In July 2023, the Korean band BlackPink created a fever with two concert nights in Hanoi attracting more than 67,000 spectators. For more than a year, Korean artists have been eagerly coming to Vietnam to hold shows, but the effect was not as expected.
Cancel the bet suddenly
At noon on November 13, the Organizing Committee (OC) of "K-time live in Hanoi" announced the cancellation of two music nights scheduled to take place on November 16 and 17 at My Dinh National Stadium, Hanoi.
Apink was one of the Korean groups introduced to perform at “K-time live in Hanoi” - an event that was later canceled.
The organizers did not provide clear information on the reason, but the fact that the event struggled to sell tickets also shed some light on things. According to the reporter, the event ticket prices ranged from 800,000-4,500,000 VND, with the majority of tickets being seated, and were on sale since October 30. However, by November 12 (4 days before the show), no ticket class had been sold out.
Previously, "K-time live in Hanoi" was introduced as a major music event, combining Korean cultural experiences and was oriented to become an international tour, with Vietnam as the first destination.
The organizers also introduced a lineup of famous artists participating such as: Super Junior D&E (Donghae and Eunhyuk), Super Junior LSS (Leeteuk, Shindong, Siwon), Apink, The New Six, Highlight, ONF, TripleS, singers Hyolyn, Hwasa and Onew.
This is not the first time an event featuring KPop artists has been canceled in Vietnam. Remember, the event "KPop open air #2" was announced to take place on December 23-24, 2023 at My Dinh Stadium but was then suddenly canceled.
Bom Entertainment - the organizer of the music night said that they realized that they could not guarantee and meet all the requirements reported to the Hanoi People's Committee, as well as the plan announced to the audience as originally. It is known that the ticket price for this program ranges from 900,000 to 15,000,000 VND.
Audiences who purchased tickets were promised a refund, but according to Giao Thong Newspaper's investigation, Bom Entertainment has not yet completed this task. Giao Thong Newspaper has contacted Bom Entertainment's hotline to clarify the refund progress for audiences, but this phone number is currently unreachable.
Lose the event of the local star
After the concert fever of the BlackPink group with two concert nights in Hanoi with a total of 60,000 spectators, there have been nearly 20 events by Korean artists held in Vietnam. However, none of the events have created a similar effect.
30 artists of the show “Anh trai say hi” performed in front of tens of thousands of audiences in Ho Chi Minh City in September.
If not canceled like the two events mentioned above, most of the shows only take place on a small and medium scale of a few thousand people or fan meetings (meeting fans, musical performances by actors) with only a few hundred or less than 1,000 people.
For example, in March 2024, the Super Junior LSS trio (Leeteuk, Shindong and Siwon) had to change the venue from QK7 Stadium (which can accommodate up to 5,000 spectators) to Rach Mieu Stadium, which has a smaller scale. This decision was announced 3 days before the concert took place.
In September 2024, Chanyeol's concert in Ho Chi Minh City also struggled to sell tickets. After more than 1 day of opening for sale, the EXO member's concert only sold out 8/18 ticket categories. After 1 month of opening for sale, the concert was still unsold. At the same time, Park Bom's debut "falcon" was held at the Hoa Binh Theater with a capacity of less than 2,500 seats. Meanwhile, actor Lee Jong Suk's fan meeting was held at a wedding center with a fairly small scale.
This is in complete contrast to the concerts of domestic stars. Recently, concerts and live shows of Vietnamese artists have been quite exciting. Typical examples are the concerts "Anh trai vuon ngan cong gai" and "Anh trai say hi". These two events have currently held a total of 5 concerts, each concert sold out 15,000-20,000 tickets in less than 1 hour of opening for sale.
Lack of preparation time
At the press conference for Tempest's concert in Vietnam, the representative of the concert organizer admitted that the organization of the Korean star concert encountered many difficulties and received doubts and concerns from the audience. The organizer also faced financial problems and operational capacity.
Artist Quoc Trung (second from right) and other artists in front of thousands of spectators at Monsoon music festival 2019.
Faced with the current situation of Korean stars flocking to Vietnam to hold music shows, many of whom have received disappointing results, the question is: Are KPop star concerts starting to decline in Vietnam?
In response to this question, musician Quoc Trung said: "We follow trends and also create many trends. However, this situation seems unsustainable."
Having organized many international music events with the participation of foreign stars, notably the "Monsoon Music Festival", musician Quoc Trung also finds it difficult to come up with a general formula for a music show that creates buzz and sells tickets. However, the musician commented: "According to the rules of developed countries, such music shows need to have a top-notch art program and enough time to do marketing for the program."
Sharing the same view, marketing expert Chang Tran said that, besides production, communication is an important factor that determines the success or failure of an art program. Taking the example of the event "K-time live in Hanoi" which had just had two concerts in Hanoi canceled, Ms. Chang said that the organizers officially announced the event and the participating artists at the end of October, more than half a month before the event took place.
"Meanwhile, to organize an event with tens of thousands of spectators, meeting the requirements of artistic quality at a moderate level, it takes a whole month, some programs take several months to implement and promote. Therefore, the time is too short, urgent, and coincides with the time when the two Anh Trai concerts open for ticket sales.
Not to mention, the audience of KPop stars is mostly young people (students), the audience of the show Anh Trai also includes middle-aged and elderly people - a potential audience that is more willing to spend money on tickets. When Korean stars massively organize concerts, the audience is also divided and has the right to choose," Ms. Chang analyzed.
According to the Korea Trade-Investment Promotion Agency (KOTRA), KPop is very popular in Vietnam. The scale of the music market in Vietnam is expected to gradually expand. In that context, KPop idol concerts in Vietnam are also expected to become more popular and larger in scale.
KOTRA's report shows that in 2022, Vietnam ranked 8th in the world and 3rd in Southeast Asia in terms of monthly spending on KPop, with fans spending an average of 9.3 USD (over 236,000 VND) per month. According to Touring Data, in 2023, just 2 shows in the framework of BlackPink's "Born Pink" tour in Hanoi attracted 67,443 audiences, with a "sold out" rate of 100%, earning revenue of 13,660,064 USD (over 333.4 billion VND).
Source: https://www.baogiaothong.vn/khi-sao-han-chat-vat-ban-ve-tai-viet-nam-192241121230958576.htm
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