By Aultrin Vijay
First published on Wan Ifra on 2 June 2025
Established in March 1951, Nhan Dan is one of the leading printed newspapers in Vietnam, with a daily circulation of around 150,000 copies. By merging traditional print media with augmented reality (AR) technology, Nhan Dan launched a special edition.
Released last May, the edition transformed a 132-metre historical mural into a 3.21-metre fold-out panorama across four connected pages. The result? It sparked a viral ‘newspaper hunting’ trend on social media, was reprinted thrice, and even showed up on resale websites – with Gen Z readers queuing for days just to get a copy.
The special edition sparked enthusiasm among youth, with 300,000 copies distributed. And, it led to global recognition when Nhan Dan won the 2024 Sustainability and Print Innovation Award in the Product for Young Readers category at the World Printers Summit in Vienna.
Thi Uyen, digital journalist at Nhan Dan, who led the project, said the special edition was created to commemorate the 70th anniversary of the Dien Bien Phu victory – the Vietnamese triumph over French colonial forces in the Battle of Dien Bien Phu in 1954.
Print combined with AR and QR spark social media sensation
The special edition combined print with AR and QR technologies for storytelling. It included a four-page panoramic painting of the Dien Bien Phu Campaign. At 3.21 meters, the image was a scaled-down version of the original 132-metre mural located at the actual Dien Bien Phu battlefield.
Readers could cut and assemble the pieces into a panoramic image. While the front featured the image, the back included a detailed 56-day timeline of the battle, printed in Vietnamese and English. Each day of the timeline had a unique QR code that linked to an online database (available in six languages), developed over six months.
Readers were also able to interact with it using augmented reality (AR) technology to view a dynamic panorama in physical space. This was made possible through the company’s Bao Nhan Dan – Quét AR app. The issue sparked a social media sensation, Uyen said. Gen Z users on TikTok and Facebook started a trend called #HuntingNhanDan. Readers posted videos reviewing the AR features and documenting their efforts to get a copy.
“Some even queued up for two days straight just to get a copy. Even kids were showing up at our office asking for it [copies],” she said.
The edition was reprinted three times in two weeks, reaching over 300,000 copies. The newspaper repeated this success for Vietnam’s 50th Unification Anniversary last month, offering a similar experience.
More than just a newspaper
Some people got even more creative. Some turned the panorama into wall art, others used it in classrooms, and a few schools handed it out as a reward. It was even used as a wedding prop, literally. According to Le Quoc Minh, editor-in-chief of Nhan Dan, the edition’s reach went far beyond Vietnam. Within two weeks, it had been shipped to 146 cities in 12 countries.
“Thanks to this edition, our traditional brand reached a new generation. On Facebook, clicks on our links increased by 1,500%,” Minh said. Historically, Nhan Dan has catered to an older audience – primarily over 45. Now, on Nhan Dan’s digital platforms, over 60% of current readers are under 35, thanks to innovations like the panorama edition. “Even some young readers have started showing interest in the print edition – a shift we hadn’t seen before,” he said.
Using curiosity to drive demand
The queues, the online buzz – it wasn’t by accident. “We planned everything. We knew curiosity would drive demand. And it worked,” Minh said. “Within days, people were hunting for copies. After the first batch sold out, some even sold copies online for US$ 6-$7 each [several times more than the original price].”
But instead of cashing in, Nhan Dan opted to reprint for free – with costs covered by sponsors. They partnered with schools and community centers across all 63 provinces to distribute the edition. “The technology wasn’t the challenge. The hardest part was combining something as traditional as print with something as modern as AR and making it feel natural and special,” he said.
Initiatives to help young readers get closer to print
To attract more young audiences, Nhan Dan launched various other initiatives. “We invited schools to visit our office and take copies back with them. Teachers later told us that students loved learning history through the panorama,” Minh said.
They also have a café in Hanoi where Gen Z can grab a coffee and read not only Nhan Dan but also other newspapers. “We’re working on new products that combine print, digital, and interactive formats. Our goal is to offer something unique, especially for young people who are used to digital content. To compete with social media, we need to offer experiences they can’t get elsewhere,” Minh said.
