Inside Ho Chi Minh City’s viral new 'library' that holds no books

A series of photos and videos of a giant 'library' in Ho Chi Minh City have gone viral on social media in recent days, drawing crowds of visitors eager to check in. 

Many were left disappointed after discovering that the space was actually a real estate model used to showcase and promote a property project.

While some argue that it is simply a photo spot and there is no need to distinguish between real and model books, others say promoting such a space as a 'library' is misleading.

"A library with no books to read"

Ngoc Anh, who works in Duc Nhuan Ward, had planned to visit the site over the weekend with a friend who lives nearby. She canceled the trip after learning that the space was part of a real estate project rather than a functioning library.

Some social media users said the site was simply a model space designed for photos and had no real books for visitors to read. Others said that since it was free to visit and take photos, there was no reason not to stop by.

H., a real estate employee who has responded to comments on TikTok videos promoting the giant 'library,' said he would assist visitors who wanted to see the space. He described it as a free photo spot with a café and seating area.

The space drew particularly large crowds over the past weekend, H. said, with visitors at times struggling to find seats. The crowd has since eased, and the operator plans to introduce a registration system to make visits more manageable.

Beyond the check-in, what's left?

According to Le Anh Tu, a lecturer in public relations and communications at the University of Economics and Finance in Ho Chi Minh City, the real estate company's marketing strategy may generate views and draw visitors, but it is unlikely to build brand credibility or help convert them into buyers.

According to Anh Tu, the communication impact of the campaign is ultimately limited because many of the people drawn to the space out of curiosity are not the target customers for the property project.

The strategy could even backfire if visitors feel disappointed or misled, with some potentially leaving negative reviews online. 

Businesses using this approach therefore need to consider its possible impact on their brand image. 

Attracting fewer visitors who are genuinely interested in the project may be more valuable than drawing large crowds with little relevance to the brand.

From the perspective of young visitors, however, the situation can be viewed differently. 

If people visit a café or library-style space simply to take photos and read, and pay for the experience through drinks or entrance fees, they may reasonably expect a certain level of service.

More broadly, the growing trend of young people taking photos with model books at cafés and other spaces can simply be seen as a form of entertainment. 

If the sole purpose is to take photos, there may be little practical difference between real and model books.

At the business level, having customers visit a café, take attractive photos and share them on social media can help increase awareness of the venue. 

It can also be a cost-effective marketing strategy, without necessarily being tied to the educational value of books or reading.

Le Anh Tu said there is therefore no need to place too much emphasis on the educational aspect of such spaces or criticize young people for seeking photo opportunities. 

The businesses want to attract customers, while young visitors are looking for attractive places to take photos, he said.

However, such trends may not be sustainable. Visitors may take photos with a model book, but what will keep them interested once the novelty wears off?

From a marketing perspective, Tu also pointed to limitations in using model books as photo props. 

Images may appear less attractive or authentic, and posts featuring them may receive less attention because of the artificial look.

"If the goal is to create an attractive image with strong communication value, it is still better to hold a real book when taking a photo," Tu said.