When G-DRAGON takes the stage in Vietnam, or Faker and his T1 teammates display their exceptional talent in front of their fans, these are legendary moments for millions of Vietnamese. Behind these emblematic events lies VPBank, the sponsor, with its cultural and entertainment ecosystem called VPShow.
From entertainment stages to ultimate experiential ecosystems.
For many years, concerts were often seen as a brand communications operation, where companies appeared alongside artists, generating media coverage and reinforcing the positive image among the public. But in a context where customers are increasingly demanding, a major event can offer much more than that – as VPBank does to anchor its brand in the emotional daily lives of its customers.
This change begins with the behaviors of young people themselves. They may be listening to music on digital platforms, following their idols on social media and watching live international events. However, the need to be physically present, to mingle with the crowd, to share authentic moments remains the most sought-after experience. If brands offer their customers the opportunity to experience these moments, they benefit from a more natural, more intimate and more emotionally rich way to connect.
In 2025, VPBank made its mark by partnering with G-DRAGON in Vietnam. From VPBank K-Star Spark Vietnam 2025 to G-DRAGON World Tour 2025 [Ãœbermensch] in Hanoi, presented by VPBank, the bank associated its name with events awaited by millions of fans. G-DRAGON is an icon of creativity, style and influence in Asian popular culture. Consequently, his coming to Vietnam aroused a enthusiasm much greater than that of a classical concert.
If G-Dragon has allowed VPBank to reach the music and popular culture audience, the arrival of T1 and Faker in Vietnam for the VPBank Presents Esports Festival: Legends Unite demonstrates the bank’s desire to broaden its scope of action to new cultural communities. For the younger generation, T1 is a global esports icon, while Faker embodies talent, discipline and a thirst for victory. This event allows VPBank to establish itself in a universe to which Generation Z and Millennials devote a lot of time, attention and affection.
A commonality between the G-DRAGON fan community and the eSports community is their strong presence on digital platforms. A photo taken during a check-in, a reaction video, an appearance of the idol on stage or a moving message after an event can spark many spontaneous discussions. When a brand becomes part of this flow, the connection with customers is strengthened.
And VPBank will continue to bring the world’s biggest stars to Vietnam.
When emotions become the engine of banking growth.
VPBank is not content to be a simple sponsor during prestigious events. Through extensive music and entertainment programs, the bank creates an experiential journey that accompanies its customers from receiving information, discovering the benefits, participating in the program and sharing their impressions after the event. Each interaction within this journey helps to increase brand awareness, encourage discussions and create opportunities to build lasting relationships with customers.
This is why concerts and cultural events can constitute an indirect growth lever for banks. Patrons attend out of interest in the artists or their preferred communities. From there, they naturally discover VPBank’s products, services and benefits through card offers, customer benefits, ticketing programs or interactive activities on digital platforms.
It is based on this vision that VPShow was developed as an entertainment ecosystem for VPBank, aiming to connect domestic audiences with renowned artists, A-list stars and international-level music programs and entertainment events, right here in Vietnam.
Each program co-organized by VPSshow contributes to forging a coherent identity in terms of quality, style and experience for the audience. From updating information to organizing additional activities, through the animation of the community of fans, VPSshow aims to become an essential meeting point for fans of music and major entertainment events in Vietnam.
VPSshow thus creates an ecosystem connecting many actors for mutual benefit. For the public, VPSshow offers access to high-quality events, a more complete experience and benefits linked to the community of entertainment enthusiasts. For international artists and production companies, VPSshow is a partner that can organize, manage and develop the Vietnamese market systematically.
For VPBank, this is a step that allows the brand to consolidate its pioneering position as a modern bank: not only leading the financial sector, but also helping to create experiential values, culture and spiritual life for the community.
The VPShow Facebook page is dedicated to VPBank events and allows you to follow the official news concerning the program, artists, ticketing, customer benefits, activities and information before, during and after the event. You can follow it at the following address: https://www.facebook.com/vpshow.official/
Source : https://www.vietnamplus.vn/vpshow-tu-su-kien-giai-tri-den-chien-luoc-giu-chan-khach-hang-post1113865.vnp
