When the Hanoi city administration announced a plan to cut some 6,700 trees from the city's boulevards in 2015, the authorities did not anticipate it would trigger a large-scale grassroots movement online. A Facebook page “6,700 people for 6,700 trees” quickly gathered more than 55,000 likes. Protests in the capital city subsequently ensued as civil society groups and ordinary citizens hit the streets. Within days, the central government immediately halted the plan to cut the trees, and launched a further investigation. In a one-party Communist state like Vietnam, whose regime has a tight grip on traditional media and criticism of the government is largely repressed and frequently punished, that an online movement could trigger a widespread backlash and force authorities to scrap its plan was extraordinary. As one of the most repressive regimes in the world, grassroots online activism was rising in Vietnam and a more politically engaged citizenry seemed to be an inevitable result.

Elsewhere in Southeast Asia, social media's positive impact on promoting grassroots issues seemed similar. In Indonesia, Joko Widodo was elected as president in 2014 partly through a powerful social media presence as a “new” kind of grassroots-driven politician, supported by much of Indonesia's civil society and pro-democracy activists. In Malaysia, the Bersih “Clean Elections” movement used social media to coalesce reformists, and enabled mass street protests against a corrupt semi-authoritarian regime. In Myanmar, one of Southeast Asia's most conservative societies, LGBT communities flourished on Facebook when Colours Rainbow Yangon was established to advocate for gay rights. Even in Thailand, reformists were making important gains. The Thai government planned to consolidate internet traffic through the creation of a single gateway, causing internet rights and media civil society groups to fight back. Internet advocacy groups created online petitions on change.org that elicited more than 500,000 signatures and heated conversations across a number of Thai web board communities.