"The Age of Cookie Fairies"
Bich Phuong's career can be broadly divided into three stages: her beginnings on Vietnam Idol , and before and after the "Cookie Fairy era".
She emerged from Vietnam Idol 2010 - a season that brought together many prominent figures such as Uyen Linh, Van Mai Huong, Lan Nha, Le Phuong Anh, Trung Quan…
Despite her early exit, she still left a very good impression, especially with an image that was almost never seen in the professional Bich Phuong of later years: a version who dared to challenge herself in her comfort zone, opening her mouth wide to sing and pushing her voice to reach a true climax.
Having been active professionally since 2011, Bich Phuong has gone through many ups and downs in her career and gradually reached the pinnacle of success.
For the first three years, Bich Phuong built an image of a "melancholy ballad singer." A fragile, delicate girl in feminine dresses, with long flowing hair, singing mournful love songs.
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It's not an exaggeration to say she was one of the most successful ballad singers of this era. During a period when the market favored sentimental ballads, Bich Phuong's mournful singing style was unmatched in popularity.
While melancholic ballads are still trending and many colleagues are eagerly exploiting this genre, Bich Phuong and her team have shifted to pop and electronic music.
These kinds of pivotal stages are always sensitive because changing image and music is not easy, especially for established artists – meaning they have a huge shadow to escape.
In reality, in showbiz, any singer can talk about a "transformation," but not many actually achieve it. Bich Phuong is an exception.
From cheerful early songs like "Let's Fall in Love ," it took Bich Phuong about 4 years to reach the hit song "Love Spell."
In fact, she was already a star before that, releasing music every year and achieving great success, earning high fees and securing many valuable contracts. However, "Bùa Yêu" (Love Spell ) marked a turning point in Bich Phuong's career, gaining widespread recognition from industry professionals, the press, and the general public.
MV "Love Spell"
Not only her music, but Bich Phuong's image has also changed in a more sensual, alluring, and mysterious direction.
In the final years of the "Cookie Fairy Era," when the market shifted back to favoring melancholic lo-fi, chillhop, or sadcore music, Bich Phuong and her team continued to demonstrate their foresight by releasing a series of songs including "Have You Quit Smoking Yet?", "A Deception," "Gently Refuse ," and all of them were huge successes.
Disappearing at the peak of success.
Over the 12 years (2011 - 2023) of the "Cookie Fairy Era," Bich Phuong's career has mostly been marked by highlights.
Not only is Bich Phuong an A-list star, but she also once held a prominent position among female singers in the market. She stepped in when Dong Nhi's career declined; her performance was more stable than Vu Cat Tuong and Toc Tien; she made a leap forward compared to Van Mai Huong and could steal the spotlight during the years when Hoang Thuy Linh didn't release new products.
Many in the industry acknowledge that Bich Phuong's first key to success was having one of the strongest and most professional teams in showbiz at the time.
Unlike the years 2023-2025, the market 10 years ago completely lacked teams like 1989s Entertainment, headed by musician Tien Cookie.
This team is almost all-round, from songwriting to arranging and orchestrating, with a good understanding of the market and often playing a pioneering role in creating trends.
In particular, the company operates in a closed system, with every step controlled within its own framework, so Bich Phuong's musical style is unique and avoids the situation of "one team of 20 singers competing" like most of her colleagues.
Besides having a strong team, Bich Phuong also shows that she has a good foundation and sustainable, long-term potential. She doesn't possess any one outstanding strength, but she excels in all aspects, from her voice, style, appearance to her personality and mindset. Thanks to this, in all three of her musical and image transformations, she has adapted very well and achieved success.
Around 2023, Bich Phuong left her old company, ending the "Cookie Fairy era". From 2022 to March 2024, she had almost no activity other than a few advertising campaigns.
In the midst of a vibrant and ever-changing market, her disappearance is quite regrettable. The name Bich Phuong is gradually losing its appeal, while many new faces are emerging.
Excerpt from the music video "Raising a Cup to Dispel Sorrow" - the first collaboration between Bich Phuong and Tang Duy Tan.
On the surface, she seems to have maintained her previous position, but in reality, her career has been significantly affected. However, Bich Phuong is fortunate to have avoided legal battles or disputes over copyright, ownership of her YouTube channel, fan page, etc., with her former company.
Return
Bich Phuong returned to the music scene in March 2024 with two highlights: the music video " Nang Chen Tieu Sau" and the program "Em Xinh Say Hi" .
The song "Nâng chén tiêu sầu " (Celebrating Sorrow with a Cup) had all the elements to become a blockbuster at the time, from the collaboration with hitmaker Tang Duy Tan to the well-planned media campaign, recreating the "Bùa yêu - Chạy ngay đi" (Love Spell - Run Away) encounter from 2018. The music video and song were also believed to subtly allude to the singer's intriguing and private personal life.
As a result, the music video became a "flop," completely overshadowed by its competitor, Sơn Tùng M-TP's "Chúng ta của tương lai" (Our Future Selves ).
When she participated in "Em xinh say Hi ," Bich Phuong was one of the artists who received the most public attention.
However, due to various factors, the show was quite popular but didn't truly "break free" (transcend its initial audience to reach a wider audience) , and Bich Phuong didn't make much of an impression beyond a few moments of close attention and care for her juniors and the mysterious relationship with Tang Duy Tan.
Overall, Bich Phuong is making a pretty good comeback with positive signs, but it can't yet be called an explosive, powerful return.
She hasn't really shown a clear direction since leaving her old team. The singer's performances from 2024 to the present have been quite hesitant and exploratory.
In other words, Bich Phuong is temporarily at peace but not truly stable; she will face challenges, including the risk of her popularity fading and her decline from her peak if she doesn't overcome this phase.
Le Thi My Niem
Source: https://vietnamnet.vn/tiec-cho-ca-si-bich-phuong-2426856.html
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