HÀ NỘI — YeaH1 Group, the production unit of sensational concert series Anh Trai Vượt Ngàn Chông Gai (Call Me by Fire) has been honoured at the fifth ASEAN PR Excellence Awards 2025, held in Kuala Lumpur, Malaysia.

The group has won the Diamond Award — the highest honour in the category of Best Communication Use of Social Media.

The Anh Trai Vượt Ngàn Chông Gai concerts were adapted from the popular Chinese show Call Me By Fire. They featured 33 male contestants over the age of 30 who are active in the entertainment industry. Participants performed in groups through various rounds, and the 17 highest-scoring individuals came together to form a music group called Gia Tộc Toàn Năng (The All-Powerful Clan).

The concert was recognised as a major cultural highlight of 2024 by the Ministry of Culture, Sports and Tourism. 

With a combination of music, performance art, modern technology and Vietnamese cultural identity, Call Me By Fire not only made a significant mark in terms of scale and artistic quality, but also showcased the production capabilities and community connection of Vietnamese producers reaching regional and global levels.

The communication campaign for the concert was a massive success on social media over the past year, with a multi-platform strategy, consistent messaging and powerful outreach capabilities. YeaH1 effectively leveraged the power of digital media to connect with the community, attracting hundreds of millions of real interactions and engagements, while promoting Vietnamese cultural values to audiences both domestically and internationally.

According to international experts in the field of communication, the campaign Call Me By Fire not only established the brand's reputation but also contributed to a narrative that touched the hearts of many generations of Vietnamese people, conveying humanistic values through music and history.

A representative of YeaH1 Group said this award demonstrates the efforts of YeaH1 and Việt Nam more broadly to reshape communication standards in Vietnamese culture. Modern communication campaigns should no longer focus solely on promoting a single entertainment programme; instead, they must truly become a bridge for Vietnamese culture to integrate into regional and global currents.

The ASEAN Public Relations Awards is organised biennially by the ASEAN Public Relations Network (APRN), in collaboration with the Malaysian Institute of Public Relations, World Comm Malaysia and the Global Alliance for Public Relations and Communication Management.

APRN attained global recognition when it became a member of the Global Alliance for Public Relations and Communication Management — the confederation of the world’s major PR and communication management associations and institutions, representing 320,000 practitioners and academics around the world.

The ASEAN Public Relations Awards is therefore considered one of the most prestigious events in the communication and public relations sector in Southeast Asia, recognising the outstanding contributions of organisations and individuals in this field.

This year, the awards continue to attract participation from ASEAN countries like Thailand, Indonesia, Singapore, Malaysia, the Philippines and Việt Nam. The judging panel consists of experts, executives and presidents from reputable public relations institutes from New Zealand, Hong Kong (China), Malaysia, South Korea and other countries.

The awards category 'Best Communication Use of Social Media' recognised PR programmes and campaigns with innovative PR strategies and creative execution. Social media channels included Facebook, Instagram, Twitter, Tiktok and the use of blogs, mobile apps and/or other emerging social channels.

YeaH1 revealed on its website that the group would continue to bring Call Me by Fire concerts to compete at World Public Relations and Communication Awards 2025. VNS