Hien DangOn 13 May 2026, One Pacific Holdings (OPH) officially signed a Memorandum of Understanding (MOU) with K-CREW ENTERTAINMENT, a South Korean company operating in the fields of creator economy, influencer marketing and livestream commerce.
Original Vietnamese version available here: Đọc bài viết tiếng Việt
The agreement marks the beginning of a strategic collaboration between the two parties to develop communication solutions, content commerce initiatives and market entry strategies for international brands in Vietnam, at a time when the boundaries between media, commerce and the creator economy are evolving rapidly.
In recent years, influencer marketing has moved far beyond the simple pursuit of media visibility. As consumer behaviour increasingly shifts towards social commerce, livestream commerce and content ecosystems capable of driving direct conversion, the challenges facing brands have evolved accordingly. Visibility alone is no longer sufficient. Businesses are increasingly seeking systems that can connect storytelling, communities, data and tangible commercial performance. This is precisely why the partnership between OPH and K-CREW has been positioned as something broader than a conventional influencer campaign. Under the terms of the Memorandum of Understanding, both parties will jointly explore and develop cooperation across integrated marketing communications (IMC), livestream commerce, retail activation and market entry strategies for international brands in Vietnam, alongside broader models involving influencer data, content production and cross-border business network development.
Speaking at the signing ceremony, Mr Nguyen Cong Minh, Chief Executive Officer of One Pacific Holdings, commented: “We see a clear strategic complement between K-CREW’s operational expertise in creator commerce, developed within the Korean market, and the media, content and brand connectivity ecosystem that OPH is building in Vietnam. What matters is not a single campaign, but the ability to jointly create practical, flexible and more relevant market approaches that reflect how consumers make decisions today”.
This perspective is also shared by K-CREW. Mr Lee Seo Ho, Global Expansion Leader of K-CREW, believes that the true value of the partnership lies not in a short-term campaign, but in the ability to jointly develop new market approaches that are better aligned with today’s consumer behavior, “I believe the combination of K-CREW’s creator commerce operational expertise and OPH’s media and brand network in Vietnam will create significant synergy. What matters most is not a short-term campaign, but the opportunity to build a new market approach together, one that is more relevant to current consumer trends”.
K-CREW has developed as a global creator community model, focusing on creator management, TikTok LIVE commerce, social marketing and brand-to-creator connection models driven by content commerce. The company has also expanded into selected regional markets, while building creator networks across countries including South Korea, Thailand and Japan. More information about K-CREW can be found at kcrewcorp.com/en/.
As Vietnam continues to attract growing interest from international brands, particularly in beauty, lifestyle, retail and consumer sectors, as a strategic growth market, the connection between OPH and K-CREW opens up the possibility of developing more practical and commercially relevant partnership models, rather than limiting collaboration to standalone communications activities.
For OPH, the company is currently developing a broader ecosystem spanning media, content, event organisation, brand strategy and business connectivity platforms. Within this ecosystem, Tạp chí NỮ DOANH NHÂN – BusinessWoman Magazine remains one of its flagship media assets.
The partnership with K-CREW should not simply be viewed as an expansion of OPH’s international partner portfolio, but rather as a strategic experiment to explore new models connecting brands, the creator economy and commerce, particularly for international businesses seeking more effective approaches to entering and engaging with the Vietnamese market.
In the initial phase, both parties will continue working together to translate these strategic directions into practical implementation frameworks, depending on specific project opportunities and market demand.
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