Tracking the development and upheavals of the press over the past decade, particularly following the COVID-19 pandemic, it can be affirmed that elevating content quality, continuous creative innovation, and applying cutting-edge technology are the long-term, stable, and sustainable means of fulfilling the task entrusted to the press: effectively popularising the Party and State’s policies and guidelines, whilst serving as the people’s forum.
Recognising the responsibility of Viet Nam’s leading Party newspaper in revolutionary journalism for popularising the Party and nation’s major historical events, Nhan Dan Newspaper has creatively produced new media products with strong reach, linking traditional print with technology platforms, attracting vast readership, and contributing to fuelling a powerful wave of patriotism and national love among the masses and overseas Vietnamese communities towards the Fatherland.
In 2024, marking the 70th anniversary of the Dien Bien Phu Victory, Nhan Dan Newspaper organised a special information campaign. The campaign, meticulously and thoroughly planned over nearly half a year, commenced with the launch of an online information page in the form of a 56-day-and-night battlefield diary, an exhibition by Hoan Kiem Lake and a similar one in Dien Bien Province, along with a special supplement featuring the panorama painting Dien Bien Phu Campaign measuring 3.21 metres long – a record for a print product.
Tech enthusiasts could interact by scanning QR codes on the painting with their phones or downloading the app to view moving images via AR technology. After three reprints within half a month, 300,000 copies of the supplement were distributed at Nhan Dan Newspaper’s headquarters in Ha Noi and its resident offices nationwide, creating a rare phenomenon of readers queuing for print editions. Many schools used Nhan Dan’s panorama supplement as historical teaching material. This unique communication campaign helped Nhan Dan win two international press awards.
Following this success, and promoting the strategy of conveying history by combining traditional print platforms with modern technology, connecting younger generations with the nation’s past, Nhan Dan continued with information pages, interactive VR exhibitions, and unique supplements such as Ha Noi Flagpole for the 70th anniversary of Capital Liberation Day, and the supplement Famous Battles, Renowned Generals for the 80th founding anniversary of the Viet Nam People’s Army.
During April 2025, an unprecedented scene unfolded at Nhan Dan Newspaper’s headquarters as tens of thousands of readers, mostly young people, queued for kilometres over many days to visit the interactive exhibition marking the 50th anniversary of Southern Liberation and National Reunification, experience a 3D video recreating the nation’s historic moment 50 years ago, and collect tech-integrated supplements allowing video playback directly on the print page.
Over 500,000 copies of the supplement, printed from socialised funding, reached readers across 63 provinces and cities at that time, sparking a social media hunt for Nhan Dan supplements. Importantly, users shared content about the supplements themselves, their emotions on national reunification day, and their national pride. Many framed and hung supplements in homes, classrooms, hotels, and shops. Some teachers and parents set up projectors to screen for pupils and children. Historical information thus naturally entered hearts in this way.
Marking the 135th birth anniversary of President Ho Chi Minh, Nhan Dan launched a print and digital communication campaign, highlighted by the exhibition entitled ‘The Glorious Name of Uncle Ho’ and a special edition of Nhan Dan Weekend with the front page bearing serial number 1890. The edition included two special supplement pages with images of Uncle Ho reading Nhan Dan Newspaper and his immortal quotes, plus QR codes linking to the most beautiful, moving songs about the beloved national leader, and in-depth, vivid pages on his life and thought across Nhan Dan platforms. Instantly, edition 1890 became a unique collectible, with many queuing patiently for hours to obtain it.
On the occasion of the 80th anniversary of the August Revolution and National Day (September 2), Nhan Dan Newspaper published print and digital editions and hosted the interactive exhibition 80 Glorious Years – The Path to Independence. The special issue 80 Years of Independence, Freedom, Happiness is perhaps the most elaborate, meticulous edition, recounting the historical journey from national independence to today’s glories, preparing to enter an even stronger development era.
Nhan Dan Newspaper also issued a special interactive supplement introducing 80 national milestones and the full Declaration of Independence of the Democratic Republic of Viet Nam. This time, distribution reached a record of over 1 million copies, half delivered directly to schools nationwide. Images of people, teachers, and pupils joyfully holding and exploring the supplements prove that historical content, if presented fittingly, still touches emotions.
Readers checking in with Nhan Dan’s special supplement at the newspaper’s display booth at the 2025 Festival of Humanity in France
Besides impactful communication campaigns leveraging press expertise and creativity, in 2025, Nhan Dan organised a series of art, sports, and exhibition programmes – all marked by record figures.
The political-art programme ‘To Quoc Trong Tim' (Homeland in Our Hearts), co-organised by Nhan Dan Newspaper and Ha Noi People’s Committee at My Dinh Stadium on the evening of August 10, 2025, was established as Viet Nam’s largest-scale event ever, with 50,000 spectators wearing outfits featuring the red flag with a yellow star and singing Viet Nam’s national anthem – ‘Tien Quan Ca’ (Marching Song), as well as dozens of revolutionary songs.
The programme drew 20 million social media interactions, with 2.5 billion views on TikTok, Facebook, and YouTube in just two weeks.
An entire stadium ablaze in vibrant red, the national anthem resounding majestically, 50,000 hands on hearts – no image could be more beautiful!
The programme was later made into a film, screened nationwide for over a week, then at over 30 universities, reigniting patriotic fervour. Never has a film made viewers unable to sit still; they waved flags, danced, sang along, and chanted “I love Viet Nam”, “Homeland in Our Hearts”.
In celebration of the public security force’s traditional day, Nhan Dan Newspaper partnered with the Ministry of Public Security to launch the national walking campaign titled ‘Marching Forward with Viet Nam’ across 3,321 communes/wards in 34 provinces/cities nationwide.
The campaign drewa record 1.2 million participants, boosting health exercise whilst logging over 6 billion steps to cut emissions towards the nation’s Net Zero goal.
Nhan Dan Newspaper also led the thematic exhibition titled ‘95 Years of the Party Flag Lighting the Way’, which spanned 10,000 square metres within the framework of the National Exhibition on National Achievements – 80 Years of Independence–Freedom–Happiness in Ha Noi, attracting 1.2 million visitors over nearly 20 days.
Never have we witnessed such public interest in the Party’s history. Crowds streamed from morning to 9–10 pm, from elderly to children, eagerly following the Party and nation’s development journey through elaborate, stunningly modern displays combined with vivid live performances.
Nhan Dan Newspaper has proven that Party newspapers, whilst maintaining official, authoritative status, can not only innovate but excel in creativity in ways few imagine.
To implement communication for major Party and national anniversaries and events, Nhan Dan always develops plans early, mobilising intellect from many units, departments, partners, reporters, editors, and staff. Preparations are underway for key events in 2026, even envisioning efforts for the special milestone of the Party’s 100th founding anniversary, which is still five years away.
Nhan Dan Newspaper has proven that Party newspapers, whilst maintaining official, authoritative status, can not only innovate but excel in creativity in ways few imagine. Boldly daring to think and act yields breakthroughs, not merely meeting rising reader demands, societal expectations, boosting communication efficacy and public opinion guidance, but also spreading love for the Fatherland.
President Ho Chi Minh said: “Our people have a fervent heart for the nation. That is our precious tradition.” Igniting that patriotism creates unmatched strength for the Vietnamese nation to overcome all difficulties and challenges, reaching new heights. And the press must lead this responsibility.
LE QUOC MINH
Member of the Party Central Committee, Editor-in-Chief of Nhan Dan Newspaper, Deputy Head of the Party Central Committee’s Commission for Communication, Education and Mass Mobilisation, President of the Viet Nam Journalists Association
