Founded in 2014, Metub was a leading video and talent network in Vietnam. It managed over 3,000 channels on YouTube and more than 3,000 content creators. To expand creators' income opportunities across multiple platforms, Metub had diversified beyond its original YouTube MCN foundation to include brand partnerships, the development of proprietary intellectual property (IP), and social commerce. Metub grappled with acquiring and retaining creators, especially top ones with considerable bargaining power, while competitors enticed creators with tempting offers. Additionally, the company contemplated expanding beyond Vietnam. The question remained: could Metub solidify its presence in Vietnam and extend its reach across Southeast Asia?