Creating Innovative Solutions for Music Festival Branding

Continuing to solidify its status as a UNESCO Creative City, Hanoi has announced plans to host additional international music festivals.


Several major music festivals are to be held in Hanoi and Ho Chi Minh City in the last three months of 2023, to build cultural brands and lure domestic and international tourists.

 The golden girls of the Korean BlackPink Band successfully held a two-night performance in Hanoi last month. Photo: Some Where In Hanoi

Organizing annual music events and contributing to the growth of the cultural industry requires substantial and innovative efforts.

Building Cultural Brands

There are numerous cultural events and music festivals held in major cities worldwide each year, serving as a gathering place and cultivating the reputation of these cities. Hanoi is no exception to this global trend.

In line with this, we are excited to announce the lineup for the HAY Glamping Music Festival 2023. Taking place in Hanoi on September 29 and 30, this festival promises to provide an exceptional experience for music lovers and festival-goers alike.

The festival will showcase the talents of Vietnamese rappers Suboi, JustaTee, and MCK, alongside esteemed performers such as Ronan Keating, former lead singer of the globally renowned boy band Boyzone, and Epik High, a South Korean hip-hop legend.

The program has been carefully designed by the organizers to showcase a harmonious blend of musical traditions from diverse cultures. As a result, Epik High will be performing alongside Suboi, JustaTee, and MCK, creating an eagerly anticipated and electrifying collaboration that is sure to captivate the audience throughout the entire show.

In October, the Monsoon Music Festival 2023 will be making a highly-anticipated return to the city of Hanoi. The festival, themed “Pho Hang Nhac” or Music Street, promises to captivate and entertain audiences in the capital. Be sure to mark your calendars for this exciting event.

Featuring an impressive lineup of acclaimed indie artists, this event is evolving to better connect with young music enthusiasts. In past editions, renowned Vietnamese singers like Thanh Lam, Hong Nhung, Ha Tran, and Tung Duong dominated the headliner position, while international artists were predominantly selected for their talent rather than their fame. However, the current edition strikes a harmonious balance between these two factors.

Hanoi audiences have fun at the 2019 Monsoon Music Festival. Photo courtesy of the event organiser

The HOZO International Music Festival 2023 is set to take place in Ho Chi Minh City from December 22nd to 24th, showcasing a diverse range of musicians and artists. Led by renowned musician Huy Tuan, the festival aims to present the rich musical and cultural heritage of Vietnam to a global audience. With its mission to bridge the gap between nations through the power of music, HOZO 2023 promises to be a truly unique and memorable international event, showcasing the vibrant spirit of Ho Chi Minh City, known affectionately as “Uncle Ho.”

Shaping Policies for the Cultural Industry

The three aforementioned events share the commonality of being annual events with a rich history and well-established brands. However, ensuring their continued success and popularity poses a constant challenge for any organizing entity.

The Monsoon Music Festival is widely recognized as a highly distinguished music event that adheres to international standards. Unfortunately, as a result of the unprecedented Covid-19 pandemic, this much-anticipated event has faced multiple years of postponements, consequently fading into obscurity.

The poster of the HAY Glamping Music Festival 2023

At the conference on “Developing Vietnam’s Cultural and Creative Industries in the Digital Era”, musician Quoc Trung emphasized the importance of understanding the systematic processes of production, management, and communication when it comes to developing a successful creative industry.

According to the esteemed music producer, the key to successfully establishing cultural industries lies in meticulous planning and adhering to a well-defined implementation schedule. He emphasizes the significance of thorough preparation and allowing ample time, cautioning against any attempts to rush or compromise on the quality of creative products. Cutting corners or taking shortcuts is simply not an option in the realm of cultural industries.

According to Nguyen Thi Thu Phuong, the Director of the Vietnam Institute of Culture and Arts Studies, the implementation of local policies and the knowledge of cultural and creative industries among local leaders are crucial for the development of these sectors.

The stage of HAY Glamping Music Festival 2023 in Yen So Park, Hanoi. Photo courtesy of the event organiser

She expressed her anticipation for the ongoing drafting of the National Target Program for Cultural Development. This program holds the potential to secure greater financial support for the creative industries, while also providing regulators with specific targets to study and enhance their understanding.

Once defined, the brand values of music festivals not only serve as a platform for industry professionals and locals to engage with the arts, but also have the potential to attract significant tourism and generate substantial economic benefits for the host locations.

The HAY Glamping Music Festival is widely regarded as the largest international summer music event in Vietnam, attracting a large audience from across the country. This highly anticipated festival features multiple renowned boy bands from around the world, including The Moffatts, A1, 911, Blue, and many others.

The 2023 show is scheduled to be held on September 29 and 30 at Yen So Park in Hanoi. This exciting event will offer a diverse range of activities that cater to various interests. Attendees can indulge in sports, immerse themselves in captivating street art, savor delicious cuisine, and enjoy the trendy glamping area that is specially designed for young visitors.

The HOZO International Music Festival, which took place in the southern region, has quickly gained popularity and anticipation over the past two seasons. With a diverse line-up of 250 talented artists from both domestic and international backgrounds, last year’s festival attracted thousands of enthusiastic spectators. Nguyen Hue Walking Street and Thu Thiem Park served as the vibrant and bustling venues for this remarkable event.

The Monsoon Music Festival is a prestigious international music festival that has been taking place annually in Hanoi since 2014. Over the course of 5 successful seasons, this event has attracted over 225,000 enthusiastic attendees from both domestic and international backgrounds. Renowned artists from around the world, including Scorpions (Germany), Joss Stone and Bond (UK), Kodaline (Ireland), Los Frequencies (Belgium), ADOY and Hyukoh (South Korea), have graced the stage and left a lasting impression on the audience. The festival continues to serve as a significant cultural and entertainment destination for music lovers, supporting the development of the music industry in Vietnam and showcasing the country’s vibrant arts scene to the world.