To preserve its image, Việt Nam’s police force was long associated with a serious demeanor and little public display of humor. However, the institution has recently shifted its communication style by creating or “following trends” to produce humorous social media content. 

While this approach has successfully attracted attention and won support from a large segment of young people, it comes with a cost. As this form of communication grows more popular, the Ministry of Public Security (MPS) appears to be drifting away from its traditional image, and the “jokes” are becoming increasingly controversial.