The Gioi Tre

Who Is The Gioi Tre?

The Gioi Tre (Thế Giới Trẻ — "Young People's World") is the Vietnamese youth entertainment media channel based in Ho Chi Minh City that built 3.5 million YouTube subscribers by functioning as a curated pop culture, trending news, and celebrity coverage hub for Vietnam's Gen Z audience — operating as a digital media brand rather than as a single-creator channel, which means its commercial profile resembles a media company's YouTube channel more than an individual influencer's content operation. Founded by The Gioi Tre Media and active since 2015, the channel arrived during the period when Vietnamese YouTube was developing the institutional media layer that individual gaming and lifestyle creators like PewPew were building simultaneously — with The Gioi Tre occupying the media company position in that ecosystem rather than the individual creator position. Its content focus — pop culture trends, celebrity news, youth lifestyle topics relevant to the Vietnamese Gen Z demographic — reflects the editorial approach of a media organization that aggregates and packages relevant content rather than produces original creator-driven content. Vietnam's Gen Z demographic (born 1997–2012) represents one of Southeast Asia's most digitally native youth cohorts, whose internet consumption habits are predominantly mobile and platform-native, and for whom YouTube is as natural a news and entertainment medium as television was for previous generations. The Gioi Tre's institutional editorial approach — covering what is trending in Vietnamese youth culture rather than creating trends from individual creator personality — provides commercial stability that individual creator channels lack: brand deals are evaluated against editorial alignment rather than against individual creator reputation risks.

Its audience's specific characteristic is the Vietnamese Gen Z digital consumer whose media consumption is platform-native and trend-oriented — a demographic whose spending on digital entertainment, fast fashion, and youth consumer categories makes them a primary target for brands seeking authentic entry into Vietnam's growing consumer market.

Origins: Ho Chi Minh City 2015, Vietnamese Gen Z Media & the Platform-Native Youth Publisher

The Gioi Tre's channel development from 2015 forward positioned it as the institutional media complement to Vietnam's individual creator ecosystem: while individual Vietnamese creators like PewPew were building personality-first gaming and entertainment channels, The Gioi Tre was building the media company equivalent — an editorial operation that aggregated, packaged, and distributed the pop culture and trending content that Vietnam's Gen Z audience was consuming across multiple platforms. Ho Chi Minh City's status as Vietnam's commercial and entertainment capital gave the channel access to the celebrities, events, and entertainment industry relationships that celebrity news and pop culture coverage requires. Vietnam's digital media landscape has evolved rapidly since 2015: the country's mobile internet penetration has grown from urban elite to mass market, TikTok has become a primary content platform alongside YouTube, and the Vietnamese Gen Z audience's media consumption habits have shifted toward short-form and socially distributed content — transitions that The Gioi Tre has navigated by maintaining cross-platform presence while sustaining its YouTube base as the long-form content distribution channel for editorial content that requires more than sixty seconds to deliver. The media company structure provides editorial sustainability that individual creator channels structurally cannot match: staff editors, production teams, and institutional content processes that continue operating independent of any single personality's engagement or creative energy.^[1]

Vietnamese Youth Culture Platform & 3.5M Subscribers

The Gioi Tre's 3.5 million subscribers represent the Gen Z Vietnamese audience for curated pop culture and trending entertainment content — a subscriber base whose growth reflects Vietnam's expanding digital middle class and the specific appetite for Vietnamese-language, culturally-specific youth media that international platforms and English-language content cannot serve. Brand partnerships with Vietnamese consumer brands, international companies entering the Vietnamese market, and youth lifestyle products targeting the 15–25 Vietnamese demographic reflect the commercial alignment that its editorial positioning provides. As a media company rather than an individual creator, its brand deal economics are more institutional — lower per-post rates than personality-driven creators but higher volume, better contractual reliability, and lower brand-safety risk than individual creator partnerships inherently carry.^[2]

Brand Deals & Vietnamese Media Brand Economics

The Gioi Tre's estimated brand deal rate is $8,000–$25,000 per YouTube placement, with Vietnamese consumer brands and international companies entering the Vietnamese youth market representing its primary commercial categories. Its media company structure provides contractual reliability and editorial brand-safety that individual creator partnerships cannot guarantee at comparable scale. Vietnamese fashion, beauty, entertainment, and technology brands targeting Gen Z demographics find its editorial approach commercially efficient for category-relevant content placement. For Southeast Asian creator and media brand rate benchmarks, see our influencer pricing guide and brand deal negotiation guide.

Related Creators

PewPew's Vietnamese gaming pioneer individual channel and The Gioi Tre's Vietnamese youth media institutional channel represent the two distinct models of Vietnamese YouTube success — the personality-first individual creator whose audience loyalty is biographical, and the media-company-first publisher whose audience loyalty is editorial and topic-specific — both demonstrating that Vietnam's digital media market has developed the full range of content models that mature YouTube markets support, from individual creator to institutional publisher.

Sources

1. 1 Vietnam Investment Review -- Vietnamese Digital Media Companies and the YouTube Creator Economy: How Ho Chi Minh City Publishers Built Gen Z Audiences at Scale (2020)
2. 2 DigiDay Asia -- Media Company vs. Individual Creator: The Gioi Tre and Vietnam's Institutional YouTube Model (2022)

Frequently Asked Questions

The Gioi Tre — Official Social Media & Links

All accounts below are the verified official profiles for The Gioi Tre. Follower counts are approximate and updated periodically.