Vietnam’s VTV9 to bring back modelling format The Face after three-year hiatus

The Face Vietnam last aired in 2023

Vietnamese broadcaster VTV9 is bringing back Banijay-owned modelling format The Face after a three-year hiatus.

The fifth season of the competition reality series will air on VTV9 this October, produced by Ho Chi Minh City-based prodco Multimedia JSC.

The Face previously ran in Vietnam for four seasons between 2016 and 2023 on VTV. The new season follows the return of The Face to Channel 3 in Thailand last year. Banijay Rights distributes the format worldwide.

The format sees three successful fashion icons lead a team of aspiring young models, each competing to become ‘the face’ of a well-known brand. The Face is an Endemol Shine North America format, created by Shine America and first launched on Oxygen in the US in 2013. It has also aired in markets including the UK (Sky Living) and Australia.

Trang Lee, CEO of MultiMedia JSC and executive producer of The Face Vietnam, said: “Unlike previous seasons which were focused on looks, posing and brand scripts, The Face Vietnam 2026 seeks a new generation of multi-dimensional models.

“In an era of AI-generated imagery, physical looks are no longer the primary component. Contestants must excel on the catwalk and in editorial work while also creating content, building social media influence as key opinion leaders/key opinion consumers and connecting brands with consumers through their own authentic voice.”

Pertash Koul, VP of sales for Asia at Banijay Rights, added: “The Face is back and is looking better than ever. Vietnam is a fantastic market for the beloved series, and VTV9 and Multimedia JSC are exactly the right team to bring it back. The appetite we’re seeing for this format across Asia right now is genuinely exciting.”