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
- Coordinating creators and community channels.
- Receiving and reviewing scripts.
- Checking product information and usage conditions.
- Reviewing interface visuals, imagery, and voice-over.
- Refining captions and mandatory information.
- Managing revisions across feedback rounds.
- Conducting final checks before publication.
- 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.
