According to data from Launchmetrics, a company specializing in tools for the fashion, lifestyle, and beauty sectors, Tien generated US$1.7 million in MIV while attending Dior’s Paris Fashion Week show on March 5.

MIV is determined by various factors including media coverage, social media engagement, and the overall impact of brand collaborations with influencers. Launchmetrics analyzed over 5,000 online publications and more than 10,000 brand partnerships to arrive at this figure.

Launchmetrics’ report and expert analysis identify the following four factors that contributed to Tien’s success as the top influencer in MIV:

1. Effective content strategy

Tien and her team executed a well-coordinated digital campaign that captured attention at key moments during Paris Fashion Week. They showcased high-quality images and videos of Tien donning Dior outfits and interacting with both French and international media.

Additionally, by using the official hashtags for Dior and Paris Fashion Week, Tien’s posts gained broader reach, enabling the content to perform well with social media algorithms.

2. Impact of audience from Southeast Asia

With over 2.8 million social media followers, while Tien may not be globally famous, her massive following in Vietnam and Thailand amplified her reach. Launchmetrics evaluates MIV based on actual engagement rather than global fame, and Tien’s high engagement on platforms like Instagram and TikTok significantly contributed to her top ranking.

3. Lower competition in the Influencer category

Unlike major celebrities such as Jisoo and Jennie of Blackpink or Zendaya, who were placed in the Celebrity category, Tien was classified to the Influencer category, where competition is less intense. With a strong digital campaign and engaged audience, influencers like Tien can rise to the top in this category more easily.

4. Dior’s focus on local influencers

Launchmetrics’ report revealed that celebrities from the Asia-Pacific (APAC) region dominated the global fashion conversation, generating 86% of all celebrity-driven MIV at this year’s Paris Fashion Week. Leading the charge, Thailand not only contributed the highest total MIV but also achieved the highest average MIV per placement.

Tien’s victory at the 2021 Miss Grand International pageant, a competition founded by Thai host Nawat Itsaragrisil and held in Bangkok, helped her amass a large fanbase in Thailand, significantly boosting her MIV.

At 26, Tien made history as the first Vietnamese contestant to win the Miss Grand International title. However, she now faces challenges stemming from an ongoing controversy over alleged false advertising. As part of the aftermath, Dior removed a photo of her from the brand’s Paris Fashion Week show.

In Dec. 2024, she collaborated with influencers Pham Quang Linh and Nguyen Thi Thai Hang to promote Kera Supergreens Gummies, a fiber supplement. Tien shared the product on her Facebook, claiming that “a gummy contains a dish’s worth of vegetables” and marketed it as a healthy snack for all ages.

However, a customer’s testing of the product revealed discrepancies between the advertised and actual ingredients, with the 30-gummy box containing only 0.51 grams of fiber, much less than advertised. Following public backlash, Tien removed the posts from her social media.

The Ho Chi Minh City Food Safety Department, at the request of the Ministry of Health’s Food Safety Department, then conducted a product test for Kera Supergreens Gummies. The test confirmed that while the sugar, protein, fat, and energy content were consistent with the product’s official self-declaration, the packaging failed to mention fiber content, despite marketing the product as a fiber supplement. Authorities ruled that the product was “counterfeit.”

Following the investigation, Tien, Linh, and Hang were summoned for questioning and admitted to providing misleading information about the product. Linh and Hang were each fined VND140 million (US$5,426) for false advertising, while Tien was fined VND25 million for not disclosing that her social media posts promoting the product were sponsored, violating advertising regulations.

The Dak Lak Provincial Police announced that Tien has been temporarily banned from leaving Vietnam from March 15 to May 15 as part of the ongoing investigation.