By blending pop music with iconic cultural symbols and fine art, Son Tung M-TP has created one of Vietnam's most talked-about music releases of the year.
Son Tung M-TP's newly released music video Come My Way, featuring American rapper Tyga, has become more than an entertainment event. It has evolved into a cultural conversation about identity, heritage, artistic freedom and Vietnam's place in the global creative landscape.
The MV attracted one million views within eight minutes of its premiere and surpassed 14 million views by the morning of May 30, underscoring its significant public reach.
What stands out most about Come My Way is not its viewership figures or international collaboration, but the way Son Tung places Vietnamese culture at the center of a mainstream pop production aimed at global audiences.
In an increasingly competitive international music industry, many cultural observers believe that Vietnamese artists seeking worldwide recognition cannot rely solely on English lyrics, modern production techniques or collaborations with foreign stars. What ultimately distinguishes them is cultural identity.
That identity appears throughout the MV through symbols such as the Lac Bird, Xuan Pha masks, the An Giang bull-racing festival, the landscapes of Trang An and Bai Dinh, and several iconic works of Vietnamese art.
Rather than functioning as decorative cultural references, these elements are reimagined within a contemporary visual language.
The Lac Bird appears in Los Angeles. Xuan Pha masks are incorporated into modern pop aesthetics. Trang An becomes a cinematic setting. Vietnamese paintings are placed in dialogue with contemporary fashion, music and movement.
Supporters argue that this approach reflects the spirit of cultural industries, where heritage is not preserved solely within museums but reinterpreted through forms accessible to younger generations and international audiences.
A particularly notable feature of the MV is its inclusion of four paintings from the collection of the Vietnam Fine Arts Museum: Nho mot chieu Tay Bac (Remembering an Afternoon in the Northwest) by Phan Ke An, Dat va Nuoc (Land and Water) by Nguyen Quang Tho, Nui do va ngua trang (Red Mountain and White Horse) by Nguyen Van Da, and Pho Hang Mam by renowned painter Bui Xuan Phai.
For many observers, the project demonstrates how music can help bring visual art into mainstream culture.
The Lac Bird symbol appears prominently in Come My Way.
A young viewer who has never visited the Vietnam Fine Arts Museum or encountered the works of Bui Xuan Phai or Phan Ke An may become curious enough to learn more about the artists and their stories.
Nguyen Anh Minh, Director of the Vietnam Fine Arts Museum, praised the decision to incorporate artworks from the museum's collection into the MV.
"I have watched the MV and support ideas like this. Bringing fine art into music videos not only helps domestic audiences engage with art in a more accessible way but also contributes to promoting Vietnamese art internationally," he said.
According to Minh, the museum has long pursued similar initiatives by connecting visual arts with music, chamber performances, symphonic concerts and cultural activities within museum spaces.
He described the involvement of a highly influential young artist such as Son Tung M-TP as a positive signal that traditional artistic values can be presented through contemporary forms appealing to younger audiences.
Cultural celebration and controversy
Despite its cultural ambitions, Come My Way has also generated significant debate.
Among the issues discussed online are Son Tung's English pronunciation, styling choices and, most notably, a scene in which the singer stands atop a large representation of the Lac Bird at the beginning of the MV.
The placement of the Lac Bird and Dong Son drum imagery in the center of Los Angeles appears intended to symbolize cultural exchange and international integration. However, because the Lac Bird is regarded as a sacred symbol associated with ancient Vietnamese civilization, some viewers interpreted the image as disrespectful.
Others have defended the artistic choice, arguing that in visual storytelling, standing on a symbolic figure does not necessarily imply domination or disrespect.
Supporters compare the imagery to mythological depictions of heroes standing on dragons or sacred creatures, suggesting that the scene can instead be interpreted as an expression of aspiration, leadership and the desire to bring Vietnamese culture onto the global stage.
The MV has also attracted comparisons to MONO's Open Your Eyes, particularly in its use of expansive natural landscapes, slow-moving camera work and art-film-inspired visuals.
However, many viewers argue that these similarities may stem from a shared creative aesthetic within the production team rather than direct imitation.
Asked about the controversy, Nguyen Anh Minh declined to comment on specific visual details, noting that each artist has their own creative language and artistic approach.
A conversation about Vietnam's cultural future
The Lac Bird symbol appears prominently in Come My Way.
Beyond the debate, many cultural commentators see Come My Way as part of a larger discussion about Vietnam's cultural development strategy.
Vietnam possesses a rich heritage of visual arts, folk traditions, festivals, landscapes, historical narratives and diverse cultural communities. Yet transforming those assets into soft power requires collaboration among artists, producers, designers, museums, local authorities and businesses.
Heritage remains alive only when it finds relevance in contemporary life. Art expands its influence when new pathways connect it to audiences. Culture becomes a genuine national resource when it is transformed into experiences, brands, products and emotional connections.
From this perspective, Come My Way can be viewed as an encouraging sign that Vietnamese artists increasingly recognize cultural identity not as a burden from the past but as a competitive advantage for the future.
In a world crowded with similar content, what ultimately makes Vietnam recognizable are the elements that belong uniquely to Vietnam.
When an artist chooses to incorporate the Lac Bird, Xuan Pha masks, Trang An, Bui Xuan Phai and Phan Ke An into a mainstream music production, it becomes a way of telling the world that Vietnam is not standing on the sidelines of global cultural exchange.
Vietnam has its own stories, its own beauty and its own creative ambitions to contribute to the global cultural conversation.
Vietnamnet.vn
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