In June 2025, the reality show Gia đình Haha, produced by YeaH1 in collaboration with the Vietnam Agricultural Trade Promotion Center, was broadcast and quickly gained widespread public attention. The localities selected for filming have become highly attractive tourist destinations. Authentic storytelling and positive communication strategies play a crucial role in the success of this reality show.
Gia đình Haha differentiates itself by choosing a positive communication approach. Harmonizing with the show’s challenges, which are connected to the economic activities of local communities, the communication strategy is gentle and relatable.
First, the official Gia đình Haha fanpage uses the self-referential pronoun “bé Ha” (“little Ha”), interacting with the audience from the perspective of an endearing youngest family member - an anthropomorphic tactic that evokes the feeling of being in a family. This approach aligns with the show’s title and reinforces its “family” spirit. Each host family who welcomes the cast does not treat them as guests but as kin, enabling viewers to feel warmth and closeness as well.
Second, the story of each host family in every episode serves as an inspiring life narrative. In the Bản Liền episode, the host is Ms. Thông - an industrious Tày woman who never stops learning. She learns how to run a homestay, joins the forest protection team, leads the commune’s cultural performance group, and so on. Each “secret” about this small but resilient woman is gradually revealed, surprising the audience. In Sa Huỳnh, the hosts are Mr. Điệp’s family, who preserve the traditional craft of salt-making; in Bến Tre, the show features Uncle Chín Cường’s family, embodying the generosity and sincerity of the Mekong Delta. Each host has many real stories to tell - there is no need to manufacture narratives for publicity (or to “create content,” in the language of online communities). From a communication perspective, Gia đình Haha’s strategy goes beyond promoting the show or presenting local people and landscapes as static images on advertising posters. Its communication approach evokes empathy and goodwill toward green tourism practices and admiration for those who pursue them, thereby reinforcing the public’s behavioral intention to choose green tourism products.
The third media narrative - also the most important one, and the clearest embodiment of the two-step flow of communication - comes from the interactions among the participating artists. Jun Phạm, Rhymastic, Bùi Công Nam, Duy Khánh, Ngọc Thanh Tâm and the guests all maintain a “clean” public image, especially Jun Phạm, who is known for his contributions to the Nhịp tim Việt Nam Fund. Rhymastic and Duy Khánh’s bewilderment with the local dialect in Bản Liền, Ngọc Thanh Tâm’s “clueless” moments, or Bùi Công Nam’s height all became the online community’s favorite bits of “content”, indirectly imprinting the show’s humor in viewers’ minds and motivating those previously uninterested to give the show a try.
Short-form video communication on social media platforms (Facebook, TikTok) is familiar to audiences today, but Gia đình Haha’s distinctiveness lies in the natural humor of these clips. When asked about the show’s communication, Interviewee 4 (female, lecturer) said she “enjoys watching the shortcuts, they’re brief and funny, perfect for light entertainment when I don’t have time”. Interviewee 6 (male, office worker) commented: “I think Gia đình Haha captures the organic vibe people are looking for. In entertainment, ‘organic’ means minimal editing but content that still conveys intention. Gia đình Haha has a cast whose chemistry feels real, not forced; the comedic beats are intentional but their interaction feels natural; and the filming environments are fresh and healing. The winning point is that the show’s content is so rich - from the cast to the guests to the setting”.
From a communication standpoint, the authentic presence and experiences of the artists - who act as opinion leaders in this case - once again cultivate positive attitudes toward green tourism. In terms of behavioral intention, many viewers feel inspired and express the desire to experience or choose similar green tourism products in the future. Thus, communication surrounding the program not only shapes destination imagery but also helps facilitate the transition from awareness to attitude and behavior, in line with the impact logic commonly observed in mass communication research. The progression from awareness → attitude → behavior underscores the crucial role of mass media, especially when messages are disseminated through opinion leaders following the two-step flow mechanism.
Written by ThaoLNN