What do you see after the BlackPink fever at My Dinh?

BlackPink's two shows at My Dinh gave social media and the public a lot to talk about. The sold-out stage, explosive performances... demonstrated the appeal of the Korean group.

If you ask if BlackPink is the best dancing and singing group in Korea, the answer is not certain. But if you ask if BlackPink is the most "harmonious" group in Kpop, from the perspective of performance and entertainer, BlackPink is at the top. That is one reason why every concert of BlackPink in the framework of the Born Pink world tour is sold out, recording a high number of live viewers, virality on social networks, and "dissecting" by the international press... BlackPink's concert in Vietnam, from the early days, non-fans (people who don't care about BlackPink) with the mindset of "who cares", but gradually got caught up in the "BlackPink whirlwind" from side information, the leaked performance list, the risk of show cancellation, culminating in the images after the first concert (July 29) that filled social networks. The admiration of fans, the curiosity of public opinion accidentally became a "communication strategy" to bring BlackPink to every corner.

BlackPink's two shows in Hanoi were both full.

"Zero-dollar media" campaign At noon on June 26, BlackPink's official page confirmed that they would be performing in Vietnam, the concert was called Born Pink World Tour Hanoi. Information about the most famous Korean group (at present) coming to Vietnam, which was also the last stop in Asia, appeared frequently in the media. The incident that followed happened to Black Pink. A day later, social networks were abuzz with information that the show was at risk of not being able to take place due to lack of permission, fans were temporarily reassured when the Director of the Hanoi Department of Culture and Information confirmed that they had "just asked for permission". While everyone was hunting for tickets, Blink (BlackPink's fandom name) was shocked by the information that IME - the unit producing the show - had a map containing sensitive images. The chance for Vietnamese fans to meet their idols was uncertain when Korean newspapers also reported on the incident. At that time, the CEO of IME apologized: "The map image on the website does not represent any national territory. We are aware of the need to respect the sovereignty and culture of countries. IME has reviewed and committed to replacing images that are not suitable for the Vietnamese people. We apologize for this unfortunate misunderstanding."

Sea of ​​people at BlackPink's second show at My Dinh

While the Born Pink World Tour Hanoi stage was being assembled, the concert was facing the risk of stopping right before the G hour because VCPMC (Vietnam Center for Music Copyright Protection) said that IME Vietnam - the organizer of the BlackPink concert in Hanoi - had not paid the copyright fee. It was not until the afternoon of July 28 that IME worked with the Inspector of the Ministry of Culture - Sports and Tourism, the Inspector of the Hanoi Department of Culture - Sports and VCPMC, and paid the copyright fee before 12 noon on July 29. The representative of the organizer of the Born Pink concert in Hanoi said that the copyright fee to be paid was much lower than the 11 billion VND that VCPMC initially announced. Information about ticket brokers, the situation of "offering", "dumping goods" in front of My Dinh Stadium, standing until dawn at the airport waiting for BlackPink... created a common mentality for public opinion: Who is BlackPink, what is the BlackPink show that makes young people noisy. Until BlackPink's music night on July 29 took place. 30,000 spectators, My Dinh Stadium filled, traffic jams for kilometers on the road in front of the gate... created a push for everyone, every household to follow BlackPink. BlackPink's formula for success Sharing with Tien Phong, media expert Hong Quang Minh said that BlackPink's image flooded social networks after two shows in Hanoi was predictable. The number one Korean girl group coming to Vietnam is a big bang in the country's entertainment industry. "BlackPink is a global phenomenon, the number one group (BTS is gradually separating to do solo activities) that is active, owning many records, impressive numbers. Any speculation that 'BlackPink will flop' is emotional because no similar idol has ever come to Vietnam before", said Mr. Hong Quang Minh. Previously, Super Junior, SNSD, DBSK only stopped at Asian phenomena. After more than 10 years, the income of young people and families with children who are fans of Korean idols has increased sharply. The booming concert culture is also an important factor that makes BlackPink's show tickets "sold out". During the concert, BlackPink tried to create a version of a "Vietnamese music group" when they greeted fans in Vietnamese, mentioned pho, banh mi, and how Rosé humorously described Lisa "slurping a bowl of pho". That quickly became a headline in the press and social networks. BlackPink succeeded when they paid attention to the details and culture of the country they performed in. According to experts, this is a common formula that is not only applied by BlackPink. All famous people, even politicians and businessmen who come to Vietnam, always want to receive the love of the local people when they show their ability to speak Vietnamese, love the culture, cuisine , here is banh mi and pho. "BlackPink has performed in Thailand many times, they rarely show affection for the local culture because it is a familiar market, always sold out. But when coming to Vietnam, a new market, they want to find a way to win hearts to move towards future commercial activities," Mr. Hong Quang Minh explained. Regarding the media factor, experts say this is a "reputation amplifier" for BlackPink. Some people rely on the media, waiting for BlackPink to love them again, but that is a matter of timing and emotion. But that is also a great success for BlackPink when approaching a new market like Vietnam. Regarding the opinion that BlackPink does not sing well, dance well, experts say the "excellent person" factor must have a time to shine, the right opportunity. BlackPink appeared when many "American" stars failed. After the digital music market exploded, BTS and BlackPink benefited from their inherent advantages.

BlackPink successfully promoted Vietnamese culture during their performance.

"In the music industry, winning the US market means winning globally. Their tour is the biggest tour of a group in the US, more successful than some stars in the US. Of course, BlackPink is a strong group, with even appearance and talent, iconic image, solidarity, strong energy to conquer and attract fans. That is the most prominent factor is the iconic images and importantly, they are very united and are all girls with great energy to conquer. The success of the show on July 29 became a huge "media push" for the second night. "The first night sold out because of the "first to see" effect, the second night was successful because of the image and music that went viral after the first night. The FOMO (fear of missing out on something interesting) psychology of Vietnamese people is very strong, so there were audiences who were not BlackPink fans. They participate out of curiosity and don't want to miss it," the expert said. In just two hours, the BlackPink concert was considered "worth the money" thanks to the harmony and support of music, fashion , and fan interaction. For the expert, this is "not difficult to learn" but "not easy to succeed". "When watching the world's number one girl group interact, fans are ready to scream because it is 'obvious', millions of people around the world have done it. But when local artists do that, the audience will like it but the emotions will decrease. Relative comparison shows that Vietnamese artists can learn. But in terms of music and fashion, it depends on the audience's own judgment. During the performance, Lisa and Rosé "flirted" and kissed on stage many times, which is a way for Korean idols to create good media effects. Experts agree that it is an effective way to attract fans. "BlackPink is a global phenomenon but there is also a lot of pressure to bring attractive and interesting things to each country. If there are no such 'key moments' in the performance, it will not be a premise for future comebacks, if any," Mr. Hong Quang Minh added.