The Business Times: ‘Vietnamese entertainment industry explodes, YeaH1 rises strongly’

Entertainment media groups like YeaH1 are reaping resounding success with blockbuster reality TV shows. What ignited this "fever" and what is the formula to turn pop culture into a billion-dollar money-making machine?

“Vietnamese audiences are increasingly willing to pay more for quality content and experiences. Any company that provides entertainment products for more than 100 million people in a fast-growing country like Vietnam has strong long-term potential”. This observation by Mr. Petri Deryng, Portfolio Manager of the PYN Elite fund, was cited by The Business Times (Singapore) in the article “Singing all the way to the bank: Vietnam’s pop culture is big business”.

According to the article, PYN Elite started buying YEG shares at the end of 2024 and raised its ownership rate to 8.35% in September 2025.

The article affirms that the V-pop market is undergoing a spectacular transformation, where fan spending power and domestic product quality are creating a billion-dollar "gold mine". In YeaH1's story, the "Premium Content" strategy has proven successful with "explosions" like "Anh Trai Vuot Ngan Chong Gai", "Chi Dep Dap Gio", "Gia Dinh Haha", "Tan Binh Toan Nang"… These programs have “set new standards for the entertainment sector, elevating the entire industry which has long been dominated by foreign pop cultures”.

The reality TV program "Gia Dinh Haha" successfully promotes local tourism and culture to the audience through the journey of exploring different lands.

With these achievements, YeaH1's financial results exploded with 2024 revenue increasing 2.5 times and profit after tax soaring nearly 5 times, helping YeaH1 catch the "eye" of international investors, such as the Finnish investment fund PYN Elite.

The article also reiterated that YeaH1 was the first media startup listed on the Ho Chi Minh City stock exchange, and emphasized that programs produced by YeaH1 have unprecedented "scale and cultural influence," creating a wave of "sold-out" concerts and promoting the entire entertainment value chain.

The "Anh Trai Vuot Ngan Chong Gai" Concert series just closed with resounding success with 8 nights in Hung Yen and Ho Chi Minh City.

The "Chi Dep" Concert made the audience linger when bringing eye-pleasing performances from 48 "Chi Dep" ("Chi Dep Dap Gio Re Song 2023" and "Chi Dep Dap Gio 2024").

However, YeaH1's goal does not stop at the domestic market. The company is building a professional "idol training ground" model, with the goal of “exporting culture” to other countries in the region. “YeaH1 is focusing investment on exclusively managed idols. These artists will be directly trained by the company with a team of Korean experts and developed according to a long-term promotion roadmap. YeaH1's goal is to promote these rookies into stars with international influence, not only in Vietnam but also reaching markets like Thailand, South Korea, and China – places with cultures and aesthetics close to Vietnamese audiences”, the article wrote.

"Tan Binh Toan Nang" - a project creating a launchpad for a generation of young "all-round" idols, carrying the aspiration to promote Vietnamese culture on the World entertainment map.

In the past 2 years, the 8-night concert series "Anh Trai Vuot Ngan Chong Gai" contributed to making the performance market more vibrant. The programs "Chi Dep Dap Gio", "Gia Dinh Haha", "Tan Binh Toan Nang" created a large viewership on television and digital platforms. From these projects, YeaH1 developed additional paid derivative content on YouTube to prolong the program's vitality and expand engagement levels.

Besides large-scale entertainment programs, YeaH1 is expanding its content ecosystem towards product diversification and covering audience needs. The MangoPlus platform developed into a paid OTT service, bringing Vietnamese entertainment programs to the international market and vice versa. Meanwhile, 1Creators creates an effective cooperation environment based on data between creators and brands. Besides that, the short drama segment is also attracting the attention of businesses and the public as this product line meets the audience's fast viewing pace.

Cooperation with domestic and foreign partners also develops in depth. Many brands record high efficiency in reach and conversion rates when accompanying YeaH1, creating a foundation for the enterprise to expand scale and improve the quality of subsequent projects.

At the end of 2025, YeaH1 deploys the Y-Concert music festival lasting 10 hours with over 55 artists, marking a new step in the enterprise's event segment.

Y-CONCERT will take place on 20/12/2025 at Vinhomes Ocean Park 3 with the participation of the "Anh Tai", "Chi Dep", Rookies, and "Gia Dinh Haha".

In the general picture where culture and entertainment increasingly play an important role in Vietnam's economy, YeaH1 continues to pursue the goal of cultural export, bringing content with Vietnamese identity closer to markets with many similarities in aesthetics and tastes in the region.

Source: The Business Times (Singapore)