The Race for Social Media Discussion Attraction Among 4 Vietnamese Films in Early 2025

Entering Q1/2025, the cinema industry in Vietnam is witnessing interesting shifts as domestic films dominate the market, creating a vibrant race both at the box office and on social media. Beyond just the numbers, the appeal of each film also stems from content and genres that perfectly align with audience tastes.

1. Data Overview: The “Bộ Tứ Báo Thủ” dominates in discussion volume

With more than7.1 million mentionsand85.8 million engagementsPlease provide the Vietnamese text you would like me to translate.The "Chaos Quartet"has become the film with the largest social media reach, followed byThe "Billion-Dollar Kiss" mentioned 4.1 million timesEven though the projection is later“Nhà Gia Tiên”more eye-catching and attractive3.7 million mentionsMeanwhile,“Đèn Âm Hồn” is also the debut work of director Hoàng Namacknowledge2 million viewsDiscussions saw strong momentum during the first week of release.

2. Film content – still the key factor driving attraction

The combination of horror, comedy, and family traditions helpsNha Gia Tien It touched the deep emotions of the Vietnamese people. This film also achieved the highest NSR at 84%, indicating highly positive audience sentiment and strong appreciation. By weaving the theme of "preserving traditional values" into a modern context, combined with lighthearted entertainment elements, the film successfully resonated with both Gen Y and Gen Z.

With a gentle and romantic story about a banh mi girl and two young men,The Billion-Dollar Kiss Generating a 75% emotional impact. Ma Ran Do's line “cho mày 4 tỷ” became a viral social slang and trend on TikTok and Facebook.

The love story of a young couple inThe Chaotic Quartet Combined with the humorous chemistry of the quartet Trấn Thành, Lê Giang, Lê Dương Bảo Lâm, and Uyển Ân, the film quickly became a trending topic on social media throughout the Tet season. The dialogue “Don't you have any dreams…” became a viral trend across all social media platforms. However, despite leading in discussion volume, the film received mixed reviews regarding its content, reflected in a Sentiment Score of only 63%. Much debate erupted around the film's content being too "lightweight" and lacking the emotional depth found in Trấn Thành's previous works. High public expectations left many viewers feeling disappointed.

Exploiting horror motifs inspired byThe Story of the Girl from Nam XuongPlease provide the Vietnamese text you would like me to translate.Soul LanternIt delivers a chilling experience by combining horror with purely Vietnamese spiritual elements. Despite a modest Total Mention volume, the film achieved high efficiency during its opening week, demonstrating that the horror genre infused with folk elements creates a unique attraction for the community.

3. Understanding Your Audience – The Secret to Resonating with Consumers and Optimizing Media Impact

Analysis of discussion data shows that females are the primary group of participants, accounting for 60-73% across all films. Films featuring romantic or family elements such asNha Gia Tien(73% female)andThe Billion-Dollar Kiss(70% female)There is a clear correlation between film content and the characteristics of the audience participating in discussions: when films explore relatable themes, emotions, and traditional culture, female audiences tend to empathize more easily, driving deeper and more extensive discussions.

Nha Gia Tien Gen Z recorded the highest discussion rate among the four films (44%). This indicates a clear trend shift: Gen Z—a generation known for preferring modern, fast-paced, and visual content—is now willing to embrace works that explore traditional values when presented through a youthful and creative lens.

Soul LampIt is the only film among the four works where the male discussion rate is dominant (52%). This reflects the inherent characteristics of the horror-thriller genre, which naturally appeals to men, resonating with the strong personal brand of director Hoang Nam—the creator behind the popular YouTube channel Challenge Me – Hãy Thách Thức Tôi, known for adventure and exploration content in mystical lands. The film also recorded the highest Gen Y discussion rate (70%), an audience long accustomed to horror and exploration content since...Challenge Me – Challenge Megrowing rapidly on YouTube.

Target audiences play a pivotal role in shaping the appeal and content direction of each film. Gen Z has emerged as a driving force in discussion trends, showing a keen interest in traditional values and national culture, especially when these elements are revitalized with a youthful and relatable style on screen, such as the way Nha Gia TienIt has been done. While romantic-family dramas are a familiar theme, they will still garner affection and virality if they explore fresh perspectives, keep pace with real-world social issues, and incorporate a well-timed, charming sense of humor. Conversely, the horror genre clearly attracts men and Gen Y. Gen Y is also the core audience for films featuring iconic figures closely associated with their generation, such as Trấn Thành.Please provide the Vietnamese text you would like me to translate.The Chaos QuartetPlease provide the Vietnamese text you would like me to translate.Hoàng Nam is greatPlease provide the Vietnamese text you would like me to translate.Soul LanternPlease provide the Vietnamese text you would like me to translate.Please provide the Vietnamese text you would like me to translate.

