HCM CITY — AIRO Media Entertainment and Trading Joint Stock Company (AIRO) on Tuesday announced a partnership with YeaH1 Group and the launch of A&M Commerce and Entertainment Joint Stock Company.

The launch came a week after AIRO, a member of KIDO Group Corporation, announced plans to expand its ecosystem into an integrated media, entertainment and commerce platform powered by artificial intelligence (AI).

The partnership lays the operational groundwork for a content–talent–commerce business model. Through A&M, the companies aim to build an integrated value chain, from acquiring and localising leading entertainment intellectual property (IP) to managing artists and developing their commercial potential. The model will also draw on end-to-end (E2E) e-commerce infrastructure and a nationwide offline retail network.

The companies expect the model to create a self-sustaining ecosystem that generates revenue for reinvestment, while helping international brands enter the Vietnamese market and expand their presence.

Under the partnership, A&M will acquire, localise and develop leading entertainment IP from China for the Vietnamese market. It will produce game shows, reality television programmes and large-scale concerts, bringing international production standards to local audiences.

A&M will also sign multi-platform commercial partnership agreements with established artists, KOLs and KOCs in Việt Nam and overseas, including China and South Korea. The agreements will connect talent with brand-promotion campaigns, brand ambassadorships and livestream sales through the company’s E2E infrastructure.

MangoPlus, part of YeaH1 Group, will connect international brands and products with the Vietnamese market. A&M will use the E2E Shopping and Entertainment Channel’s e-commerce infrastructure to bring products to consumers through digital channels.

Trần Lệ Nguyên, founder and CEO of KIDO Group and chairman of the board of AIRO Entertainment & Commerce Joint Stock Company, said the establishment of A&M demonstrated the partners’ commitment to acting quickly and decisively.

“We are going beyond licensing partnerships to build a fully integrated production and commercialisation operation. A&M will serve as a bridge, bringing leading global entertainment formats to Việt Nam while generating sustainable revenue by combining entertainment with e-commerce and retail,” he said.

At the event, A&M also unveiled a new reality show featuring popular artists, including Trấn Thành. The company said the project would combine entertainment and commerce.

The event’s centrepiece was the announcement of Xin Chào Thứ Bảy, the official Vietnamese adaptation of Mango TV’s hit format Hello Saturday. The programme is A&M’s first project under its content–talent–commerce model. — VNS