As YouTube becomes an essential tool for connecting with global audiences, many foreigners have chosen Vietnam as their long-term home to advance their careers and personal lives. Among them is Milan Smets from Belgium, who now lives and works in Vietnam. In this interview, Milan Smets talks about his journey from being an international traveler to becoming an active member of the local community, explaining why he and his family decided to make Vietnam their second home.
The Saigon Times: What motivated you to come to Vietnam and start working here?
Milan Smets: It is actually a funny story. I used to travel a lot when I was younger, and while backpacking in Australia, I met my current wife, who is an Australian of Vietnamese descent. After my one-year visa in Australia expired, we decided to move to Vietnam. Initially, it was supposed to be just for six to 12 months, but five years later, we are still here because we fell in love with the country.
So, after five years of living here, have you experienced any cultural nuances that you have had to adapt to as a foreigner?
Definitely. The first big change was adjusting to the differences between Western and Asian cultures. Vietnam, in particular, has a unique blend of being laid-back in some aspects while also having a strong hustle culture, especially in Saigon. One thing I had to get used to was “Vietnam time,” which means people here often run a bit late, whereas I like to be punctual. But I really appreciate the strong family and community values that are so prominent here.
What activities helped you connect with the local culture when you first moved here?
When we first moved here five years ago, I was freelancing and still searching for work. One of the first things we did was connect with a few people who ran a charity. In the first five to six months, we participated in charity trips around the south of Vietnam, helping with donations and working alongside doctors who provided medical checkups for children. It was an eye-opening experience that allowed me to understand the different facets of Vietnam. The contrast between life in Saigon and the provinces, like the Mekong Delta and areas near the Cambodian border, was stark. We helped people who did not even have clean water by donating and installing water pumps, and we assisted with roofing for houses. Although we did not build close relationships with locals on a personal level, we deeply connected with the community and the culture. I am really glad we started with charity work because it taught me so much about Vietnam, and I always recommend others to go on a charity trip to learn more about the country.
What are some of your favorite travel destinations in Vietnam?
I used to travel internationally quite a bit, but now I am more focused on my business, and we just had a baby, so travel has slowed down. However, in Vietnam, Phu Quoc is definitely a favorite. I love renting a motorbike and exploring the island, going snorkeling, and just enjoying the beach. Another favorite is Dalat for its cooler weather, which is a nice break from the heat in Saigon. Hanoi is also a great contrast to Saigon, with its European vibes, but there is still so much more for me to discover in Vietnam.
Can you tell us more about your business in Vietnam?
In Vietnam, I co-founded a company called Playstack. Our focus is on growing and building YouTube channels for creators and businesses. I have my own show, where I direct and post-produce, and I used to run my own podcast, though I have put that on hold due to other commitments. Our business aims to turn YouTube channels into powerful marketing tools that not only capture audience attention but also convert them into paying customers. This strategy is especially effective for coaches or anyone who shares valuable information with their audience. My co-founder successfully built a YouTube channel with over a million subscribers, and we are now replicating that success for others by helping them create scalable businesses through online courses and YouTube marketing.
YouTube is a very competitive platform. What strategies do you use to help your clients stand out?
There are multiple strategies, and they really depend on the niche and the client’s goals. If the goal is to grow the YouTube channel significantly, the approach will differ from one focused on converting viewers into paying customers. For businesses, it is crucial to provide as much value as possible while being authentic and clear about what you are teaching or sharing. This builds credibility with the audience, which in turn drives them to your business. On the other hand, if the goal is more about entertainment and reaching a mass audience, then the focus needs to be on keeping people’s attention. The YouTube algorithm has changed a lot, so it is now more important to spend time creating high-quality, big-idea videos rather than frequently posting lesser-quality content.
How do you navigate the specific expectations of the businesses you work with?
We begin by understanding what the business truly wants, which is usually to increase sales. We focus on that goal by analyzing what type of content works best for their niche. We look at successful channels and videos for inspiration, but we never copy. Instead, we ask, “What unique value can this business bring?” and then develop a strategy that drives sales. Our approach to YouTube is from a marketing or business standpoint, rather than just content creation.
Can you share some of your company’s successful achievements?
Our most significant achievement is my co-founder’s YouTube channel, which grew into a seven-figure business. Another success story involves a travel vlog family we worked with. Travel content is highly competitive, but after six videos, we found a unique angle—a challenge-based format combined with a money-saving theme. Their video, “What can we do with a thousand baht in Bangkok,” took off, and we were able to monetize them within a few weeks. For my own channel, we found success by tapping into the local market with a video titled “10 Tips to Live Happily in Vietnam,” which we released on Reunification Day. The timing and cultural relevance made it our best-performing video to date.
How are YouTube creators adapting to changes in audience engagement and platform trends?
The future of YouTube is moving towards community-based platforms. People are looking for more meaningful connections with creators, so there is a shift towards building communities where people can engage deeply. For example, we’ve introduced a new product called “Mastermind,” which brings YouTubers and business owners together in a collaborative environment. Platforms like Discord, where communities can form around specific topics, are becoming more important. While large-scale, grandiose content like MrBeast’s will continue to dominate, there’s also a growing trend towards more natural and authentic content creation. Anything that facilitates deeper connections, such as memberships, longer videos, or community engagement, will be the direction YouTube evolves towards.
What is your advice to businesses to have a successful presence on YouTube?
My advice is to approach content creation sustainably. Success on YouTube is not something that happens overnight—it is a long-term game. Start by providing genuine value to your audience. If your business helps people, create videos that address the most common questions in your niche. For example, if you are a relationship coach, make content about communication skills or finding the right partner. As Alex Hormozi says, there is no such thing as a video that is too long, just one that is too boring. If you are new to the platform, begin with shorter videos or even try short-form content. As you gain confidence, you can create longer, more detailed videos. The key is to focus on improving your content incrementally, whether it’s the video quality, audio, scripting, or research. Don’t aim for perfection right away—just start creating, and let the quality improve as you go.
Where can people find you if they want to work with you?
You can find us at Playstack.co. We have launched our own Mastermind community, which is specifically designed for YouTubers and business owners. We’re currently offering some bonuses for those who join. Many people struggle to find the right team to work with, so we help you build a team that can grow and scale your channel. You will get 24/7 consulting and accountability partners to keep you consistent. We are always looking to invite more businesses into our community to share knowledge and grow together.
Reported by The Ky
