Pham Thi Thao Hien, 24, LazLive Livestreamer, Lazada Vietnam

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“My story with Lazada began two years ago, when I was engaged as a freelancer to emcee for a booth game at Lazada Vietnam’s 11.11 seller conference. Some of Lazada’s livestreaming (LazLive) team members approached me and asked if I would like to become a professional livestreamer. At that time, livestreaming was only just gaining some traction in the eCommerce world, and I was still pursuing an information security degree in university, so I didn’t jump at the opportunity right away. But the team was persistent! They contacted me again about a month later and changed my mind. Looking back, I think it was meant to be.

Today, in addition to hosting livestreams, I also produce the shows. In 2020, a year into the job, I worked with the LazLive team to launch and host a new series called “Slash-It” for 11.11. It was a first for a mega campaign in Vietnam. The initiative attracted millions of viewers and, before I knew it, people started to call me the “Queen of Slash-It”! Never in my dreams did I think this would happen. Introducing shopper-viewers to the best products, engaging with them online and helping our brands boost sales are what I love most about my job. As we celebrated the one-year anniversary of “Slash-It” last week, I was just grateful and glad to be part of this journey of bringing a new way to shop for people, many of whom have been homebound for many months. This is the future of retail, and it’s exciting to be a part of this future.”

This profile was compiled by Thu Pham from Lazada Vietnam’s public relations team.