Brands don't come to Lilthu just for views. They come for a voice her audience already knows and trusts.
Sport & fashion — adidas. Lilthu brings the product into real life: cycling, city walks, the harbour at sunset. The Gazelle became part of her style, not an item held up to the lens.
Tech — Samsung. The relationship began with a personal creative campaign in 2022 and went all the way to San Francisco: in February 2026, Lilthu attended Galaxy Unpacked, the launch of the Galaxy S26, with singer Văn Mai Hương and Chris Phan.
Beauty & lifestyle — YSL, Heineken. [TO CONFIRM: campaign names, years, content formats]
How Lilthu works
Understand the brief, then rewrite it in her own voice. Audiences can tell immediately when a creator is reading a script.
The product lives inside the story, not in the middle of the frame.
Only work with brands she actually uses or wants to use.
Why brands need a voice, not just views
The market is shifting in favour of creators with a distinct voice. According to Metric data, TikTok Shop accounted for roughly half of beauty sales on Vietnamese e-commerce platforms in Q4 2025: video has become the shop floor. At the same time, Mintel reports that consumers worldwide are tired of polished advertising and prefer content that feels real.
The two trends meet at one point: brands need storytellers their audience trusts. Views can be bought; trust has to be built.
Three ways Lilthu has partnered with brands
With adidas, it is everyday content: the product appears on days spent cycling and walking the city, so viewers see it in a real setting rather than an ad. With Samsung, it is the launch experience: attending Galaxy Unpacked 2026 in San Francisco and retelling the launch story in the language of Vietnamese audiences. With L'Officiel Vietnam, it is hosting: two red carpets and parties, where the magazine needed a face who understands fashion and keeps the whole event moving.
The Samsung story: from a personal campaign to San Francisco
Her Samsung relationship is the clearest example of a partnership that grows over time. It began with a personal creative campaign in 2022. By February 2026, Lilthu was part of the Vietnamese delegation at the global Galaxy S26 launch, alongside singer Văn Mai Hương and Chris Phan. The journey from first campaign to global launch stage took less than four years.
What Lilthu looks for in a partnership
The brand fits one of her content pillars: fashion, beauty, travel, tech, lifestyle.
There is creative room for Lilthu to tell the story in her own voice.
Long-term collaborations over one-off posts.
Partnership formats: social content, brand ambassadorships, event and talk-show hosting, speaking. Contact: contact@lilthu.com.
Sources: Lilthu × adidas · Lilthu × Samsung · Instagram — first Samsung campaign (2022) · Instagram — Galaxy Unpacked 2026
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