Hanoi, Nov. 30 -- YouTube, TikTok, Instagram and podcasts are producing Vietnam-focused content created by expatriates and travellers, racking up billions of views and reshaping global perceptions of the Southeast Asian nation.

Choosing Vietnam for its friendliness

Tiktok channels such as Sam in Vietnam, Elena in Vietnam, Chiec Tay Valentin and American Dustin Cheverier's YouTube outlet have emerged as de facto travel guides, blending Vietnamese phrases with their native languages and peppering clips with local slang to boost engagement.

Russian expat Sam Kupriyanov, 37, based in Ho Chi Minh City, documents candid cultural encounters on his TikTok account Sam in Vietnam. The channel has over 16,000 followers, with some videos topping 5...