The draft documents of the 14th National Party Congress are receiving attention and comments from all levels of government, people, intellectuals, artists, researchers and managers across the country.
In the cultural field, experts believe that Vietnamese culture and arts have had positive marks in recent times, but have not yet transformed into strength for the country. In the new period, art in general, and music in particular, are expected to be the key to bringing economic benefits and building Vietnam's "soft power" to the world.
A concert of the show "Anh trai say hi" (Photo: Vie Channel).
From the G-Dragon concert fever, looking back at the Kpop effect in the world
Recently, Korean singer G-Dragon chose Vietnam as a stop in his world tour Übermensch . The two concerts held in Hung Yen on November 8 and 9 attracted nearly 100,000 spectators, becoming the center of attention for fans.
Before Vietnam, G-Dragon's Übermensch tour made a big splash in Japan, the Philippines, Malaysia, Indonesia, China, France, the US and Australia. According to Money Today (Korea), the tour brought significant economic benefits to the host localities.
G-Dragon at a concert held in Hung Yen (Photo: character's Instagram).
At this time, the girl group Blackpink also performed a global tour called Deadline. On October 18 and 19, Blackpink stopped in Kaohsiung (Taiwan, China), attracting about 60,000 spectators each night. According to the Kaohsiung Economic Bureau, the two concerts brought in 300 million NTD (about 253 billion VND) in tourism revenue, creating an unprecedented fever in the locality.
In July, BlackPink also set a record when they became the first girl group in the world to "sell out" SoFi Stadium (Los Angeles, USA), attracting more than 100,000 spectators for two shows.
Many audiences commented that the tours of G-Dragon and Blackpink not only show the influence of top Korean stars, but also reflect the overwhelming power of the Kpop wave (Korean youth music) on the Asian and world markets.
Blackpink's two concert nights in Kaohsiung attracted about 120,000 spectators (Photo: Allkpop).
Speaking to Dan Tri reporter , music expert Hoang Huy Thinh said that the Korean performance industry has an incredibly fast growth rate.
If around 2010-2014, Kpop concerts were mainly limited to the Asian region, with a scale of about 10,000-20,000 spectators/night, then the miraculous breakthrough of third-generation groups such as BTS, Blackpink, Twice... has brought the Korean performance industry to strongly "invade" the US and European markets.
BTS has sold out concerts in 30,000-50,000-seat stadiums in the US, UK, France, and Brazil, earning hundreds of millions of dollars per tour. Similarly, Blackpink has also had successful world tours, setting record sales, surpassing many legendary Western girl groups.
"Today, it is no longer uncommon for Korean celebrities to hold concerts all over the world - especially in major markets that were once considered the preserve of Western artists. The rise of K-pop in many parts of the world shows the power of music in bridging cultures and breaking down language barriers.
Korea's "soft power" here is not only in songs or choreography, but in its ability to create large-scale cultural resonance. Global tours create a chain effect for tourism, services, media and local economies. Through that, Korean music has opened up a broader perspective, where each idol becomes a piece of soft power, shaping the tastes, enjoyment and consumption culture of international audiences," the expert commented.
How South Korea builds "soft power" from music
After more than two decades of focused development, Kpop with activities such as organizing concerts, selling music CDs, releasing music online, selling merchandise (souvenirs)... has become a billion-dollar industry, transforming "soft power" into important economic benefits for Korea.
According to a report released by TikTok and UK market research firm Kantar this year, the current market size of the K-pop industry is estimated to reach $76 billion. With this growth momentum, the potential for K-pop-related goods, services and products is estimated to reach $143 billion by 2030.
BTS - a globally famous Korean music group (Photo: BigHit Entertainment).
To understand why K-pop has conquered the world, experts say we must look at the ecosystem between art, media and national strategy. In which, the Korean government's policies to support cultural development play an extremely important role.
According to the Financial Post , since 2005, the South Korean government has launched a $1 billion investment fund to support the music industry. In 2014, the country spent 1% of its budget on subsidies and low-interest loans for cultural businesses, established agencies to promote and expand K-pop exports, and opened more cultural departments at universities.
Of course, Kpop becoming a huge profitable industry is not a story of one day. The brand of each group, each idol and each entertainment company is formed based on a process of thorough market research and professional training.
There, entertainment companies not only "sell" music, but also market "singer images", building a rich ecosystem, from singing, dancing, fashion to individual stories.
Mr. Jeong Jae Min - Head of Music Cooperation Department of Kakao Entertainment - spoke at the conference on October 31 (Photo: Organizing Committee).
At the Korea - Vietnam Content Forum held at the end of October in Ho Chi Minh City, Mr. Jeong Jae Min - Head of Music Cooperation Department of Kakao Entertainment - gave a speech about Korea's systematic artist training model - a "success formula" that can suggest a development direction for emerging markets like Vietnam.
Mr. Jeong Jae Min said that the success of Kpop comes from a clearly structured training and development system with a global scale. The five important stages in this process include: Selection (searching for potential talent everywhere such as schools, on social media, at public or global auditions); training (comprehensive training, not only singing and dancing, but also learning about communication, language and cultural understanding); evaluation (weekly, monthly); introduction to the audience and finally brand expansion.
After debuting, artists continue to expand their brand value through music, videos, tours and products, creating a commercialized ecosystem that revolves around the individual.
However, in reality, on average, only about 5 out of 100 trainees in "training centers" have the opportunity to debut. The harshness of Kpop is even more fierce and complicated, when only a few idols and groups debuting each year become famous, enter the domestic charts and nurture the dream of reaching out to the world.
Besides government support policies, a systematic selection, training and operation system, the success of Kpop also depends largely on media and technology. Catchy songs, eye-catching dances, impressive performances are not enough, but also need to take advantage of social media to make the dream of "global superstar" come true.
