Threads' Next Asian Stronghold: Vietnam Hits 4.65M Users as Meta Bets on 2026 Ads
Vietnam has around 4.65 million monthly Threads users and ranks in the global top 3-5 for traffic. Meta has made Threads ads a 2026 priority for the market.
[Threads' Next Asian Stronghold: Vietnam Hits 4.65M Users as Meta Bets on 2026 Ads]
Most people in Taiwan have scrolled Threads. Many have heard the line: Taiwan is Threads' number one market globally.
What gets mentioned less is the lineup behind Taiwan — and especially Vietnam.
SimilarWeb data from September 2025 shows the top five countries driving Threads traffic were Taiwan (19.35%), the United States (13.97%), Japan (8.2%), Vietnam (7.33%), and Indonesia (7.07%). By February 2026, a different SimilarWeb cut — desktop traffic to the main Threads domain — had Vietnam at 12.63%, the third largest source after Taiwan and the US.
The numbers drift depending on the month, the domain, and the measurement method. But one read is stable: outside of Taiwan, Vietnam is one of the two strongest Threads markets in Asia.
That reading just got an official endorsement. On January 27, 2026, Khôi Lê, Meta's Country Director for Vietnam, laid out what he described as the five social media trends shaping 2026 for Vietnamese businesses. Threads advertising was one of them.
▍ How Big Is Threads in Vietnam
Meta's own ad-manager data reported about 4.65 million monthly active Threads users in Vietnam at the end of 2025. A parallel estimate from local marketing reports citing SimilarWeb and the Social Vietnam 2025 dataset puts the figure between 3.8 and 4 million. The two sources differ by roughly 15%, but they point the same way.
Put that against the global picture. By early 2026, Threads had crossed 450 million monthly active users and around 137 million daily active users. In January 2026, Threads' mobile daily actives surpassed X for the first time.
Reset the lens locally, and the picture shifts. Vietnam already had 76.2 million social media users in early 2025, about 75.2% of the population. 94% of Vietnamese internet users are on Facebook. Against that base, Threads' 4.65 million works out to roughly 6% of the country's social audience. It isn't replacing anything. It's wedging into young Vietnamese users' home screens without shaking Facebook's dominance.
▍ Beyond Taiwan, Why Vietnam
Threads hasn't replicated this level of adoption in most markets. Taiwan and Vietnam are the two clear exceptions.
Meta's framing of the Vietnam story is direct: Khôi Lê has publicly said Threads in the country is "growing rapidly and increasingly popular among young people," especially among youth and office workers.
There's a structural reason behind the traction. Instagram sits in the top five most-used apps among Vietnamese Gen Y and Gen Z users, and Threads is built for Instagram accounts to port over in a single tap, so the friction at signup is nearly zero. The app also ships with a full Vietnamese interface, removing any language barrier on day one.
Local marketing reports flag five core user segments:
➤ Gen Z (ages 18-25), the largest group
➤ KOLs and influencers
➤ Content creators and marketers
➤ Small businesses and startups
➤ Existing Instagram users crossing over
What those layers share: high creative output, high stickiness, and strong commercial potential in one place.
▍ What's Popular on Vietnamese Threads
The content mix looks remarkably close to Taiwan's.
Local observers describe the hot topics clustering around emotions, feelings, advice, and everyday stories — the "just post something" corner of the internet. Users say the draw is simple: clean, modern, fewer ads than on other platforms.
The audience skews slightly female. Meta's ad dashboard shows adult Threads users in Vietnam are 51.6% women and 44.1% men.
But Vietnamese Threads isn't staying in that casual-posting lane. Commercial and brand use cases are starting to surface.
▍ Meta Is Pushing Threads into Vietnamese Business
Back to the 2026 trends briefing. Khôi Lê had specifics to share about Threads.
He framed Threads advertising as a new component in Meta's AI-powered toolkit for helping Vietnamese businesses reach younger consumers. The ads offer the same personalized experience as Facebook and Instagram, and advertisers can extend their existing Meta campaigns into Threads with minimal work — image and video creatives slot naturally into the feed.
The operative phrase is "extend existing campaigns." For SMEs and multinational brands operating in Vietnam, the entry cost is almost nothing. Creative assets and audience settings from Facebook and Instagram can be pushed straight through without a separate budget or team.
One Vietnamese marketing firm projects Threads in Vietnam could reach 8 million monthly active users by the end of 2026. That's not an official Meta forecast, but the direction aligns with where Meta is investing. 2026 looks like the year Threads pivots in Vietnam from "young people's social space" to "brand channel."
▍ What This Means for Brands Entering Vietnam
Vietnam's social media landscape has been rearranging itself for years. Facebook is the foundation. Zalo is the messaging standard. TikTok owns short video. YouTube handles long-form. Threads' position is the Gen Z text-and-emotion lane.
For brands trying to reach young Vietnamese consumers, this is a third line worth adding after Facebook and TikTok. Moving in now means getting there while creators and audiences are still growing and ad competition hasn't saturated. Once Vietnamese Threads fills up the way Facebook and Instagram have, the story shifts.
Taiwanese brands looking at Vietnam often run into one question: where are young consumers spending their time, which app? In 2026, Threads is probably one of the answers.
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