This chapter builds on the findings from the analysis of Viet Nam’s semi-controlled public–private media by examining how the Vietnamese governmental state media frames the EU. The chapter shows that the EU is consistently framed as a benevolent actor based on the analysis of 683 articles published in 2015, 2018, and 2019—peak years of reporting in both public and private media. In the government’s discourse, Trade and Sustainable Development chapters are largely overlooked, with the values they represent being self-appropriated through Viet Nam’s socialist-constitutional nationalism. Colonialism plays a significant role in framing Viet Nam’s identity as an ethnic nation, where developmental thinking and racial categories tied to colonial legacies are evident. Viet Nam is portrayed as a rising star in Asia, selected by the benevolent EU to join the ranks of developed countries. The framing strongly builds on an ethnic understanding of Viet Nam’s identity, where past colonialism justifies the conclusion of a trade agreement with the EU. Additionally, China, Central and Eastern European Countries, and ethnic Vietnamese living abroad are shown to play a significant role in the narrative, further contextualising Viet Nam’s strategic positioning in its trade relations with the EU.