Foreign Tourists Surprised by Hanoi's Photo Culture

Photo courtesy of VN Express

A café in Hanoi's Tay Ho District has become a hub for a burgeoning trend where young people flock to capture perfect social media photos. This "check-in culture" sees venues crowded with customers keen to pose rather than just drink coffee, transforming the landscape of Vietnamese social hangouts.

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The phenomenon has caught both locals and tourists by surprise. Nur Delima, a tourist from Malaysia, experienced the hustle first-hand, initially mistaking it for an influencer event. Aleksandra Sorokina, a teacher from Russia, finds this cultural expression unique to Vietnam, contrasting it with norms in her home country where public photography is less common.

The trend indicates a shift in how public spaces are used, driven by a desire to document life and keep up with social media trends. Experts like Dr. Pham Ngoc Trung suggest that it reflects improved living standards and identity assertion, highlighting the economic potential as well as social challenges.

Some businesses welcome this influx for its promotional value, while others impose restrictions due to space and privacy concerns. Cafés in Hanoi and Ho Chi Minh City have started charging photography fees and limiting professional equipment use. Despite these challenges, enthusiasts like Le Thuy continue to utilize cafés as cost-effective photo studios.

As this trend shapes social culture, businesses must balance opportunities for free promotion with the need for customer comfort. Young people are encouraged to adopt mindful practices that respect shared spaces. The trend also offers tourists a unique lens through which to explore Vietnam’s vibrant social scene.

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  Adapted by ASEAN Now · VN Express · 30 Apr 2026