Re-definition of celebrity
KOL (celebrity, influential person) and KOC ( influential consumer) have become a common concept in the digital age.
Media expert Hong Quang Minh commented: "In the current context, popularity and the concept of "celebrity" have changed profoundly compared to before".
Previously, to become a widely known face to the public, artists or public figures often had to go through a long journey, associated with specific professional achievements, recognition from experts and traditional media. Today, social media has broken this barrier.
With just a short video, a viral moment (on the trend), or even a viral statement, anyone can become the center of attention.
"The reputation is now no longer uniform among the masses, but is clearly disjointed. Each small community can honor their own stars that outsiders do not know about, the expert commented.
Moreover, the relationship between KOLs and audiences has also changed, from a one-sided form, only received by audiences, to a two-way or multi-dimensional interaction, where followers are both content consumers and co-creators.
In this environment, the factors of individual positioning and consistency become the vital factors.
According to experts, celebrities today do not need to do much to affirm their name, but need to clearly identify their own strengths and maintain it, such as KOCs that only focus on reviewing (reviewing) a product line, or KOLs that are only associated with a certain lifestyle.
It is necessary to set criteria for operation with KOL/KOC
Expert Hong Quang Minh commented that the significance of setting operational criteria for KOLs/KOCs is not only "having measurements to choose from" but also helping to shape a more transparent and sustainable market.
If these criteria are carefully built, they will be a tool for brands to evaluate partners based on real factors such as brand suitability, real interaction index, personal reputation, content creativity and ability to comply with media standards, instead of relying only on the number of followers, the expert said.
According to experts, when the set of criteria is widely applied, KOL/KOC will also be forced to professionalize its operations, such as consistently managing personal image, investing in the quality of media products, and ensuring transparency in trade cooperation.
This not only reduces the risk of choosing the wrong brand, but also creates conditions for KOLs/KOCs to negotiate contracts based on real value, while contributing to raising the general standards of the market.
Furthermore, this is also the foundation for building an influencer ecosystem, where popularity is associated with sustainable, long-term value, rather than just a short-term boom through trends.
On August 18, the Conference "KOL with the era of national growth" (KOL Summit 2025) took place in Hanoi, gathering nearly 300 typical KOLs from 34 provinces and cities across the country.
The conference was organized by the National Cyber Security Association in coordination with the Department of Cyber Security and High-Tech Crime Prevention and Control (Ministry of Public Security).
The list of influential people has gradually emerged with familiar names such as People's Artist Xuan Bac, MC Khanh Vy, Miss Bao Ngoc, Tieu Vy, Thanh Thuy, singers DenVau, Tung Duong, Phuong Thanh, Ha Myo, baby Xe Xe Xe, Sung A Tua, chef Dong Van Hung (the mother's cuisine), and a group of young KOLs from Schannel, Saigon Teu...
