YeaH1 Brings Vietnamese Identity to the Global Stage

YeaH1 integrates cultural elements into the programs it produces. Photo: NVCC

In recent years, YeaH1’s productions have demonstrated a clear direction in bringing Vietnamese culture beyond the confines of the stage and making it an integral part of contemporary life.

By consistently incorporating cultural elements into mainstream entertainment programs and community initiatives, YeaH1 is gradually building a creative ecosystem that places culture at the heart of its long-term development strategy.

These sustained efforts to connect culture with technology, entertainment, and community values have earned YeaH1 recognition at the Vietnam I4 Impact Awards 2026, where the company was honored in three major categories: Dragon Awards – Soft Power, Cultural Innovation And Digital Heritage Award and Digital Service Innovation Award.

Traditional Culture Enters Mainstream Life

Photo: NVCC

One of YeaH1’s most distinctive contributions lies in the way it brings traditional cultural elements closer to younger generations through large-scale entertainment programs.

Leveraging the strong viewership of its productions, shows such as Anh Trai Vượt Ngàn Chông Gai and Chị Đẹp Đạp Gió have helped introduce images and values of Vietnamese culture to audiences in a way that resonates with contemporary life.

Phong Nữ – Cô Đôi Thượng Ngàn, performed by ca nương Kiều Anh. Photo: NVCC.

In particular, Anh Trai Vượt Ngàn Chông Gai made headlines after setting a Guinness World Record with 5,000 audience members simultaneously wearing traditional ethnic attire at a music event. The program has since become a catalyst for a growing appreciation of traditional culture among young people.

While traditional garments such as the áo dài, ethnic costumes, and other folk cultural elements were once largely associated with holidays and festive occasions, they have now become increasingly visible at concerts, festivals, and contemporary cultural events.

New movements celebrating Vietnamese culture initiated by YeaH1 have been widely embraced by young people. Photo: NVCC.

At the same time, many folk-inspired songs featured in programs such as Trống Cơm, Đào Liễu, Chiếc Khăn Piêu, and Cô Đôi Thượng Ngàn have been reimagined by YeaH1 through modern arrangements while preserving their original cultural essence. This approach has helped create a bridge between generations of audiences, allowing traditional culture to be naturally integrated into contemporary entertainment and become part of emerging cultural trends.

In addition, the SYE ecosystem and the Tân Binh Toàn Năng program are regarded as platforms for nurturing a new generation of artists who embrace global perspectives while maintaining a strong Vietnamese identity. This is seen as an important step toward developing artists capable of bringing Vietnamese culture to broader international audiences in the years ahead.

UPRIZE is a boy group formed through the Tân Binh Toàn Năng program. Photo: NVCC.

Tân Binh Toàn Năng nurtures a new generation of artists with a global mindset while preserving their Vietnamese identity. Photo: NVCC.

YeaH1’s Entertainment Programs Create Community Value

Beyond the arts and entertainment sector, YeaH1 has also made its mark through a range of community initiatives that support local cultural development and regional economies.

The program Gia Đình Haha is a notable example of how entertainment content can be combined with the promotion of regional culture. Through everyday stories and authentic experiences, the show introduces local lifestyles, cuisine, and landscapes from various destinations in a relatable and natural way.

Tree-planting project. Photo: NVCC.

Following each episode, many filming locations reported significant increases in visitor numbers, with homestays frequently operating at full capacity. At the same time, local products such as Quảng Ngãi salt flowers, Shan Tuyết tea, and highland honey also experienced notable growth in demand and sales.

This impact demonstrates how entertainment content can directly contribute to local economies and influence experiential travel trends. Rather than relying on conventional promotional methods, YeaH1 chooses to tell cultural stories through emotion and real-life experiences, creating authentic connections with audiences through its programs.

In addition, YeaH1 has launched several initiatives promoting sustainable lifestyles, including the 3,300 Acts of Kindness campaign, a project to plant 20,000 livelihood-supporting trees in Bản Liền (Lào Cai), and an elephant-friendly conservation campaign in the Central Highlands. These initiatives integrate social responsibility with cultural and environmental values, helping foster greater awareness of sustainable living among younger generations.

Photo: NVCC

Through its high-quality content productions, the company has progressively “digitized” elements of Vietnamese folk culture by applying modern production thinking and a multi-platform distribution strategy. Cultural materials that were once primarily associated with traditional life are being reimagined through visual storytelling, music, and digital technology, enabling them to connect more effectively with younger audiences.

These achievements reflect the impact of YeaH1 as a media and entertainment company, while also demonstrating how a culture-driven development strategy can generate sustainable value. By bringing Vietnamese cultural identity into contemporary life and the digital space, the company continues to contribute to the preservation, promotion, and evolution of national heritage.