Advertising becomes Hoang Huong's performance
On social networks, the name Hoang Huong was once known by many people as a "livestream queen", "successful businesswoman", with a business ecosystem spanning the fields of pharmaceuticals, beauty, and dentistry. Accompanying her reputation are countless statements and advertisements that "explode into the sky", promising miraculous effects, attracting a large number of viewers and customers.
In December 2019, Hoang Huong Confident Smile International Dental Clinic in Hanoi had its operating license revoked by the Hanoi Department of Health. The authorities determined that this facility used personnel who had not been granted a practice license, and arbitrarily changed the conditions of the facilities and equipment compared to the initial appraisal documents.
Instead of correcting the violation and apologizing to customers, this clinic continued to operate illegally for nearly a year after that, until the end of 2020. While the violations have not been remedied, the brand "Hoang Huong" still appears widely on social networks, with advertising clips imbued with the style of " saying it is powerful" - confident, bold and sometimes going beyond limits.
In 2021, Hoang Huong Pharmaceutical Joint Stock Company continued to expand its business activities, launching Hoang Huong Care Medic oral stewed water product. Also from here, a series of controversial statements began to appear in Ms. Hoang Thi Huong's personal livestreams and sub-fanpages.
With a familiar confident style, Ms. Huong continuously affirms that the product can "told the roots of bad breath from the past to the present", or "prolonged anti-inflammatory drugs". The advertising clips spread on social networks, contributing to making Hoang Huong's brand a widespread "coverage" name, accompanied by a series of doubts about transparency.
Not stopping there, in 2022, Hoang Huong continued to launch Hoang Huong bone and joint pills, advertised as a "divinal medicine" product. During a livestream, the woman confidently declared: I have solved all diseases of bones and joints from head to toe. 1-2 weeks, 50% - 60%, and if severe, it will be gone after 2 months".
These advertisements quickly spread, making many consumers trust and buy products. However, promotional content has turned health protection foods into "medicines" - an act of violating the law on advertising.
In April 2022, the Food Safety Department (Ministry of Health) issued a decision to fine Hoang Huong Pharmaceutical Joint Stock Company 65 million VND, for advertising that caused misunderstanding about the product's uses. However, just one month later, this enterprise continued to be warned for repeating the same offense as Hoang Huong bone marrow and blood vitamin products.
Not stopping at the previous series of violations, Hoang Huong continues to appear in promotional videos for the products of the queen of the province Crilin Women Health. In these clips, Hoang Huong confidently affirmed that the product "has been recognized by the World Scientific Council", although no specific evidence has been provided.
Once considered the "livestream queen" in the online business world, Hoang Huong has made full use of the power of social networks to build a personal image, spread brands and sell products.
Hoang Huong and the shows of wealth
Not only attracting attention with "sky-breaking" livestream advertisements, Hoang Huong is also known for his bustling style of showing off assets. From showing off her red book, cash, diamonds, luxury cars to organizing grand events, she continuously appears on social networks as an "A-list star" in the online business world.
Each live broadcast of Hoang Huong attracts thousands of views, with a carefully arranged frame:frontage house, luxury cars, diamonds, gold and silver, and bulky deposits.
Once, Hoang Huong threw money from the second floor to the staff to pick up; Another time, he beat a giant piggy bank for 500,000 VND, laughing while counting the cheers. The peak is Tet 2025, when the image of Hoang Huong sitting in the middle of a table full of lucky money for employees spread strongly, creating a feeling of "flooding in money" - but also raised doubts about the real purpose of those shows.
According to information posted on the website of Hoang Huong Pharmaceutical Joint Stock Company, the businesswoman once spent 7 billion VND to organize a customer appreciation workshop with 4,000 attendees. This event is a favorite meeting of 4,000 people. Images of the gorgeous stage, the luxurious dressing of guests and the luxurious gift-giving are widely shared on social networking platforms.
However, behind the "money-making" is a communication strategy that is said to be to increase trust and boost sales. In many live broadcasts, Hoang Huong often combines showing off assets with promoting products, creating the mentality that "my success is thanks to the products I sell". This method quickly attracted hundreds of thousands of followers, but also made the public question the transparency of the affirmations.
On social networks, many users have reported receiving a series of messages from the fanpage "H2H 42 Pharmaceutical Products" with the content: "Winning the prize of 200 million but not answering the phone, Huong decided to give him/her a chance to... draw a lottery to win a car, SH, gold, 100% refund".
This series of messages is suspected to be a spam trick to stimulate shopping, when the recipient receives the same content "won prize". There is no evidence of actual rewards, only customer appreciation articles and videos appear densely on the platforms.
