The trend of ‘soft masculinity’ in Vietnamese idol culture

With the success of shows like Anh trai say hi (Brothers Say Hi) and Anh trai vượt ngàn chông gai (Call Me By Fire), Vietnamese pop culture is seeing a surge in male celebrities embracing feminine aesthetics - from unisex outfits and delicate gestures to dramatic makeup and flamboyant performances.

Among the most prominent figures in this wave are rapper Phap Kieu - Rap Viet’s first openly LGBTQ+ contestant - and BB Tran, both known for gender-fluid styling and expressive, feminine appearances. They consistently stand out at concerts with bold, non-binary fashion choices.

Artists like Do Phu Qui and Cong Duong appear in crop tops and ruffled, deep-cut tops during performances, while Dao Ba Loc has long been a pioneer of this look, sporting flashy, elegant outfits despite public controversy. Duc Phuc has also embraced styles inspired by Chinese idols, moving away from his previously minimalistic fashion.

Male artists are increasingly seen wearing dresses, crop tops, painting their nails, decorating their hair with flowers, and adopting more traditionally feminine expressions. Rapper Wean Le, often seen puckering his lips, frequently has his makeup touched up during filming for game shows like Dau truong gia toc.

Pastel pink, traditionally viewed as feminine, has become a popular hair color for many male singers including Jsol, Quang Hung MasterD, Gemini Hung Huynh, and Duc Phuc. These elements reflect the growing influence of the “soft masculinity” trend in Vietnamese pop culture.

Fandom culture and the surface-level devotion

The openness among Vietnamese fans has also revealed a concerning leniency in idol culture. While fans admire the looks, personalities, and talents of their favorite stars, they often turn a blind eye to scandals and personal controversies.

Singer Jack (J97), despite facing numerous personal scandals, still boasts over 2 million followers on social media and recently topped YouTube Vietnam’s trending chart with a new music video surpassing 5 million views. In some cases, anti-fans inadvertently boost his visibility across platforms through mockery and satire posts that garner high engagement.

Hien Ho faced public backlash in 2022 over an affair scandal and was boycotted for a time but returned to the entertainment scene by the end of 2023. Media expert Nguyen Ngoc Long noted that long-term boycotts of idols in Vietnam are rare. In contrast, several female celebrities involved in extramarital scandals resumed performing shortly after the controversies faded.

This reflects a sharp contrast with the entertainment cultures of countries like South Korea or China. Korean netizens are notoriously strict, and public pressure has led to several tragic idol suicides.

China has taken even harsher steps. Since 2021, Chinese authorities have banned the depiction of “sissy men” on TV and have entirely purged celebrities like Kris Wu, Zheng Shuang, and Zhang Zhehan from mainstream media following scandals. Likewise, actresses like Zhang Meng, Yao Di, and Xu Huafeng saw their careers collapse after being labeled “mistresses.”

The challenge remains: how can Vietnam balance the adoption of global cultural trends while preserving its own identity? Artists and entertainment companies must find refined, culturally sensitive ways to express individuality without alienating or shocking domestic audiences.

PV

Photos: FBNV