“Tan Binh Toan Nang” - Hot even before airing: A different mindset in the market

According to VTV3’s announcement, at 20:00 on 4/10/2025, “Tân Binh Toàn Năng” (Show It All) will broadcast episode 1. Though not yet fully unveiled, this program has already surged like an ambitious whirlwind in Vietnam’s entertainment industry. 11 young rookies “transformed” after just 100 days of training. 40 million votes. The MV Show Me reached 2 million views after 48 hours of release. The social system of Sony Music Entertainment - a leading global music corporation - simultaneously sent words of praise and expressed belief that Vietnam will become a new star in the Asian market…

Is “Tân Binh Toàn Năng” really… hot?

If you look at the achievements above and place them in the context of a program… that hasn’t officially aired yet, it’s hard to find an immediate answer. Why do the producers dare to play big when the market is increasingly competitive? Why do they bet on brand-new young faces instead of leveraging already established artists? Why do YeaH1, together with “patron Techcombank,” dare to “spend big” to invite top K-pop names to Vietnam to coach? Why has the program received strong backing from the international market even before airing on national television?

These questions show that the group is taking extremely bold and unusual steps in a market that may no longer be old but still lacks many new elements. Therefore, only by looking at YeaH1’s overall picture throughout the investment and development of this program can we see that their goal is not simply an entertainment show.

Let’s go over some achievements of “Tân Binh Toàn Năng” to partly decode the group’s strategy.

Images widely promoted across Sony Music Asia’s social channels

Right after the press conference, the debut MV of the “Tân Binh Thăng Cấp” group was officially promoted widely across Sony Music Asia’s social channels. Sony Music Philippines could not hide its excitement: “A new era of Vietnamese idols is opening! Let’s welcome the Top 11 trainees of Show It All Vietnam, trained by Hyuk Shin - the man behind hits for Justin Bieber, EXO, and NCT!”

Meanwhile, Sony Music Indonesia delivered a strong message: “From Vietnam to the world! Vietnam x YeaH1 are ready to make history."

These hope-filled introductions show that Sony Music truly cares about the Vietnamese market and expects the “Tân Binh Toàn Năng” to have a future on the international stage.

Many audiences commented that “Tân Binh Toàn Năng” is indeed “born with a silver spoon,” because it receives overwhelming support from market giants: from Techcombank - the strategic co-investor, from MangoPlus - a modern Asian entertainment platform, to Sony Music Entertainment - one of the Big Four of the global music industry. Clearly, with methodical, high-quality investment from production to international-scale distribution and release, the 15 upcoming broadcast episodes are surely only the beginning. Similarly, previously, the program “Anh Trai Vượt Ngàn Chông Gai” also made history with the nickname “the endless summer of 2024,” because it refused to… stop and continued with 8 concerts, 1 feature film, along with a series of events and widespread media effects.

MV filmed in Thailand, reaching 2M views after 48 hours

Right from launch, with eye-catching visuals and catchy music, the MV “Show Me” was rated as in no way inferior to K-pop or T-pop MVs thanks to close collaboration between Korean and Vietnamese teams and the Directornet (Thailand) production crew. Directornet is a leading unit that has collaborated with well-known artists such as BUS, Psychic Fever, 4EVE, PP Krit, F. Hero, and BamBam (GOT7).

Show Me reached 1.1 million views after just 12 hours and quickly topped music discussions on social media. Within 48 hours, the MV hit the 2-million-view mark - an impressive number for a group trained for just over 3 months.

A powerhouse lineup of Korean coaches

At “Tân Binh Toàn Năng” contestants are challenged and trained under a rigorous K-pop standard model with a “powerhouse” lineup of Korean coaches, notably Hyuk Shin, Director of Training & Development, along with top experts in vocals, performance, dance…

Many people ask why YeaH1 chose the K-pop model to develop Vietnam’s first idol group instead of the U.S.-European model or another Asian country. In reality, K-pop is not merely a musical phenomenon. It is the result of an outstanding strategy connecting culture, economy, technology, education, and national branding in Korea. K-pop has made huge contributions to Korea’s economy such as exports of goods (electronics, technology…), cultural exports and related products like film, fashion, and tourism… K-pop is also a powerful tool of soft diplomacy, helping Korea soften its national image, indirectly creating favorable trade and investment agreements for the country.

The fact that producer YeaH1 chose the Korean model clearly shows the Group’s development orientation. It is a strategy of learning from giants in culture and economics, thereby upskilling Vietnamese human resources, to soon contribute to Vietnam’s entertainment industry in the way Koreans have done for their nation.

A large fanbase, supporting through voting right in the 100-day training phase

Within 3 months from the start of training, the Rookies quickly affirmed their pull. Through voting rounds in the Survival phase, the Rookies received millions of votes, peaking at the finale with an impressive figure - nearly 40 million votes recorded just 72 hours after opening the gates.

Alongside the young audience segment, “Tân Binh Toàn Năng” is gradually attracting older generations as well. If in the past many grandparents and parents considered the artist’s job rather trivial, even “xướng ca vô loài,” now that prejudice has begun to change. Young, talented Rookies who dare to plunge in and continually train themselves to grow day by day are the image of a new dynamic generation, deserving of love and support to become national idols in the future.

Promoted by a host of reputable press and media channels with expectations to create milestones for Vietnam’s entertainment industry

Over the past months, hundreds of articles have been written about the program, with belief and expectation that a Vietnamese group will break through in face-offs with international bands.

“Tân Binh Toàn Năng” is predicted to create a craze in the near future, not only among young people but even among “parents” - who will look at Vietnam’s young generation as both beautiful and talented, educated and knowledgeable, with qualities “worthy of being the pride of their families,” opening hopes for a Vietnamese cultural industry on par with the region and the world.