Vietnamese culture becomes the golden material to help the advertising industry reach international level.

The Vietnam Creative Advertising Career Forum with the theme “Creative advertising on the cultural and technological foundation of the new generation” recently took place in Ho Chi Minh City, gathering more than 1,000 students, hundreds of experts, more than 30 businesses and artists.

Held within the framework of the Vietnam Creative Advertising Awards - Van Xuan Awards 2025, the forum opened up a space for lively discussion. Mr. Cao Van Chong - Deputy Director of the Department of Culture and Sports of Ho Chi Minh City shared that the intersection between digital technology and national cultural identity is creating remarkable progress.

Advertising is not only a communication tool but also a bridge connecting values and contributing to building the cultural industry, one of the city's creative economic pillars.

Mr. Cao Van Chong - Deputy Director of the Department of Culture and Sports of Ho Chi Minh City spoke at the event.

Opening the sharing session, Ms. Nguyen Thanh Giang - General Director of The Purpose Group emphasized: "Culture is not just memory or tradition, but an endless source of creativity. It is the land that nurtures inspiration, helping each advertising idea to have its own breath, both familiar and different."

According to Ms. Giang, in the context of globalization, culture becomes a positioning factor to prevent brands from being lost. Advertising not only conveys commercial messages, but is also a channel to tell the story of Vietnamese culture to the world. She affirmed: "Tradition provides materials, modernity brings tools to spread. When knowing how to exploit culture with pride and responsibility, Vietnamese creativity can both preserve the national soul and reach international stature."

Next, Mr. Nguyen Tien Huy - General Director of Pencil Group brought an inspirational perspective on the journey of "making friends with technology". He believes that artificial intelligence (AI) and digital tools are not only supporting means, but also "leverage" for Vietnamese ideas to break through in scale, speed and accessibility.

Mr. Huy shared: “If we only stop at traditional creative methods, we will be limited. Technology, especially AI, opens the door for Vietnamese ideas to be replicated, connected and reach the global audience."

At Pencil Group, technology is integrated into every step from data analysis, optimizing communication campaigns, to testing new interactive platforms. Although acknowledging difficulties in human resources, copyright and costs, Mr. Huy emphasized: "In challenges there are always opportunities. Only when we dare to try, dare to make mistakes and dare to adjust, can we set new standards for creativity."

DTAP group shares at the Vietnam Creative Advertising Industry Career Forum.

In the discussion session led by Journalist Khong Loan - former Deputy Editorial Secretary of Forbes Vietnam, the speakers analyzed the relationship between culture and creativity.

Diplomat Ton Nu Thi Ninh - President of the Ho Chi Minh City Peace and Development Foundation affirmed: "Culture is not a 'nice to have' but a 'must have'. It is the luggage for young people to step out into the world with confidence and their own identity."

“In your loneliness, the thing that no one can take away from you is culture. Culture will accompany you on every journey, whether it is diplomacy, art or creative advertising,” said Ms. Ton Nu Thi Ninh.

Sharing about the cultural element in advertising, Journalist - Director Nguyen Truong Son - Chairman of the Vietnam Advertising Association emphasized: sustainable advertising needs emotion and soul, which can only originate from a cultural foundation. He warned that in the digital age, without culture, creativity can easily become shallow and difficult to create long-term value.

According to Mr. Nguyen Truong Son, in the digital transformation era, everyone can become an advertiser and can create quality advertising works. This is an opportunity as well as a challenge for young people in the future to incorporate cultural elements into advertising.

Meanwhile, members of the DTAP band said that many of the songs the band has composed over the years have incorporated Vietnamese cultural elements. For example, the MV De Mi Noi Cho Ma Nghe performed by singer Hoang Thuy Linh.

The song's melody is a blend of vibrant dance-pop with Northwestern folk elements. Typical sounds such as the flute, drum beats and folk melodies are subtly incorporated, creating a blend of traditional and modern elements.

According to the representative of DTAP group, when composing this song, the group members had to refer to many documents about culture, music, and customs of the people of the Northwest region, to help the song stick closely to the regional culture, instead of popular modern melodies.

DTAP is behind the success of many famous artists.

Along with the discussion session, students and attendees also explored the Innovation Hub, which showcased communication solutions using virtual reality (VR), artificial intelligence, and multimedia platforms. More than 30 creative advertising booths and 100 job opportunities were introduced, providing a direct bridge between businesses and the young generation with a passion for creativity.

The Vietnam Creative Advertising Career Forum with the theme "Creative advertising on the cultural and technological foundation of the new generation" is not only a place to exchange ideas, but also a key activity in the series of events of the Vietnam Creative Advertising Awards - Van Xuan Awards 2025.

This event is not only a bridge between generations but also affirms an inevitable trend: Vietnamese culture is the golden material for advertising to break through and reach international level.

The Vietnam Creative Advertising Career Forum with the theme "Creative advertising on the cultural and technological foundation of the new generation" is an activity within the framework of the Vietnam Creative Advertising Award - Van Xuan Awards 2025.
This is a prestigious annual award initiated and organized by the Ministry of Culture, Sports and Tourism, Ho Chi Minh City People's Committee and Vietnam Advertising Association. The Department of Grassroots Culture, Family and Library, Ho Chi Minh City Department of Culture, Sports and Tourism and VINAMA Media Joint Stock Company jointly organize the event.
The award honors the best creative campaigns and ideas in Vietnam.

Ngoc Thanh

Source: https://vtcnews.vn/van-hoa-viet-tro-thanh-chat-lieu-vang-giup-nganh-quang-cao-vuon-tam-quoc-te-ar965448.html