A large-scale K-culture entertainment event that brought one of Korea’s major music and acting award ceremonies to Vietnam, connecting Vietnamese fans with leading K-pop idols, actors and Asian entertainment stars.
CASE STUDY
How AAA Vietnam 2019 turned Korea’s major entertainment awards into a high-impact K-culture moment through star-powered lineup communication, ticketing buzz and fan-community engagement.
AAA Vietnam 2019 needed to build strong awareness and ticketing momentum for a major Korean entertainment award show held in Vietnam for the first time. The challenge was to communicate a complex artist lineup, ticketing information and event updates clearly to a highly engaged fan community with high expectations.
The communication focused on building anticipation through phased lineup announcements, ticketing guidance and event-day information. K-pop and K-drama star power was used as the key attraction, while localized Vietnamese communication helped fans follow updates, understand ticket categories and prepare for the live event experience at Mỹ Đình Stadium.
30K+ On-site attendees 150+ Media & social mentions 50M+ PR & social impressions 1st time AAA hosted outside Korea
Process
Build early excitement around AAA’s first Vietnam edition by highlighting the scale of the event and the appeal of a major Korean awards show coming to Hanoi.
Roll out artist, actor and MC announcements in phases to sustain fan discussion and keep K-pop/K-drama communities continuously engaged before ticket sales and event day.
Communicate ticket categories, red carpet access, event timing and venue information clearly to help fans move from interest to purchase decision.
Amplify red carpet moments, fan reactions, artist appearances and live event highlights to extend the event buzz across media, fanpages and social communities.
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