That shift was unmistakable at Saigon’s first-ever Global Content Creator Meetup, which welcomed more than 175 attendees from across Vietnam’s creative, media, and marketing communities. Hosted at Mam Mam and Nexus Square, the evening brought together fans, industry leaders, and three creators whose work has helped shape how Vietnam is seen around the world: Leenda Dong, Sonny Side, and Stephen Turban.
Guests arrived early - lingering for photos, conversations, and introductions - signaling a growing appetite for deeper dialogue around culture, identity, and creative work rooted in Vietnam rather than exported through it. The energy in the room suggested something larger than a single event: a community beginning to see Vietnam not just as inspiration, but as origin.
Vietnam As Origin...
Moderated by Hao Tran, CEO of Vietcetera, the conversation centered on authenticity, origin stories, and Vietnam’s emergence as a true home base for global creators, no longer simply a compelling filming location, but a place where long-term creative lives can be built.
For Leenda Dong, whose work reaches more than 22 million followers worldwide, that shift is deeply personal. Born and raised in Canada to a family from Hải Phòng, she now spends one to two months each year in Vietnam. Living and working more closely with the country, she shared, has reshaped her creative lens.
Authenticity, she explained, has never been about performance, but about consistency, remaining the same person on and off camera. Naturally awkward by her own admission, she credits that honesty as the foundation of audience trust and creative longevity.
Sonny Side, founder and host of The Best Ever Food Review Show, reflected on nearly a decade of building one of the world’s most recognizable food channels with Vietnam as his home base. He described his journey not in terms of celebrity or virality, but of steady commitment—making good videos, showing up consistently, and delivering value. Approaching the show’s ten-year milestone, his story stood as a reminder that global success can be built quietly, over time, from Vietnam.
For Stephen Turban, comedian and partner at Saigon Tếu, the path has been defined by immersion. Learning Vietnamese, understanding local humor, and performing for Vietnamese audiences have reshaped both his craft and his relationship with the country. His experience underscored a shared theme of the evening: depth comes from participation, not observation.
Move With Culture
Beyond individual stories, the night reflected a broader cultural movement underway. Bryan Pham, media partner from Asian Hustle Network, captured the moment succinctly:
“Last night marked the first of many voices returning to Vietnam, a new wave of creators reconnecting our global Vietnamese diaspora and rebuilding the cultural bridge we’ve been waiting for.”
That sense of return was echoed from the brand side as well. Eva Kopatschek, Brand Director of Lixibox, framed the evening as part of a wider cultural recalibration, one where brands and creators move together, shaping culture rather than reacting to it.
“Vietnam is no longer waiting to be discovered,” she shared. “Creators and brands are stepping forward, shaping culture, and rewriting our place on the world stage.”
She highlighted how Lixibox’s portfolio reflects that same ambition. Halio is their global reimagining of beauty-tech at home. Anchored in the scientific power of red light therapy, Halio makes longevity accessible, stylish, and so effortlessly effective it feels like cheating. With a design-led, science-backed approach, the brand is setting a new standard for the future device ecosystem in the longevity space.
Coba’s Daughter brings Vietnam into every note, elevating heritage beauty, botanical rituals, and the quiet strength of Vietnamese daughters into a modern, sensual body-care experience. From soothing aloe formulations to indulgent coffee scrubs, it’s low-maintenance luxury crafted with soul, and a new expression of Vietnamese artistry.
“This is Vietnam’s moment,” she added. “Confident, creative, and ready for the world.”
A Creative Chapter Already In Motion
Taken together, the conversations of the night pointed to a shared belief: Vietnam is no longer just a backdrop for global content. It is a creative foundation, a place of return, and an origin point for stories that travel far beyond its borders.
As the formal program ended, conversations continued over photos, introductions, and unhurried exchanges that stretched late into the evening. For creators and attendees alike, the Global Content Creator Meetup offered not just reflection, but momentum, a glimpse of what lies ahead, and a quiet certainty that Vietnam’s next creative chapter is already being written.