A series of sold-out events and numerous products quickly reaching millions of views create immense opportunities for artists and creative businesses. The entertainment industry is no longer content with meeting the public’s viewing needs, but is gradually asserting itself as a new driving force in the cultural industry.
Elevate the stage and digital space.
Politburo Resolution No. 80-NQ/TW on the development of Vietnamese culture sets the goal of making Vietnam an attractive destination for regional and global cultural and artistic events by 2030; to develop cultural industries which contribute around 7% to GDP; and train 5 to 10 national brands in cultural industries in areas such as cinema, performing arts, cultural tourism, design and fashion.
In recent years, the “seas of people” in front of large musical stages, where tens of thousands of spectators sing along with the artists, and the lights of tens of thousands of glow sticks change color with each melody… have become a familiar image of contemporary Vietnamese entertainment.
More than ten years ago, the Vietnamese entertainment market was still in its infancy. Large-scale paid concerts were rare, television games monotonous and the concept of “cultural and entertainment industry” almost non-existent. The market then operated in a fragmented manner, without an ecosystem or sustainable value chain. Today, the situation has changed radically.
One of the most visible manifestations is the rise of large live music events. Associate Professor Nguyen Van Thang Long, Deputy Director of the Department of Professional Communication (RMIT Vietnam University), predicts that 2025 will mark a major turning point for the Vietnamese music market and cultural industry, both in terms of scale and organizational quality, operational capabilities and audience appeal. of the public.
According to statistics, more than 800 music events were held nationwide in 2025. Many concerts attracted tens of thousands of spectators, such as ” See The Light » of My Tam with around 40,000 participants, « Sketch A Rose » of Ha Anh Tuan which filled more than 30,000 places, and “ All Rounder » de Soobin, which left a lasting impression on tens of thousands of spectators over several evenings of performances.
Concerts are no longer simple musical performances, but have become “experiential products” through synchronized investments in sound, lighting, stage design and projection technology, creating a multi-sensory artistic space and transforming each performance into a visual and emotional experience on a large scale.
As examples, large-scale music festivals such as the National Arts Program commemorating 80 years of independence – freedom – happiness, V Concert – Radiant Vietnam and Homeland in My Heart which attracted tens of thousands of participants, demonstrate the tremendous potential of combining art, technology and social messages.
Associate Professor Bui Hoai Son, a member of the National Assembly’s culture and society committee, believes the large concerts attracting a large young audience demonstrate that Vietnam has the potential to become a regional center for performing arts and entertainment.
Alongside the live music scene, the digital sector is experiencing strong growth. According to market research firm Statista, digital music revenue in Vietnam is expected to reach around US$51.95 million in 2025, or over VND1.37 billion, an increase of nearly 9% from the previous year. Vietnam currently ranks 6th in Southeast Asia for digital music revenue and predicts it will exceed US$74 million by 2030.
Platforms like TikTok, YouTube and Facebook function as “borderless stages”, where a product can quickly reach millions of users in record time. The digital space is giving rise to a new generation of artists and content creators enjoying an unprecedented audience.
Vietnamese television games and the appeal of cultural identity.
Vietnamese reality TV shows and game shows are currently experiencing unprecedented growth. Instead of relying solely on imported formats, many 100% Vietnamese shows are starting to forge their own identity and gradually influence trends.
From music shows to immersive experiences and travel, to programs focused on well-being and the exploration of life, the reality TV landscape has become richer and more energized. Cultural elements and human values occupy an increasingly central place.
Instead of seeking sensationalism or extreme drama, many producers favor a more sustainable approach: celebrating national identity, exploring cultural richness and values that resonate with audiences. This approach is also seen as a means for national culture to gradually forge its own identity in a context of global competition. Many shows quickly become popular cultural phenomena. Excerpts from programs like « Haha Family », « Brother Says Hi » et « Beautiful Girl Says Hi » regularly go viral on social networks, sparking lively debates among viewers.
One notable change is the restructuring of reality TV by producers, who are taking a multi-platform approach. Each show is no longer an isolated product, but a series of multi-platform content including main broadcasts, behind-the-scenes clips, short-form videos and long-form versions on digital platforms. This strategy helps to extend the product life cycle and to reach a younger audience.
