Developing Vietnam’s cultural industries requires empowering artists, upgrading infrastructure, and fostering collaboration between creators and policymakers, experts suggest.
As Vietnam embarks on an ambitious journey to establish culture as a driving force for national growth, cultural leaders such as National Assembly delegate Bui Hoai Son and musician Huy Tuan share their perspectives on how to foster a thriving cultural industry.
Huy Tuan: From vision to action
Musician Huy Tuan believes that while the concept of “cultural industries” has been discussed for years, turning ideas into actionable results remains a significant challenge.
“Talking about the cultural industry is one thing; putting it into action is another. There’s a lot of discussion, but the actual products that make a meaningful impact are still limited,” he noted.
Musician Huy Tuan emphasizes the need for action alongside vision in Vietnam’s cultural development. Photo provided by the character.
The success of recent large-scale concerts, such as Anh trai vượt ngàn chông gai (Call Me By Fire) and Anh trai say hi (Brothers Say Hi), demonstrates the growing potential for domestic cultural productions. These concerts attracted tens of thousands of attendees and generated a media frenzy, signaling the public's readiness to support high-quality, homegrown entertainment.
However, Huy Tuan emphasized that sustaining this success requires strategic, long-term planning to avoid a “flash in the pan” phenomenon. He noted that the symbiotic relationship between producers and audiences is crucial.
“Producers need to deliver professional, high-quality products to convince audiences to spend their money. In return, audience support motivates producers to invest in better productions. It’s a cycle of mutual reinforcement,” he explained.
Despite the progress, he pointed out the structural limitations in Vietnam, including a lack of infrastructure such as multi-functional theaters and performance spaces. Most large-scale shows rely on temporary venues, which limits the creative possibilities.
“We need to start with the basics, like investing in proper cultural infrastructure, rather than aiming for lofty goals without the foundations in place,” he added.
Bui Hoai Son: Empowering artists to create
Concerts like Anh trai vượt ngàn chông gai showcase growing audience support for domestic productions. Photo: The show organizers.
According to Associate Professor Dr. Bui Hoai Son, a Standing Member of the National Assembly’s Committee for Culture and Education, 2024 marked a pivotal year for Vietnam’s cultural sector.
This year saw a shift in perception, with culture increasingly viewed not only as a spiritual foundation but also as an economic resource capable of generating significant value.
“Culture has become a key component of sustainable development, reflecting a deeper understanding of its economic potential,” he said.
Starting in 2025, Vietnam will implement the National Target Program for Cultural Development 2025–2035, aiming for cultural industries to contribute 7% of the country’s GDP by 2030.
To achieve this ambitious goal, Bui Hoai Son stressed the need for collaboration between artists and policymakers. He underscored the importance of empowering artists as storytellers who embody Vietnam’s cultural identity.
Associate Professor Dr. Bui Hoai Son advocates for empowering artists and investing in cultural infrastructure. Photo: Le Anh Dung
“Artists must balance preserving cultural roots with innovation to resonate with global audiences. They need to experiment and modernize while staying true to their heritage,” he explained.
He also called for systemic support, including comprehensive policies to protect intellectual property, establish creative funds, and ensure financial stability for artists.
“If artists can focus on their craft without worrying about copyright violations or limited resources, they will produce higher-value works,” he said.
Building a foundation for cultural growth
Both Huy Tuan and Bui Hoai Son highlighted the importance of investing in cultural infrastructure. Museums, creative hubs, and cultural districts serve as spaces for artists to work and for audiences to engage with culture, turning it into an integral part of everyday life.
Bui Hoai Son also emphasized the need to cultivate a younger generation equipped with modern, creative mindsets and professional skills. This, he believes, is essential for the long-term sustainability of Vietnam’s cultural industries.
To establish Vietnam’s cultural “soft power,” he recommended building a national cultural brand with strategic international promotion. From film and music to fashion, Vietnamese cultural products must have clear marketing strategies to captivate global audiences.
Ultimately, collaboration between artists and government agencies is key.
“Artists need the freedom to create, while the government plays a supportive role, offering guidance and responding to their needs. With harmonious collaboration, Vietnam can achieve both economic and cultural milestones while elevating its international cultural presence,” he concluded.
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