2026 continues to be the year of young artists: Tang Duy Tan, Wren Evans, 2pillz, Phung Khanh Linh... - Photo: FBNV
Recently, RMIT University Vietnam published its report, "Overview of the Vietnamese Music Industry 2025-2026," which is over 120 pages long.
The report notes that the Vietnamese music market is demonstrating its strength in exchange and connection from the domestic to the international level. Streaming music is projected to reach $27.54 million in 2025, accounting for more than half of Vietnam's digital music market revenue. YouTube, TikTok, and Spotify are the three most used platforms.
Vietnamese audiences still prefer pop music (V-pop, K-pop, US-UK Pop, C-Pop, J-Pop, etc.), accounting for 68.4%; followed by ballads at 60.9%, rap (45.5%), RnB (41.2%), EDM (40.3%), etc. On average, Vietnamese people spend between 1 and less than 2 hours listening to music per day.
According to the same report, Vietnamese audiences spend the most on music streaming subscriptions on digital platforms (71.7%), followed by live events such as concerts, live shows, and fan meetings (60.9%).
In 2025, over 800 music events were either held or announced. The frequency of events increased sharply during the summer, peaking in August.
Combining cultural heritage with global trends continues to shape V-pop's unique identity in the new year.
In 2026, the concert market is predicted to remain hot - Photo: D.DUNG
Highlights of V-pop's unique identity
Associate Professor Dr. Nguyen Van Thang Long - Head of the research team behind the report - told Tuoi Tre newspaper that over the past two years, Vietnamese artists and audiences have found common ground in incorporating local values into global musical structures.
"Artists are not viewing traditional instruments as mere surface decorations, but rather are encoding cultural thinking within each modern melody, creating a unique identity that can be tentatively called V-folktriotism," he said.
He predicted that in 2026, the combination of cultural heritage with global trends would continue to shape the unique identity of Vietnamese V-pop artists and audiences.
While agreeing with the above viewpoint, music critic Nguyen Quang Long commented that if 2023-2025 was a period of discovering heritage as a source of curiosity, then from 2026 onwards, this trend may enter a phase requiring depth and genuine creative ability. This means that heritage is no longer an inherent advantage because young audiences are already familiar with it. Going forward, there will be a distinction between products with artistic thought and products that are merely "labeled as cultural."
North Bling is one of the musical phenomena of 2025 that combines cultural identity with global trends - Photo: FBNV
He warned that "this trend is facing the risk of 'formulaization' (folk style combined with electronic beats; traditional costumes combined with modern choreography; festival imagery combined with temples and pagodas...). If overused, it will become a theatrical, festival aesthetic, no longer musical creativity."
"Separating heritage from contemporary life and becoming bogged down in tradition will cause works to stray from the moods, issues, and lives of today's youth, instead leaning towards nostalgia. There is a very high risk of confusing identity with formal nationalism," the critic warned.
To move towards true industrial professionalization, we cannot rely solely on fleeting market excitement or luck from media algorithms.
Assoc. Prof. Dr. Nguyen Van Thang Long
Which trend will dominate?
Music critic Nguyen Quang Long predicts that in the new year, artificial intelligence (AI) and music technology will become central to creativity. "This will be one of the biggest trends in 2026 and the years after. AI will be deeply integrated into music composition, production, and performance," he said.
The next trend is globalized music and genre diversification, with global trend data bringing in many previously marginal music genres.
Meanwhile, the demand for real music will increase, and the physical music experience will grow. Vinyl records and physical products will reappear in greater numbers. Concerts, tours, and live experiences will be favored.
Source: RMIT University Vietnam - Graphics: TAN DAT
Musician Huy Tuan believes that the trend of combining traditional and contemporary elements still offers plenty of material for young people to explore: "I believe this trend will remain popular this year, and hopefully it will last longer. It won't just be a trend, but could gradually become a unique feature, giving V-pop its own distinct language within the global contemporary landscape."
Huy Tuan added that rap will also become a more popular trend as we have a generation of rappers maturing, moving past their initial rebellious phase and delving deeper into life experiences, becoming more diverse.
Mr. Thang Long also pointed out several other trends for 2026. Audiences are becoming increasingly "fragmented." Recent viral songs no longer follow mainstream formulas, but are often an unexpected blend of genres, languages, and sonic aesthetics.
While mainstream genres like bolero, ballad, and sentimental pop still dominate the media, there exist parallel communities of listeners who have a special love for jazz, experimental, electronic, or blended styles…
Tuan Hung revealed the reunion of the band Qua Dua Hau (Watermelon) on his personal page - Photo: FBNV
Expectations for the New Year
In 2025, musician Huy Tuan "looks forward to a more explosive year for professional stages."
According to the musician, the past year has been a breakthrough year for the performing arts market with major concerts. In particular, the investment in staging and the incorporation of many new technologies for the stage have resulted in very high-quality and truly entertaining shows.
"Along with a new, younger audience willing to spend money to support their idols, this will bring new vitality, giving organizers more confidence to bring high-quality artists and shows from around the world to the Vietnamese market, instead of stopping at Thailand or Singapore as before," Huy Tuan said.
Associate Professor Dr. Nguyen Van Thang Long said that 2026 is expected to be a milestone when Vietnam officially moves beyond the label of a potential market to become a strategic stop on the international touring map of music superstars.
However, the recent controversial show cancellation "has revealed dark aspects of risk management capabilities, putting the path to success for Vietnamese music before facing challenging tests of trust."
"When operational capabilities are standardized and risks are controlled by systems rather than subjective feelings, Vietnamese performing arts will truly generate sustainable revenue and become an important engine contributing to the overall growth goals of the entire cultural industry," Mr. Long expressed.
The older brothers have dominated the airwaves for the past two years - Photo: FBNV
Who knows if the brothers will continue to make history in 2026? - Photo: FBNV
Many projects in 2026
At the beginning of the year, a number of artists released new products: Vu Thanh Van (album "The Escape" ), Xiri (EP "HEY XIRI "), Wren Evans (album "Explosion "), Juky San (album " Drenched in Love" ); Kimmese (EP " For My People" , MV " In the Heart of the Capital ")…
On January 14th, singer Tuan Hung posted a photo on his personal page of himself with Bang Kieu and Anh Tu, revealing the reunion of the band Qua Dua Hau (Watermelon). It is known that the group will have two " Memorandum" concerts in March at the Ho Guom Theater, reuniting with their audience after more than 20 years apart.
Also in March, director Hoang Cong Cuong organized the show "Tickets Back to Youth" at the Hanoi Athletics Stadium, featuring singers Phuong Thanh, Lam Truong, Pham Quynh Anh, Quoc Thien, and the band Buc Tuong…
Phan Đinh Tùng also revealed that his hit song "Birthday Song" will have a special edition featuring five artists from five continents, as well as dozens of domestic artists.
2026 also marks the 25th anniversary of the death of musician Trinh Cong Son, and his family is planning commemorative programs for the year. According to our sources, Tung Duong also plans to hold a solo concert this year.
Dau Dung - Tuoitre.vn
Source: https://tuoitre.vn/nhac-viet-nam-2026-toi-roi-day-20260116100807685.htm#content-2
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