A new entertainment power in Southeast Asia
Vietnam has become Southeast Asia’s leading market for international TV formats, accounting for roughly 33% of all format acquisitions across the region, according to a recent industry report. This marks a major shift in Asia’s media landscape, as local broadcasters and streaming platforms increasingly buy and adapt global television concepts for Vietnamese viewers.
The rise signals a broader transformation. Regional buyers are shaping the direction of global media, and Vietnam is now a central hub in Asia’s growing creative economy.
The rise of Vietnam’s content acquisition market
A report released in November 2025 by regional entertainment analysts shows a steady increase in Vietnam’s share of format acquisitions since 2022. It now outpaces countries like Thailand, Indonesia, and Malaysia.
TV formats — such as The Voice, MasterChef, and Who Wants to Be a Millionaire? — offer production rights to recreate popular global shows locally. In Vietnam’s case, the surge is driven by younger audiences, a strong digital shift, and private investment from broadcasters competing in a crowded streaming landscape.
A growing middle class and higher ad revenues have also played a role. Broadcasters now prefer internationally proven formats, which they adapt to reflect Vietnamese culture and storytelling traditions.
According to the Vietnam Ministry of Information and Communications, the domestic media and entertainment market is expected to surpass US$3.5 billion by 2026, with streaming and television leading the charge.
Localizing global ideas for Vietnamese audiences
Vietnamese broadcasters are doing more than purchasing global formats — they are making them local. Networks like VTV, HTV, and Vie Channel now specialize in adapting international shows into Vietnamese-language versions with domestic flair.
Popular formats are reimagined to include regional contestants, local music, and family-focused narratives. These changes help global shows outperform imported content in Vietnamese ratings.
Streaming platforms are part of this push. Services such as VieON and FPT Play license and adapt foreign formats for on-demand viewing. This cross-platform model is creating a seamless experience between TV and digital, while also expanding the reach of international studios.
Vietnam’s strong production infrastructure and lower operational costs make it a preferred location for co-productions. Some international content creators even test new formats in Vietnam before launching in larger regional markets.
According to ASEAN Media Partners, Vietnam’s content export and adaptation sector is growing by nearly 18% annually — a sign that the country is becoming a regional entertainment powerhouse.
Vietnam’s entertainment strategy reflects Asia’s cultural rise
Vietnam’s dominance in format buying is about more than market share. It reflects a broader cultural shift in Asia. For decades, Western content dominated Southeast Asia. Now, countries like Vietnam are shaping how entertainment is created, localized, and consumed.
This evolution is part of a larger decentralization of global media. As Western studios adapt to new audience behaviors, Asian players — especially those with digital-first strategies — are stepping in with bold, creative control.
Vietnam’s role is pivotal. Its broadcasters are turning foreign formats into hybrid cultural exports. These formats are not just working locally — they are gaining traction in neighboring markets. This makes Vietnam not only a buyer, but also a creator and exporter of regional entertainment standards.
The impact is already visible in funding trends. More global producers are partnering with Vietnamese studios, drawn by their ability to deliver culturally relevant, high-quality programming.
From content buyer to content creator
Vietnam’s entertainment industry is now preparing to make the leap from buyer to creator. Emerging local studios are beginning to pitch original formats to global buyers. Their experience in adaptation gives them an edge in developing culturally grounded formats that can travel.
Support from the National Cultural Development Strategy 2030 will help. This initiative offers grants and co-funding for film, broadcasting, and digital content — creating a robust pipeline for new intellectual property with global potential.
Regional collaboration is also expanding. Vietnam is working more closely with ASEAN streaming platforms to develop a cross-border marketplace for content. This will allow countries to co-produce and distribute shows more efficiently across Southeast Asia.
Vietnam’s rise also supports its soft power goals. Media and storytelling are becoming tools for cultural diplomacy. As Vietnam grows its influence through content, it also shapes how the world sees its identity and creativity.
Industry experts believe Vietnam could account for over 40% of Southeast Asia’s format trade by 2030 — confirming its position as a cultural trendsetter in the region.
Vietnam’s creative ascent defines a new media order
Vietnam’s emergence as the top buyer of international TV formats marks a turning point for Southeast Asia. The country is no longer just a consumer of global content. It is now a creator, adapter, and exporter of cultural ideas.
As Asia’s influence on global entertainment expands, Vietnam’s story reflects the region’s future: where creativity fuels both economic power and cultural leadership. The next wave of global media trends may well start not in Hollywood, but in Hanoi or Ho Chi Minh City.
