Vietnam Unites with Laos and Indonesia: Are Influencers and Their Selfies Destroying Southeast Asia’s Rich Cultures?

Published on October 30, 2025

Social media has undeniably reshaped the cultural and social landscape across the globe. In Southeast Asia, this transformation has been nothing short of remarkable. With over 482 million social media users across the region, platforms such as Instagram, TikTok, and YouTube have become key drivers of youth culture, influencing everything from fashion and beauty trends to political discourse and travel destinations. However, as the influence of digital personalities continues to grow, a complex and often controversial question arises: Are influencers and their selfie culture eroding the rich, diverse local traditions of Southeast Asia? This is particularly evident in countries like Vietnam, Laos, and Indonesia, where influencers have achieved tremendous popularity, but their rising influence may come at the cost of centuries-old cultural practices.

The Rise of Influencers in Southeast Asia

The growth of social media in Southeast Asia is remarkable, with the region’s social media audience increasing by leaps and bounds in recent years. In Vietnam alone, 71% of internet users follow influencers, and a similar trend is seen in Indonesia, where 68% of internet users are engaged with influencer content (source: Mili). Influencers in Southeast Asia are not just individuals with large followings; they are cultural juggernauts, shaping consumer behavior, creating trends, and even affecting political opinions.

These influencers often promote a lifestyle that is highly aspirational. Fashion, beauty, and travel are the dominant themes, frequently presented in a curated, polished manner designed to inspire followers to emulate their lifestyle. While influencers can be seen as trailblazers and cultural icons, this rapid rise has not come without its challenges. The allure of a glamorous, luxury-oriented lifestyle that many influencers promote risks overshadowing and even undermining traditional values and cultural practices.

The question, therefore, becomes whether this newfound cultural power is disrupting the very fabric of Southeast Asia’s local identities, especially in countries like Vietnam, Laos, and Indonesia, where local traditions run deep and cultural heritage is intricately tied to the daily lives of the people.

Cultural Impact in Vietnam, Laos, and Indonesia

Vietnam: A Struggle Between Tradition and Modernity

Vietnam, with its rich history and deeply rooted cultural practices, is witnessing a shift in how the younger generation engages with their heritage. Traditional Vietnamese customs, such as the Lunar New Year (Tết) celebrations, ancestor worship, and folk music, have been integral parts of the Vietnamese identity for centuries. However, the rise of influencer culture is creating a generational divide. While older generations continue to value traditional practices, younger people, particularly urban youth, are increasingly drawn to the globalized trends promoted by influencers on social media.

Many young Vietnamese, especially in major cities like Hanoi and Ho Chi Minh City, are now more familiar with Western trends, pop culture, and fashion as they are showcased by influencers. The culture of taking selfies in front of iconic locations, which is often encouraged by influencers to boost engagement, leads many to prioritize personal image over community-centered practices. As a result, fewer young people are participating in traditional cultural activities like family rituals and folk performances, which, while still celebrated, are seen as less glamorous compared to the influencer-driven lifestyle.

Influencers in Vietnam have, however, also taken steps to promote local culture. Some influencers highlight traditional Vietnamese clothing, such as the áo dài, or share aspects of rural life that are rarely seen in the mainstream media. Yet, the overwhelming dominance of global trends can still overshadow these efforts.

Laos: Preserving Cultural Identity Amid Global Influences

Laos, one of Southeast Asia’s most culturally rich nations, is facing its own unique set of challenges due to the influence of social media. With a population that has traditionally lived in relative isolation, the internet—and especially platforms like Instagram and YouTube—have opened up new worlds. While this has led to greater exposure to global cultures, it has also presented risks to the preservation of traditional Lao values.

In Laos, indigenous traditions like the Buddhist New Year (Pi Mai) and local dance performances have been central to the nation’s identity for centuries. However, as young people become more engrossed in the world of influencers, some of these age-old traditions are at risk of being forgotten. Influencers often endorse fashion and beauty standards that may not align with Laos’ traditional values. Globalization, brought on by the accessibility of social media, has created a situation where traditional Lao aesthetics are often sidelined in favor of a more “global” appearance.

Interestingly, some Laotian influencers have used their platforms to bridge this gap by combining traditional fashion, such as wearing silk scarves or ethnic costumes, with modern trends. Yet, it is still a challenge to prevent local identity from becoming diluted. The blend of global fashion with traditional styles, while innovative, also prompts questions about whether the uniqueness of Lao culture will survive in a digital age where the dominant culture tends to come from the West.

