National-scale shows drew crowds of 25,500-50,000 per night. —Photo pexels.com

HÀ NỘI — Vietnamese artists and audiences are increasingly striking a confident chord, blending cultural heritage with global trends to shape a distinctive V-Pop identity, according to a newly released whitepaper.

The Vietnam Music Landscape 2025–2026 whitepaper, published by researchers from RMIT University Vietnam’s School of Communication and Design, portrays a music sector in dynamic transition, marked by rapid growth and rising ambition.

From stadium-filling concerts to viral folk-inspired hits, 2025 emerged as a milestone year. More than 800 music events took place nationwide, with August standing out as the peak period for live entertainment.

Large-scale shows such as V Concert – Rạng Rỡ Việt Nam and Tổ Quốc Trong Tim attracted crowds of between 25,500 and 50,000 each night, highlighting a strong appetite for immersive cultural experiences.

Vietnamese artists also made their mark internationally. Đức Phúc claimed first place at Intervision 2025 in Moscow, while Phương Mỹ Chi finished third at Sing! Asia 2025.

At the same time, international stars were drawn to Việt Nam. G-Dragon’s Übermensch World Tour alone brought nearly 100,000 fans, underscoring the country’s growing influence as a regional music hub.

“2025 marked a remarkable transformation for Việt Nam’s music market and cultural industry, reflecting not only growth in quantity but also a significant leap in quality,” said Associate Professor Nguyễn Văn Thăng Long, who led the research team.

However, he noted that competing more effectively with regional and global markets will require deeper professionalisation, sustainable development strategies and the cultivation of a clear V-Pop identity.

“The time has come not only to organise large-scale events but also to build a cultural industry with depth and character,” Long said.

The report places music firmly within Việt Nam’s broader cultural development agenda. Under the National Target Programme on Cultural Development for the 2025–2035 period, more than VNĐ122,000 billion (over US$4.6 billion) has been allocated to preserving traditions and strengthening the country’s global cultural presence. Music, the study argues, is becoming one of the most dynamic tools of cultural diplomacy.

Professor Donna Cleveland, Dean of RMIT Vietnam’s School of Communication and Design, said: “Music can connect not only different creative sectors but also countries. Through music, Vietnamese identity can enhance its regional and global influence. This represents an opportune moment for culture to become a driver of sustainable development and a form of soft power that shapes Việt Nam’s image for the future.”

Among the 10 emerging trends identified in the whitepaper, several centre on promoting Vietnamese identity and cultural storytelling through music.

One of the most prominent is V-folktriotism, a wave of folk-inspired patriotic music reimagined through modern genres such as EDM and pop. Last year, releases including Hòa Minzy’s Bắc Bling and DTAP’s Made in Việt Nam album not only topped playlists but also fuelled cultural pride and tourism initiatives. DTAP’s project, which brought together 25 artists across generations, became a cultural phenomenon by pairing music with a cross-country journey celebrating historical sites and national heritage.

Another defining trend is glocalisation. Artists such as Hoàng Thùy Linh and Phương Mỹ Chi are producing globally appealing music while retaining a strong local identity, turning each release into what the report describes as a cultural passport. By blending folk melodies and imagery with contemporary production, they are helping Vietnamese music stand out internationally through authenticity rather than imitation.

A third trend, local melodies for destination branding, highlights music’s growing role in tourism. The viral success of Bắc Bling prompted Bắc Ninh provincial authorities to introduce free weekend tours to locations featured in the music video, drawing hundreds of visitors each week. Following major administrative mergers in 2025, music has increasingly been used as a strategic tool to help regions redefine their cultural identities and boost tourism appeal.

Looking beyond 2025, the report asks how recent successes can be converted into sustained growth and how a distinctive V-Pop identity can be firmly established on the global stage.

The research team argues that structured strategies spanning artist development, public-private partnerships and cross-sector collaboration are essential to transform Việt Nam’s music industry from a vibrant scene into a global force.

Artists remain at the heart of the ecosystem, serving both as emotional storytellers and cultural ambassadors connecting domestic and international audiences. The convergence of creativity, professional management and technology is shaping a new generation of Vietnamese artists whose individual styles not only influence musical tastes but also bring Vietnamese identity closer to the world.

The report also stresses that music and cultural products must be intelligently packaged, distinctive in identity, contemporary in form and emotionally resonant to achieve wide circulation. A complete value chain is needed, encompassing creation, production, distribution, communication and extensions into tourism and related products.

“When supported by systematic investment and a global vision, music can become a bridge that carries Vietnamese heritage further, no longer just art but a strategic asset for sustainable cultural integration,” Long said.

“With our report, we aim to share insights for artists, brands and policymakers ready to shape that future.” — VNS