Why did a rural-themed gameshow suddenly Top1 Vietnam’s TV ratings?

According to data from Kantar Media, the first episode of the reality show Gia đình Haha reached the No.1 position on the nationwide TV ratings chart last week. This result came as a surprise to many viewers but also reflects notable shifts in public content consumption trends.

This impressive rating achievement occurred amid an increasingly competitive entertainment landscape, as digital platforms continue to dominate. However, instead of chasing sensational elements or high-intensity formats, the producers of Gia đình Haha chose to go against the grain. There is no scripted drama, no heavy challenges, just simple, everyday moments deeply rooted in the rural life of Vietnam’s Northwest region.

The artists in the show "Gia đình Haha". (Photo: Producer)

In the premiere episode, the person who captured the most attention was not a celebrity or well-known figure, but Ms. Vàng Thị Thông – a gentle, humble Tày woman from the countryside. Her image, managing the household, caring for her children, and warmly welcoming guests with a heartfelt smile, left a powerful emotional impression. These real-life details brought authenticity and made the show stand out in a market often dominated by staged scenes and dramatic effects.

At the same time, Gia đình Haha struck an emotional chord with urban audiences. It evoked nostalgia for a pure childhood and the longing to find peace amid the rush of modern life. Singer Bùi Công Nam’s quote, “In the city, we often say ‘I wish I had a ticket back to childhood,’ and today… it truly feels like that wish came true,” was widely shared not for its poetic phrasing, but for its sincerity. When the healing value of television is expressed through shared meals, neighborhood bonds, and honest labor, the show becomes a generational bridge. It offers a space where family members can watch together and feel together.

Rhymastic and Bùi Công Nam in the show "Gia đình Haha". (Photo: Producer)

Beyond its content, the show's early success can also be attributed to an effective fan engagement strategy. The program’s official fanpage and

supporting content, such as the theme song Những ngày trời bao la (The Days of Vast Skies), created positive buzz even before the first broadcast. This was a communications advantage, demonstrating that the production team actively built anticipation and audience connection, rather than relying solely on post-broadcast impact.

However, it is important to recognize that the success of the first episode does not guarantee long-term sustainability. Maintaining interest over multiple episodes with a light, unscripted approach is a challenge that demands careful handling of content flow and pacing. At the same time, a question arises. Can this “healing” format appeal to all audience groups, or is it only suited to a specific segment?