Brian Jeffrey
The spectacle of Lieutenant Le Hoang Hiep being treated like a celebrity and the rising enthusiasm for male artists indicates a significant shift in fan culture in Vietnam, according to specialists.
The military parade celebrating 50 years in Ho Chi Minh City ignited a cultural trend, positioning soldiers as icons akin to entertainers. A short video of Lieutenant Le Hoang Hiep in full military garb rapidly elevated him to “heartthrob” status, especially among young female admirers, with related media reaching millions of views.
Media analyst Nguyen Ngoc Long remarked to VietNamNet: “It’s not uncommon for a military figure to suddenly garner admiration in this digital age. Moments that depict authenticity—especially those featuring soldiers, doctors, or teachers—can resonate deeply. Lieutenant Hiep’s charm stems from his polished presentation, the ceremonial backdrop, and the unexpectedness of the moment, creating ideal conditions for it to go viral.”
Nevertheless, Long cautioned that such adulation could jeopardize personal privacy and military decorum. The overwhelming attention—whether in person or online—can veer into a form of obsession that masquerades as fandom.
This trend illustrates an expansion in idol worship that transcends entertainment but also highlights a troubling lack of analytical depth among younger admirers. Too often, fans focus on fleeting attributes like looks or viral moments rather than substantive qualities or achievements. When handsome figures in uniform eclipse dedicated community servants, society needs to re-evaluate its criteria for recognizing “role models.”
Long underscored the media’s role in framing this narrative, cautioning against sensationalism and advocating for a more respectful and reflective fan culture.
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Moreover, Vietnam’s idol scene is clearly showing signs of “masculinization.” Male artists are gaining significant influence and revenue. The “Anh trai say hi” (Brothers say hi) concert series attracted over 100,000 attendees and generated 340 billion VND (around USD 13.3 million), with ticketing systems failing under the surge of demand for its Hanoi performance.
Conversely, the “Chị đẹp đạp gió” (Sister who make waves) event experienced lower energy levels and ticket sales, with many tickets remaining unsold days after their release. Profits from “Anh trai vượt ngàn chông gai” (Call me by fire) in Q3 2023 were 10.7 times greater than those of “Chị đẹp đạp gió.”
Socialite’s April 2025 rankings indicated that six of the top ten most influential social figures were male artists, with no women in sight. The 2024 domestic music chart by Vietnam Chart showed that nine out of ten acts were male.
Fans are heavily investing in their favorite male idols, with offerings such as LED displays and custom food trucks. Celebrations for birthdays and anniversaries have become common among fandoms, while rivalries heat up on social platforms. A recent incident where a comment about HIEUTHUHAI’s hit “Trình của đàn anh” led to backlash against 19-year-old singer Anh Sang AZA illustrates this trend.
Long attributes this shift to strategic image building. Male idols are leveraging calculated branding, weaving relatable stories and emotional connections into their personas—meeting fan expectations. In contrast, female idols encounter gender-specific challenges, facing harsher scrutiny regarding their looks and behavior, which hampers their progress.
Social media intensifies the bond between fans and idols, leading fans to feel a personal connection, often possessively, toward their idols. This dynamic fosters strong protective feelings for male idols, whereas female idols do not usually evoke the same response—a crucial aspect of contemporary fandom.
While this trend may bolster short-term commercial achievements, Long warns of its potential to distort the entertainment landscape. Increased pressure on female artists could lead to a creatively stagnant industry, more influenced by algorithms than genuine artistry.
In the long term, Vietnam’s entertainment sector needs to strive for balance—not just enhancing female representation but redefining what constitutes true worth beyond superficial appearances or follower counts. Media must play a pivotal role in reshaping public perceptions of who deserves admiration.
