Kapuso stars win heart of Vietnam

Long after the fascination of Filipino viewers for Kapuso dramas like Sinner or Saint, Kung Aagawin Mo Ang Langit and Faithfully had shifted to the succeeding shows, an entirely new set of followers for these and other home-grown hits from GMA suddenly emerged in another country not too far from the Philippines.

Just as Filipinos are still hooked on Koreanovelas, viewers from Vietnam are simply enamoured of Kapuso dramas with the demand for more GMA-produced programs growing immensely over the last three years.

Roxanne Barcelona, VP of GMA Worldwide (GWI), a subsidiary of the network that manages the syndication of our programs and movies to foreign markets, can attest to this evolving trend in Vietnam TV, and likewise to this success on the part of GMA.

Staring out with only a handful of our titles being aired on Vietnamese TV, she recalls how GMA managed to capture the interest of Vietnamese audiences moving past the challenges attached to any attempt of accessing a new market.

“Eventually, we were able to understand their viewing needs and preferences, which allowed us to provide them with the right content. At present, the volume of GMA programs on the Vietnamese TV landscape continues to increase, and so does the popularity of Kapuso artists,” shares Roxanne.

In fact, the number of hours acquired from GMA by Today TV, one of the largest and first free-to-air TV stations to ever air Filipino dramas in Vietnam, has grown almost six-fold since 2011 when GMA shows were first introduced on the channel.

Aside from those mentioned, Marimar, Stairway to Heaven, Beauty Queen, The Good Daughter, First Time and Legacy were also widely accepted and admired by Vietnamese audiences. This just led to the acquisition of more GMA dramas, making them one of the most sought after imported Asian dramas in this territory. And Roxanne credits the relatable storylines and characters as playing a major factor in the warm acceptance and reception for our programs and actors.

Dennis Trillo, Michelle Madrigal and Carla Abellana, who have all starred in dramas that became successful in Vietnam, had the chance to experience the warmth and appreciation of the Vietnamese first hand when they were invited by IMC to attend its fifth anniversary celebration last July 18. IMC is one of the leading multimedia groups in Vietnam, and the creator of Today TV.

They were welcomed by hundreds of Vietnamese fans holding up their posters and banners, all eager to catch a glimpse of their favorite Filipino celebrities. Even  Lam Chi Thien,  CEO of IMC, noted on how well-received Dennis, Michelle and Carla were, expressing that their following in Vietnam will certainly grow bigger as they are set to air more dramas featuring the three of them. In addition, dramas like Sana Ay Ikaw Na Nga (It Might Be You), Makapiling Kang Muli (Together Again), Dyesebel, One True Love and Temptation of Wife are also part of the new crop of Kapuso shows that will air on Today TV and SNTV.

The reaction of local fans was nothing short of a surprise for the three Kapuso artists. When asked about their rising popularity in Vietnam Carla admits, “I did expect to have Vietnamese fans because some would tweet me regularly and refer to me as Ellery, my character in Kung Aagawin Mo Ang Langit. But I didn’t expect them to be so prepared and ecstatic for our arrival.”

Michelle shares the same sentiment saying that “it was so surreal to have non-Filipino fans” and that she was happy to know that their Vietnamese fans are able to appreciate the hard work that they put into creating these drama series.

The visit will not be complete without them appearing on television to the delight of more of their Vietnamese supporters. They participated in one of the countdown events leading to IMC’s grand concert and guested on Today TV’s entertainment talk show, Xin Chao! Vietnam! (Hello, Vietnam!).

At the anniversary event of IMC held at the White Palace, Dennis and Michelle impressed the audience with their singing talent, while Carla displayed her hosting skills before nearly 800 VIPs, local personalities and guests. The three received plaques of appreciation as a way of thanking them for supporting IMC.

Dennis considers his performance at the IMC anniversary event as the personal highlight of his Vietnam experience sharing that “it felt great to entertain a foreign audience.”

IMC also organized a press conference for the Kapuso celebrities with the local press and also arranged for them to participate in a gift-giving activity, where they shared their time and thoughts with less fortunate kids.

To cap off their stay, Dennis, Michelle and Carla along with other GMA representatives were given a tour of Ho Chi Minh, Vietnam’s capital, during which, locals would also approach the artists for autographs and photo ops recognizing them from the Kapuso dramas they appear in.

After this experience, the three are filled with much hope that their Vietnamese supporters will not cease to support GMA. “I hope they continue to watch Filipino shows. Their love for our programs makes us really proud and inspires us to strive even harder,” says Dennis.

Roxanne encapsulates it all, sharing that this “may be the most overwhelming response that we’ve received from Vietnam so far, and perhaps, even a South East Asian country apart from Malaysia and Cambodia in so short a time.”

And it seems that GMA will continue to captivate the hearts of more Kapuso viewers through ways that even other nationalities would embrace and understand.