Chi Pu officially returns to the silver screen as the lead in the upcoming film project Chi Chi Em Em 3

The Vietnamese film industry witnessed a significant development on September 15, 2026, with the official announcement that actress and singer Chi Pu has been cast as the lead in the highly anticipated third installment of the Chi Chi Em Em franchise. This return marks a pivotal moment in the 33-year-old artist’s career, as she transitions back to cinema after a concentrated period dedicated to her burgeoning music career, international performance projects, and various business ventures.

The Return of a Franchise Star

Chi Pu, who previously starred in the inaugural 2019 installment of the franchise, will be taking on the role of a character named Thai Nuong. In the official press release, producers highlighted that this role represents a departure from her previous on-screen personas. The character of Thai Nuong is described as having a unique, culturally rich aesthetic, often portrayed in traditional attire that contrasts sharply with the contemporary settings of the earlier films.

For Chi Pu, returning to the series is a homecoming of sorts. She has frequently cited the original 2019 film as a landmark in her acting repertoire, noting that the opportunity to collaborate again with producer Will Vu—whose meticulous attention to detail and production quality she deeply respects—was a primary factor in her decision to join the project. Unlike many modern sequels that rely on returning cast members to maintain narrative continuity, the Chi Chi Em Em brand operates as an anthology series, where each film explores entirely new stories, time periods, and character dynamics.

Evolution of the Chi Chi Em Em Anthology

The Chi Chi Em Em franchise has established itself as one of Vietnam’s most successful commercial film series, known for its focus on complex female dynamics, suspense, and high-stakes social narratives. Since its inception, the franchise has utilized a recurring title structure while pivoting the genre and setting for each chapter.

• Chi Chi Em Em (2019): Directed by Kathy Uyen, the first film was a psychological thriller set in modern-day Ho Chi Minh City. It featured a star-studded cast including Thanh Hang, Chi Pu, and Lanh Thanh. The film explored themes of jealousy, obsession, and betrayal, ultimately grossing approximately 71 billion VND. It was widely praised for its stylistic cinematography and the raw performances of its female leads.
• Chi Chi Em Em 2 (2023): Helmed by director Vu Ngoc Dang, the second film shifted the narrative to the early 20th century, focusing on the rivalry between two iconic beauties of the era, played by Minh Hang and Ngoc Trinh. This period piece leaned into historical drama and opulence, achieving greater commercial success with a gross exceeding 117 billion VND.
• Chi Chi Em Em 3 (2026): The upcoming third chapter promises yet another stylistic shift. By moving the setting toward a cultural landscape reminiscent of Bac Ninh, the producers are signaling a move toward more traditional, perhaps folk-inspired, storytelling.

A New Character Dynamics: Thai Nuong vs. Thai Mau

The production team has begun releasing initial promotional materials, which offer a glimpse into the visual direction of the film. The character Thai Nuong is presented with a distinct visual identity that separates her from the archetype of the "femme fatale" seen in previous entries. Where previous protagonists often relied on high-fashion, modern aesthetics, Thai Nuong is framed within a more grounded, culturally specific context.

Producer Will Vu emphasized that the selection of Chi Pu for this specific role was a strategic choice made shortly after the conclusion of the first film’s cycle. "With the character of Thai Nuong, I believe Chi Pu brings a specific blend of charm and enigma that is essential for the script," Vu stated. "She possesses a duality—a grace that draws the audience in, but with hidden depths that create a compelling mystery. We are confident that she will deliver a performance that transcends what the audience expects from her previous roles."

The contrast between Thai Nuong and the character of Thai Mau, played by Miss Universe Vietnam Ky Duyen, is expected to be a major narrative driver. While specific plot details remain under strict embargo, the teaser images suggest a complex power struggle. The central question for the audience will likely be whether these two characters are allies navigating a rigid social structure or adversaries locked in a zero-sum game for personal agency and survival.

Industry Implications and Market Context

The casting of Chi Pu in a lead role for a high-budget production is a testament to the ongoing evolution of the Vietnamese film industry, which is increasingly focused on cross-platform star power. Chi Pu’s ability to draw significant audiences from both the music and cinema sectors provides the production with a competitive advantage in a crowded box-office market.

From a production standpoint, the third installment of the franchise reflects a trend of "prestige commercialism" in Vietnam. By choosing directors and leads with strong public profiles and artistic versatility, the producers are aiming to maintain the franchise’s reputation for high-quality production design while experimenting with new thematic elements.

The inclusion of traditional cultural motifs—such as the Bac Ninh-inspired settings—also suggests that the film may be targeting a more sophisticated audience, aiming to bridge the gap between traditional drama and modern psychological suspense. This approach has proven successful for other major Vietnamese releases, which have found that grounding thrillers in familiar cultural backdrops often results in higher audience engagement and better critical reception.

Challenges and Future Expectations

Despite the excitement surrounding the announcement, the project faces the challenge of living up to the massive financial and critical success of its predecessors. The 2023 sequel set a high bar, and the pressure on Chi Pu to deliver a transformative performance is palpable. However, her career path—marked by a transition from teen idol to serious pop performer and now a more mature, focused actress—suggests that she is prepared for the rigorous demands of this role.

The production is expected to span several months, with a release date likely aligned with one of Vietnam’s major holiday film windows, which have historically been the most profitable periods for the local industry. As the marketing campaign unfolds, analysts will be watching closely to see if the chemistry between the cast can replicate or surpass the successes of the 2019 and 2023 films.

For now, the project stands as a landmark for the industry, showcasing a mature, deliberate approach to sequel-making in the Vietnamese market. As the industry continues to professionalize and expand its scope, the success of Chi Chi Em Em 3 could well set a new standard for how major local franchises are developed and sustained. With a strong production team, a highly recognized lead, and a narrative that promises both visual splendor and psychological intrigue, the film is positioned to be a major highlight of the upcoming cinematic calendar.