Diversify models and approaches.

Large-scale arts programs in Vietnam today are no longer confined to routine, scheduled performances, but have diversified into professional models with a keen market-oriented mindset.

A live performance recreating the heroic spirit of the Battle of Bach Dang will be featured at the Red Phoenix Flower Festival - Hai Phong 2026. (Photo: HOA NGUYEN

One of the most impressive live performances for tourists in Ninh Binh is "The Hero of the Reed Flag," performed in Hoa Lu Ancient Town – a pedestrian street in Hoa Lu, Ninh Binh province, which has only been open for a few years. The performance combines contemporary theatrical art forms with sound and light to tell, in a highly expressive language, the story of Dinh Bo Linh, from a buffalo herder to a king who unified the country. A special feature of the "Hero of the Reed Flag" live performance is its performance space, utilizing the real-life setting of Hoa Lu Ancient Town to create an open stage where the audience can immerse themselves in nature, architecture, and art.

According to Ms. Tran Thi Diep Anh, Director of the Hoa Lu Ancient Town Management Board, the performance program will begin in November 2025, with an average of at least 8 performances held regularly every week. In addition to 32 professional circus artists, the program also features local Cheo opera singers and indigenous boatmen. To date, "Hero of the Reed Flag" has performed over 50 times, consistently attracting large audiences (30,000 viewers), with many shows almost sold out. According to the plan, the show will continue to be held regularly on weekends until the end of the year to provide an increasingly attractive experience for the audience. “Connected to the historical story of Dinh Bo Linh suppressing the rebellion of the 12 warlords and unifying the country, ‘The Hero of the Reed Flag’ is a way to recreate the glorious history of the nation, contributing to educating the younger generation about the tradition of ‘drinking water, remembering the source.’ We hope to make the show a unique cultural highlight of Hoa Lu ancient town, thereby contributing to promoting the image of Ninh Binh with its rich cultural depth to attract tourists and create sustainable livelihoods for local people,” said Ms. Tran Thi Diep Anh.

In addition to the "Hero of the Reed Flag" live performance show, Thung Nham Eco-tourism Area has also developed a special live art program with four performance stations amidst the natural landscape: "The Adventures of Cricket," "Flapping Wings in the Sun," "Resurrection," and "Dance of Flowers." These programs not only recreate the beauty of the mountain-forest-river ecosystem but also convey a message about protecting nature.

The Red Flamboyant Flower Festival - Hai Phong 2026, with its art program themed "Hai Phong - Convergence - Radiance," left a lasting impression on thousands of residents and tourists in the port city on the evening of May 8th. General director Pham Hoang Giang stated that when developing the script, the production team positioned Hai Phong not just as a geographical location, but as a vital waterway: “We created the program as a ‘real-life urban show,’ where music, dance, drama, and documentary films blend together. The spatial layers are constantly transforming thanks to LEDs, AR technology (virtual stage), and a multi-layered moving floor. Sometimes it's the historic and heroic Bach Dang River in Chapter 1, other times it's the dazzling port city in Chapter 3. The combination of documentary clips and 3D graphics creates an engaging dialogue, making the audience feel like they are standing within the story of their own city.”

General director Pham Hoang Giang further shared: “Art today must change to create real value for the public. A meticulously staged and elaborate program has the potential to become a national and international cultural brand. We even need to aim to transform large festivals into cultural products attractive enough to sell tickets. Ticket sales are not just about economics, but a measure of whether the program is truly high-quality, well-received, and appreciated by the public.”

In recent times, many localities have adopted strategies to change the way they organize events associated with festivals and anniversaries. Instead of purely performance-based programs, they have transformed these events into hubs for the entertainment industry, attracting tens of thousands of tourists and directly stimulating demand for accommodation, food, transportation, and technology. Y-Fest 2026 (Quang Ninh) is not simply a music concert; it is a technology experience center and interactive space for young people located in the heart of a world natural wonder. This event shifts the traditional tourist market towards younger tourists who are willing to spend more on experiences.

Hanoi is asserting its position as a Creative City, recognized by the United Nations Educational, Scientific and Cultural Organization (UNESCO), by becoming a center for mass concerts. Programs like "Brothers Overcoming Thousands of Obstacles," "Stars Joining the Army," and "Echoes of the Fatherland" not only sell out tens of thousands of tickets in minutes but also attract a wave of entertainment migration from other provinces and cities to the capital. The costs of airfare, hotels, and accompanying services for fans (the fandom economy – a commercial ecosystem operating based on the power of a loyal fan community) have created a strong financial flow, demonstrating that the country's arts are reaching self-sufficiency and profitability.

According to experts, for an art event to transcend mere entertainment and become a professional cultural and technological product, localities and producers are applying a three-pronged formula: cutting-edge performance technology + local identity + commercialization mindset to create sustainable cultural and technological products. These are the factors that contribute to local brand positioning and dual value. Instead of passive sightseeing tourism, large-scale art programs redirect tourists towards experiential and event tourism. Tourists are willing to spend more money and stay longer just to attend a single performance.

While Da Nang achieved success with its International Fireworks Festival, Hai Phong is now associated with the vibrant red flamboyant flowers showcasing advanced technology, Ninh Binh with its historical depth and real-life scenery, and Hanoi is the center of concerts connecting young people... These events help to refresh the image of a locality, transforming once peaceful areas into dynamic and integrated destinations.

Challenges on the path to professionalization

Despite its immense potential, the reality of operating large-scale programs in Vietnam still faces bottlenecks that need to be addressed. According to director Pham Hoang Nam, Vietnam still lacks dedicated performance complexes (Arenas) with a capacity of 30,000-50,000 spectators, equipped with roofs and technical systems that meet international standards. Reliance on sports stadiums or outdoor spaces always carries risks related to weather and logistics.

The large-scale art program "Echoes of the Homeland," held at My Dinh National Stadium (Hanoi), attracted over 40,000 spectators. (Photo: [Image caption] TUAN HUY

According to director Pham Hoang Nam, Vietnam currently has many talented producers and directors, but is severely lacking in event management teams, copyright experts, internationally qualified sound and lighting engineers, and top-tier cultural brokers.

Large-scale art programs such as the Red Phoenix Flower Festival, Y-fest, or explosive concerts in Hanoi are no longer isolated phenomena. They are important links in concretizing the Party and State's guidelines on cultural and cultural industry development.

“When localities realize that ‘culture is not a liability, culture is an asset,’ they will proactively create open mechanisms to attract social resources, partnering with private entertainment corporations to create top-notch cultural and artistic products. Positioning local brands through large-scale, professional art programs is the shortest and most sustainable way to bring Vietnamese heritage to the world; at the same time, transforming culture into a powerful economic engine, directly contributing to the prosperity of the nation,” director Pham Hoang Nam said.

    Source: https://www.qdnd.vn/van-hoa/doi-song/cong-thuc-kieng-ba-chan-dua-cong-nghiep-van-hoa-viet-vuon-tam-1040570