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  • What Does Seoul Mean to You? 2025-2026 Case Study

    What Does Seoul Mean to You? 2025-2026 Case Study

    One question, two campaign seasons, and a growing collection of perspectives on Seoul.

    In 2025, the What Does Seoul Mean to You? campaign invited creators to interpret Seoul through their own experiences, memories, and emotions. Rather than presenting the city through a single message, the campaign opened space for many local voices, languages, and storytelling styles.

    Overall 2025 program results

    • 20 creator teams
    • 29 pieces of content
    • 388,939 views
    • 19,785 likes

    These figures represent the overall program results recorded in the campaign report. Within this broader initiative, VINA Global Media was responsible for international creator execution in Vietnam and Thailand.

    VINA Global Media’s international execution

    In August 2025, VGM selected, booked, and coordinated nine creators: five in Vietnam and four in Thailand. The creators published nine TikTok videos, generating a combined 232,472 views at the time of reporting.

    • Vietnam: 201,919 views
    • Thailand: 30,553 views
    • Combined listed Instagram and TikTok audience footprint: approximately 15.7 million followers

    The audience footprint is the sum of publicly listed follower counts across participating accounts at the time of reporting. It does not represent actual reach and may include audience overlap between platforms.

    More than creator booking

    VINA Global Media managed the full international creator execution process, including:

    • Creator selection based on market relevance and campaign direction
    • Booking and timeline coordination
    • Content guidance and proposal or script review
    • Draft management and revision feedback
    • Final approval, post monitoring, and reporting

    The strength of a multi-market creator campaign does not come from asking every creator to repeat the same script. The campaign message needs consistency, while the storytelling must remain flexible enough for creators to speak naturally and connect with their local communities.

    “What Does Seoul Mean to You?” continues in 2026

    In 2026, VINA Global Media is honored to continue working with Global Creative Force for the next season of What Does Seoul Mean to You?.

    This year’s campaign expands to 24 creator teams: 14 teams based in South Korea and 10 international creator teams. VGM continues to lead the international component, enabling creators to express their experiences, memories, interests, and emotions about Seoul in local languages and on the platforms most relevant to their communities.

    The question remains the same: What Does Seoul Mean to You?

    But the voices, perspectives, and stories in 2026 will be entirely new. With a surprising new creator lineup gradually being revealed, this season promises an even more diverse, personal, and emotionally resonant portrait of Seoul.

    Same question. New voices. Seoul, seen differently.

    Three lessons for cross-border creator marketing

    1. One regional strategy needs multiple local narratives. Creators should not be reduced to reading a brand script.
    2. Operational discipline protects consistency. Proposal, script, draft, and scheduling reviews keep multiple markets aligned.
    3. Audience size, views, and business outcomes are different metrics. Each answers a different question and should not be used interchangeably.

    VINA Global Media provides international KOL and creator booking, international media services across Asia, and market-entry consulting for companies entering Vietnam.

  • Ten Years in Multinational Communications: Be Understood

    Ten Years in Multinational Communications: Be Understood

    A strong story in Vietnam may not resonate in South Korea. A headline that attracts attention in Thailand may not generate the same interest in Taiwan. Even a grammatically accurate translation can still feel unfamiliar or unconvincing to local readers.

    International communications is not the process of moving the same story from one market to another. It requires an understanding of local audiences, cultural context and the way local media select and present information.

    Three decisions that shape campaign quality

    • The right market: Not every country serves the same business objective.
    • The right publication: The most famous outlet is not always the most relevant one for the target audience.
    • The right narrative: Content should be localised, not merely translated.

    After 10 years advising multinational communications projects, we have learned that international visibility is only the first step. A brand must also be understood in the way it intends.

    This requires regional consistency and local execution: a clear central message, adapted by people who understand the language, culture and editorial expectations of each market.

    For companies entering Asia, the better question is not simply, “How can we publish this story abroad?” It is, “Why would local readers care, and what would make them trust it?”

  • Toss Fintech Case Study: Reaching Vietnamese Communities in South Korea

    Toss Fintech Case Study: Reaching Vietnamese Communities in South Korea

    In July 2026, VINA Global Media completed the creator and community execution for a Toss campaign designed to reach Vietnamese people living in South Korea.

    The campaign combined five KOL channels, one fanpage with 1.4 million followers, and three niche communities. In a tracking update approximately three days after publication, the five KOL posts alone had generated more than 77,000 views and nearly 1,000 saves.

    Yet the most valuable aspect of the project was not simply the number of channels or views. The execution required complex fintech information and product conditions to be turned into clear, approachable content that felt relevant to Vietnamese audiences in South Korea.

