As Vietnamese fashion gradually established its distinct voice on the global fashion scene, the industry thrived thanks to a wave of young creatives shaping its future. Fashion designers, brands, and especially a new generation of Vietnamese fashion influencers have all played a crucial role in this success. For global brands seeking to enter the Vietnamese market, this blog series will introduce you to top fashion influencers, from mega-stars with millions of followers to rising micro-influencers carving their own unique niches.
Read More: Top 5 Reasons Why Your Fashion Brands Should Collaborate With Vietnamese Clothing Manufacturers
When it comes to Influencer Marketing, the first and most important yet difficult step is choosing suitable influencers for the campaign. What you may not know is that influencers are also divided into many different types based on the number of followers they have on social media platforms. So, before deciding who will be the chosen one, consider other factors like follower demographics, engagement rates, and content style to find the perfect partner who resonates with your brand and audience. By understanding the influencer landscape and making informed choices, you can unlock the true potential of influencer marketing and achieve your marketing objectives.
Read More: Fashion Influencer Marketing: Strategies for Brand Success
FYI, the influencer world isn't one-size-fits-all. Here's a breakdown of the main categories:
MEGA INFLUENCERS (Over a million followers)
Standing at the top of the pyramid, mega-influencers can boast massive followings and broad reach. They're ideal for brand awareness campaigns targeting a general audience, but their price tag comes at a premium. Here are the top 3 Vietnamese mega-influencers to consider:
1. Hồ Ngọc Hà
Instagram: 3,3M followers
Facebook: 5,7M followers
TikTok: 1,1M followers
From pop star to fashion icon, Ho Ngoc Ha has cemented her status in the Vietnamese industry. Her minimalist and quiet-luxury style caught the eye of luxury giants like Gucci and BVLGARI, who named her a "Friend of House." As a mother of three, Ha's social media showcases a blend of family life, daily activities, and glimpses into her work at concerts, events, and reality shows.
2. Châu Bùi
Instagram: 3,7M followers
Facebook: 2,2M followers
TikTok: 1,8M followers
From lookbook beginnings to a social media empire, Chau Bui reigns supreme as Vietnam's top fashion influencer with over 3 million Instagram followers. Unlike other Vietnamese fashionistas, Chau Bui breaks boundaries, attending Paris, Milan, and New York Fashion Weeks all in one year. Recognized for her influence, she even landed a spot on Forbes Asia's 30 Under 30 in the Arts Category at just 25. With an unwavering passion and a bright future ahead, Chau Bui is a shining example of the promising path the Vietnamese fashion industry is on.
3. Quỳnh Anh Shyn:
Instagram: 2,8M followers
Facebook: 1,3M followers
TikTok: 1,1M followers
More than ten years ago, Quynh Anh Shyn was known to the public as a "hot girl" in Hanoi, capturing attention with her cute and bubbly appearance. This early fame as a charming and vibrant personality allowed her to begin taking roles in teen movies, appearing in lookbooks, and featuring in various advertisements. As the years went by, Quynh Anh Shyn underwent a significant transformation in her style. She transitioned from an innocent and fresh look to an energetic and edgy persona, marking a new chapter in her career as a fashionista. According to a report by Launchmetrics, Quynh Anh Shyn became a phenomenon with a peak total media value of $1.5 million at the recent Paris Fashion Week FW24. She surpassed many other famous names such as Malu Borges, Camila Coelho, Leonie Hanne, etc. Those "formidable" statistics put Quynh Anh Shyn at the top Influencer position in the world in terms of media value at this prestigious fashion event.
