Vietnam Newspaper’s AR Edition Captures Gen Z

Vietnam’s state-run newspaper, Nhan Dan, has achieved a remarkable feat: captivating Generation Z with a decidedly analog innovation – a large-format, augmented reality-enhanced print edition. The newspaper’s special edition, commemorating the 70th anniversary of the pivotal Dien Bien Phu victory, wasn’t just a nostalgic nod to print; it was a strategic blend of tradition and technology that sparked a social media frenzy and dramatically broadened Nhan Dan’s readership.

The project centered around a four-page panoramic painting of the historic battle, scaled down from a 132-meter mural at the actual battlefield. Readers could assemble the pieces, creating a visually striking image. Crucially, the print edition was interwoven with digital elements. QR codes linked to an online database – available in six languages – detailing the 56-day battle, while an augmented reality app, “Bao Nhan Dan – Quét AR,” brought the panorama to life in dynamic, interactive form.

The result was a phenomenon. A TikTok and Facebook trend, #HuntingNhanDan, saw users documenting their quest for a copy, with reports of two-day queues and enthusiastic children seeking the edition. Demand was so high that the newspaper was reprinted three times in two weeks, reaching over 300,000 copies. The success was replicated for Vietnam’s 50th Unification Anniversary, demonstrating the initiative’s staying power. Within two weeks, the panorama edition had shipped to 146 cities across 12 countries.

Beyond simply acquiring a copy, readers engaged creatively. The panorama found new life as wall art, classroom learning tools, and even a wedding prop. This organic adoption speaks volumes about the edition’s appeal and the cleverness of Nhan Dan’s approach.

Editor-in-Chief Le Quoc Minh revealed a significant demographic shift. Historically catering to readers over 45, Nhan Dan now boasts over 60% of its digital audience under the age of 35, a direct result of the panorama edition and subsequent innovations. Even more encouragingly, the newspaper has observed renewed interest in the print edition among younger readers.

The project wasn’t accidental. Minh emphasized a deliberate strategy to leverage curiosity and drive demand. While copies were resold online for several times the original price, Nhan Dan opted to reprint and distribute freely, funded by sponsors and partnerships with schools and community centers.

This is a compelling case study in media innovation. In an era dominated by digital content, Nhan Dan didn’t try to compete with social media; it offered an experience social media couldn’t replicate. The blend of tactile print, historical storytelling, and interactive technology proved irresistible to Gen Z. Nhan Dan’s success demonstrates that print isn’t dead – it simply needs to evolve, offering something unique and engaging to capture the attention of a new generation. The newspaper’s commitment to combining print, digital, and interactive formats signals a promising future, proving that traditional media can thrive by embracing innovation and understanding the desires of its audience.