Weekend coffee: The right measuring stick is needed.

Recently, inviting social media celebrities to participate in cultural activities, festivals, and community events has become increasingly popular. With their large followings, KOLs and TikTokers are expected to help programs attract the public and spread their message in the digital space.

However, numerous cases have shown that this choice carries inherent risks, especially when organizers prioritize attracting viewers over cultural norms and social values.

A prime example that once caused public outrage was the "King of Fermented Pork Sausage" competition held in Hoa Binh province (formerly) in mid-2025. This event invited several popular TikTokers with "internet gangster" images to participate. When images and videos of the event spread, the public questioned the appropriateness of the guests for a community event promoting local products, especially one involving children. Subsequently, local authorities had to investigate and clarify the licensing process and the responsibility of the organizing unit.

This incident highlights a problem in the selection process for event participants. While festivals and cultural events are expected to celebrate cultural identity and spread positive values, some online celebrities build their image through shocking content, inappropriate statements, or uncontrolled behavior. Inviting them to appear in cultural spaces not only fails to create a positive effect but can also backfire, distorting the image of the festival and causing public outrage.

Recently, the Ministry of Culture, Sports and Tourism sent a document to provinces and cities regarding strengthening the management and organization of cultural, sports, and tourism activities to serve the people celebrating the Lunar New Year of the Horse in 2026. This document includes a requirement to strengthen the rigorous review of program content involving social media celebrities. This is not only an administrative measure but also reflects the stance of protecting cultural values ​​against the commercialization and exploitation of festivals.

Perhaps it's time for organizers to establish clear criteria for guest selection. Guest selection for cultural events requires a different metric than that of social media. Popularity cannot replace ethical standards. A festival is only truly valuable when those who attend contribute to elevating the cultural space, rather than simply seeking views or generating controversy.

Source: https://hanoimoi.vn/ca-phe-cuoi-tuan-can-thuoc-do-phu-hop-731272.html