Authorities in Hoa Binh Province are currently investigating a controversial promotional event that drew criticism after organizers invited TikTok personalities known for portraying gangster-like behavior online.

On April 1, Pham Anh Quy, Chairman of the Hoa Binh City People’s Committee, confirmed to VietNamNet that a nem chua (fermented pork roll) promotional event titled “Vua Nem Chua” (King of Nem Chua) was recently held in the city. The event sparked public debate due to the appearance of several social media influencers.

Chairman Quy clarified that the event was not approved by city authorities. "The event had not been granted permission by the city," he emphasized, adding that provincial police are coordinating with local officials to investigate the matter.

Later the same day, Hoa Binh Provincial Police released a statement confirming the investigation into the nem chua marketing event, which took place at the Youth Park in Hoa Binh City.

“Notably, among the invited guests were TikTokers such as Hoang Cuu Bao, Thong Soai Ca, and Duong XL - personalities widely known online for their flashy content featuring ‘gangster’ characters and controversial entertainment videos,” police stated.

According to police, the event was organized by Chien Huong Food Cooperative as part of a commercial product promotion - not as an official cultural or tourism activity sponsored by the local government or political-social organizations.

Additionally, authorities confirmed that the cooperative had not received official permission to host product marketing or public performances at the Youth Park.

Earlier, social media platforms circulated videos and images from the event, which included a contest involving 300 people eating nem chua and appearances by actors and TikTok celebrities. Many internet users expressed concern, arguing that some of the featured influencers are known for producing inappropriate content that runs counter to traditional Vietnamese values and cultural norms.

Duc Hoang