According to Cao Van Thang, founder of Gao Nau studio, customer behavior in the domestic portrait photography industry has changed significantly in recent years. Most adults no longer seek the most beautiful photo but rather one that best reflects them in their current life stage. This subtle but important shift requires businesses and photographers in the industry to adapt their approach.

Established in late 2021, Gao Nau's two locations in Hanoi and TP HCM have served thousands of people and are now transitioning to a storytelling studio model. Explaining the shift, Mr. Thang identified three reasons: first, most Vietnamese people own smartphones with improved cameras, eliminating the need for studios that simply take beautiful pictures; second, adult clients carry many life stories that formulaic photos struggle to express; finally, high-income individuals increasingly differentiate between mass-produced beautiful images and photos with personal depth.

"When anyone can take a beautiful photo with a phone, we asked ourselves why clients would still come to a studio? The answer is they come for their stories, not for just a photo", Mr. Thang explained.

Photographers will have a discussion with clients before the shoot. Gao Nau currently implements a photo storytelling model, combining a complete portrait set with a personal website that records the client's life story through the captured images. *Photo: Gao Nau*

At studios adopting the storytelling model, each photo session begins with a client interview, where their answers determine the concept and technique. The studio does not suggest or use pre-existing concept catalogs.

Currently, Gao Nau's two locations in Hanoi and TP HCM uniformly apply this process through an internal documentation system. A portrait session lasts two to three hours, revolving around steps such as relaxation, interview, make-up, and shooting according to the agreed-upon story.

"Besides the fully edited photo set, each client also receives a personal 'memory website' that records their life story through images. This product is quite new in the Vietnamese portrait photography market and is a core part of the storytelling studio model we pursue", Mr. Thang stated.

Mr. Cao Van Thang also predicts that in the next five years, Vietnam's portrait photography industry will split into two segments: photo-selling studios and storytelling studios. Clients will choose based on whether they need a photo or a commemorative photo set. Consequently, photography businesses will face three issues: the need to shift from training photographers in posing skills to interviewing clients; clients conducting extensive research before booking; and clients being willing to pay more for meaningful experiences rather than a large quantity of photos.

Mr. Cao Van Thang, founder of Gao Nau studio. *Photo: NVCC*

After four years of operation, Mr. Cao Van Thang and his team observed that clients at the TP HCM branch are mostly adult women. They are not simply seeking beauty but want photos that accurately recount their current life stage. "Given this change in client demographic structure, portrait studios operating under the old model need to transform to adapt", Mr. Thang said.

The most challenging part of the storytelling model is not the shooting phase but rather staff training. Mr. Thang explained that a technically skilled photographer is not necessarily a good listener. They need to ask natural, logical questions so clients can share their stories without feeling pressured. Simultaneously, the photographer must remember the answers and transform them into light and composition.

"These skills are not part of traditional photography curricula. Therefore, we spent the initial six months training new photographers on how to interview subjects and transform their answers into art", Mr. Thang shared.

Every individual receives make-up before the photo shoot. *Photo: Gao Nau*

Regarding future direction, Mr. Cao Van Thang stated that Gao Nau will focus on three key areas during the 2026-2028 period: completing the storytelling studio model for all four packages; training and retaining photographers with interviewing skills; and expanding the adult client base in TP HCM.

"We emphasize the slogan 'Studio tells stories with light - Every photo is a story'. This is not just a slogan; it is the guiding principle for how the studio designs products, trains staff, and serves clients for at least the next five years", Mr. Thang clarified.

Concurrently, the studio has no plans to open additional locations in the near future, focusing instead on optimizing quality at its two existing facilities. Besides portraits, the unit also specializes in other packages, including: couple, family, and maternity photo shoots.

Dong Ve

Gao Nau Studio

TP HCM location: 351/45 Le Van Sy, Nhieu Loc Ward

Hanoi location: Commercial lobby, 3rd floor, HH01 Meco Complex, 102 Truong Chinh Alley, Kim Lien Ward

Hotline: 0396 387 597

Website: gaonauchupanh.vn

Fanpage: Gao Nau Chup Anh - Sai Gon