Phuc Thanh: 5 years of working without anyone knowing, one time "putting out a fire" and becoming famous

Born in 1996 in Hanoi, Phuc Thanh has made his mark in the content creation industry with his unique style of "rhyming" technology. From phones to cars, he "poured poetry" into anything dry.

Not claiming to be a reviewer, Phuc Thanh calls himself an introducer, a true introducer.

"I think my strength has always been creating short content. With a duration of less than 2 minutes, I cannot convey deep feelings or detailed reviews. So I define my role as an introducer, not a reviewer.

Phuc Thanh: 5 years of working without anyone knowing, one time "putting out a fire" and becoming famous (Video: Doan Thuy - Dinh Tung).

I have also shared with many customers and brands that: short content is best to let the audience know that the product exists. But to review in the true sense, you need a longer format, with enough time to analyze," he shared.

Currently, Phuc Thanh is actively active on social networking platforms such as TikTok, Facebook and YouTube, attracting hundreds of thousands of followers thanks to his humorous tone, clever wordplay and ability to convey concise but valuable information.

In a conversation with Dan Tri reporter, the "technology poet" shared frankly about his career journey, the unknown stages and how he maintains his own style amidst countless trends that change every day on social networks.

Suddenly became famous thanks to "firefighting"

Before becoming a famous content creator, what did you do?

- Before I was a known content creator, I was an unknown content creator.

I used to do all kinds of jobs: cameraman, scriptwriter, editor, photographer. Later, I also took on the role of managing the social media platform for AutoPro - where I worked for quite a long time.

Before being a well-known content creator, Phuc Thanh was an unknown content creator.

The turning point came when I was assigned to take charge of the short video section. At first, I assigned a few people to appear on camera. But after a while, no one else took on the task, so I decided to stand in the frame myself and try filming one or two episodes. Unexpectedly, that "firefighting" opened up a completely new direction for me.

Make Money 4.0 is a content series revolving around young people and money-making opportunities in a context where technology is changing everything dramatically. You can watch the entire content series here.

Does your rhyming puns come from your true personality or is it your way of trying to create a "unique color" when entering the content creation profession?

- Actually, I'm not the type of person who is good at writing. I just think I'm a bit "slippery" (laughs).

Rhyming, wordplay, and joking have always been a part of my personality. When I talk to friends, I often use those styles to lighten the mood.

Phuc Thanh said that his unique way of introducing himself in the videos partly comes from his everyday way of speaking.

Before, when I was still doing behind-the-scenes content, I didn't have much opportunity to express myself. But since the development of short video platforms, the impressive and humorous elements are put first, I feel I have the space to unleash my true nature.

"Working in the auto industry is like working in agriculture because it depends on God."

Have you ever felt "out of words" and caught up in the vortex of having to continuously create content?

- Yes! In this profession, not only me but also many other content creators have times when they stagnate. For Thanh personally, the problem is "literacy".

Working continuously and overloading the mind is normal, it is difficult to get stuck. But I learned to stop at the right time. Not to rest, but to let my brain rest. And then, whatever needs to be thought of - will eventually come to mind.

Every time I overcome that feeling of suffocation, I see that Vietnamese is still vast and there are many things I can exploit and apply.

Creating anything is difficult. But working in the auto and motorcycle industry presents another problem. These products are not easy to borrow. Because borrowing a car to film is completely different from borrowing a phone or headphones.

To film, you need a real car. And to have a car, you need relationships and trust, and those things cannot be built overnight.

So during the time when he was an unknown content creator, how could Thanh borrow products to review?

Previously, I worked at AutoPro, a reputable unit in the car industry. However, when I first started working, accessing a showroom to borrow a car was not easy.

According to Phuc Thanh, borrowing a car to film is completely different from borrowing a phone or headphones.

At first, I had to introduce myself: "I come from this side, that side..." but in fact they had no reason to believe or remember me. Everything had to start from the smallest things.

I remember there was a time when I used to go to the showroom regularly just to ask to take photos and write articles for them. When they saw that I worked seriously, took photos carefully, and respected the cars, they started to be more flexible.

At first, I was allowed to move the car to a better corner of the showroom, then I was allowed to drive it out the door, then about 100-200m outside, and finally: "Okay, you can take it anywhere to film."

It took me years to gain that trust, there are no shortcuts. That's something most people don't see when they look at my few minute videos online.

When my boss assigned me the task, I didn’t have much time to think. My boss is a very determined person and that spirit also affected me. I remember that in just the first one or two days, I had to call and contact a series of showrooms in Hanoi to find an opportunity to borrow a car.

At first, I was allowed to move the car to a better corner of the showroom, then I was allowed to drive it out the door, then about 100-200m outside, and finally: "Okay, you can take it anywhere to film."

Phuc Thanh

Because of the need to have the article immediately, in those two days, I built relationships and managed to get the first car to bring back to film.

In the early years of starting a business, besides the difficulty in gaining trust to borrow products, what other difficulties did you experience?

- I come from media, but when I entered the car industry, it was literally a "blank sheet of paper". From editing to photography, everything was completely different from other fields. Cars are large, complex products that cannot be made emotionally.

Phuc Thanh encountered many difficulties when he first entered the car review industry.

In addition to skills, this is also a problem of process optimization. Having a car does not necessarily mean being able to shoot because at first, no one will deliver the car to you. I have to go to the place where the car is, which is often inconvenient, and I cannot be proactive about time or shooting conditions.

I often joke that building a car is like farming because it depends entirely on the weather. Too much sun will burn the light, too much overcast will make the color bad, and rain will stop shooting. Equipment is cumbersome, and human strength is limited.

