On August 14, 2025, in Ho Chi Minh City, the Vietnam Ecommerce Association (VECOM) officially launched the Vietnam Chapter of Digital Content Creation (KLIC). With the theme “Responsibility to Lead,” KLIC – under VECOM – affirmed its commitment to building a professional digital content creator community, including KOLs and KOCs, who uphold ethical standards and create positive impacts on society. At the event, VECOM representatives also announced the launch of the Vietnam Ecommerce Awards, scheduled for late 2025, which promises to feature several attractive categories – especially awards honoring responsible content creators, influencers, and KOL/KOCs.
Mr. Nguyễn Ngọc Dũng – President of the Vietnam Ecommerce Association (VECOM)
Speaking at the ceremony, Mr. Nguyễn Ngọc Dũng, President of VECOM, stated that in the flow of the digital economy, content creators, KOLs (key opinion leaders), and KOCs (key opinion consumers) have become the storytellers who shape trends and exert profound influence on the behavior of millions of consumers.
Therefore, Mr. Dũng stressed that they must demonstrate their sense of responsibility and not promote counterfeit or imitation products. This responsibility includes complying with the law and advertising regulations, protecting consumers, and ensuring that all shared information is accurate, transparent, and truly valuable to the community. With this goal, VECOM decided to launch KLIC to help shape a generation of professional and legitimate digital content creators in Vietnam.
Ms. Đào Thị Nương – President of the Vietnam Digital Content Creation Chapter (KLIC) under VECOM
According to Ms. Đào Thị Nương, Chairwoman of KLIC, the chapter envisions becoming the first official, reputable, and professional organization for KOLs and KOCs, with national and regional influence. KLIC’s mission is to guide the development and standardization of the digital content creation profession through connection, training, and the enhancement of communication skills, legal knowledge, and professionalism.
KLIC also sets the goal of training more than 10,000 learners in the fields of KOLs and KOCs by 2030, thereby opening up new forms of digital business for enterprises and the community.
At the heart of its program, KLIC strongly inspires the content creator community to preserve and promote Vietnamese cultural identity, tied to five core values: Integrity, Responsibility, Kindness, Connection, and Authentic Value. The organizational cultural DNA emphasizes five elements: Trust – Respect – Appreciation – Sharing – Empathy. KLIC’s development strategy and its unique advantages in attracting members lie in key highlights: the legitimacy of a content creator community under VECOM; the Ecom HUB training program focusing on three main areas – Legal Knowledge, Communication Skills, Personal Brand Management and Crisis Handling, as well as Industry-Specific KOC Training in cooperation with major brands; and connections with provincial Departments of Industry and Trade to enable KOLs, KOCs, content creators, and MCNs to operate large-scale national live sessions that boost sales and promote high-quality Vietnamese products. In addition, KLIC will focus on applying and training members in new technology trends in content creation and e-commerce, while honoring and recognizing the contributions of responsible KOLs, KOCs, content creators, and influencers through the Vietnam Ecommerce Awards, to be held at the end of 2025.
A representative of the Department of Cybersecurity and High-Tech Crime Prevention (PA05) – Ho Chi Minh City Police also called on KOLs, KOCs, and content creators to act responsibly by making all commercial information (advertising, sponsorships) transparent and public, in order to avoid misleading consumers. At the same time, digital content creators must emphasize the responsibility of verifying information, ensuring that products and services comply with legal regulations before being advertised. In parallel, it is essential to safeguard the privacy and data of customers and consumers.
The PA05 representative also urged e-commerce platforms and KLIC to serve as impartial “gatekeepers,” ensuring the rights of all parties, monitoring content, and establishing mechanisms to remove misleading or inaccurate statements by content creators. In particular, they must coordinate and provide data and information to authorities when requested. PA05 also expressed the expectation that relevant organizations will conduct training sessions to disseminate legal regulations and shape the practices of content creators, ensuring full compliance with professional standards.
From left to right: Ms. Đào Thị Nương – Chairwoman of KLIC, in a panel discussion with content creators Long Chun, Phương Oanh Daily, and Đan Chi.
At the event, the panel discussions took place in a lively atmosphere around the theme “Responsibility to Lead.” In the first session for content creators, from a professional perspective, KOC Phương Oanh Daily emphasized that honesty and always doing the right thing are crucial factors for sustainable growth. KOC Đan Chi shared that, for long-term success in the field, the key elements are to always stay true to oneself in order to preserve individuality, along with perseverance and compassion – keywords she considers vital. Meanwhile, KOL Long Chun reflected that after seven years of working in the industry and experiencing many mistakes, he has learned the importance of being cautious and responsible in every statement and image he shares, never trading credibility for economic gain.
However, Long Chun also expressed concerns that KOLs, KOCs, and content creators are facing difficulties due to a “legal gap” in contracts with brands, particularly regarding the legitimacy of product documentation.
“We are confused by the regulations on legal documentation. When signing contracts, brands often provide full paperwork and commitments to ensure legal compliance. But when problems occur, such as counterfeit or poor-quality goods, we end up being held solely responsible, even though this should be a shared responsibility among multiple parties,” Long Chun said.
On this matter, Mr. Nguyễn Trường Sơn, President of the Vietnam Advertising Association, expressed his sympathy and suggested that KOLs and KOCs should take the initiative to conduct cross-checks by having products independently tested to verify whether they truly match the claims made.
Mr. Sơn also emphasized that content creators must continuously learn, especially keeping up with current legal regulations in advertising and e-commerce. At the same time, they should remain humble, united, and preserve cultural roots, ensuring the upholding of Vietnam’s traditions and values even when producing commercial content.
From the brand’s perspective, Ms. Trần Xuân Mai, Deputy Marketing Director of SMD Vietnam, shared: “SMD aims to become a leading consumer goods corporation in Vietnam within the next five years, contributing to enhancing shopping experiences and raising beauty care awareness among Vietnamese consumers. With the mission of delivering high-quality products at reasonable prices, we always regard KOLs and KOCs as key factors, particularly in a context where social networks are increasingly influential on shopping behavior. Today, counterfeit and imitation goods are becoming more widespread, negatively affecting consumers, KOCs, and businesses alike. In this context, the launch of KLIC establishes a transparent, convenient, and effective ecosystem that protects the rights of all parties while elevating standards of collaboration in e-commerce.”
From SMD’s perspective, KLIC not only brings value to brands but also contributes to shaping new standards for e-commerce by leveraging the power of KOLs and KOCs to create experiences that truly resonate with consumers’ emotions and needs.
The launch event of KLIC, held on the afternoon of August 14, 2025, received high appreciation and strong interest from a large number of guests, bringing together more than 100 prominent figures in the content creation industry such as Long Chun, Châu Muối, Đức Anh, Á hậu Đan Chi, KOC Vietnam Champion Phương Oanh Daily, Thiện Nhân, along with representatives from e-commerce platforms, media agencies, businesses, MCNs, and government authorities. Most content creators expressed their desire to join the Ecom HUB training program and become members of KLIC, while also looking forward to the early rollout of activities and member programs. The event concluded at 6:00 p.m. the same day.
