In the context of Vietnam's rapidly transforming entertainment industry, the lines between singers, actors, models, and MCs are becoming increasingly blurred. Names like Ho Ngoc Ha, Toc Tien, and Chi Pu have proven that to maintain a strong public image, vocal talent alone is no longer the deciding factor. Instead, the ability to build a multifaceted, flexible, and sustainable personal brand is the key to success.
"It's time we looked at artists from a fresh perspective – not just as singers, actors, or models, but as multi-faceted entities who create content, build personal images, and manage brands across multiple platforms – a comprehensive artist ecosystem," Quang Chi, who has many years of experience in journalism and performing arts, told VietNamNet.
Ho Ngoc Ha: Architect of the "luxury ecosystem"
Considered a pioneer in shaping the model of an entertainment queen in Vietnam, Ho Ngoc Ha has built a brand empire that transcends the boundaries of a typical singer. Instead of relying solely on her voice, she has created a luxurious ecosystem where music is just one piece of the overall picture.
From high-quality music products and lavishly produced music videos to becoming a fashion icon and a successful businesswoman in the cosmetics industry, Ho Ngoc Ha demonstrates her professional brand management skills. She is present on every front: from music stages and judging panels on television shows to fashion events and business ventures.
In July 2024, Ho Ngoc Ha was awarded the Vietnamese record for the Artist Music Brand with the largest number of multi-genre products in Vietnam for the Love songs series with 11 live shows/private shows, 4 albums, 1 documentary, 3 live show DVDs and 10 studio sessions from 2009 to present.
"The secret to maintaining her position is not in the high notes but in long-term brand thinking. Ho Ngoc Ha always knows how to adjust the charm and depth to suit each program," expert Quang Chi analyzed.
In terms of business, Ho Ngoc Ha's cosmetics line continues to expand and constantly launches new products, affirming her position as an entrepreneur.
Ho Ngoc Ha's strength lies in her ability to create a consistent image of luxury and elegance, yet still approachable enough for the public to feel inspired. She not only sells music but also a lifestyle, a dream that many people aspire to.
Toc Tien: A lesson in brand repositioning
While Ho Ngoc Ha exemplifies brand building from scratch, Toc Tien is a success story of repositioning. After a period of absence from the domestic market, Toc Tien returned to Vietnam with a completely new image, relying not only on her singing but also fully exploiting her image and influence from the television program The Remix.
"Toc Tien is a prime example of successful brand repositioning. She realized that her singing voice alone wasn't enough to make a comeback, so she leveraged her visual appeal and influence from television shows like The Remix, The Voice, and Chi Dep Dap Gio 2024 to build a fresh, trendy, and influential image," Quang Chi shared.
After the success of Chi Dep Dap Gio 2024 , Toc Tien expanded her brand to many new roles. In January 2025, she became the first Vietnamese singer to be invited to cover the theme song Bite Marks for an international gaming tournament.
In April 2025, Toc Tien switched to the role of producer of the reality show All-Rookie , the only female producer in the trio with SOOBIN and Kay Tran.
Toc Tien proves that she is not only a singer but also a fashion icon, a talented coach and one of the most influential artists. Her image is also that of a modern, free, confident woman who is always at the forefront of trends.
Toc Tien also demonstrated her ability to be her own creative director. She created the moodboard for the MV herself, participated deeply in the visual creation process and had a say in every aspect of the artistic product.
Chi Pu: The spirit of "dare to do" is more important than vocal technique
Perhaps no one has caused as much controversy as Chi Pu when she decided to switch to singing. Although her voice is not really excellent, Chi Pu has proven that with proper investment, clear strategy and perseverance, it is still possible to conquer the market and maintain a position in the hearts of the audience.
Chi Pu officially embarked on her singing career in 2017, marking a transition from actress to singer. She debuted as a singer with four releases: "From Today," "Let Us Be Closer," "I Was Wrong, Please Forgive Me," and " Talk to Me." Two songs , "Rose Flower " (2018) and "Stay with Me, My Love " (2019), are also hits in Chi Pu's singing career.
Since her success at Dap Gio 2023, Chi Pu has a large following on Weibo and is loved by the Chinese fan community. In May 2024, she released the MV Finding You in both Chinese and Vietnamese, composed by musician Hua Kim Tuyen.
In October 2024, Chi Pu released the EP Flexible including 3 English songs ( Modern Medusa, Waste Time, Drive Slow ) with an international team that has collaborated with top stars such as JungKook, Rosé and Thai rapper Gavin:D. The initial success paved the way for Chi Pu's performances at major events such as the 2023 Asian Youth Music Festival in Nanjing, Hunan TV's New Year's Eve Festival 2024 , and Dragon TV's New Year's Eve Gala 2025. Taking advantage of the heat, Chi Pu launched a chain of restaurants specializing in traditional Vietnamese dishes in Shanghai.
Chi Pu performs with Huang Xiaoming:
Creating visually stunning products and impressive choreography, Chi Pu's journey demonstrates that the ability to create viral content and attract public attention is sometimes crucial. She successfully transformed herself into a pop culture phenomenon, a hot topic of discussion in both China and Vietnam.
Versatility - A necessary survival strategy in the new context
The market is seeking a new generation of singers who not only possess outstanding vocal abilities but also have a distinct musical personality, professional performance skills, and diverse styles. The clear distinction between singers, models, or actors has become outdated. Instead, artists need to be creators of multi-platform content, knowing how to leverage every opportunity to expand their influence and maintain a strong presence in the public's mind.
"Outstanding people do not necessarily have to be better in terms of expertise, but they must clearly understand the needs of the public, grasp the trends of new platforms and have the ability to transform flexibly to adapt," Mr. Quang Chi analyzed this trend.
However, the path to building a multi-faceted brand is not easy. Artists need to have large financial resources to invest in many fields, and at the same time, they need to have a professional team to manage their image and operate on many fronts.
"The future of the entertainment industry will be more cutthroat and competitive as artists have to compete with AI. Today, artists not only need talent but also need a reason for the audience to follow their journey every day, or in other words, they need to build a brand with a storyline," Quang Chi warned.
According to this expert, to maintain their position, artists need to become a deep ecosystem with a solid core set of values. Ho Ngoc Ha, Toc Tien, and Chi Pu will be eliminated from the Vietnamese showbiz scene as many talented young faces emerge if they don't establish a modern, trendy image and, especially, "upgrade" their singing abilities. More than ever, they need to understand themselves, grasp the needs of the public, and define the mark they want to leave.
Photo: Document
Source: https://vietnamnet.vn/hinh-mau-ca-si-nhu-ho-ngoc-ha-toc-tien-chi-pu-xinh-dep-thoi-chua-du-2463088.html
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