From “secret reading” to mainstream shelves
Explore full collection of LGBTQ novel here and LGBTQ comic here
If you have followed Vietnam’s book market in recent years, one shift is difficult to overlook. Danmei and baihe titles are no longer genres shared discreetly or circulated in private forums. They have entered the publishing ecosystem in a fully commercial sense, with carefully designed covers, special editions, bundled merchandise, and scheduled release campaigns. Notably, these titles now appear as distinct categories on major retail platforms. At systems such as Fahasa and Tiki, they are no longer tucked away in obscure corners but organized into curated collections and promoted in sales campaigns like any other fiction category.
What stands out is not only their popularity but also the cultural forces behind it. While public discourse in everyday life continues to operate within familiar male and female frameworks, young readers are engaging with gender and identity in ways that are more diverse, flexible, and distinctly personal. The danmei and baihe market is expanding precisely within the space between these two perspectives.
Vietnam reads LGBT content largely through an East Asian lens
In practice, most LGBT novels and comics popular in Vietnam today are imported or translated works from East Asian cultural contexts. The strongest influence comes from China, where danmei fiction and BL manhua clearly dominate. Japan maintains long term influence through BL manga including Boylove, Yaoi, and Shounen ai. Meanwhile, South Korea has emerged rapidly in recent years with BL novels and manhwa, gradually transitioning from online platforms to officially licensed print editions.
A look at prominent titles on retail shelves illustrates this distribution. Grandmaster of Demonic Cultivation and Heaven Official’s Blessing, both Chinese danmei works, have broad distribution across retail channels and are frequently reprinted with collector oriented merchandise. Alongside them are Japanese BL manga such as Given, as well as Korean BL titles like Semantic Error, which have appeared in recent release campaigns with special editions and box sets.
Why supply trends favor China, followed by Japan and South Korea
This hierarchy is not accidental but reflects structural factors within the publishing industry. China holds a dominant position thanks to its massive web novel ecosystem and long established fan translation communities, which generate demand well before official print editions are released. When a work is adapted into film or television, interest in the original text often surges, effectively warming the market and allowing publishers to enter at an opportune moment. In addition, the motifs and tagging systems common in danmei fiction create a shared cultural language that spreads easily, helping readers recognize preferences and build fandoms quickly.
Japan maintains a stable position through a manga publishing system optimized for retail markets. Serialized releases, the ability to package volumes into box sets, and alignment with collector culture make manga accessible and commercially reliable. This model has been proven effective in Vietnam for many years, not only for BL titles but for manga overall.
South Korea represents a newer source but is experiencing rapid growth, driven by the Hallyu wave and the global popularity of webtoon platforms. However, the number of officially licensed print editions can fluctuate depending on licensing agreements and release strategies, resulting in less stability compared to the other two sources.
From a business perspective, publishers tend to prioritize titles that already have established fan communities. A stable readership base allows for better demand forecasting and reduces inventory risk. This is particularly important for content categories that may be influenced by shifts in public opinion or changing trends.
Notable titles in Vietnam’s retail market
Several representative titles frequently appear across major retail systems, reflecting reader engagement with danmei and BL content.
Grandmaster of Demonic Cultivation by Mo Xiang Tong Xiu is one of the most widely distributed danmei titles in Vietnam. Known through multiple adaptations, it appears in print through comic versions and individual volumes. Its appeal is sustained by a large fan community and cross media exposure through animation, television adaptations, and related merchandise. Heaven Official’s Blessing by the same author continues to affirm the influence of Chinese danmei. Reprints and new releases often include collector items, and its blend of fantasy adventure and romance supports consistent sales.
In the Japanese BL manga category, Given by Natsuki Kizu is released in sets or box collections, emphasizing collector value and a complete reading experience. The series combines themes of same sex love with music and youth psychology and gained broader recognition through its anime adaptation.
From South Korea, Define the relationships, Codename Anastasia, Passion gained popularity online before transitioning to print publication, illustrating the growing movement from web novels and webtoons into licensed print editions.
It is important to note that featured titles may shift over time in response to trends, adaptations, and special edition releases. These examples represent works that have been highly visible in the market and demonstrate the diverse content sources shaping the reading preferences of young audiences.
The gap between binary gender discourse and youth perspectives on gender
In many administrative systems and public language practices, classification into male and female remains the default framework. However, young people in Vietnam are living within a cultural environment where language around identity and sexuality is continually updated through social media and cross border media flows.
A notable milestone occurred in 2022, when Vietnam’s Ministry of Health issued guidance affirming that sexual orientation and gender identity are not illnesses and should not be subjected to treatment. This policy was recognized by international organizations as a significant step forward in public health and medical standards.
Within this context, danmei and baihe literature can be seen as a new gateway into discussions of gender diversity. The widespread presence of same sex romance narratives contributes to the normalization of these experiences in cultural life. Diverse characters and relationship models soften rigid binary frameworks, while the commercial success of bestselling titles signals growing market acceptance of such themes.
Few ending words
The rise of danmei and baihe in Vietnam’s publishing landscape is not merely a reflection of changing reading tastes. It represents the convergence of multiple forces, including the influence of East Asian cultural flows, licensing mechanisms and market driven publishing economics, and most importantly the emergence of a generation of young readers expanding their understanding of gender and love at a pace faster than traditional public discourse can adapt.
The market does not lead this transformation, but it reflects it clearly through pre order volumes and the rapid sales velocity of these titles.