A recent incident involving four young men parading a coffin through the streets of Ho Chi Minh City has sparked public outrage and raised legal concerns.

While the act was not intended to threaten anyone, it has been deemed an excessive advertising stunt, violating both traffic and advertising laws.

Shocking public stunt causes safety concerns

On March 2, a 30-second video surfaced on social media, showing four men dressed in black, fully covered with masks, carrying a coffin through the streets.

The men marched multiple times in front of Ben Thanh Market in District 1, even stepping onto the main road, obstructing traffic and causing significant disruption. Initial investigations revealed that the act was a promotional stunt for a clothing store’s website.

Speaking with VietNamNet, Dr. Dang Van Cuong, a lawyer from the Hanoi Bar Association, confirmed that carrying a coffin through public streets for non-funeral purposes constitutes public disorder and is a violation of the law.

"Depending on the severity and consequences of the act, the individuals involved could face administrative fines or even criminal charges," Cuong stated.

Legal and cultural implications of the stunt

Carrying a coffin in public - outside of a traditional funeral context - has alarmed citizens. Many people associate coffins with mourning, loss, and even fear, making their public display an unsettling experience.

By obstructing roads and causing unnecessary fear, the act violated Vietnam’s Road Traffic Order and Safety Law and public security regulations.

Authorities are now working to identify the four men and any accomplices, assess the intended purpose of the stunt, and determine whether legal action is necessary.

Did this marketing campaign go too far?

From a marketing perspective, a fashion brand CEO explained that Vietnam’s Advertising Law prohibits advertisements that disrupt social order, public security, or traditional values.

"No matter what product or service they were trying to promote - whether it was a coffin or a fashion brand - this action was a violation," she stated.

While some individuals have used coffins for debt collection or protests, using them for advertising is an extremely rare occurrence.

Expert perspectives on advertising and branding risks

Marketing expert Nguyen Ngoc Long, founder of Truyen Thong Trang Den, offered a different perspective.

"For Gen Z and younger consumers, this stunt may not seem as offensive as traditional perspectives suggest. Some may view it as bold, attention-grabbing marketing rather than a bad omen," Long explained.

However, he warned that such controversial tactics could backfire.

Legal consequences: The use of public roads for a marketing stunt violates traffic laws and may result in fines or other penalties.

Brand reputation risks: Negative publicity could force the brand to pay additional fines or damage its credibility.

Potential loss of business space: If the store rents its location, the landlord may terminate the lease to avoid controversy.

"In the worst-case scenario, they could lose their store location and face long-term financial damage," Long added.

Authorities to take action

Lawyer Dang Van Cuong emphasized that public disorder violations have become increasingly common. These include:

Motorcyclists performing dangerous stunts in public areas
Stopping on highways to take photos
Setting off fireworks on roads
Reckless driving and street fights

"Any action that disrupts public spaces, threatens public safety, or causes public fear can be classified as public disorder and subject to legal penalties," Cuong concluded.

Authorities are continuing to investigate the case and determine the appropriate penalties for those involved.

N. Huyen