“National concerts” and the development of the music industry

The rise of “national concerts” in Vietnam is moving beyond pure entertainment, emerging as a powerful cultural and social phenomenon among young audiences. Large-scale shows attracting tens of thousands of attendees are not only creating electrifying atmospheres but also fostering patriotism through contemporary music and stagecraft.

More than 50,000 spectators gathered at My Dinh National Stadium to attend the program “The Nation in the Heart.”

Between 2024 and 2025, a series of performances tied to major historical milestones has adopted the concert format to convey national narratives. A defining feature is the collaboration between veteran artists and popular contemporary idols across genres such as pop, R&B, and rap. Classic patriotic songs and folk melodies are being rearranged with modern production, making history and national pride more accessible and engaging to younger generations.

Beyond cultural impact, these “national concerts” are also unlocking economic potential. The rapid sell-out of hundreds of thousands of tickets highlights the strength of the domestic music market and provides momentum for expanding production scale and quality.

However, sustaining this growth will require a long-term strategy. Vietnam’s music industry must look outward, learning from successful regional models and positioning itself within the broader Asian market. At the same time, challenges such as ticket scalping, event security, medical preparedness, and overall audience experience must be addressed.

With current momentum, “national concerts” are expected to evolve into a distinctive “Vietnamese spiritual festival” brand - one that not only celebrates cultural identity but also contributes significantly to the development of the country’s creative economy.

Giang Lam