Promote the Country’s Image with this Golden Opportunity

The recent concerts held in Hanoi by global superstars, BlackPink, are expected to provide insight for Vietnam to learn from and help them be a part of the international music and entertainment scene.


The Hanoi Tourism Department has announced that over 170,000 individuals visited Hanoi during the two-day BlackPink concert, generating a total revenue of VND630 billion (US$27.4 million) for the city.

The benefits of hosting the group’s performance in Vietnam are evident. However, have we fully capitalized on these opportunities to promote our country’s image and generate income?

Associate Professor, PhD. Bui Hoai Son, a member of the National Assembly’s Committee on Culture and Education, discussed this phenomenon with The Hanoi Times.

The potential of Vietnam’s entertainment market

With the recent BlackPink effect, what are your comments on the needs of the Vietnamese audience?

The BlackPink event in Hanoi displayed the immense appeal of this girl band.

Despite the relatively high ticket prices, a portion of the audience still willingly paid for a high-quality and memorable musical experience. This demand also demonstrates the potential of Vietnam’s entertainment market. With the creation of quality products and a greater focus on the entertainment industry, Vietnam’s cultural and artistic values could flourish, much like what BlackPink has achieved.

BlackPink is a money-making machine in the South Korean cultural industry. Photo: YG

What are the benefits that Vietnam can reap from the performances of global stars in the country?

We witnessed the enormous attraction of BlackPink in Vietnam. Hotel rooms and air tickets were all sold out, the stadium was packed, and BlackPink dominated the newspapers and social networks. Hanoi greatly benefitted from the BlackPink event in terms of economic value and brand promotion.

BlackPink’s concert in Vietnam made headlines worldwide, providing an opportunity to showcase the capital’s image and enhance the national entertainment industry.

Valuable experience

Through the BlackPink event, what lessons can Vietnamese companies learn while organizing music shows in collaboration with foreign counterparts?

We can undoubtedly learn a great deal from this event in Vietnam. First and foremost, as organizers, thorough and professional preparation is essential across all aspects, including stage setup, sound, lighting, security, customer service, and event management.

Through the BlackPink event, we also gained insights into copyright issues.

Bui Hoai Son, member of the National Assembly Committee for Culture and Education.

So, what can the Vietnamese cultural industry learn from the Korean experience?

We can learn how to create high-quality and innovative entertainment content, invest in artists and bands, and establish a brand that attracts both domestic and international audiences.

Furthermore, promoting tourism through the entertainment industry should be considered. However, it is crucial to protect and promote our national cultural identity to preserve the diversity and uniqueness of Vietnamese culture, thereby attracting tourists and providing them with a distinct experience.

South Korea has made long-term and sound investments in the cultural industry. Vietnam released a strategy for cultural industries in 2016, but numerous barriers persist. What are your thoughts on this issue?

The development of the cultural industry is a complex process that necessitates long-term investment. However, the strategies implemented thus far have exhibited shortcomings.

There are no specific incentives for the cultural industry in terms of taxes, land, public-private partnerships, and the management and utilization of public property. Thus, the supporting environment for the growth of cultural industries is not particularly favorable.

In terms of human resources, I believe that a more comprehensive training system in culture, cinema, music, and art is crucial. To cultivate the domestic cultural industry, we must invest in and support local artists, cultural workers, and art managers.

Thank you for your time.