These short, emotionally resonant, and flexibly produced videos bring a breath of daily life to official information, opening a “soft” communication trend where formal updates meet the public through a digital language that is both approachable and vivid.

Modern communication trends show that the information-seeking behavior of the public, especially the youth, is shifting heavily toward digital environments. In this context, the department’s proactive management of official digital channels, such as its Facebook fanpage with over 34,000 followers and the “Điện Biên Ngày Mới” TikTok channel, is a strategic move. Remarkably, the creators are not freelance influencers but the officials and civil servants themselves, who have stepped out of administrative routines into the digital creative space with a fresh mindset. Even the department leadership has appeared directly in promotional clips, conveying messages in a relatable way that enhances reach and demonstrates a pioneering spirit in communication.

While the follower counts may seem modest compared to major platforms, the engagement has been striking during key events such as the Ban (Bauhinia) Flower Festival, New Year celebrations, and major political milestones. During the peak promotion of the 2026 Ban Flower Festival, videos across these platforms reached 2.8 million views within a single month, marking the highest reach recorded to date. Many posts garnered thousands of shares and positive feedback from the online community, helping to project an image of a friendly, dynamic, and innovative Điện Biên.

Trần Hải Hà, Acting Director of the Department of Culture, Sports, and Tourism, noted that the involvement of staff in digital content creation stems from practical demands. As the public, especially younger generations, spends more time on social media, traditional methods struggle to spread information quickly and widely. Therefore, bringing official content to digital platforms has become an inevitability.

“The direct involvement of staff who deeply understand culture, sports, and tourism helps official information be transmitted promptly in a way that is vivid and closer to the public. This also inspires every Điện Biên resident and visitor, especially the youth, to act as tour guides and tourism ambassadors, telling the story of Điện Biên to domestic and international audiences,” shared Trần Hải Hà.

To ensure these products remain properly aligned, all digital content follows central and provincial guidelines while focusing on the specific meaning of each event. These videos avoid overly complex effects or chasing superficial trends, maintaining a professional and proper tone while remaining easy to watch and remember. Trần Hải Hà emphasized that while styles are innovated to be accessible through short videos and visual graphics, the content must remain standard and official, strictly avoiding the pursuit of “likes” at the cost of the state agency’s reputation.

One of the familiar faces in these videos is Nguyễn Thị Xuân Mùi, a staff member from the Culture and Family Management Division. Accustomed to professional work behind a desk, she has recently “stepped in front of the lens” to participate in promotional videos for festivals and elections. Lacking formal acting training, what she brings to each video is the sincerity and responsibility of a cultural worker, which has created a unique appeal. Viewers see an approachable official speaking about everyday things and telling familiar stories.

Nguyễn Thị Xuân Mùi shared that entering the digital space as a civil servant brings the pressure of being careful with speech to protect the organization’s prestige. The greatest challenge is preventing content from becoming too “administrative” while still reaching the hearts of the people. They have overcome this by meticulously reviewing information, simplifying technical jargon, and listening to public feedback. Her goal is to appear with the friendliest image possible, turning complex propaganda into easily digestible everyday stories. Her growing confidence is evident in each video, as she captures the joy of festivals and the solemnity of political events.

Looking ahead, the department plans to expand and elevate its digital presence with more professional and effective operations. This includes applying advanced technology and artificial intelligence in communication while encouraging more staff to participate in creative content. Furthermore, the department will expand cooperation with media agencies, digital creators, KOLs, and KOCs to diversify outreach. This coordination follows the spirit of “State and People working together,” tapping into social resources to spark love, pride, and responsibility for the heroic land of Điện Biên. Trần Hải Hà affirmed that the goal is to build a professional and modern digital communication ecosystem that effectively promotes the local image.