Meta, the parent company of Facebook and Instagram, has taken an unconventional step to promote tourism in Vietnam by producing a reality TV show titled “Let’s Feast Vietnam.” The 10-episode show, which started streaming on Netflix in Asia on August 15, features content creators from various countries traveling through Vietnam, exploring its culinary scene, and completing missions. The show aims to showcase Vietnam’s attractions and boost its tourism industry.
The contestants on the show are competing for a top prize of around $21,000. The series is part of Meta’s efforts to engage with international audiences and strengthen its presence in the Vietnamese market. Vietnam has a significant online population, making it an important focus area for Meta’s business expansion.
However, Meta’s activities in Vietnam have faced criticism for aligning with the authoritarian government’s interests. The company has been accused of censoring dissenting voices and yielding to government demands to remove content and users perceived as threats. Similar to other tech giants, such as Google and TikTok, Meta has navigated a delicate balance between business interests and adhering to local regulations.
Vietnam’s online population is highly active on Facebook, with more than 70% of the population using the platform for various purposes. This makes it a vital market for Meta’s digital advertising and user engagement efforts. The Let’s Feast Vietnam TV show serves as a way to further integrate Meta’s social media platforms into the country’s culture and entertainment landscape while addressing the challenges associated with navigating a complex political environment.
