In Vietnam’s rapidly evolving entertainment industry, these three women are thriving not by singing alone, but through powerful personal branding.
The more famous an artist becomes, the greater the pressure to protect what they’ve built - their reputation, their image, and their career legacy. Some give up their personal freedom to maintain a fortress around their brand. VietNamNet is launching a special series profiling the most influential stars in Vietnamese entertainment today: 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.
In a fast-transforming Vietnamese entertainment industry, the lines between singer, actor, model, and MC have blurred.
Names like Ho Ngoc Ha, Toc Tien, and Chi Pu have proven that vocal talent alone is no longer enough to stay relevant.
Instead, what matters is the ability to build a multi-dimensional, sustainable personal brand.
“We need to rethink the concept of the artist. They’re no longer just singers or actors - they’re multi-functional creators, image architects, and brand managers operating across platforms. They are ecosystems in themselves,” said Quang Chi, a veteran journalist and performance expert, in an interview with VietNamNet.
Ho Ngoc Ha: Architect of a luxury ecosystem
Regarded as a pioneer of the “entertainment queen” model in Vietnam, Ho Ngoc Ha has built a brand empire that far exceeds the scope of a traditional singer.
Her voice is just one element in a larger picture of luxury, fashion, and business success.
From high-investment music videos and albums to her presence on fashion runways, TV shows, and in the cosmetics industry, she has crafted a consistent image of elegance and influence.
In July 2024, Ho Ngoc Ha was awarded a Vietnam Record for being the artist with the most diverse music products under one franchise - Love Songs. The series includes 11 live/private shows, 4 albums, 1 documentary, 3 live show DVDs, and 10 studio sessions since 2009.
“Her strength lies not in her vocal range, but in her long-term branding strategy. She adapts her allure and emotional tone to suit every performance and audience,” Quang Chi analyzed.
In the business arena, her cosmetics brand continues to expand with new product launches, affirming her status as a savvy entrepreneur.
What sets her apart is her ability to maintain consistency across her luxury image while staying relatable. She doesn't just sell music - she sells a lifestyle and a dream.
Toc Tien: Master of brand reinvention
Toc Tien has proven herself not just a singer, but a fashion icon, producer, coach, and voice of modern womanhood.
While Ho Ngoc Ha built her empire from scratch, Toc Tien’s journey is a case study in successful rebranding.
After a hiatus from the Vietnamese market, she returned with a completely refreshed image, capitalizing on her charisma and visibility on reality shows like The Remix.
“Toc Tien is the perfect example of rebranding done right. She knew that vocal talent alone wouldn’t be enough and used her visual presence and media power to re-establish herself,” said Quang Chi.
Following her impactful appearance on Sisters Who Make Waves 2024, Toc Tien expanded her brand in bold new directions.
In January 2025, she became the first Vietnamese singer invited to cover the theme song Bite Marks for an international gaming tournament.
By April, she debuted as the only female producer on the reality show All-Round Trainee, joining SOOBIN and Kay Tran in shaping a new generation of talent.
Toc Tien also serves as her own creative director - crafting moodboards for her music videos and overseeing visual aesthetics down to the smallest detail.
Chi Pu: Daring over perfection
Perhaps no artist in Vietnam has sparked more debate than Chi Pu when she transitioned from acting to singing in 2017.
Despite limited vocal prowess, she demonstrated that meticulous planning, resilience, and a willingness to take risks can win over audiences.
Her first year included four releases: Tu hom nay, Cho ta gan hon, Em sai roi anh xin loi em di, and Talk to me. Subsequent hits like Doa hoa hong (2018) and Anh oi o lai (2019) further solidified her place in the industry.
After gaining popularity on Sisters Who Make Waves 2023, Chi Pu developed a large following on Weibo and gained the admiration of Chinese fans.
In May 2024, she released Finding You, a bilingual Vietnamese-Chinese MV composed by Hua Kim Tuyen.
By October, she dropped her English-language EP Flexible, featuring songs produced by international teams previously working with JungKook, Rosé, and Thai rapper Gavin:D.
This global success led to invitations to major events, including the Asian Youth Music Festival 2023 in Nanjing, the 2024 New Year Gala on Hunan TV, and the 2025 Lunar New Year Gala on Dragon TV.
Riding this wave, Chi Pu also launched a chain of Vietnamese cuisine restaurants in Shanghai.
Known for her eye-catching visuals and choreography, Chi Pu’s career proves that going viral and sparking conversation can be just as powerful as musical excellence.
She has become a cultural phenomenon - equally talked about in both China and Vietnam.
Versatility: The new survival strategy
The current market demands artists who can do more than sing. They must have a unique musical identity, stage presence, fashion sense, and the ability to expand across platforms.
The traditional boundaries between singer, model, or actor are now obsolete.
“What makes an artist stand out today isn’t just their talent, but their awareness of audience needs, adaptability to trends, and the ability to reinvent themselves across new platforms,” Quang Chi noted.
But becoming a multi-functional brand is no easy feat.
Artists must invest heavily and rely on professional teams to maintain a consistent public image.
“The future of entertainment will be fiercely competitive, especially as AI enters the scene. Artists now must offer audiences a reason to follow their journey - in essence, they need to build a brand with a compelling story,” Quang Chi warned.
To survive and thrive, artists must build deep, coherent ecosystems rooted in strong core values.
If Ho Ngoc Ha, Toc Tien, and Chi Pu fail to evolve their style and vocals, they risk being overtaken by the next wave of fresh, talented performers.
Now more than ever, they must understand themselves, read the market, and define the legacy they wish to leave behind.
Vietnamnet.vn
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