The more famous an artist becomes, the heavier the burden to protect their reputation and legacy. Often, this means sacrificing personal freedom and spontaneity for carefully curated public personas. In this special series, VietNamNet explores the brand-building journeys - and potential pitfalls - of Vietnam’s biggest music stars, including My Tam, Tung Duong, Ha Anh Tuan, Den Vau, Ho Ngoc Ha, Vo Ha Tram, Toc Tien, Quoc Thien, Chi Pu, Son Tung M-TP, Soobin, and HIEUTHUHAI.

Among Vietnam’s new generation of male artists, Son Tung M-TP, Soobin, and HIEUTHUHAI stand out for their distinct, well-established personal brands. They represent a modern class of entertainers who have moved beyond fame based on hits alone, toward strategic identity management.

Out of the shadow: from fame to legacy

According to media expert Hong Quang Minh, this trio exemplifies stars who have “passed through the fog” - a metaphor for breaking out of a phase where artists lack clear direction and are overly influenced by fleeting trends or viral hype.

Each artist moved beyond merely chasing views or creating “viral” moments. They evolved into long-term strategists who understand the deeper mechanics of branding - image, values, audience alignment, public behavior, and consistent storytelling.

What sets them apart is a proactive approach to self-image. Rather than follow trends blindly, they curate and align their appearance and behavior with personal values and audience preferences.

They are highly selective about media appearances, avoiding overexposure. In fact, they actively build their own narrative frameworks around fashion, music style, and communication rhythms.

“Their brands don’t rely solely on hits. Audiences never have to ask ‘Who are they, and what do they represent?’ - and that clarity is more powerful than a 100-million-view song,” Minh noted.

Personal branding decoded: Three distinct identities

Minh associates each star with specific brand keywords:

Son Tung M-TP is synonymous with “symbolic – mysterious – exclusive institution.”

Rather than being marketed as a regular celebrity, he is branded like a high-end luxury label. His minimal public appearances, high fashion, and conceptual music releases are all part of a meticulously crafted persona.

He has transcended mainstream pop to become a cultural figurehead - representing a generation seeking individuality and independence.

HIEUTHUHAI reflects “approachable – modern – subtle.”

The Gen Z rapper is a perfect example of a clean yet relatable brand - free from scandals but never boring. His communication style is calm and calculated: “say less, but make it count.”

He maintains trust through measured exposure and emotional authenticity, while still managing to go viral - something few young artists achieve today.

Soobin is defined by “rebirth – balance – urban sophistication.”

He has undergone the most visible transformation - from a romantic balladeer to an introspective R&B and urban soul artist.

What makes his evolution compelling is that it’s never chaotic. Every pivot is smooth, stylish, and intentional. “He gives off the vibe of a balanced artist - mature, tasteful, and well-timed,” Minh observed.

The golden cage: when branding becomes a trap

Despite their success, Minh warns that even the most well-branded artists are at risk of becoming prisoners of their own image.

This so-called “golden cage” emerges when artists are boxed in by the very personas they created - afraid to experiment for fear of alienating their audience.

For Son Tung M-TP, the danger is brand stagnation. If he continues to favor long silences and aloof positioning, he may become increasingly distant and irrelevant, especially as younger fanbases form more rapidly.

Tung may need to balance exclusivity with emotional resonance, perhaps through culturally rich projects that still reflect his aesthetic. One-off gestures like fan giveaways or surprise meet-ups may not sustain interest over time.

For HIEUTHUHAI, the threat is being replaced by emerging stars with similar “boyfriend-next-door” appeal.

To remain irreplaceable, he should focus on deepening his artistic content and engaging in social storytelling, adding more emotional and thematic layers to his work.

Meanwhile, Soobin faces the risk of losing direction.

Frequent reinvention requires enormous creative stamina. Without a cohesive artistic theme, he may appear scattered or inconsistent.

Minh suggests anchoring his identity in a singular concept such as “urban storyteller,” then innovating within that framework.

Of course, his current path still has momentum. “After Anh trai vuot ngan chong gai, Soobin finally has the platform to claim his spot. He’s brilliant and in his prime - he just needs to maintain clarity.”