Webtretho

Who owns Webtretho

Webtretho is owned by The Parent Inc, which completed its acquisition of Webtretho Information Joint Stock Company in April 2022. It is the group's platform in Vietnam, operated from Ho Chi Minh City by a local team, alongside Motherswork's three Vietnamese stores and Mama's Choice distribution.

What it is

Webtretho ("web trẻ thơ", the children's web) started in 2002 as a forum where Vietnamese mothers swapped advice on pregnancy, feeding, schooling and family life. Over two decades it became a social network with more than 2 million members and one of the largest women's Facebook communities in Vietnam, with more than 12 million followers. In a Q&Me survey of Vietnamese mothers it ranked first as a source of child-rearing information. As Roshni Mahtani Cheung said at the acquisition, it is "a household name in Vietnam, trusted by almost every young mother over the last two decades."

What it does for brands

Webtretho Awards. Annual awards, first held in January 2023, in which the community and a panel of experts choose the brands Vietnamese families trust. Categories include community choice, expert choice, outstanding creative brand, proud Vietnamese brand and promising new brand.

Webtretho Digital Survey. Opt-in research with Vietnamese mothers on how they shop, what they trust and what they need next.

Campaigns. Branded content, community activations and creator campaigns, planned with the same regional team that runs theAsianparent.

Why we bought rather than built

Vietnam's mothers already had a home online, and had been living in it for twenty years. Launching theAsianparent next door would have been slow, expensive and faintly rude. Joining forces kept everything Vietnamese families already trusted, and added what the group is good at: products, data, and a way to get both onto a shelf in Ho Chi Minh City.