At that time, I still went to work by motorbike, had sinusitis, and every week had to drive from Ha Dong to Long Bien in 37-38 degree Celsius weather. Even though I was tired, I still had to film, take pictures, and post on time.

Some people overcome, some people give up.

Now it’s a little better. Some big showrooms lend me their space, so I can shoot on the spot. But shooting in a showroom is often not as good as shooting outdoors. And renting a studio is expensive, and doing independent content is not always affordable.

I see myself making more than one number.

"I myself also create content with unique elements, but I always set a limit for myself," Phuc Thanh shared.

Many people think that if you want your videos to attract views, you have to criticize or create controversy. What do you think about this point of view?

- Many people think that they have to create content that criticizes and digs at people to get views. But if you look closely, the nature of that content is because it is strange and few people dare to do it, so it attracts attention.

As for topics that have many comments and many opposing opinions, it is actually because society is interested in them, so anyone who does it has the ability to create interactions. Many young people now are exploiting content in that direction.

I myself also create content with unique elements, but I always set a limit for myself and I do not want to cross that boundary. That is my personal principle, the professional ethics I always maintain.

I still create debates but they are debates within the field I am working on, things I have real knowledge and experience. I do not touch on social issues that are too broad or beyond my scope. Those who are interested will discuss, but at least it is a conversation in the right context and role.

Some people think that reviewer is a profession that "sells saliva for money". What do you think about this statement?

- I often joke with my friends that my success is making other people think I'm rich, but to say that I "make money" is not entirely correct.

Phuc Thanh admits that he is not rich in money, but rich in professional experience.

It gives me more opportunities to make money than my previous jobs. But not every content creation will make a lot of money. And it is not possible to be successful after one or two years.

I know some people look at it and think, "You've been around for about 2 years now. So I just need to start in about 2-3 years and I can get to where you are."

But few people know that I have been making content that no one remembers for the past 5-6 years. Not only me or this job, but any job requires a process of learning, doing, practicing and persevering.

So I think, if any young people look at this profession and think that just having one popular clip is enough to "live", their expectations are a bit wrong. Creating a hot video is not difficult, but maintaining the next 10 videos still having viewers - that is the profession.

This profession gives me more choices - in terms of clients, working style, and income - but I don't accept every opportunity. There are big deals that are not suitable, but I still refuse because I know: once "losing quality" it is difficult to regain trust.

So are you "rich"?

I think I'm not rich yet, but I'm rich in professional experience and relationships that money can't buy. Every time a brand trusts me, the showroom opens to deliver cars after hours, or just a viewer inboxes "I'll make a decision after watching your channel".

I find myself making more than one number.

The content industry has passed its golden age, determine your "color" before committing

According to Thanh, is this a "golden" time for those who are passionate about content creation to venture in or is the current market "saturated"?

If we call it "golden" in the sense of easy to become famous - easy to make money - then I think it is no longer.

For me, that period was during the Covid-19 pandemic - when everyone was staying at home and the demand for content consumption skyrocketed. At that time, everything was accepted very easily and quickly.

If we call it "golden" in the sense of easy to become famous - easy to make money - then I think it is no longer.

Phuc Thanh

Now, I don’t think the market has gone into decline, but it’s definitely past its peak. Right now, almost everyone is aware that they should create content, from business owners to regular office workers. Everyone wants to make a mark, everyone wants to express their own personality.

I think, don't start with the expectation of "making money soon". Start by clearly defining what content you want to create, who you want to talk to, and what color it is. If you don't define those things, you will easily get lost in thousands of other creators - and sometimes you will return to being a content consumer instead of a creator.

The difference now is not in the technique or image, but in the attitude towards the job. Are you diligent? Do you dare to keep the principles? Do you study and update? I think that is "real gold" in an era where everyone can be famous at one time.

Personal branding is what people remember you for.

Can Thanh share some methods to help young people find their personal color in the digital environment?

- I have been invited to share quite a lot about the topic of personal branding. But honestly, in August-September 2022, when I first came to Schannel and sat down to chat with Mr. Huy - my current boss, I was still vague, not even really understanding what "personal branding" was or how to position it.

Today, I want to give you the simplest definition: personal branding is what other people remember about you, even when you're not there.

In the age of social media, where we see each other through screens, your personal brand isn’t just something you consciously build. It’s how you talk, comment, and interact. It’s who you hang out with, what you wear, what phone you use, what shoes you wear, even the background you choose to shoot videos in…

According to Thanh, the social media era makes us observe each other a lot through screens, so personal branding is not just something you intentionally build.

All of these factors, whether you intend them or not, form the image that others see of you. And at the time I started to shape my "personal image", luckily it was quite good because partly I often appeared with many car models, especially luxury cars, which at that time were still quite strange to viewers in Vietnam.

Nowadays, on social media platforms, the application of AI to create video content, even without the need for real people, is quite popular. Do you think this is a challenge for reviewers?

- I don't dare say anything about the future. But with the way I do content now, I usually divide it into two parts: one is synthesis, the other is creation.

In my opinion, at this point, AI is only at the synthesis level, and the creativity is still not able to surpass humans. I have also tried a few AI tools to ask for wordplay. The result is a few individual ideas, but to create a smooth, connected, and unique script is still not there.

In short, AI is currently just a supporting tool. And I think, if we don't consider it a competitor, we can absolutely consider it a companion to push ourselves to develop further.

Thanks Thanh for the chat!

Photo: Thanh Dong

Video: Doan Thuy

Source: https://dantri.com.vn/cong-nghe/phuc-thanh-5-nam-lam-nghe-khong-ai-biet-mot-lan-chua-chay-lai-noi-danh-20250424135918569.htm