Starting with the "explosion" called Gangnam Style (PSY's 2012 song), up to now, Kpop has owned many hits with billions of views on YouTube. The participation of platforms such as YouTube, Facebook, TikTok has contributed to increasing the recognition of Korean music, increasing opportunities for Korean cultural exchange, thereby further strengthening the soft power of the Kpop industry.
In addition, Kpop idols always take advantage of their influence to diversify their revenue sources. The profits that Korean singers bring in are not only from music, but also from many other products and services such as beauty, food, fashion and tourism.
As the K-pop wave becomes a global phenomenon, audiences from all over the world will also be interested in many areas such as Korean tourism , learning Korean, fashion and Korean cuisine, thereby indirectly stimulating the economy of this country.
Lessons for Vietnam to conquer the aspiration of exporting Vietnamese music
Sharing with Dan Tri reporter , Mr. Tran Thang Long - Head of music and Vietnamese artist marketing department of Universal Music Vietnam - commented that the Kpop industry is a methodically developed music market with a high level of competition over a long period of time.
"The most valuable thing to learn from the Kpop industry is not the catchy songs, eye-catching choreography or spectacular videos, but the fact that they have broken down language barriers and created a unique, modern music scene that has had a global impact. That is very inspiring and worth learning for Vietnamese music to make a concerted effort to invest properly and find its own path," Mr. Long said.
According to Mr. Tran Thang Long, compared to the previous generation, the current generation of young Vietnamese artists has many opportunities to succeed, shine through music and reach out internationally. Looking at the overall picture of the past 2 years, the Vietnamese music industry has been on the path of rapid development, relatively stable in both quality and internal strength, to catch up with the international market.
Artists performing at the concert "Brother overcomes thousands of obstacles" in Ho Chi Minh City on September 7 (Photo: Khoa Nguyen).
Media expert Hong Quang Minh frankly stated that the core of learning from Kpop's success is not "copying", but in exploiting Vietnam's unique identity and temperament.
"Korea can do it because they focus their resources, have a consistent vision and invest systematically in every step, from training, production to communication. But more deeply, they tell their own stories, in a global language: High entertainment, polished images, emotional messages.
Vietnam can absolutely do the same thing, if we stop doubting ourselves, stop being so obsessed with "chasing views" and instead invest in the quality of content, storytelling identity and cultural positioning. Regarding music, we have a deep repertoire of folk songs, red music, and classical music. But if we don't know how to put all of that into mass products in a subtle and attractive way, the world will have no reason to listen to us," Mr. Minh suggested.
Singer Chi Pu and Korean rapper BI at a music festival in Ho Chi Minh City on November 16 (Photo: Facebook character).
According to Mr. Hong Quang Minh, Vietnamese music does not lack talent, but lacks long-term vision and strategic connection between creators, investors, media, and cultural policy.
"Korea has Kpop, but then they push TV dramas, video games, fashion, cuisine, all revolving around an axis to convey the Korean spirit to the world in many formats. Vietnam now has many shining individuals, but to create a "Vietnam wave" it needs more.
We need a supportive ecosystem, a well-planned media plan, and the nurturing of both cultural foundations and strategic thinking. We lack a generation of artists who have both strong creative personalities and a sense of exploiting Vietnamese identity in a subtle way. We lack producers who dare to invest long-term in quality, balance, and not just chase short-term views.
In particular, international communication strategies are also very important, to bring Vietnamese art products to the right channels and to the right global audience. When we stop "fishing close to shore" and start investing in "cultural journeys across the ocean", then the Vietnamese wave can truly take shape," said Mr. Hong Quang Minh.
Son Tung M-TP has many songs that have attracted attention in the Asian market such as "Run Now", "Lac Troi", "Hay Trao Cho Anh"... (Photo: Facebook character).
Associate Professor Dr. Bui Hoai Son - Standing Member of the National Assembly's Committee on Culture and Education - said that success in exporting culture, especially music, requires a systematic strategy. Taking the example of South Korea, Mr. Son said that this country has built not only a supporting cultural ecosystem, but also a strong cultural promotion network to make an impression and maintain influence in the international market.
Following the path of Korea, Vietnam also needs to consider investing in this ecosystem: Building policies to support artists' international development, and more proactive cultural promotion activities abroad.
Mr. Bui Hoai Son also gave his opinion on capital support solutions, in which the State should have funds to support artists and music projects, helping them have financial resources to produce high-quality music, organize international tours, or participate in major music events abroad.
Creating a favorable financial environment, with preferential policies for businesses investing in music, will also be a great driving force for the development of this industry.
The explosion of reality shows and concerts about "older brothers" has created vitality for the Vietnamese music market in the past two years (Photo: Vie Channel).
In addition, experts believe that it is necessary to remove the bottlenecks in thinking in the way music is perceived and managed. Managers need to change their thinking, from seeing music as just a form of entertainment to seeing music as an important cultural industry, capable of contributing to economic development and promoting the national image.
It is necessary to encourage creativity and diversity in music, creating conditions for new and emerging music genres to develop and appear, thereby creating a richer and more attractive music market.
"Finally, a proactive and positive cultural promotion policy will be essential to bring Vietnamese music to the world. There needs to be strong promotional campaigns, not only to introduce music products but also to introduce Vietnamese culture to international friends. This will not only help enhance the value of Vietnamese music brands but also affirm our position in global culture," said Mr. Bui Hoai Son.
Dantri.com.vn
Source: https://dantri.com.vn/giai-tri/tu-g-dragon-nghi-ve-cong-thuc-ty-usd-kpop-va-suc-manh-mem-cua-viet-nam-20251119145724313.htm
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