Indonesia: A Nation Struggling to Balance Modernity and Tradition

Indonesia is one of the most culturally diverse nations in the world, with over 700 distinct languages and numerous ethnic groups. The diversity of cultural expressions, including traditional dances, music, and art, is part of what makes Indonesia unique. However, the rapid rise of influencers in the country has led to concerns about the potential loss of this cultural diversity.

In Indonesia, influencers frequently endorse a particular “Instagram-ready” lifestyle, promoting a homogenized image that may not reflect the nation’s vast cultural diversity. From Bali’s beaches to Jakarta’s urban sprawl, influencer content is often curated to reflect a globalized version of Indonesian identity. This has sparked concern among cultural preservationists who argue that the country’s indigenous cultures and languages are being overshadowed by a uniform, commercialized representation of Indonesia.

For example, traditional Indonesian dances and music, such as the Javanese or Balinese dance forms, may be overshadowed by the more “popular” trends of global beauty standards, fast fashion, and luxury travel. As influencers promote a singular, global image of beauty and wealth, indigenous traditions are at risk of becoming less visible, and cultural practices that were once part of everyday life may be forgotten.

However, there have been efforts by Indonesian influencers to promote the rich diversity of the country. Some influencers highlight local crafts, traditional music, and regional festivals. Yet, these attempts to highlight cultural pride are often overshadowed by the overwhelming presence of global influencers whose content is not tailored to reflect Indonesia’s complex cultural makeup.

The Double-Edged Sword of Influence

Social media influencers wield enormous power, but with this power comes responsibility. On one hand, influencers have the ability to promote cultural exchange, increase awareness about environmental issues, and empower local communities by providing them with a platform. They can expose new audiences to local traditions and practices, celebrating the uniqueness of different cultures across Southeast Asia.

On the other hand, influencers often perpetuate a very specific image of what it means to be “successful” or “beautiful” in the modern world. The idealized versions of beauty and lifestyle promoted by many influencers can promote a consumerist mentality that places higher value on material wealth and physical appearance rather than community, tradition, and culture. This can result in the commodification of cultural symbols and practices, turning what was once sacred and meaningful into mere content for likes, shares, and sponsorships.

Furthermore, the spread of influencer culture has led to the rise of what some have dubbed “deinfluencers”—individuals who critique or challenge the norms set by influencers. The deinfluencer movement emphasizes authenticity, self-expression, and conscious consumerism, focusing on sustainability and ethical choices rather than conforming to trends. While this is a promising response to the negative aspects of influencer culture, it is still an emerging force that has not yet fully altered the narrative set by the mainstream influencers.

The Path Forward: Preserving Cultural Identity in the Digital Age

As Southeast Asia navigates this rapidly changing digital landscape, it is crucial to find a balance between embracing modernization and preserving local cultural identities. There are several steps that can be taken to ensure that traditional cultures are not lost amidst the global influence of social media:

1. Promoting Cultural Education: Schools and communities should prioritize education that celebrates traditional customs and practices. Young people should be taught about the rich cultural history of their countries to instill pride and appreciation for local heritage. The integration of traditional cultural education into school curricula can play a key role in preserving these practices.
2. Supporting Local Creators: Influencers who celebrate and promote indigenous cultures should be given more visibility. Encouraging influencers to create content that showcases local traditions, languages, and art forms can help foster a more authentic representation of Southeast Asian cultures in the digital world.
3. Regulating Content: Governments and social media platforms can work together to create guidelines that ensure the respectful representation of cultural elements. Content creators should be encouraged to approach cultural symbols with respect and understanding rather than exploiting them for commercial purposes.
4. Community Engagement: Local communities should be actively involved in content creation, ensuring that the portrayal of their culture is authentic and respectful. Community-based digital projects can help bridge the gap between global trends and local traditions, ensuring that both can coexist in a way that enriches cultural diversity.

Conclusion

The influence of social media personalities in Southeast Asia is undeniable. Influencers shape not only trends in fashion, beauty, and lifestyle but also cultural perceptions and social values. While influencers have the potential to raise global awareness of Southeast Asia’s rich cultural heritage, their impact is a double-edged sword. The pressure to conform to global beauty standards and material wealth ideals can undermine the region’s diverse traditions and cultural identities.

By embracing a more nuanced and respectful approach to content creation and cultural representation, Southeast Asia can continue to thrive in the digital age without sacrificing the richness of its cultural heritage. It will require collective effort from influencers, creators, and local communities to ensure that the region’s traditions are not left behind in the rush towards modernization.

For further exploration of how influencers impact indigenous cultures and the digital ecosystem, visit these articles:

• Influencers put isolated indigenous groups at risk for YouTube views
• Online influencers need ‘urgent’ fact-checking training, warns Unesco