Hanoi (VNA) – Vietnam’s creative economy is projected to reach 95 billion USD by 2030, driven by the growing commercial power of content creators and a shift towards more authentic digital engagement, according to a recent report by TikTok.
The Art and Science of Authenticity report released by TikTok estimates that content creators in Vietnam will generate 95 billion USD in commercial value by the end of the decade, a 1.46-fold increase from 2025. The forecast underscores the rising role of the creative economy as a new growth engine in the country’s digital landscape.
Across the Asia-Pacific (APAC) region, the total contribution from content creators is expected to reach 1.2 trillion USD by 2030, up 1.4 times from 2025. This growth is being fuelled by changing consumer preferences, as audiences increasingly favour authentic and relatable content over highly polished and staged productions.
The report indicates that creator-led marketing is no longer confined to traditional sectors such as fashion and lifestyle. Instead, its influence is rapidly expanding into industries including gaming, financial services, consumer goods, mobile applications, and electronics. Brands in these sectors are stepping up collaboration with content creators as part of their efforts to better engage with target audiences.
Such partnerships are seen as a strategic approach to humanise brands, strengthen trust, and improve customer engagement. More importantly, they are helping shift the role of content creators from simply raising brand awareness to directly driving consumer actions, including product discovery and purchasing decisions.
Survey data shows that three in four consumers now skip content that feels too polished or inauthentic. As a result, brand expectations have changed. 76% of consumers across APAC want brands to show up with more authentic content.
In Vietnam, the impact of authentic content is even more evident. Up to 95% of consumers said such content directly influences their purchasing decisions. Vietnamese consumers are also 1.3 times more influenced by livestream content than the APAC average, while showing 1.2 times greater interest in the development journey of brands, such as their stories and behind-the-scenes content, compared to the regional average.
“Authenticity has evolved from a creative choice into an effective business strategy,” said Tram Nguyen, marketing director for business solutions at TikTok Vietnam.
Nine in ten consumers in Vietnam said authentic content directly influences their purchase decision.
According to the whitepaper, 76% of Vietnamese consumers are more likely to search, click through, or add a product to their cart after engaging with authentic content, particularly during the consideration phase.
AI-generated content (AIGC) supercharges creative workflows, helping brands produce content faster and more efficiently than ever. By combining human craft, creator participation, and intelligent tools, brands can scale ideas quickly while preserving what makes content feel authentic.
The report said consumers are responding positively to the trend as two in three consumers want creators and brands to use AIGC for content creation, with TikTok users showing 1.5 times more interest in AIGC-enhanced content than users on other platforms.
This projected 1.2-trillion-USD growth is driven by TikTok's vast, diverse creator ecosystem, where creators across APAC turn their lived experiences into meaningful commercial impact.
The number of creators able to generate income on TikTok surged by 1,267% year-on-year as of the third quarter of 2025, making the platform one of the fastest-growing creator communities globally./.
