When international artists become chosen
In recent years, Vietnamese television audiences have not been unfamiliar with the image of foreign artists appearing heavily in domestic game shows. From dating shows, beauty pageants to music game shows, the foreign element is considered a new spice, helping the show stand out in the increasingly competitive entertainment market.
In that wave, Thai artists appeared the most. The reason is not difficult to explain: Closeness of culture, reasonable cooperation costs, similar entertainment styles and especially the "dramatic specialty" that has proven its appeal through many Thai TV formats.
Rap Viet attracted attention when inviting rapper F. Hero to sit on the judges' chair; Miss Universe Vietnam 2024 announced a team of Thai coaches with all-star stars such as Lukkade Metinee, Nathalie Ducheine, Eyes Sarucha...; The Next Gentleman, The New Mentor programs or That is everyone who often has DJ Matoom, Nong Poy, Cris Horwang appearing.
At the time of announcement, these names immediately created a strong media effect. The curiosity of the audience is activated: How will foreign stars score the competition, bringing new things to the Vietnamese playground? It is undeniable that the producer's initial "view" goal has been somewhat achieved.
Not only Thailand, the Korean wave is also being boosted. The most typical example is the music game show "all-powerful rookie" - a rare Vietnamese program that " begs to spend" when inviting 3 weighty characters in the K-pop industry at the same time: Hyuk Shin (training director), Jinyoung Jang and Sungpil Kim ( vocal coach).
The appearance of Hyuk Shin - the "hit-making witch" behind many famous K-Pop products immediately attracted the attention of the music-loving community. The audience hopes that he will bring production thinking and professional training, helping Vietnamese candidates approach global standards. The program also invited K-Pop groups such as 8TURN and TEMPEST to participate in exchanges and competitions, creating rare scenes of competition between Vietnamese rookies and international idols.
Short-term micro-vision and identity problem
However, after the spotlight and huge debuts, many foreign stars have gradually become "invisible" in the eyes of the audience. The reason comes from the way they are put into the program: lack of clear roles, limited time and especially language and cultural barriers.
The case of rapper F. Hero in Rap Viet is a typical example. Right from the time he appeared, the Thai rapper encountered controversy: If you don't know Vietnamese, are you capable of evaluating Rap songs that are heavily about playing with words and metaphoring culture? The fact that he mainly comments in Thai makes the audience feel even more distant.
On the other hand, all-powerful rookie shows another notable direction. Instead of inviting foreign stars to be "mobile flower petals", the program puts them in the main content axis: Training, coaching, professional competition. The direct confrontation of Vietnamese rookies with the TEMPEST group is not only a performance but also a practical lesson in stage presence, discipline and international standards. In particular, the appearance of Hanbin (TEMPEST) - a Vietnamese artist working at K-Pop creates an emotional bridge, helping the audience more easily sympathize.
However, even with the "all-powerful rookie", the challenge still exists: How to support international factors, not overwhelm Vietnamese identity. Gameshow, after all, is still a local cultural product, where the audience seeks harmony and closeness. reality shows that foreign artists need to proactively learn about the Vietnamese context to create two-way interaction, instead of appearing temporarily.
