Int’l KOLs, KOCs surprised by a very different Vietnam

After having explored Da Nang and various destinations in central Vietnam, they traveled to Phu Quoc as the final stop on the journey from Wednesday to Saturday.

The trip was part of Kreatorverse 2026, organized by online travel platform Klook, from August 22 to 29.

Through activities exploring services and cultural experiences in Phu Quoc Special Zone in the southern province of An Giang and tourist sites across Vietnam, many KOLs, KOCs, and content creators said the journey gave them a very different perspective on the country from what they had initially imagined.

Ryucrew, a content creator from Osaka, Japan, told Tuoi Tre (Youth) online newspaper that although he has visited Vietnam several times, pho remains a dish he makes a point of enjoying every time he returns.

He particularly likes the way diners can adjust the flavor themselves with broth, seasonings, and fresh herbs.

“This is quite a unique way of enjoying food,” he said.

“In my culinary experiences in many countries, I have never encountered a dish served with so many options that allow diners to adjust the flavor themselves.”

The latest trip also changed Ryucrew’s perception of Vietnam.

Previously, his image of the country was mainly associated with bustling cities such as Hanoi and Ho Chi Minh City.

After eight days of exploration, however, he realized that Vietnam also offers a wide range of resorts, natural landscapes, and cultural activities.

“At times, I felt as if I had just arrived in a different country,” he said with a laugh.

The fireworks shows in Phu Quoc were another surprise for Ryucrew.

Accustomed to fireworks festivals in Japan, he said such events there are often extremely crowded, with visitors having to arrive early to secure a good spot.

“Phu Quoc was different. We could sit comfortably, eat and watch the entire show," he said.

“At first, I thought it would be just a small fireworks display. However, once it started, the scale was spectacular, far bigger than I had imagined.”

Meanwhile, Huoxijiejie, a Chinese content creator who owns an account on Xiaohongshu, a Chinese social networking and e-commerce platform, with more than 101,000 followers, was particularly impressed by massage services in Vietnam.

She praised them as relaxing and remarkably affordable.

She plans to share the experience with her audience.

“Viewers are not only interested in destinations,” Huoxijiejie said.

“They also want suggestions on itineraries–where to go, what to eat, how to get around, and whether an experience is worth the money.”

Lucky, a South Korean content creator visiting Vietnam for the third time, said the latest journey still brought him new discoveries, particularly about Vietnamese culture.

“Direct experiences give me more material for producing videos and introducing a more diverse image of Vietnam to South Korean audiences.”

Vietnam tourism adopts new growth formula

Travel behavior is changing rapidly, according to Wilfred Fan, Klook’s chief commercial officer.

Travelers are no longer simply looking for a destination as they are increasingly interested in what they can do and experience once they arrive.

Klook data show that about one-quarter of users begin searching for activities and experiences based on content they see before deciding on a destination.

Fan said KOLs, KOCs, and content creators are becoming a new link in the tourism value chain.

By experiencing destinations first-hand, documenting their journeys and telling stories from the perspective of travelers, they can help new tourism products and destinations reach potential customers.

CS Soong, vice-president of corporate development at Klook, said that Vietnam still has considerable room for tourism growth.

In the first six months of 2026, Vietnam was among the fastest-growing destinations on Klook, recording growth of around 72 percent year on year.

Vietnam’s strength lies in its diversity of destinations, which allows it to cater to a broad range of international travelers, he said.

Sa Pa and northern Vietnam appeal to Southeast Asian visitors seeking cooler weather, while Da Nang, Nha Trang, and Phu Quoc are well suited to travelers from South Korea, Japan, mainland China, and Taiwan thanks to their beaches and warm climates.

Beyond established destinations, lesser-known localities that rarely appear on traditional tourism maps could become new engines of growth.

“You may visit Vietnam for the first time without having heard much about a particular destination, but that destination could become the very reason you return for a second visit,” Soong said.