Vietnam's events industry moves into the spotlight

The last two years have marked significant progress in the development of Vietnam’s cultural industry. The explosive growth of the domestic entertainment industry and the enthusiastic response from audiences have prompted both the public and the government to reassess the true potential of this emerging industry.

The success of large-scale reality shows and music concerts, such as Anh Trai Vuot Ngan Chong Gai, Anh Trai Say Hi, and Ha Anh Tuan’s concerts, attracted 10,000 – 40,000 people. Anh Trai Vuot Ngan Chong Gai, and Anh Trai Say Hi organised 10 concerts in Hanoi and Ho Chi Minh City after ending TV shows, while singer Ha Anh Tuan held five concerts in Hanoi, Sydney, and Singapore. Every concert is said to have in the region of tens of millions of dollars.

Vietnam hosted over 50 major and minor music shows featuring both international and Vietnamese artists last year, with audience sizes ranging from a few thousand to 30,000 – 40,000 people. Since the start of this year, this number has continued to grow rapidly, signalling a promising future for Vietnam’s music industry.

Two BlackPink concerts held at My Dinh Stadium in Hanoi in 2023 recorded a revenue of $13.7 million. Beyond massive profits, these events significantly boosted Hanoi’s tourism revenue during the period.

The cultural industry is a key economic driver in many countries. According to Custom Market Insights, the global live music market was valued at more than $34.8 billion in 2024 and is projected to reach almost $62.6 billion by 2034, with an annual compound growth rate of around 8.78 per cent from 2025 to 2034.

Gen Z and Millennials are key drivers of the cultural and entertainment industry. Around 60 per cent of these generations are willing to spend on live experiences.

As living standards rise, so does the demand for entertainment, cultural activities, and business networking, fuelling a boom in these areas. Vietnam and other Asian countries are emerging as prime destinations for international events, conferences, and large-scale exhibitions.

The growing demand for events has ushered in a new era for the industry, leading to diverse event formats such as hybrid and virtual events. This has created a significant need for skilled professionals across various roles, from management to promotion and event support, offering exciting career prospects for young people passionate about this dynamic field.

In 2025, British University Vietnam (BUV) will offer in-depth training through a Bachelor’s in events management, awarded by Bournemouth University. Previously, numerous privately owned universities have trained this sector, including Van Lang, Hoa Sen, FPT, and Ton Duc Thang.

Graduates pursue diverse careers in event management, including conference and events manager, marketing events specialist, corporate event planner, wedding coordinator, and meetings industry director.

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