YeaH1 Group (YEG) Announces Senior Leadership Appointments: Accelerating the Integrated Content-to-Commerce Ecosystem and Expanding Sustainable Growth Drivers

Accordingly, Ms. Ngo Thi Van Hanh has been appointed Chairwoman of the Board of Directors (BOD), and Ms. Nguyen Thi Ha My assumes the role of Chief Executive Officer (CEO). Ms. Le Phuong Thao will continue to serve as a Member of the BOD, spearheading the strategic development of two international joint ventures, SYE and MangoPlus, with the mission of elevating Vietnamese artists and music to the global stage and ensuring a robust legacy for the enterprise.

This leadership enhancement is part of YeaH1's established development roadmap, marking a seamless transition following a highly successful restructuring and breakthrough phase since 2022. Over the past four years, under the strategic guidance of former Chairwoman Le Phuong Thao and former CEO Ngo Thi Van Hanh, YeaH1 Group successfully repositioned its brand, cementing its status as a pivotal player in Vietnam's cultural and entertainment industry.

Entering the new growth cycle (2027–2030), to accommodate its expanding scale, YeaH1 has set a strategic objective: inheriting its peak creative foundation while strengthening governance capacity and business integration to build a comprehensive Content-to-Commerce ecosystem, unlocking new growth drivers, and maximizing sustainable value.

The Power of a Multi-Generational Team and the "Fandom Economy"

As the new Chairwoman of the BOD, Ms. Ngo Thi Van Hanh will continue to lead the premium content production and concert strategy—the core business axis that constitutes the Group's competitive advantage. Having joined and directly managed YeaH1’s content division since 2022, Ms. Hanh is the chief architect behind a series of prime-time reality show phenomena and sold-out concert franchises, setting new benchmarks for high-end performing arts projects.

Regarding the two international joint ventures, SYE and MangoPlus, Ms. Le Phuong Thao will continue to steer the strategic direction alongside global partners to progressively introduce Vietnamese talent, music, and cultural values to the international market.

Notably, YeaH1's recent breakthroughs have been driven by a multi-generational, multi-tasking leadership team, working closely with outstanding middle management and a young, talented workforce. This internal synergy has empowered the Group to consistently deliver market-leading products and services, establishing new standards and records for the domestic entertainment industry. The clearest testament to this is the recent Concert Anh Trai Vượt Ngàn Chông Gai 2026 Day 3-4, which became a remarkable phenomenon by completely selling out across all ticket tiers in just 88 minutes.

Going beyond record-breaking reach, YeaH1’s programs have successfully cultivated a highly engaged and immensely valuable fan community (Fandom) across multiple dimensions. These audiences willingly pay for premium entertainment experiences while establishing a unique culture of championing sponsors-proactively endorsing and consuming products from partnering brands. Sharing this 'dream customer demographic' with sponsors and strategic co-investors provides YeaH1 with the strongest foundation to aggressively scale the Fandom Economy in its upcoming phase.

Strengthening Multi-Sector Executive Capacity and Integrating the Content-to-Commerce Ecosystem

To translate the potential of the content foundation and Fandom community into long-term economic value, accompanying Chairwoman Ngo Thi Van Hanh is the newly appointed CEO, Ms. Nguyen Thi Ha My—a corporate leader with over 15 years of experience in digital media, marketing, the Creator Economy, E-commerce (D2C), and business model transformation.

As CEO of YeaH1 Group, Ms. Nguyen Thi Ha My will spearhead the strategy to integrate the Group's existing assets and capabilities into a seamless business ecosystem while enhancing operational governance and optimizing profit margins. For the 2027–2030 period, YeaH1 will focus on four growth drivers: 1) Extending the commercial lifecycle of entertainment IPs; 2) Monetizing the influence of artists and creators; 3) Providing measurable, full-funnel growth solutions for brands; and 4) Architecting a comprehensive entertainment-interaction-consumption journey for audiences.

Sharing her thoughts on this transition, Ms. Ngo Thi Van Hanh – Chairwoman of YeaH1 Group, stated: "YeaH1's breakthrough achievements in recent times are the culmination of the decisive strategic vision of former Chairwoman Le Phuong Thao, the unity of our talented multi-generational workforce, and the invaluable trust from our shareholders, partners, and millions of viewers. I deeply respect and am profoundly grateful for that solid foundation."

"Entering a new phase, as Vietnam's cultural industry faces unprecedented major opportunities, the time is ripe for YeaH1 to integrate and scale its economic value. The synergy within our new governance model will enable the Group to optimize every invested dollar, develop sustainably, and deliver the most tangible benefits to our shareholders."

Ms. Nguyen Thi Ha My – Newly Appointed CEO of YeaH1 Group, emphasized:"I am deeply honored and appreciative to assume this executive responsibility built upon a precious legacy meticulously crafted by the leadership team and the YeaH1 collective. YeaH1 currently possesses a 'gold mine' that any enterprise in the industry would desire: an ecosystem of exclusive entertainment IPs, a highly influential network of artists and creators, and a civilized community of millions of viewers who stand ready to support our programs and sponsoring brands. The task of the new executive board is to close this value chain with breakthrough business solutions."

"Our core mission in the upcoming phase is to connect these existing strengths through technology, data, and integrated commercial models to actualize the Content-to-Commerce vision. We aim to create comprehensive value for three target groups: becoming a full-funnel growth partner that drives tangible business results for brands; building a launchpad for career development and long-term revenue for artists and creators; and delivering a seamless entertainment-consumption experience for audiences."

"Parallel to expanding new growth drivers, we will focus on fortifying operational and governance efficiency, progressively leading YEG to a market-leading position and contributing to the overall advancement of the industry."

The synergy among a multi-tasking senior leadership team, passionate middle management, and a sharp, integrated ecosystem strategy is expected to generate powerful growth momentum for YeaH1 as early as the peak year-end period of 2026, while forging a robust launchpad for the new development cycle through 2030.

*Ms. Nguyen Thi Ha My holds a Master of Science in Marketing from Birmingham City University (UK) and a Bachelor of Commerce from RMIT University. Prior to joining YeaH1, she served for over 6 years as Country Manager at AnyMind Group Vietnam (2018–2024), where she directly managed P&L, operated an organization of over 250 employees, and led the growth of various integrated business lines, including Digital Marketing, Influencer Marketing, Publisher Monetization, and E-commerce.

Additionally, she has held the role of Executive Strategic Partner at YouNet Group and served as a Strategic Advisor on Commerce & Growth for numerous enterprises across the technology, data, and media ecosystems.