"Gia Dinh Haha" - When Social Media Helps Highlight Vietnamese Farmers

"Gia Dinh Haha" - Genuine stories that touch the heart

"Gia Dinh Haha" - Nhung Ngay Troi Bao La is the Vietnamese adaptation of China’s Haha Farmer, licensed and produced by YeaH1, broadcast on VTV3, and integrated across YeaH1’s ecosystem.

The show features five core members - Jun Pham, Rhymastic, Bui Cong Nam, Ngoc Thanh Tam, and Duy Khanh - joined by different guests in each journey, such as Minh Tuyet, Bui Lan Huong, BB Tran, Thanh Duy, Ai Phuong, Toc Tien, and Trong Hieu.

These artists, who are used to the glamorous city life, “leave the city for the countryside,” living with farming families and taking part in daily activities across different regions of Vietnam.

Social media has been the key driver that turned "Gia Dinh Haha" into a beloved program, while also elevating the image and values of Vietnamese farmers.

Each filming journey lasted many days, focusing on local customs, traditional occupations, and the daily stories of local communities. So far, the program has gone through four stops: Ban Lien (Lao Cai), Sa Huynh (Quang Ngai), Giong Trom (former Ben Tre), and Dak Lieng (Dak Lak).

What sets "Gia Dinh Haha" apart from other reality shows is how it puts farmers and local culture at the center - not merely as a backdrop for celebrities. The image of Vietnamese farmers comes alive through their own voices, their work in the fields, and everyday moments: from meals and local markets to rice farming, fishing, and traditional rituals. Many scenes moved viewers to tears because of their simplicity and the mutual affection between artists and the people they lived with.

Social media - the “springboard” that spread the show

Just after the first few episodes, "Gia Dinh Haha" became a widely discussed topic online. Short, humorous clips went viral on TikTok, YouTube Shorts, and Facebook Reels, later picked up by major news outlets.

Moments like Jun Pham joking with Duy Khanh, Minh Tuyet’s graceful tea-picking, or Duy Khanh mistaking a rice-steaming pot for a Tay word delighted viewers and drove curiosity toward the program.

Multi-channel distribution has proven highly effective, maximizing audience touchpoints - from traditional TV audiences to young social media users. Besides airing full episodes on VTV3, behind-the-scenes clips were posted daily from Monday to Friday, keeping the buzz alive.

The official social media accounts of the cast also used program-specific hashtags, creating a space for audiences to share feelings, give opinions, and directly interact with others. This gave viewers a sense of being heard and connected.

As a result, "Gia Dinh Haha" evolved from a one-way entertainment show into a dialogue and cultural event that anyone could join. This interactivity built loyalty and created a strong, engaged fan community.

When farmers became “social media stars”

At first glance, the local people featured in the show seemed “ordinary.” But to viewers, they were extraordinary - just like the theme song describes.

From Ms. Thong and Mr. Ha in Ban Lien, Mr. Diep in Sa Huynh, Uncle and Aunt Chín in Giong Trom, to Y Xim in Dak Lak - all appeared with simple, authentic looks, yet behind them shone resilience, love for their community, passion for labor, and dedication to their homeland.

In this way, "Gia Dinh Haha" succeeded in making farmers the storytellers and guides. This strengthened respect and recognition for rural labor in the eyes of urban audiences.

At the recent “Anh Trai Vuot Ngan Chong Gai” concert (September 7), farmers who appeared on the show were warmly welcomed, even requested for photos like celebrities.

Beyond filming, the production team also carried out real activities in local areas - such as tree planting and community events - proving the program was not just “shoot and leave,” but aimed to bring lasting value. The Lao Cai Provincial People’s Committee even awarded certificates of merit to the producers and crew for their contributions to tourism development.

Positive impact on local tourism

Destinations featured in "Gia Dinh Haha" have seen a surge in attention, both for tourism and local products. Ban Lien is the clearest example.

Previously, Ban Lien was known for cultural and natural beauty, but was little visited. After the program aired, it appeared frequently in media, and clips of Ms. Thong’s family life and farming on terraced rice fields and tea hills went viral. Many young people expressed a desire to visit. Local businesses and tourism agencies quickly designed tours inspired by "Gia Dinh Haha". Tea products sold out quickly.

In Giong Trom, honey produced by Uncle and Aunt Chín became so sought after that there was no stock left. Local homestays and tourism services also reported being fully booked until year-end because of the influx of visitors.

From screen to community movement

"Gia Dinh Haha" demonstrates the power of social media in making a television program successful.

Instead of being just a supporting channel, social media has become indispensable, playing a pivotal role in shaping and amplifying the show’s influence.

Thanks to two-way interaction, rapid virality, and personalization, "Gia Dinh Haha" not only reached mass audiences but also built a loyal, vibrant fan community.