Despite numerous collaborations between Vietnamese singers and international artists – most recently Sơn Tùng M-TP and Tyga – these partnerships haven’t consistently achieved widespread success in the Vietnamese music market. Over the past several years, such collaborations have become increasingly common, aiming to broaden appeal and elevate Vietnamese music on a global scale. However, many have fallen short of expectations, failing to generate the anticipated “big bang” effect. Industry observers suggest several factors contribute to this, including differing artistic styles, marketing strategies, and potentially, a disconnect between the international artist’s fanbase and the Vietnamese audience. The collaborations often generate initial buzz, but sustained popularity remains elusive. This raises questions about the optimal approach to these ventures and whether they truly benefit Vietnamese artists long-term. Further analysis is needed to understand the key ingredients for a successful international music collaboration within the Vietnamese context.