Tonkin campaign in the context of "Hubert Lyautey"

French Indochina (previously spelled as French Indo-China), officially known as the Indochinese Union and after 1941 as the Indochinese Federation, was a group of French dependent territories in Southeast Asia from 1887 to 1954. It was initially a federation of French colonies (1887–1949), later a confederation of French associated states (1949–1954). It comprised Cambodia, Laos (from 1899), Guangzhouwan (1898–1945), Cochinchina, and Vietnamese regions of Tonkin and Annam. It was established in 1887 and was dissolved in 1954. In 1949, Vietnam was reunited and it regained Cochinchina. Its capitals were Hanoi (1902–1945) and Saigon (1887–1902, 1945–1954).

The Second French Empire colonized Cochinchina in 1862 and established a protectorate in Cambodia in 1863. After the French Third Republic took over northern Vietnam through the Tonkin campaign, the various protectorates were consolidated into one union in 1887. Two more entities were incorporated into the union: the Laotian protectorate and the Chinese territory of Guangzhouwan. The French exploited the resources in the region during their rule, while also contributing to improvements of the health and education system in the region. Deep divides remained between the native population and the colonists, leading to sporadic rebellions by the former.

Winning hearts and minds is a concept occasionally expressed in the resolution of war, insurgency, and other conflicts, in which one side seeks to prevail not by the use of superior force, but by making emotional or intellectual appeals to sway supporters of the other side.

The use of the term "hearts and minds" to reference a method of bringing a subjugated population on side, was first used by French general and colonial administrator Hubert Lyautey as part of his strategy to counter the Black Flags rebellion during the Tonkin campaign in 1895. The term has also been attributed to Gerald Templer's strategy during the Malayan Emergency.