Huho Food founder Nguyễn Thị Ngọc Huyền shifts content strategy

Nguyễn Thị Ngọc Huyền, known as Huyền Huho, the founder of Huho Food, has significantly shifted her business and content strategy. Previously famous on TikTok for promoting Northwest Vietnamese specialties—most notably smoked buffalo meat—Huyền Huho successfully secured a 25 billion VND investment deal on Shark Tank Vietnam in 2024.

At its peak, Huho Food reported substantial growth, with 2022 revenues reaching approximately 60 billion VND. The brand utilized a high-end positioning strategy, marketing itself as the “most expensive buffalo meat on TikTok” to emphasize quality.

However, recent observations show a major change in her digital presence. Her Huho smoked buffalo meat products are no longer listed on e-commerce platforms, and her dedicated Facebook Fanpage has been closed. On her TikTok accounts, which boast millions of followers, the shopping carts for these products have been removed, and previous promotional videos have disappeared.

Huyền Huho has transitioned from a dedicated salesperson and livestreamer to a lifestyle content creator. Her current content focuses on daily life, cooking highland specialties, and beauty tips, while she also engages in affiliate marketing for various products.