From the aspiration to become a global meeting point.

Vietnam is gradually becoming an official stop on touring programs. Behind each dazzling stage is a test of organizational capacity, strategic vision, and the aspiration to position national culture within the flow of integration.

Editor-in-Chief of Nhan Dan Newspaper, Le Quoc Minh, once shared his desire to "bring Vietnam to an official stop." "Official" doesn't simply mean appearing on the tour schedule; it's an acknowledgment of the market size, the purchasing power of the public, the performance infrastructure, and the ability to ensure security and technical standards that meet international requirements. When a country is included in the tour schedule from the design stage, it means that country is recognized as a stable link in the global cultural industry value chain.

Each international tour is a long-term undertaking. To invite renowned artists, organizers must prepare for years, negotiating schedules that align with regional tour routes to optimize costs. Organizing a tour individually increases investment and financial risk. This necessitates a collaborative mindset, linking businesses, and even countries within the region to share infrastructure and resources. The cultural industry cannot thrive on fleeting inspiration, and a multi-faceted approach is even more crucial.

The Good Morning Vietnam program, co-organized by Nhan Dan Newspaper and featuring the famous band Secret Garden in their official tour, combined art with charity and tourism promotion. When international artists associate their names with a socially meaningful project, the value of the event is enhanced, and the image of the country is spread naturally and sustainably.

From a strategic perspective, the challenge is to position Vietnamese culture within the global flow. Hosting international tours is necessary, but it cannot be limited to merely serving as a "venue for rent." More importantly, it's crucial to create opportunities for international artists to experience and incorporate Vietnamese elements into their artistic products, from landscapes and traditional music to stories about the people. In this way, each performance will become a soft advertising channel, contributing to building the national brand.

MAI AN

Source: https://www.sggp.org.vn/tu-khat-vong-diem-hen-toan-cau-post840613.html