    Campaign overview

    • Brand: Toss
    • Industry: Fintech
    • Market: South Korea
    • Audience: Vietnamese communities in South Korea
    • Campaign period: July 2026
    • VINA Global Media scope: Creator and community execution

    The channel mix included five Vietnamese KOLs based in South Korea, one fanpage with 1.4 million followers, and three niche communities with a combined listed membership of approximately 329,600.

    The combined listed follower and member base of the fanpage and the three communities exceeded 1.7 million. This figure represents the stated size of the selected channel ecosystem, not the campaign’s actual reach.

    The challenge of communicating a fintech product

    Fintech content needs to balance accessibility with accuracy. In this project, creators were not simply introducing an app. The content also covered registration conditions, foreign resident cards, money-transfer features, Toss cards, and the Toss Points program.

    Unclear wording could lead viewers to assume that every feature applied to every user group. On-screen visuals also needed to match the voice-over and the audience segment being discussed.

    • Eligibility for users with or without a foreign resident card.
    • Accurate naming of products and features.
    • Conditions for international money transfers.
    • Clear descriptions of Toss Points.
    • Consistency across voice-over, captions, and app visuals.
    • Alignment with each creator’s established content style.

    Executing across multiple community layers

    KOLs

    Five creators brought five distinct storytelling styles and audience groups. The product message was integrated into familiar themes such as daily life in South Korea, useful apps, and practical guidance for foreign residents.

    Large fanpage

    The fanpage, with 1.4 million followers, placed the story on an established information channel familiar to Vietnamese audiences interested in South Korea.

    Niche communities

    Three community-seeding posts were placed in groups serving international students, E-7 visa workers, and Vietnamese spouses living in South Korea. This approach allowed the message to appear within the specific context of each audience segment.

    Creator and community execution process

    1. Coordinating creators and community channels.
    2. Receiving and reviewing scripts.
    3. Checking product information and usage conditions.
    4. Reviewing interface visuals, imagery, and voice-over.
    5. Refining captions and mandatory information.
    6. Managing revisions across feedback rounds.
    7. Conducting final checks before publication.
    8. Tracking published links and post-publication metrics.

    Multiple revision rounds helped each creator retain their individual voice while keeping the brand’s core information consistent.

    Results from five KOL channels

    After 24 hours, the five KOL posts recorded:

    • 38,056 views.
    • 1,397 likes.
    • 45 comments.
    • 448 saves.
    • 134 shares.

    In a tracking update approximately three days after publication, the results had increased to:

    • 77,106 views.
    • 2,786 likes.
    • 60 comments.
    • 944 saves.
    • 304 shares.

    Views increased by approximately 102.6% compared with the 24-hour benchmark. Saves and shares also continued to grow, showing that users were still discovering and engaging with the content beyond the first day.

    These figures reflect observed results at specific tracking points. They are not a guarantee of performance for future campaigns.

    Three lessons from the project

    1. Fintech content needs a dedicated information-control layer

    Creators can tell the story naturally, but product eligibility and feature conditions must be verified before publication.

    2. Channel scale and audience relevance both matter

    A large fanpage can expand visibility, while niche communities place the message in a context relevant to specific user groups.

    3. Localization goes beyond language translation

    Content for Vietnamese audiences in South Korea needs to reflect their lived experience, documentation system, financial needs, and real-world product usage in that market.

    VINA Global Media’s role

    For the Toss project in July 2026, VINA Global Media handled creator and community execution: coordinating channels, managing content through revision rounds, supporting information checks, completing final approval, and consolidating the results.

    The project demonstrates VINA Global Media’s ability to connect brands with KOLs and Vietnamese communities across Asian markets, particularly in sectors such as fintech where accuracy is essential.

    If your company needs KOL, community, or localized communication execution to enter Vietnam or reach Vietnamese communities across Asia, contact VINA Global Media to discuss your target market.

  • International Media Is Not Just for Large Corporations

    International Media Is Not Just for Large Corporations

    International media coverage is often perceived as something only large corporations can afford. In practice, the success of an international media campaign depends less on company size and more on choosing the right market, publication and story.

    A hospitality brand seeking Korean travellers requires a different media approach from a Vietnamese company building recognition in Taiwan. A business preparing to enter Japan should not simply reuse content written for its domestic audience.

    Start with a focused, strategic scope

    International visibility does not need to begin with a large regional campaign. A company can start with one priority market, a carefully selected group of credible publications and a story that matters to local readers.

    The core decisions are straightforward:

    • Select the right market based on the business objective.
    • Choose the right media for the target audience and industry.
    • Localise the narrative rather than translating it word for word.
    • Coordinate local execution while keeping the brand message consistent.

    With 10 years of experience in multinational communications and a specialist focus on international media, VINA Global Media supports media selection, content localisation, coordination with local partners and transparent proof of publication.

    International media is not reserved for the largest companies. It is most valuable to businesses with a clear market objective, a credible story and the discipline to begin with the right scope.