Vietnam Puppetry Theatre signs large-scale performance cooperation agreement

On October 29, within the framework of the 2025 Autumn Fair, the Vietnam Puppetry Theatre signed two large-scale performance contracts with a total value of more than 20 billion VND, marking a new step forward in the public-private partnership model to develop Vietnam's cultural industry until 2030, with a vision to 2045.

Vietnam Puppetry Theater signed cooperation agreements with units.

Two performance contracts worth more than VND20 billion were signed by the Vietnam Puppetry Theatre with The State Vietnam Limited Liability Company and HTD Group Joint Stock Company. Deputy Minister of Culture, Sports and Tourism Ho An Phong attended and witnessed the signing ceremony.

The event opened up an opportunity to strongly spread traditional Vietnamese art, clearly demonstrating the spirit of creativity and cooperation between public and private units, and was considered a pioneering step of performing arts in the process of socialization and development of cultural industry - a field identified by the Party and State as one of the important pillars of national sustainable growth.

Deputy Minister of Culture, Sports and Tourism Ho An Phong emphasized: This signing has a deeper meaning, which is to create a push for traditional art to enter the development orbit of the new era.

Delegates attending the signing ceremony.

In the context of integration, when creative values ​​and cultural identity become soft assets of each country, the connection between public art agencies and dynamic businesses is a necessary direction, creating a new value chain for culture.

At the signing ceremony, representatives of the businesses expressed their belief that, through cooperation with the Vietnam Puppetry Theatre, traditional national art will be promoted more strongly to the world .

In particular, The State Vietnam Company plans to invest in specialized performance programs to serve international tourists in major tourist cities such as Hanoi, Hue City, Da Nang, Hoi An, Ho Chi Minh City. Meanwhile, HTD Group focuses on accompanying community art education activities and mobile performances in remote areas, contributing to spreading cultural values ​​to all classes of people.

Sharing about the cooperation signing ceremony, People's Artist Nguyen Tien Dung, Director of the Vietnam Puppetry Theatre, said: "We always believe that art only truly lives when it steps out of the boundaries of the stage to touch the hearts of the public. The signing of the cooperation will open up new journeys, bringing puppetry closer to modern life."

Signing a cooperation agreement between the Vietnam Puppetry Theater and business units is one of the highlights in the "Quintessence of Vietnamese culture - commercial meeting place" section at the 2025 Autumn Fair.

"Vietnamese puppetry has gone through many ups and downs, from the simple space of the countryside to the big stage; from the hands of folk artists to international tours with emotions and integration thinking. But the core is still the Vietnamese spirit, the Vietnamese soul in a truly rustic and humane beauty. Cooperating with businesses is the way we expand the creative space, turn culture into strength, turn the stage into a bridge between tradition and the future," said People's Artist Nguyen Tien Dung.

Representatives of the Vietnam Puppetry Theatre said that all parties hope that, through the new performances, Vietnamese people everywhere will be able to see the image of their homeland again, and international tourists will find in each puppet show humane stories, a simple yet profound Vietnamese soul.

When the State, businesses and artists share the same heart for national culture, they will contribute to preserving, nurturing and spreading Vietnamese values ​​through the power of human creativity and belief.

It is expected that the cooperation programs will be elaborately staged, combining modern projection technology with traditional puppetry language, aiming to retell Vietnamese stories through the language of light and movement.

Impressive display booth of Vietnam Puppetry Theatre at the 2025 Autumn Fair.

According to the Government's orientation, the cultural industry will become a spearhead economic sector, accounting for an increasingly high proportion of the national GDP. To realize that goal, the joint efforts of the State, businesses and the creative community are needed.

At the 2025 Autumn Fair, Deputy Minister Ho An Phong once again emphasized the message: "Vietnamese culture can only develop strongly when all social components clearly recognize the value of creativity and join hands to create a healthy, effective cultural-creative ecosystem imbued with identity and humanistic spirit."

The "Quintessence of Vietnamese Culture - Trade Meeting" section at this year's fair vividly demonstrates the model of cultural-economic-tourism connection. Besides trade promotion activities, this is also a space to inspire creativity, spread knowledge, and connect domestic and foreign resources.

With a long tradition, the Vietnam Puppetry Theatre has always been the pioneer of the national art of water and dry puppetry. From rustic stages to modern stages in Europe and Asia, Vietnamese puppetry has become a unique art brand, imbued with the Vietnamese spirit.

In the new development flow, the Theater is both a performing unit and a center for creativity, production and cultural connection, contributing to realizing the goal of building an advanced Vietnamese culture imbued with national identity.

This cooperation step clearly demonstrates the innovative thinking of cultural management, when public art units proactively expand cooperation with the private sector, aiming for a flexible, autonomous, creative and effective operating model. Not stopping there, the accompanying businesses also have a deep sense of social responsibility, considering investment in art as investment in national image, brand and value.

THUY PHUONG

Source: https://nhandan.vn/nha-hat-mua-roi-viet-nam-ky-ket-hop-tac-bieu-dien-quy-mo-lon-post918964.html