Vietnam’s film industry is experiencing an unprecedented boom, with more movies reaching theaters each year.

As production expands, filmmakers are increasingly seeking fresh faces from various fields to complement established actors and attract wider audiences. Inviting beauty queens and TikTok personalities into films helps address the industry's shortage of new performers while leveraging their existing fan bases.

However, the strategy also carries risks, as not every influencer or pageant winner possesses the acting skills needed for the screen. VietNamNet presents a special series examining the benefits and drawbacks of this growing trend.

They arrive with fresh faces and, in most cases, built-in fame from other industries. Beauty queens, singers, models, YouTubers and TikTok creators are all finding pathways onto the big screen through a variety of roles.

Some appear briefly in only a few scenes. Others are entrusted with major supporting characters or even leading roles in high-profile productions.

The era of TikTok stars

In recent Vietnamese releases, especially during the Lunar New Year season and the April 30 holiday period, moviegoers have frequently encountered familiar online personalities such as Chi Phien (Khuyen Duong), MisThy, Ngoc Nguyen, Hoang Anh Panda, Quan Truong (Con Co Day) and Michelle Lai. These TikTok creators, streamers and content producers have already built strong followings, particularly among Generation Z audiences.

Most have appeared in cameo roles, serving as comic relief or background characters in short sequences. Their screen personas often closely resemble the personalities they display through short-form videos and livestreams. An exception is MisThy, who secured a leading role in Song Hy Lam Nguy alongside veteran actors Dustin Nguyen and People's Artist Trung Anh.

In the past, film actors generally followed a predictable career path: formal acting training followed by professional work in television and cinema. Today, the boundaries between entertainment sectors have become increasingly blurred.

A beauty queen can become a television host, model or actress. A TikTok creator can transition from producing short vertical videos to starring on the silver screen. Singers act, actors become digital content creators, and virtually anyone with strong public recognition can find opportunities in film.

The phenomenon is hardly unique to Vietnam. What distinguishes the Vietnamese market is the speed and scale at which it has developed over the past several years, as social media has become an essential component of film marketing campaigns.

Directors Ly Hai and Tran Thanh, two of the most commercially successful filmmakers in Vietnam's mainstream entertainment sector, have been particularly adept at leveraging social media personalities. Alongside experienced veteran actors, both consistently reserve space for young newcomers, many of whom first gained fame online.

Their ability to stay connected with current trends has contributed significantly to their box-office success. Beyond strong scripts, the inclusion of fresh faces often helps generate conversation, publicity and social media engagement around new releases.

When expanding his talent search through social media platforms, director Ly Hai emphasized: "There is nothing wrong with someone aspiring to succeed in a new field or become an artist. Everyone deserves the opportunity to become an actor."

The Lat Mat filmmaker believes that anyone with passion, determination and professional commitment deserves the chance to prove themselves on screen.

Beauty queens take over the big screen

As Vietnamese cinema continues searching for new talent, beauty queens and pageant contestants have emerged as another major source of new actors.

Following their pageant victories, many beauty queens seek sustainable, long-term career opportunities. Film has become an attractive avenue for expanding their public profiles and building careers beyond the pageant world.

The trend itself is not new. More than two decades ago, beauty queens such as Mai Phuong Thuy, Thuy Lam and Nguyen Thi Huyen occasionally appeared in television dramas, often treating acting as a side pursuit.

Today, however, many pageant winners view film as a serious professional destination rather than a temporary experiment.

The shift reflects a broader transformation in the entertainment industry.

During the 2025 Lunar New Year season, audiences saw three beauty queens appear in major theatrical releases: Tran Tieu Vy and Nguyen Cao Ky Duyen in Bo Tu Bao Thu, and Doan Thien An in Nu Hon Bac Ty.

Over the past year, numerous film projects have unveiled casts featuring contestants and winners from beauty competitions.

The first half of 2026 alone delivered a steady stream of pageant stars on movie posters. Beauty queen Nhu Van appeared in Nha Ba Toi Mot Phong. First runner-up Huynh Minh Kien starred in Bus: Chuyen Xe Mot Chieu, released in March. Early April saw Doan Thien An return to cinemas with Hen Em Ngay Nhat Thuc. During the April 30 holiday, Huynh Nguyen Mai Phuong made her film debut in Trum So. In early June, Tran Tieu Vy returned to theaters in Oc Muon Hon.

The concentration of beauty queens appearing on screen within such a short period prompted audiences to jokingly describe the phenomenon as a "beauty queen season" in Vietnamese cinemas.

The growing list of beauty queens entering film now includes Tran Tieu Vy, Doan Thien An, Nguyen Cao Ky Duyen, Nguyen Thuc Thuy Tien, H'Hen Nie and Mai Phuong. Collectively, they are helping reshape perceptions of female screen stars in contemporary Vietnamese cinema.

Speaking with VietNamNet, Meritorious Artist Hanh Thuy noted that directors have always prioritized fresh, attractive faces with strong audience appeal.

Drawing on extensive experience working with both trained and non-professional performers, she said production companies and filmmakers increasingly regard casting newcomers as a strategic trend.

Internationally, the practice is equally common. Music icons such as Cher, Madonna, Lady Gaga and Jennifer Lopez have all crossed into acting, often as part of efforts to attract broader audiences. Some achieved remarkable success, even winning Academy Awards, while others struggled to establish themselves in film.

"When they have talent, work hard and take responsibility for their roles, success will come. On the other hand, those who lack ability or fail to approach the profession seriously will naturally be eliminated. That's simply how this industry works," Hanh Thuy said.

Director and producer Phan Gia Nhat Linh believes every filmmaker has their own casting philosophy. He is less concerned about whether performers come from traditional acting backgrounds or from fields such as social media content creation or beauty pageants.

Tuan Chieu