"Promised land" of Vietnamese entertainment market

International stars flock in

Vietnam has been gradually emerging as a destination attracting the attention of many international artists. In recent years, Vietnam has become a favorite destination for many international stars and has accepted invitations to attend shows.

This brings great expectations to the cultural and entertainment market, something that few people thought of before.

BlackPink left many impressions and memorable moments during two shows in Hanoi .

These include American singer Christina Aguilera (touring in Hanoi in 2022); Glamping Music Festival 2022 welcomes 4 famous international bands such as The Moffatts, A1, 911 and Blue.

Super Junior returned to Vietnam after 12 years and performed World Tour Super Show 9 in Ho Chi Minh City in March; or a series of Kpop stars including TAEYANG, BoA, aespa and Hyoyeon... had two performances on the evening of June 17-18 in Hoi An ( Quang Nam province).

July 2023 can be considered the month of international artists in Vietnam. Superstar - US-UK music producer Charlie Puth performed at the 8Wonder music festival - Vinpearl Nha Trang. Vietnam is also the first destination for Charlie Puth's tour in Asia.

Communication expert Nguyen Thanh Huyen.

Media expert Nguyen Thanh Huyen commented: "Thousands of people sang the "billion-view" hit See You Again with Charlie Puth, creating an unforgettable moment. This is an image that I think will be a beautiful memory for international artists when they come to Vietnam.

Compared to other Southeast Asian countries such as Thailand, Singapore, and Malaysia, their entertainment and cultural consumption markets have surpassed ours. Vietnam is just now starting to join the game. But I believe that with the current growth rate, the Vietnamese entertainment industry is ready to do well."

The most notable event is BlackPink's Born Pink Tour, which took place at My Dinh Stadium (Hanoi) on July 29-30. Vietnamese fans are said to be more willing to spend money than Southeast Asian fans, willing to spend tens of millions of dong to be present at the show.

In October, Monsoon Music Festival 2023 (MMF) will "explode" after 2 years of the pandemic. Musician Quoc Trung, director and music producer, said that MMF has become the largest Monsoon Festival in Vietnam because it has the participation of dozens of domestic and international artists.

"The MMF team has been meticulously preparing for nearly 2 years just to bring music to every corner of Hanoi in many different spaces, maximally meeting the community's need to enjoy cultural and artistic enjoyment," said musician Quoc Trung.

Not only music but also beauty contests are factors that help Vietnam become a potential market in the future. It is necessary to mention the Miss Charm contest (Miss International Beauty Pageant) founded by Vietnamese people, international scale, with the mission of promoting culture, tourism and educational activities.

The contest had a panel of judges who were Miss Worlds and 40 finalists, with the title belonging to Luma Russo (Brazil). Ms. Thuy Nga, Head of the Organizing Committee, revealed that the total cost of organizing the contest was up to 3-4 million USD.

Artist steps out into the "lonely" world

In fact, the entertainment and cultural industry is a pioneering industry, helping to promote and exploit the market for many other industries.

However, according to experts, up to now, Vietnam's entertainment and cultural industry is still spontaneous, individual, or promoted by media companies.

For example, the movie "The Lady's House" also brought in revenue of nearly 19.6 million USD (460 billion VND) in less than a month.

Mrs. Nu's story.

In particular, the film "The Godfather" was shown in 45 theaters across the United States, grossing over 1 million USD. The film "Bong De" by director Le Van Kiet was sought after by the international film market with a feverish number of countries buying the copyright.

More recently, the 2023 Cannes Film Festival awarded director Tran Anh Hung the Best Director award for the film "La passion de Dodin Bouffant", along with director Pham Thien An winning the Golden Lens award for the film "Inside the Golden Cocoon".

In the music field, singer Chi Pu also had to find her own path when she participated in the Chinese TV show Dap Gio 2023, winning 6th place in the final, creating a great effect and love from the country of more than 1 billion people.

Meanwhile, the song See Tinh by Hoang Thuy Linh also created a huge effect after appearing in episode 649 of Running Man (a famous Korean reality TV show).

Musician Quoc Trung shared: "Every success, big or small, of any individual is a good sign. And it brings inspiration and desire, daring to dream of being able to step out properly for young artists - something we almost never thought of before."

According to him, the roadmap to conquer the international market for Vietnamese artists needs to be prepared from now with a patient mindset, awaiting pressure and competition at the top global level.

Assoc.Prof.Dr. Pham Ngoc Trung.

According to cultural expert, Associate Professor, Dr. Pham Ngoc Trung, along with creating products with international quality standards, artists, organizers, and managers must also research to make proposals and breakthroughs.

"If we don't innovate, reform, or think, we won't be able to catch up with the world," he said.

To develop and support Vietnamese entertainment culture to develop beyond borders, Associate Professor Dr. Tran Huu Son, Director of the Institute of Applied Folk Culture Research, said: "We need to invest in people, which means investing in staff and talents. We need a specific policy on talent, clearly defining how to train, use people, and create conditions for development. In addition, we need to allocate appropriate investment resources for culture."

According to journalist Dylan Nguyen, who has more than 25 years of experience in both the US and Vietnamese entertainment industries, the Vietnamese entertainment industry has a lot of potential for development. However, in order for the domestic entertainment industry to reach the global market, a more multifaceted approach is needed.

“Government-private partnerships will further drive growth. Governments can attract foreign investment, facilitate partnerships and promote cultural identity.

If there is a favorable legal environment for cultural and entertainment activities, the private sector will focus its efforts on bringing in brand sponsorships. This can lead to rapid growth in the global market, benefiting the country's economy and cultural exchange," the expert suggested.

Source: https://www.baogiaothong.vn/mien-dat-hua-thi-truong-giai-tri-viet-192230912004725771.htm