Double benefits from Blackpink, G-Dragon concert in Vietnam

After G-Dragon After announcing the concert at 8Wonder Ocean City, searches for accommodations around the concert area on November 6–9 increased by more than 250% compared to the same period last year.

G-Dragon opened 2 concert nights in Vietnam on November 8 and 9. Photo: Organizer

When the lineup of artists participating in Y-CONCERT in Hanoi was announced, the number of searches for accommodation on the days of the event (December 19 - 20) increased sharply, 60% compared to the same period last year.

Previously in 2023, when Blackpink came to My Dinh Stadium to perform, the number of people searching for room reservations in Hanoi increased 10 times during the days of the concert.

For many tourists, music events are the main factor that motivates them to travel, not the destination.

Mr. Le Quoc Vinh - Chairman of Le Media Group shared with Lao Dong Newspaper reporters about the wave of music tourism that is spreading among the Vietnamese fan community.

Don't just look at the money from concert ticket sales

- Recently, big cities like Hanoi, Ho Chi Minh City, Da Nang… have continuously organized large-scale music nights, attracting a large number of tourists. What do you think about this trend?

- Any country considers performing arts as a part of cultural life.

The development of large-scale concerts with large audiences is a sign that our cultural and entertainment life is improving. This is a positive trend. This is a sign that Vietnam is making significant progress in the economy in general. People are able to pay for spiritual food like this.

Remember, decades ago, organizing large, high-investment music festivals was often quite precarious because of the limited ability to attract audiences. At that time, the problem of music event business was quite difficult.

To upgrade the quality to keep up with international performance levels, a large investment is required, while people’s ability to pay is very limited. Infrastructure conditions in Vietnam are also not abundant.

Nowadays, we dare to look at concerts with investments of tens of billions of dong, but the results are getting better and better.

- In your opinion, what specific economic benefits is the "concert economy" bringing to localities, such as revenue from tickets, accommodation, food services, transportation, etc.?

- Performing arts is one of the typical cultural and creative industries, with great potential to become a major economic sector, bringing high economic efficiency. This no longer needs to be proven, because developed countries such as Europe, America and many Asian countries have been successful models.

I have said in some cultural industry forums that we should not only look at the amount of money earned from concert ticket sales, or the organizers' profits, to evaluate the effectiveness of music performances. The effectiveness of the "concert economy" brings dual economic and cultural benefits.

Economically, it stimulates spending, promotes tourism, hotels, restaurants and related services, and generates large revenues from tickets and accompanying products. Culturally, it promotes “soft power”, improves event organization capacity and contributes to the development of the national cultural industry. These are huge benefits for localities and at the national level.

Nowadays people often talk about “Taylor Swift economy” or “Swiftonomics” because of the special phenomenon from her Eras Tour in recent years.

It is estimated that the US tour alone brings in around $10 billion for the country. And as I said, Taylor Swift's music also has a strong influence on popular culture on a global scale.

Must be done methodically and invest systematically

- Thailand and Singapore once “competed” for the right to host Taylor Swift concerts, and Blackpink’s visit to Vietnam also created a big “economic effect”. In your opinion, what can Vietnam learn from the way they exploit music to develop tourism?

- It has to be done methodically and invested systematically. It's not natural to have a Taylor Swift or a Blackpink. The music and performance industry is nurtured on a certain journey, with investments not only in artists, but also in performance technology, the recording industry, distribution, and the entire supporting ecosystem.

In particular, we must nurture and develop the market for performing arts. I have said above that the public's ability to pay and demand for art are the important conditions for the performing arts industry to flourish.

When music series are an indispensable spiritual food, they will naturally become the driving force for accompanying economic activities, such as tourism, restaurants, hotels, merchandise (souvenirs) or supporting manufacturing industries.

If so, state policies must also be consistent, in the direction of encouraging and supporting the development of the performing industry.

Businesses also need to consider this as a springboard for their development, not just a tool to promote their brand, thereby being willing to accompany, share and support the performance industry.

The reality is that wherever cultural industries develop, they also stimulate consumer economies, and derivative products develop strongly.

An island in Thailand, which started as a small music show on the beach, has become a regular annual destination, attracting thousands of foreign tourists.

By investing in Taylor Swift's Eras Tour, Singapore proactively used it to build a large tourism promotion campaign, attracting fans across Southeast Asia.

They not only open their doors to concertgoers, but also turn concerts into the central attraction of a tourism promotion strategy.

We can learn from that.

Source: https://baoquangninh.vn/loi-ich-kep-tu-concert-blackpink-g-dragon-tai-viet-nam-3382655.html