Trang le returns "The Face" to Vietnam; Banijay Reality show attention-economy reboot to air on VTV9 in October. 07 July 2026 Reality series "The Face" is returning to Vietnam later this year after a hiatus of three years in a deal announced this morning between Banijay Rights and Trang Lê's Multimedia JSC. The new 10-episode Vietnamese adaptation, which leans heavily into the attention economy, follows the Kantana Group's Thai reboot last year. The fifth season of the modelling competition will air on Vietnamese broadcaster VTV9 this October. "The Face" debuted in Vietnam in 2016. The four previous seasons ran until 2023. "Unlike previous seasons which were focused on looks, posing, and brand scripts, The Face Vietnam 2026 seeks a new generation of multi-dimensional models," Ms Trang said this morning. "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 KOLs/KOCs, and connecting brands with consumers through their own authentic voice," she added. The deal was closed by Pertash Koul, VP Sales, Asia, at Banijay Rights. Vietnam has in the past been a lively formats market for both international and regional rights holders. But, like elsewhere, volume has dropped dramatically. 2024 had 19 Vietnam formats vs. 5 in 2025 - a drop of 14 (about 74%), according to ContentAsia's ongoing Formats Outlook.