Diana’s Signature Music Marketing Strategy
For over 25 years in Vietnam, Diana has established itself as a pioneer in women’s care, driven by deep understanding and quality. Beyond its ever-evolving product portfolio, the brand has consistently embraced a unique Music Marketing strategy, eschewing traditional product advertising. This long-term approach uses music as a “language of connection” to build the brand through emotion, aligning with the lifestyle and spirit of the younger generation.
Over nearly a decade of steadfastly pursuing Music Marketing, Diana has achieved numerous milestones: from the 2017 Diana Love. Believe. Act concert featuring top K-Pop groups, to youth-oriented music festivals like Summer Fest 2018, Cool Fest 2019, Pink Fest 2021, Cool Fest 2022, and Diana Summer Fest 2024. Each event has become an emotional touchpoint, reinforcing Diana’s strategy of using music as a bridge to connect communities, spread cultural values, and elevate the brand’s pioneering status.
Electric atmosphere at Diana’s music festivals.
Em Xinh “Say Hi” 2025 – Elevating Diana’s Music Marketing
Continuing its commitment to Music Marketing, Diana recently made a bold statement by sponsoring the reality music show Em Xinh “Say Hi”. While previously focused on annual concerts, this partnership with a reality TV program marks a new approach, aligning with emerging trends and youth preferences, while deepening connections with audiences.
Diana partners with Em Xinh “Say Hi”, spreading the “Real Aura” spirit.
Featuring 30 diverse and talented female artists, Em Xinh “Say Hi” embodies the “Real Aura” spirit, celebrating authentic beauty and individuality. Diana’s involvement goes beyond mere sponsorship; it resonates with the show’s mission to honor confidence, personality, and the essence of young women. This synergy seamlessly aligns with Diana’s message, “Being a Girl is Amazing,” which the brand continually promotes.
Em Xinh “Say Hi” Concert – A Brand Triumph
After 14 episodes attracting over 22 billion views and streams across platforms, along with a string of hits, Em Xinh “Say Hi” culminated in a spectacular concert on September 13th. The event featured 30 “Em Xinh” artists—young, talented, and vibrant—supported by the passionate “Xinhiu” fanbase. Despite earlier weather challenges, the artists’ and organizers’ perseverance transformed obstacles into inspiration, delivering a night of emotional and impactful music.
Diana’s presence at Em Xinh “Say Hi” highlights the brand’s alignment with the show’s spirit.
As the Gold Sponsor, Diana reinforced its leadership in Music Marketing throughout Em Xinh “Say Hi”. The brand helped shape the show’s “Real Aura” spirit, where true radiance stems from authenticity and individuality. Building on this, Diana continues to champion the message “Embrace Your Colors,” inspiring modern young women to be both feminine and strong, gentle yet resilient.
Diana and Em Xinh “Say Hi” created an inspiring journey, leaving a lasting impact on young hearts.
From the TV show to the Em Xinh “Say Hi” stage, Diana’s message, “Being a Girl is Amazing,” was vividly brought to life. Audiences didn’t just enjoy the music; they connected, shared, and drew inspiration from the artists’ journeys. This synergy created a powerful message, encouraging women to embrace their individuality and confidently pursue their paths.
From electrifying music festivals to impactful reality TV, Diana has elevated Music Marketing into a sustained, meaningful connection with young women. Em Xinh “Say Hi” stands as a testament to the seamless integration of the show’s spirit and the brand’s message, spreading naturally and powerfully. This is not just a strategic leap for Diana, but a commitment to supporting women’s physical and emotional well-being in modern life.
TPBank and “Em Xinh Say Hi”: Unleashing Borderless Creativity, Connecting with Gen Z Emotions
Riding the wave of excitement from its sold-out concerts and programs, TPBank continues to cater to Gen Z with a suite of sleek, top-tier features, transforming the TPBank App into a cornerstone of authentic fandom culture. From the dazzling stages of Em Xinh to the personalized features within the app, TPBank’s signature purple hue not only embodies boundless creativity but also plays a pivotal role in empowering Vietnam’s youth to reach new heights.
The Ultimate Guide to Building a Powerful Brand: CIRCLE Branding Elevates Your Business to New Heights
“Helping businesses enhance their competitive edge and increase brand value is our mission,” says Mr. Huynh Dinh Dung, CEO of Circle Branding. He emphasizes the company’s dedication to empowering enterprises to build and develop their brands to achieve success.
CIRCLE Branding – Value-driven for Brand Supremacy
In recent years, in Vietnam, strategic consulting and branding design firms have thrived and established their presence with their unique imprint as they have been entrusted by major domestic and international corporations for long-term partnership.
