The year 2023 witnessed the "landing" of many international artists in Vietnam and created music events that attracted a "huge" audience, such as in March, there was a concert by Korean group Super Junior with more than 15,000 spectators at Military Zone 7 Stadium, Ho Chi Minh City; in June, there was Seen Festival in Hoi An, Quang Nam; in October, there was Westlife - a boyband bringing The Wild Dreams Tour to Ho Chi Minh City; in November, there was Wow-K Music Festival, in December, there was Hozo in Ho Chi Minh City; then Charlie Puth, Maroon 5 also came to perform in the 8Wonder music festival series in Nha Trang and Phu Quoc; on December 20, Katy Perry sang for the first time in Hanoi at the Vinfuture awards ceremony...
Looking back at the concert boom in Vietnam and the rise of the country's cinema, it also shows that Vietnam has great potential for the entertainment industry to exploit more strongly the needs of the audience, while changing to meet the tastes of domestic music and cinema...
In particular, Black Pink's concert took place on July 29 and 30, 2023. Previously, no event organization company had brought such top international artists, who were at their peak, to our country. The Born Pink concert, part of Black Pink's world tour, attracted more than 67,000 spectators and was considered an unexpected success, with revenue from the two shows estimated at VND335 billion (about USD14.1 million), equivalent to other countries in Asia. According to data from the Hanoi Department of Tourism, total revenue from tourists during the two shows of the Korean group Black Pink reached about VND630 billion. The Born Pink event is a cultural "explosion", a strong proof that culture does not stop at entertainment but is the driving force of economic development. That means the cultural industry is making money.
Not only international concerts have created an explosion in audience numbers, in early 2024, we witnessed Vietnam Television produce the program "Hoa Xuan Ca" with an emotional artistic space, a "party" of sound and light. Creating the color of a grand concert because of the careful attention and investment in music and advanced staging techniques. The program has earned a large amount of advertising revenue, and if organized as an outdoor concert, the audience would not be less than concerts by international artists.
The explosion of the domestic film industry through a number of films released in theaters. For example, the film “Mai” by Tran Thanh caused a fever at the box office and achieved the highest revenue ever, reaching the milestone of over 500 billion VND…
Developing culture and cultural services is a way to transform soft resources into cultural products and services on the market, creating economic resources for reinvestment; making culture penetrate deeper into the public, truly becoming a dynamic pillar in the development of the market economy.
In the past, many people still considered culture a separate specialty, culture was something sacred, needed to be worshiped, not something commercial. But from the explosion of international artists' concerts taking place in Vietnam and the recent film phenomenon, we have a more specific, vivid and profound view of the economic problem from the cultural industry, seeing culture as the driving force of economic development. And a talented artist who is an idol of a large part of the public can also create a "cultural economic model". For example, Taylor Swift - America's "country music princess", was named to Time magazine's Person of the Year list in 2023.
Swift stood out with the Eras Tour - the biggest tour in history, surpassing the $1 billion mark in revenue for the first time. People are talking about her as a global economic phenomenon, and the "savior" of the US economy when she can boost nearly $4.6 billion for the country's economy. According to Melbourne Mayor Sally Capp, Taylor Swift's Eras Tour performance alone helped the Australian economy increase by $790 million (about 19.4 trillion VND). The first night of Taylor Swift's Eras Tour concert in Singapore took place on the evening of March 2 and attracted more than 50,000 spectators. Among them were a number of Vietnamese artists, Vietnamese fans who admired their idols and spent a lot of money to "burn out" with this concert. The name Swift has now become Swiftonomics - the Taylor Swift economy.
Looking back at the concert boom in Vietnam and the rise of the country's cinema also shows that Vietnam has great potential for the entertainment industry to exploit more strongly the needs of the audience, while changing to meet the tastes of domestic music and cinema; showing more clearly the creative capacity as well as the production organization technology of a number of cultural industries such as music and cinema have been gradually standardized and upgraded, the potential strength in the team of cultural workers, the potential cultural strength in each person is helping Vietnamese culture have positive and memorable movements.
It is also a solid foundation for the next steps in the fields that are affirming their position as the "spearhead" on the path to promoting the development of the cultural industry in the coming time.
However, along with the talent of each artist, support from policy platforms is an extremely important factor in nurturing and developing talent, especially in the fields of music and cinema.
Vietnam has a young population structure with the population under 15 years old accounting for 25.2%, the population of working age accounting for 70.7%, and the population over 65 years old accounting for 4.1%. Vietnam's young population structure brings many economic and cultural benefits. The young population has high consumption demand, creating a large consumer market for cultural products and services. This is a good opportunity, if the cultural industry misses it, it would be a pity. Although there is still room for improvement, the State has initially had a mechanism to encourage the development of cultural talents, the remaining issue depends on the persistent creative efforts and dedication of artists and support teams in the production process of cultural industries.
We believe that with the recent concert and film "explosions", we will learn many useful lessons, ways to invite the world's great artists to Vietnam and become a boost for the country's cultural industry, to have more "Mai", "Dao, Pho and Piano", and not "luck".
So that national culture is not a purely spiritual, non-production, non-profit field, not a field that only "knows how to spend money", but a field that directly brings economic benefits, many added values thanks to the diversification of cultural products associated with production and tourism, promoting economic growth in a sustainable way.
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