Local performing artists and models use the marketing industry as a launch pad to greater pop culture success.
Once upon a time, the popularity and reputation of a Vietnamese performing artist were linked to how much he or she could charge per show.

But these days, exclusive advertising contracts are increasingly the primary indicator that measures fame in the showbiz world.
Singing veterans Lam Truong and Phuong Thanh remain the male and female advertising record holders for the amounts they earned – US$100,000 and $80,000 respectively – representing international soft drinks giants PepsiCo and Coca Cola in 2001.
The present-day entertainment industry is inundated with talented and attractive teenyboppers who aspire to achieve stardom.
Businesses now have the advantage of choosing a representative from a wide range of options with lower pay.
While small and medium-scale entrepreneurs often request advertising companies to cast less famous personnel or attractive newcomers for spots, big companies usually choose the top stars to advertise their products.
A celebrity can get from a few thousand dollars up to $50,000 per advertising deal, depending on how famous he or she is.
In most advertising contracts, businesses also help artists promote their new albums and live shows.
Becoming the face of a prestigious brand not only brings in income but also consolidates the star status of an artist.
In Vietnam where the movie industry is still underdeveloped, businesses prefer to sign on singers instead of movie stars because they have tremendous public appeal along with large fan bases.
At present, supermodel-turned-singer Ho Ngoc Ha is considered the reigning advertising queen with multiple deals inked with dozens of brands.
Recently replacing pop star My Tam as the face of Sunsilk shampoo, Ha is threatening Tam’s position as the top star in the musical arena as well as in the advertising industry.
Ha, who is famous for her attractive voice, stunning charm and spectacular dance performances, however, refuses to disclose how much she has earned from ad contracts over the past year.
“I am happy when people refer to me as an advertising queen,” said Ha.
“I am proud that several brands believe enough in my reputation to have chosen me to advertise their products. It’s not only a matter of high income but also personal pride. My hard work and training have brought about such recognition.”
While other artists can only dream of inking ad contracts with businesses, Ha is especially picky with her selections.
“I am very careful to sign with an establishment,” she said.
“When invited for an ad, the first thing I consider is how I and the company and product fit together. Then I mull why the firm has chosen me over the rest of the pretty faces. Last but not least, I evaluate how the company and I would cooperate with each other to promote success.”
Ha’s main competitor in the advertising business might be Miss Vietnam 2006 Mai Phuong Thuy, who has donated about VND2 billion ($122,700) to charity since her crowning.
“The donation comes from money I have earned from advertising for more than 10 famous brands, including EuroWindows, Pantene shampoo, and LG Electronics,” said the beauty queen, who has thousands of fans around the country even though she is not a professional artist.
Songsters like Lam Truong who have advertised for PepsiCo are also offered perks of free musical courses in the US and travel abroad to meet and exchange with other Pepsi ad “ambassadors” such as world-renowned singers Beyonce Knowles, Britney Spears, and Pink.
The experience and benefits immeasurably enhance the reputations of such Vietnamese artists in the domestic scene.
Currently, male singers like Quang Dung, Dan Truong, Kasim Hoang Vu and Anh Khoa are among the hottest boys in the advertising business.
With the continued proliferation of international products and merchandise in Vietnam, it remains to be seen who will be among the next wave of entertainment artists to capitalize on advertising contracts to launch their fledgling careers.
(Reported by Luu Hong)