Cultural proximity and inter-Asia referencing: A comparative analysis of the popularity of Japanese, Korean, and Chinese television formats in Vietnam

This study examines the growing popularity of East Asian television formats in Vietnam, particularly those originating from Japan, South Korea, and China. Through textual analysis of Vietnamese YouTube comments and interviews with industry professionals, the essay identifies key features and elements appealing to Vietnamese viewers. The findings reveal that these formats, embodying the sociocultural nuances of East Asian countries, showcase inter-Asian cultural exchanges and tailored market strategies. Transplanted formats also exhibit distinct characteristics, rooted in shared format genres, storylines, celebrity appeal, familiar settings, and cultural values, which foster a feeling of cultural proximity among Vietnamese audiences. This study underscores the evolving inter-Asian format industry and audience engagement, which strengthens the cultural connection felt by Vietnamese audiences.