Vietnam is experiencing a powerful convergence of artistic excellence and strategic opportunity - offering a rare opening to build a globally competitive cultural industry.
Representatives from cultural agencies and experts unanimously agree: with the current surge in artistic quality and favorable timing, Vietnam is facing a golden opportunity to develop its cultural industry.
A recent forum titled Effectively harnessing traditional and historical values to develop Vietnam’s cultural industry was held at Nguoi Lao Dong Newspaper on November 19.
The event gathered representatives from regulatory bodies, artists, and cultural professionals. The nearly three-hour discussion included two panels and 20 vibrant contributions from participants.
From “Mua Do” to music: Every cultural work needs its moment to shine
Le Minh Tuan, Deputy Director of Copyright, Ministry of Culture, Sports and Tourism.
Le Minh Tuan, Deputy Director of the Copyright Department under the Ministry of Culture, Sports and Tourism, noted that Vietnam’s strategy for developing cultural industries to 2030, with a vision to 2045, has undergone major updates.
This new strategy consolidates the number of cultural industries to 10, down from 12, allowing for greater focus and clearer prioritization.
“The essence of traditional cultural and artistic values is now central. Without these core values, there can be no Vietnamese cultural industry.
Globally, every product that gains international recognition does so through cultural value - it’s culture that creates identity and draws the world's attention to us,” he emphasized.
Nguyen Ngoc Hoi, Deputy Director of Ho Chi Minh City’s Department of Culture and Sports, stressed that cultural works must land at the right “drop point” - meaning the right time of release - to maximize public resonance.
He pointed to the song Continuing the story of peace, which was composed years ago but only became widely recognized during the 30/4 celebration. Similarly, Mua Do (Red Rain) - a film that broke box office records - saw its appeal surge during the A80 commemorative period.
Nguyen Ngoc Hoi believes that to grow the cultural industry, each unit must collaborate from the beginning, with clear linkage and planning.
Nguyen Ngoc Hoi, Deputy Director of Ho Chi Minh City’s Department of Culture and Sports.
He proposed that Mua Do (Red Rain) could have been developed into a game, tied to media and press efforts, or even launched as tourism through studio tours and filming locations - stimulating both the creative and travel sectors.
Associate Professor Dr. Nguyen Thi My Liem, Vice President of the Ho Chi Minh City Music Association, highlighted that creativity in art lies in how we reimagine traditional materials. In this process, the artist’s role is crucial.
She supported Nguyen Ngoc Hoi’s view, reiterating the need for projects to hit the right “drop point” to succeed.
In reality, many countries have built their histories and traditions into materials to be refreshed and turned into profitable industries within their cultural economies.
From a professional perspective, she hopes music will receive more focus, as it is a vital element in the cultural industry and present in almost every artistic project.
The music community, she added, is eager for more composers to explore film scoring, which could greatly contribute to Vietnam’s broader cultural development.
Art must shed outdated restraints to reach younger audiences
Singer Dam Vinh Hung.
Singer Dam Vinh Hung, one of the panelists, shared his passion for promoting culture through music - especially among young people.
Born in 1971, the artist stressed that cultural storytelling through music must shed rigid traditional molds and adopt a narrative style that resonates with modern youth.
“We need to meet young audiences where they are - embracing their pace of life - while still drawing from our traditional and historical values. The key is choosing which trends to shape, not just following them. I’m ready to commit to this cause,” he said.
Dam Vinh Hung has actively revamped his musical approach to appeal more to the younger generation.
Colonel, Meritorious Artist Dang Thai Huyen - the director of Mua Do - spoke about the difficulties of making revolutionary films. These are not commercial blockbusters, she noted, and historical or war films require longer preparation. Cast members often endure harsh conditions and receive lower pay than those in other genres.
“Actors are chosen not just for suitability but for their dedication - it’s a way of honoring their craft,” she said.
To her, the “biggest film” in military cinema doesn’t have to rely on epic explosions or extreme landscapes. Vietnam still needs time to reach true blockbuster standards.
What matters more, she emphasized, is portraying the resilience and sacrifice of the Vietnamese people. Through such films, actors hope to touch audiences emotionally and convey a collective pride in Vietnam’s spirit.
The ideal time to build a thriving cultural industry
Director, Meritorious Artist Dang Thai Huyen – known for the blockbuster Mua Do.
In closing, To Dinh Tuan, Editor-in-Chief of Nguoi Lao Dong, remarked that after extensive discussion, participants reached a consensus: Vietnam is currently in a prime position to grow its cultural industry.
He pointed to the surge in literature, art, and entertainment as clear evidence.
“With today’s favorable conditions, there’s no reason our cultural industry shouldn’t thrive. Just look at the To Quoc Trong Tim concert held at My Dinh Stadium - it drew a massive young audience.
Other music programs have also been successful. I believe it’s time to think seriously about bringing Vietnamese culture and art to the global stage,” he concluded.
Vietnamnet.vn
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