The projection comes from The Art and Science of Authenticity, a newly released report by TikTok, which estimates that the figure represents a 1.46-fold increase compared to 2025.

The data underscores the increasingly central role of the creative economy in Vietnam’s broader growth picture.

At the regional level, the Asia-Pacific market is projected to reach $1.2 trillion by 2030, up 1.4 times from 2025.

Growth momentum is being driven largely by changes in consumer behavior, as audiences increasingly favor relatable, real-life content over highly polished advertising messages.

Content creators expand their reach across industries

Creator-led marketing was once most closely associated with fashion, beauty and lifestyle.

According to the report, however, the commercial influence of content creators is now spreading into sectors such as gaming, financial services, consumer goods, applications and electronic devices.

Brands across these industries are proactively increasing long-term partnerships with creators.

This approach helps brands appear more approachable, builds trust through lived experiences, and ultimately strengthens engagement and purchase consideration.

The shift highlights a clear change in the role of creators: from generating brand awareness to driving purchasing decisions and commercial conversion.

In an increasingly competitive environment, this is becoming a decisive advantage for businesses that know how to leverage creative communities.

Consumers reject content that feels “too perfect”

The digital landscape has evolved rapidly.

Research by TikTok shows that three out of four consumers in the Asia-Pacific region are willing to skip content that appears overly polished or lacks authenticity.

As a result, expectations of brands have also shifted.

About 76% of consumers in the region want brands to present themselves in a more genuine, everyday manner.

In Vietnam, the impact is even more pronounced.

Up to 95% of Vietnamese consumers say authentic content directly influences their purchasing decisions.

Local users are also 1.3 times more influenced by livestream content than the regional average, and show greater interest in brand stories and behind-the-scenes material.

According to Tram Nguyen, Marketing Director for TikTok Vietnam’s business segment, authenticity has moved from a creative option to an effective marketing strategy.

In the so-called “post-perfection era,” influence no longer belongs only to top-tier creators, but to anyone capable of conveying closeness and credibility.

On TikTok, content that preserves everyday moments, real emotions and minimal editing often builds stronger connections, suggesting that “imperfection” is becoming an asset in trust-building.

Where storytelling meets data and technology

The report indicates that nine out of ten Vietnamese consumers say authentic content has a direct impact on their shopping decisions.

From an “art” perspective, audiences connect more deeply with real stories than with overly refined advertisements.

Authenticity does not depend solely on the fame of the creator, but on the level of persuasion and perceived credibility.

From a “science” perspective, 76% of Vietnamese consumers are more likely to seek additional information, click through, or add products to their carts after engaging with authentic content, particularly during the consideration stage.

Analytical tools such as TikTok Market Scope allow brands to track consumer behavior in real time, helping optimize campaign performance.

At the same time, AI-generated content (AIGC) is accelerating creative processes, enabling brands to produce content faster and more flexibly while maintaining a sense of authenticity.

Two out of three consumers say they want creators and brands to apply AIGC in content production, with TikTok users showing higher interest than those on other platforms.

A rapidly expanding creative ecosystem

The growth of the creative economy is being fueled by an increasingly robust creator ecosystem.

By the third quarter of 2025, the number of creators able to generate income on TikTok had increased by more than 1,200% year-on-year, making the platform one of the fastest-growing creative communities globally.

In Vietnam, many creators have transformed everyday content into tangible commercial value.

Successful cases show that when creators, brands and platforms are connected within a synchronized ecosystem, authenticity can be preserved and scaled.

As growth pressure continues to rise, brands that harness the power of creative communities, combining authentic content with data and technology, will gain greater opportunities to break through.

The creative economy, therefore, is no longer a short-term trend, but is gradually becoming a key growth driver in the digital era.

Thai Khang