TikTok's Vietnam boom: youth culture, e-commerce and cross-border exchange
發佈日期: 2025-12-16 22:27
TVB News
This year, Vietnam is among video sharing platform TikTok's fastest-growing markets in Southeast Asia.
In the fourth episode of our series "Visions of Vietnam," Jacky Lin spoke with the platform's Vietnam spokesperson and content creators to understand how the app is reshaping the Southeast Asian nation -- and its people's perceptions towards Hong Kong.
Vietnamese content creator Adam, a university lecturer by profession, started sharing his travel experience on TikTok five years ago.
Several of his most-watched videos feature Hong Kong which have helped him strike a chord with viewers and build a following of over 125 thousand.
To promote Hong Kong beauty and Hong Kong products, I also met a lot of friends, like TikTokers from Hong Kong, so we collaborated together too.
Another Vietnamese beauty influencer Emma says the platform helps her stay on top of make-up trends across Asia -- Hong Kong included.
My products come from many countries such as Vietnam, South Korea and China.
For example, the lens I'm wearing is from Hong Kong.
In recent months, Vietnam has shaped up to be one of the app's fastest-growing markets in Southeast Asia with more than 70 million monthly active users.
Vietnamese users actually are very creative.
We have more than 70 percent of them engage daily on the platform, which means they not just consume the content, but also very actively creating content.
Another priority is to buoy the local economy through its e-commerce arm.
We have trained for over 15,000 sellers, farmers and SMEs in Vietnam through online and offline training over the year.
Marketing Associate Professor Tuan Quang Phan from the Business School of the University of Hong Kong says such social media platforms have helped facilitate Vietnamese understanding towards Chinese cultures and brands.
Vietnamese are now very curious about what is this place that's up north, their northern neighbour.
They hear about a lot of things, but they also see a lot of technology, a lot of great things coming out of China and now Hong Kong.
So we see, of course, TikTok being one of the most popular platforms, but also see brands, like BYD, we see like DJI, the drone company.
It's not what maybe US or Western media might say.
They give a different view, a different perspective.
In October, the company also signed a Memorandum of Understanding with Vietnam's government to strengthen the country's digital ecosystem, support local businesses and promote cultural exchange through the platform.
