The light is gone...

Editor's Note: Much remains to be done to develop the cultural industry in a manner commensurate with the country's unique potential, outstanding opportunities, and competitive advantages.

Tens of thousands of fans eagerly sought tickets for the "Brother Who Overcame a Thousand Obstacles" concert on the evening of December 15th in Hanoi , creating a frenzy no less intense than the ticket-hunting frenzy surrounding BlackPink or Taylor Swift.

With record-breaking audience numbers and resulting significant revenue, the two programs "Brother Overcomes a Thousand Obstacles" and "Brother Says Hi" have opened up many new opportunities for the Vietnamese music industry.

Exceeded expectations.

Just 40 minutes after tickets went on sale on November 12th, all tickets were sold out, setting a record for the fastest ticket sales in the history of music shows in Vietnam. Not to be outdone by "Brother Overcoming a Thousand Obstacles," concert 2, "Brother Says Hi," held on December 7th at My Dinh National Stadium in Hanoi, also sold out quickly upon going on sale on November 7th.

Previously, the first concert of "Brother Says Hi" in Ho Chi Minh City proved its tremendous appeal, with all 20,000 tickets selling out in just 90 minutes. With prices ranging from 800,000 to 8 million VND, fans still didn't hesitate to spend money to immerse themselves in the vibrant atmosphere created by the producers. Many have stated that the two "brother" shows have set a new milestone for the performing arts industry in Vietnam, with producers raking in hundreds of billions of VND in a single night, creating a memorable achievement.

Son Tung M-TP (pictured above) and Soobin Hoang Son were enthusiastically cheered by fans at the Y-Fest 2024 event held on the evening of November 24th in Hanoi (Photo: THANG LONG)

When BlackPink performed in Hanoi in mid-2023, attracting 70,000 spectators and raking in over 630 billion VND in just two nights, many realized the immense potential of the Vietnamese performing arts industry. At the time, many doubted BlackPink's massive revenue, believing it was a figure few Vietnamese music shows could achieve. However, in a short time, the group accomplished the unbelievable: bringing audiences back to their own music, instead of focusing on K-pop or European/American stars.

Tickets for the concert "Brother Overcoming a Thousand Obstacles" even heated up the conference on implementing the Prime Minister's Directive 30 on the development of Vietnam's cultural industry, recently organized by the Ministry of Culture, Sports and Tourism. Deputy Minister of Culture, Sports and Tourism Ho An Phong stated that the demand for cultural economic activities is real, very attractive, and has great potential. The "Brother Overcoming a Thousand Obstacles" program features only Vietnamese performers, yet audiences are fiercely competing to buy tickets despite the high price of 8 million VND.

Commenting on this phenomenon, musician and music researcher Nguyen Quang Long believes it is a success for the organizers but also shows the audience's demand for culture, art, and entertainment music. It also opens a very promising door for artistic activities related to business.

More positive signs

The film industry is also considered a key sector in the development of the cultural industry and has achieved promising results.

According to experts, cinema is considered a leading sector because film products – movies – are a special type of commodity, a product of creativity and production technology, providing spiritual value and entertainment to the public while also having the potential to generate profit and develop the market. Cinema is also a comprehensive art form with the strength to combine and synergize with other fields such as literature (publishing), music, theater, fine arts, photography, advertising, and cultural tourism.

Dr. Ngo Phuong Lan, President of the Vietnam Film Development Promotion Association, analyzed that in 2023, box office revenue reached 3,700 billion VND, with Vietnamese films accounting for over 40% (compared to nearly 30% previously). One of the reasons for the increase in market share of Vietnamese films is the high revenue (over 400 billion VND/film) of "The Godfather" and "Mrs. Nu's House". Accordingly, with the revenue of the film "Mai" reaching approximately 545 billion VND in early 2024 (as of mid-March 2024, according to Box Office Vietnam), Vietnamese film revenue will certainly continue to exceed 40% for the whole year.

Associate Professor Do Le Hung Tu, Chairman of the Vietnam Film Association, stated that major film markets are being formed, with Ho Chi Minh City leading the way. Currently, Ho Chi Minh City has over 800 film businesses, including 100 units and establishments registered for film production and distribution. In 2023, Vietnam ranked second in Southeast Asia in terms of total box office revenue, with Ho Chi Minh City, with its 56 cinema complexes, attracting the largest number of viewers, accounting for approximately 40% of the country's film market share.

The advantages are clear.

According to a report by the Ministry of Culture, Sports and Tourism, in the period 2016-2018, 12 sectors of Vietnam's cultural industry contributed approximately US$8.081 billion in revenue, equivalent to 3.61% of GDP; by 2021, the contribution of the cultural industry reached 3.92% of GDP; in 2022, it increased to 4.04% of GDP; the value of production of Vietnam's cultural industry in the period 2018-2022 is estimated to contribute VND 1,059 trillion (US$44 billion)...

Mr. Le Minh Tuan, Deputy Director of the Copyright Department - Ministry of Culture, Sports and Tourism, explained that Vietnamese cinema has proven its potential for development in recent years, through films such as "Mrs. Nu's House," "Flip Face," "Two Salts," "Kong," "Taxi Driver 2," and "Pan"... Vietnam has a large force of young, talented, and dynamic directors and actors; and a post-production technical team with the skills to keep pace with the development trends of world cinema. It is possible to mobilize social resources to participate in investment and development. Many films have received public attention, with audiences buying tickets to watch and experience them; and have the potential to connect culture and tourism domestically and internationally.

In addition, we have magnificent natural landscapes and a rich, unique local culture, suitable for large-scale domestic and international film settings that attract the attention of filmmakers worldwide…

To illustrate the importance of prioritizing investment and development in the music sector, Mr. Le Minh Tuan stated that Yeah1 Company experienced impressive growth in 2024, with after-tax profit in the third quarter increasing by 968.01% compared to 2023 following the success of the "Anh trai say hi!" shows. The company's market capitalization surged as its stock price on the stock exchange continuously rose. Meanwhile, corporate income tax contributions to the state budget also increased significantly!

(to be continued)

Appropriate investment is needed.

Ms. Tran Thi Phuong Lan, Director of the Department of Culture and Arts - Central Propaganda Department, noted that we still lack specific and appropriate mechanisms and policies to attract capital and develop resources to promote the comprehensive development of the cultural industry.

Investment resources for the cultural industry are inadequate and scattered; the mobilization of non-state resources and public-private partnerships have not met expectations. The linkages and coordination between sectors in developing the cultural industry are still weak, failing to promote the commercial aspects of cultural products.

Associate Professor Bui Hoai Son, Standing Member of the National Assembly's Committee on Culture and Education, expressed his expectations: "In the coming time, the fields of film, music, performing arts, design, and fashion will develop strongly, with many high-quality and diverse products. Vietnamese cultural products will not only be popular domestically but also widely exported internationally, affirming Vietnam's position on the world cultural map and contributing to gradually making Vietnam a cultural industry center of Southeast Asia."

Source: https://nld.com.vn/cong-nghiep-van-hoa-truoc-co-hoi-lon-anh-sang-khong-con-le-loi-196241202204730685.htm