappling with violence and other domestic problems not seen (or effectively concealed) in Vietnam. Recent events, such as the January 6 U.S. Capitol attack, the attempted assassination of former U.S. president Donald Trump last month, and frequent reports of protests regarding the Israel-Palestine conflict, have contributed to the perception that political violence is prevalent outside of Vietnam. The sentiment of political stability was particularly pronounced among Vietnamese social media users following the assassination attempt on Trump.
Consequently, many view Vietnam as a safer nation compared to others worldwide. Social media often credits this stability to Trong’s leadership, despite increasing arrests of dissidents and social activists during his tenure. His death has further stirred nationalistic sentiments and pride in the country and its leaders, who are seen as maintaining Vietnam’s safety and political stability.
Third, a culture of gratitude is deeply ingrained in Vietnam. Individuals who defy authority – whether from a company, family, or educational institution – risk being labeled as “ungrateful” or “biting the hand that feeds them.” This mindset extends to the political arena as well. Government leaders are typically not viewed as “servants of the people” supported by taxpayers, as the Party claims, but rather as protectors of the populace. Thus, the people are expected to be grateful for whatever the government has done for them and the country.
Many netizens responded to the social media influencers’ lack of sorrow through the lens of gratitude, saying “You don’t need to show your sadness, but you should be grateful. Please live gratefully.” Because the deceased party general secretary is perceived to have contributed significantly to the country and enhanced Vietnam’s standing in the international community, citizens are expected to be grateful to him without any criticisms. Anyone who criticizes him or fails to express sorrow for his personal sacrifice for the country is quickly deemed ungrateful. This culture of gratitude also leads many people to conflate the CPV with the country and the leaders with the institutions. Criticizing Trong or not publicly mourning his death is equated with a lack of love for Vietnam.
The late party chief was clearly greatly respected by the public. Trong’s perceived incorruptibility, his contribution to Vietnam’s political stability, and a deep-seated culture of gratitude and loyalty have all contributed to the profound collective mourning that followed his death.