4. Discussion Trends: Content that aligns with trending topics will drive sustained engagement

Analyzing discussion behavior across different stages (Teasing, Trailer, Premiere, Post-premiere) reveals that films possess very different viral characteristics.

Out of the 4 films,Nha Gia Tien It stood out with a trend of sustainable discussion and positive sentiment. Although the Teasing and Trailer phases were not overly loud, the film created a surprise by exploding on its release day with over 330,000 mentions. The major difference ofNha Gia Tien This success lies in the ability to sustain discussion after the premiere, largely driven by the audience's empathy toward themes of family culture and a storytelling style that is both humorous and touching. This combination helped the film achieve the highest positive Sentiment Score of 84%, confirming its position as a work that resonates with both Gen Y and Gen Z.

Meanwhile,The Billion-Dollar Kiss Pursuing the romantic film genre, the project saw steady momentum from the Teasing phase through to the Post-release phase. The film's appeal stems from its gentle storytelling, trending dialogue, and particularly the visuals and aura of the two male leads, which captivated the online community and helped maintain strong discussion levels after the release. However, compared toNha Gia Tien, the discussion curve ofThe Billion-Dollar Kissstable but fails to create a strong emotional breakthrough.

Conversely,The Chaotic Quartetshowed massive viral appeal, leading in discussion volume right from the Teasing stage with over 490,000 mentions, peaking at 2.4 million mentions during its first week of release. However, most subsequent discussions revolved around controversies regarding "shallow" content that lacked depth compared to expectations, as well as noisy dialogue, causing the film's favorability index to stall at 63%. While the film created a viral effect, positive sentiment could not be sustained long-term.

Đèn Âm Hồndemonstrated the clear characteristics of the horror genre by exploding suddenly during the Release stage with over 1 million mentions. Most discussions during this period centered on the film's content quality, particularly in comparison to two films:Bộ Tứ Báo ThủandNụ Hôn Bạc Tỷ. However, just one week after release, discussion volume dropped significantly as the film failed to meet the expectations of many viewers. Many opinions suggested that several acting scenes felt forced, and the choice of a Southern cast for a film deeply rooted in Northern Vietnamese context and culture created a "tonal mismatch." Although the film received positive recognition for exploring folk culture elements like soul-calling rituals to enhance its eerie atmosphere, this was not enough to compensate for the general perception of average quality.

Trend analysis shows that films with content that truly touches the emotions and tastes of the audience will create sustainable and long-lasting discussion trends. Conversely, films that generate curiosity through brand elements or specific genres like horror may easily achieve initial discussion breakthroughs, but if the content fails to meet expectations, discussions will quickly cool down.

Communication lessons learned from the competition between 4 Vietnamese films in early 2025

1. Early virality is not enough; focus must be placed on content investment

“Bộ Tứ Báo Thủ”and“Đèn Âm Hồn”had rapid spread, but because they failed to meet audience expectations regarding content, their sentiment indices and discussion volumes declined. “Nhà Gia Tiên”did not explode early on but achieved a high sentiment index and maintained stable discussion thanks to content that explored traditional cultural materials in a youthful style, close to young audiences, especially Gen Z. Although it did not explode strongly during the Teasing stage, the film created highlights upon release and maintained steady heat post-release thanks to positive emotions and deep empathy from the audience regarding family values and national identity. The highest positive sentiment index (NSR) among the films—84%—shows that "cultural storytelling" is an increasingly beloved material.

2. Multi-stage communication – "distributing the load evenly across all stages"
Do not concentrate all efforts solely on the Teasing or Release stages; instead, design a seamless communication plan that "tells the story" early through teasers, trailers, and especially by maintaining post-release discussion.

3. Great dialogue – with the potential to create trends and shake up social media

Social slang and social trends have become an indispensable part of the digital lives of young people. This opens opportunities for Vietnamese films to go more viral when audiences do not just experience the story but also "connect" with witty lines that they use, turn into memes, create cover videos, or comment on outside the theater. The more "trending quotes" a film possesses, the faster its spread, especially on TikTok. Lines such as "giving you 4 billion" from Nụ Hôn Bạc Tỷ or "Don't you have any dreams..." from Bộ Tứ Báo Thủnot only help characters leave an impression but also quickly become viral content.

The race for Vietnamese film discussions in early 2025: A journey from viral to sustainable

The discussion race among 4 Vietnamese films in early 2025 not only reflects the heat on social media but also demonstrates the increasingly important role of content and audience understanding. Touching the right emotions and capturing tastes and behavioral trends is the "key" for a film to not only be temporarily viral but to maintain sustainable heat.