The 'Chill Guy Vietnamese Magazine Cover Plagiarism Hoax' refers to a viral internet event involving the character 'My New Character,' colloquially known as 'Chill Guy,' created by artist Phillip Banks. In late 2024, an image circulated online appearing to show the character featured on the front of a Vietnamese magazine, sparking rumors that the artwork had been used without permission. It was eventually revealed to be an elaborate hoax, but the image quickly evolved into its own meme format. Users leverage this template to mock the absurdity of internet drama or to insert the character into unlikely high-fashion or editorial contexts, playing on the contrast between the character's relaxed attitude and the professional setting of a magazine cover.