Professor Tu Thi Loan, former acting director of the National Institute of Culture and Arts of Vietnam, believes that cultural diversity is an inexhaustible source of creativity. By optimizing artistic and entertainment content, Vietnam can create works steeped in culture and thus promote its national image.
The growth of the entertainment market testifies to the acceleration of the cultural sector, whose potential to contribute to the economy and to the promotion of the country’s image is growing. The convergence of technologies, social resources and a new generation of creatives constitutes an essential foundation for its continued development. However, this rapid evolution is also creating new tensions around cultural norms, social responsibility and celebrity behavior in the digital environment.
How does a “blacklist” differ from a “list of deviant people” and of a “boycott”?
With the meteoric rise of the entertainment and digital industry, the influence of artists, influencers and social media celebrities continues to grow. A simple statement, video or live broadcast can quickly spread to millions of users.
The greater the influence, the more controversies surrounding advertisements, live broadcasts and celebrity statements. Recently, several artists and influencers have been implicated in scandals related to false advertising, unverified live stream sales, offensive comments or violations of the law. It is worth noting that many of these cases, despite the controversy they generate, continue to appear in advertisements, commercial events or media campaigns. These recurring incidents highlight the need for increased scrutiny and social accountability within the entertainment industry.
This is also why the story of the “blacklist” of artists, KOLs and KOCs who break the rules was frequently mentioned during the recent conference on the dissemination of the Code of Conduct for cultural activities in the digital environment held at Ho Chi Minh City.
According to a representative of the Department of Broadcasting, Television and Electronic Information, the agency establishes a “blacklist” system for people or television stations that violate the law or ethical standards. This list should be published on the Vietnamese Content Creators Portal.
In October 2025, the Propaganda and Mass Mobilization Department of the Party Committee of He Chi Minh City issued a document asking relevant agencies and media in the city not to invite artists with “deviant” behavior to participate in cultural programs.
However, this mechanism is mainly consultative, lacking specific criteria and a clear timeline for its implementation, leaving many companies, organizations and brands perplexed when considering collaboration.
Unlike the previous situation, this mechanism clearly defines the criteria for offenses, the level of sanction and the duration of application. Depending on the nature of the case, the period of restricted cooperation can last from several months to several years. Before putting a person on the list, the authorities check their criminal record and send them a direct notification.
However, it is not a mechanism to “ban” or “erase” a career, contrary to what many imagine. The final decision always rests with the company, production company or advertising partner. However, in today’s entertainment landscape, reputation and personal image are major assets. An artist or influencer involved in a scandal will certainly suffer a considerable impact on their commercial collaboration opportunities and public influence.
The emergence of the “blacklist” mechanism also indicates that the influencer marketing market and digital content environment is entering a period of more intense consolidation following a period of rapid growth.
In recent years, the rise of live sales, multi-platform advertising and the “digital celebrity” model has spawned a series of non-public relations controversies. verified, extremist statements and offensive content. As celebrities take center stage in promotional activities and influence consumer trends, the issue of social responsibility cannot remain without impact.
While in China, artists guilty of serious offenses can be blacklisted and virtually disappear from media and digital platforms, Vietnam currently favors a more flexible approach, focused mainly on selection mechanisms and the recommendation of limited collaborations for a period. determined. Despite these differences, the trend toward higher standards of conduct and greater social responsibility in the entertainment industry is increasingly evident.
With the rise of the entertainment industry, the need to preserve cultural norms becomes more and more pressing. An entertainment market can hardly survive in the long term if it only seeks audiences, advertising revenue or virality on social networks, to the detriment of positive values for the public.
Behind sold-out concerts, viral videos and the rise of the celebrity economy lies increasing pressure on standards, social responsibility and sustainability in the entertainment market. An industry can grow quickly on hype and social media attention, but for long-term success, what builds audience loyalty is trust and core cultural values.
(to be continued)
Source : https://baovanhoa.vn/van-hoa/bai-1-bung-no-thi-truong-giai-tri-and-ap-luc-giu-chuan-231321.html
