This chapter presents the results of an analysis of Viet Nam’s semi-controlled public–private media, focusing on 302 articles published between 2015 and 2020 on the most-visited online newspaper platforms. The analysis, conducted on articles translated from Vietnamese into English, demonstrates that Trade and Sustainable Development chapters play a relatively minor role in framing the EU’s trade identity, with debates on labour rights in Viet Nam largely absent. Instead, Viet Nam’s ethnic socialist constitutionalism, which shapes its national identity, frames the country as aligned with international values. The EU is primarily portrayed as a benevolent hegemon, with the Free Trade Agreement framed as an economic opportunity for Viet Nam. Additionally, the EU was constructed as an alternative partner to China and as a collective of former allies from the Cold War, where France was downplayed as just one member among many. This framing positions the EU as a strategic and valuable partner for Viet Nam’s national interests.