Viral video prompts authorities to act as Vietnam seeks to strengthen its reputation as a top tourism destination in Southeast Asia.
As Vietnam continues to attract record numbers of international visitors, a viral incident in Hanoi’s historic Old Quarter has reignited concerns about tourist scams that could undermine the country’s growing reputation as one of Asia’s most affordable and welcoming travel destinations.
Authorities in Hanoi have launched an investigation after a foreign tourist was allegedly charged 420,000 Vietnamese dong (around US$16) for just 11 small fried doughnuts purchased from a street vendor near Hoan Kiem Lake. The incident, captured on video and viewed more than two million times on social media, has sparked widespread debate about consumer protection and the treatment of foreign visitors in Vietnam.
The footage shows the tourist stopping at a mobile street-food stall while exploring Hanoi’s famous Old Quarter. Curious about the local snack, he accepted a sample from the vendor and repeatedly asked for the price. According to the video, the seller did not provide a clear answer and instead quickly placed multiple doughnuts into a plastic bag before the tourist could make a purchasing decision.
When the tourist eventually attempted to stop the transaction, around 10 to 11 doughnuts had already been packed. After being told the bag cost 150,000 dong, the visitor appeared surprised. The situation became even more controversial when he handed over a 500,000-dong note and reportedly received only 80,000 dong in change, implying a final charge of 420,000 dong.
Local residents and online commentators were quick to point out that similar doughnuts typically sell for just 2,000 to 3,000 dong each, suggesting the tourist may have paid more than ten times the normal market price. The video triggered hundreds of comments calling for authorities to investigate and penalize any unfair business practices targeting foreign visitors.
Police in Hoan Kiem District confirmed they are reviewing the case. The incident follows a series of similar complaints in Hanoi’s tourism hub over recent years. Authorities have previously fined vendors for overcharging foreign tourists, including cases involving inflated prices for fruit, street food, and short-distance motorcycle rides.
Vietnam’s tourism industry has worked hard to position the country as a safe, affordable, and authentic destination for international travelers. Visitor arrivals have rebounded strongly following the pandemic, with Hanoi consistently ranking among Asia’s most popular cultural and culinary destinations. Industry experts note that isolated incidents involving overcharging remain the exception rather than the norm, but they can have an outsized impact in the age of viral social media.
Tourism officials and industry representatives are urging travelers to take simple precautions, such as confirming prices before making purchases, carrying smaller denominations of cash, and using licensed transportation and vendors whenever possible. At the same time, they are calling for stricter enforcement, transparent pricing requirements, and stronger penalties for businesses found exploiting visitors.
The bigger challenge for Vietnam is not attracting tourists—it’s ensuring every visitor leaves with stories worth sharing for the right reasons. As the country competes with regional tourism giants such as Thailand, Japan, and Indonesia, even seemingly minor incidents can influence global perceptions. The question now is whether stronger enforcement can turn viral warnings into evidence that Vietnam is serious about protecting the travelers who help drive its tourism boom.