Sony Music and YeaH1 Group Commit to Elevating Vietnamese Culture Globally

Strategic Breakthrough for V-Pop

Immediately following the announcement, SYE Holdings officially debuted UPRIZE, Vietnam’s premier idol boygroup. The group emerged from the survival reality show "Show It All" (Tan Binh Toan Nang). This collaboration between Sony Music Group and YeaH1 Group is expected to create a significant breakthrough, enabling V-Pop artists to penetrate international charts and regional playlists.

The UPRIZE lineup features seven members: Cuong Bach, Phuc Nguyen, Lam Anh, Duc Duy, Wonbi, Duy Lan, and Long Hoang. 

Diverging from the "one-hit wonder" model, this partnership focuses on professionalizing talent management and supporting artists in building enduring career trajectories. This strategy ensures that artists not only excel on stage but also possess long-term commercial value across advertising, cinema, and general entertainment.

A Viable Model for Sustainability

Mr. Kenny Ong, Managing Director of SME Malaysia, Singapore & Vietnam, Head of Special Projects for Southeast Asia, and Chairman of SYE Holdings, stated: "Sony Music is dedicated to celebrating the unique cultural heritage of every market we enter. Our strategy is to build a 'viable model' for sustainable artist careers, where Vietnamese cultural identity is both cherished and cultivated. By blending indigenous creative flair with Sony Music’s world-class network, we are committed to ensuring Vietnamese talents have a robust career roadmap and a deserved presence on the international stage."

Ms. Ngo Thi Van Hanh, CEO of YeaH1 Group and a member of the SYE Board of Directors, emphasized the three essential resources YeaH1 contributes to the venture: deep domestic audience insights, international-standard production capabilities, and a multi-platform media ecosystem. "When these values resonate with Sony Music Entertainment’s global network, we are not just setting new benchmarks; we are creating a sustainable infrastructure for Vietnamese talent to step out into the world with pride in their own identity," she remarked.

Mr. Kenny Ong, Managing Director of SME Malaysia, Singapore & Vietnam

From Survival Reality to International Standards

The "Show It All" program represents Vietnam's first large-scale idol search, featuring a rigorous selection and training process modeled after K-Pop standards. From thousands of nationwide applicants, 30 young talents underwent 100 days of intensive training led by top experts from Vietnam and South Korea.

The show premiered on VTV3 in October 2025 and concluded its 15-episode run on January 17, 2026, garnering millions of viewers. Throughout its broadcast, the program consistently led the VTV3 prime-time ratings and topped social media charts with billions of views and discussions, highlighting the immense public interest in Vietnam’s next-generation boygroup.

Ms. Ngo Thi Van Hanh, CEO of YeaH1 Group, speaking at the press conference.

2026: The Roadmap to Success

Following over nine months of intensive training under international standards, the seven most outstanding artists have been officially selected to form UPRIZE, featuring: Cuong Bach, Phuc Nguyen, Lam Anh, Duc Duy, Wonbi, Duy Lan, and Long Hoang. Representing a fusion of distinct artistic personalities united by a shared ambition to shatter all boundaries, UPRIZE is poised to collaborate with their fandom to forge a new era for the nation's entertainment industry.

Representatives from SYE Holdings have unveiled a comprehensive 2026 development roadmap for UPRIZE, underscoring a commitment to long-term, high-caliber investment. This journey commences with the rigorous process of defining the group's artistic identity and persona, adhering to the stringent standards of the parent ecosystem.

The primary milestones for the year include:

• April 2026: The official launch of their Debut MV and Album—a creative fusion of Vietnamese cultural essence and world-class production quality.
• September 2026: The anticipated release of their second studio album.



To bolster brand awareness and cultivate a deep connection with the youth demographic, the company plans to execute a series of over five fan-sign events and showcases, alongside nationwide university tours. This ambitious roadmap will culminate in a large-scale concert for over 10,000 attendees at year-end. The synergy with Sony Music is poised to provide the critical leverage required to formalize and elevate Vietnam’s rapidly expanding music industry.

The official poster of UPRIZE – Vietnam’s first idol boygroup.