MACRO INFLUENCERS (between 100K - 1M followers)
Similar to mega-influencers, this 2nd runner-up offers a tempting target for brands looking to reach a wide audience. However, this widespread reach comes at a cost – collaborations can be expensive. Additionally, engagement with their audience might be lower due to their large following, and there's a risk that endorsements may feel less genuine with so many brand deals. Here are the top 3 Vietnamese macro-influencers to consider:
1. Khánh Linh - Cô Em Trendy
Instagram: 1M followers
Facebook: 391K followers
TikTok: 462,2K followers
Nguyen Dang Khanh Linh, also known as Co Em Trendy, is a rising fashion influencer. Her fashion journey began as a lookbook model for local brands. After her failure in The Face Vietnam 2017 competition, she rebranded herself as “Co Em Trendy” with an edgy, high-fashion look. Her new, well-invested appearance gives her opportunities to work with luxury brands, such as Hermes, Gucci, Chanel, Cartier, Dior, YSL, etc.
2. Oanhdaqueen
Instagram: 876K followers
TikTok: 1,5M followers
Youtube: 621K subscribers
Oanhdaqueen has become a rising star in the fashion world thanks to her enviable figure and eye-catching style. Unlike many Vietnamese fashionistas, she embraces the unique trends of the Y2K era – the fashion of the early 2000s. This dedication to a specific aesthetic, combined with her toned physique and tiny waist, has solidified her place as a trendsetter.
3. Chloe Nguyễn
Instagram: 733K followers
Facebook: 383K followers
TikTok: 203K followers
Born with a prosperous background, Chloe Nguyen, daughter of the president of Capella Holdings, has always been nametagged as a rich kid. After months and years of tireless efforts, Chloe Nguyen has reached the top 4 at the Influence Asia awards in the field of beauty, continuously appearing in VIP events of Johnnie Walker, Hermès, and Chanel; or becoming the face of numerous luxury brands at the age of 20. In 2023, she also proudly received the Lazada Affiliates Award and officially became the first Ambassador of LazAffiliate.
MICRO-INFLUENCERS (between 10K - 100K followers)
Last but not least, micro-influencers offer high engagement, affordability, and niche expertise, making them relatable and trustworthy. However, their limited reach, and potentially lower production value, require more effort to find and manage, making them less scalable for broad brand awareness campaigns. Here are the top 3 Vietnamese micro-influencers to consider:
1. Tikka Hoàng Hiền
TikTok: 1,4M followers
Instagram: 106K followers
Facebook: 48K followers
A stunning GenZ TikTok creator who charms viewers with her confidence, unique fashion sense, and down-to-earth personality. Leveraging her expertise, she's not just a content creator but a successful businesswoman on TikTok. Recently, she won the Top Creators award of TikTok Shop MCV.
2. Mai Kỳ Hân
Instagram: 120K followers
TikTok: 89K followers
Facebook: 12K followers
Mai Ky Han is quite famous in the world of freelance fashion modeling. Her beauty transcends trends, allowing her to chameleon-like adapt to a wide range of styles. This versatility makes her a perfect fit for young, trendsetting fashion brands looking for a model who can embody the spirit of their ever-evolving collections. Popular among youth-oriented clothing stores, Mai Ky Han brings her confidence and unique flair to every shoot, captivating audiences and showcasing the latest styles in a fresh and relatable way.
3. Khánh Linh @1502kl
TikTok: 224,1K followers
Instagram: 64,6K followers
Khanh Linh is a fashion KOC (Key Opinion Consumer) taking TikTok by storm with her ever-evolving style. Through her channel, “Tủ Đồ của Khánh Linh”, she’s become a go-to source of inspiration for young women, showcasing a variety of trendy looks. But her infectious energy is just as captivating as her outfits. Her cheerful personality shines through, further solidifying her influence. This has led to exciting collaborations with numerous fashion brands, including Dear Jose, Canifa, and Charles & Keith, where she's appeared in product advertisements and even hosted live streams.
TO SUMMARIZE
We've unveiled the world of Vietnamese fashion influencers: mega-influencers for reach, macro-influencers for balance, and micro-influencers for engagement. But this journey doesn't end here. Remember, the key to a successful influencer marketing campaign lies in finding the perfect fit for your brand. Consider your target audience, brand identity, and campaign goals to make informed decisions.
