Film critic Le Hong Lam revealed that domestic box office revenue reached nearly USD 123 million in just the first half of 2025, up USD 11 million year-on-year.
On October 25, the Vietnam Institute of Culture, Arts, Sports and Tourism hosted a scientific seminar titled Developing the art market in Vietnam: Current status and solutions. The event gathered experts, researchers, policymakers, artists, and business representatives in the field of arts and culture.
Positive signs of growth
In recent years, Vietnam’s art market has gradually formed and developed with encouraging momentum. Artistic products and services are becoming increasingly diverse in content and form, meeting domestic demand while slowly entering global markets.
Phan Vu Tuan, Head of Phan Law Vietnam, noted that the art market is growing most significantly in three key areas: cinema, visual arts, and performance. “Hundred-billion-dong Vietnamese films, online art exhibitions, and widely popular live performances demonstrate the remarkable shift in our creative industry,” he said.
One standout example is the film Dia Dao, released in April, which contributed USD 7 million to box office revenue in the first six months of 2025.
Vietnamese cinema has seen a record-breaking streak over the past two years. According to Le Hong Lam, the domestic box office hit VND 3.017 trillion (USD 123 million) in the first half of 2025, a nearly VND 270 billion (USD 11 million) increase over the same period last year – the strongest growth since the pandemic. Though Vietnamese films accounted for less than one-sixth of all releases, they claimed 67% of market share, reflecting growing audience confidence in local productions.
The film Dia Dao, released in April, contributed USD 7 million to the box office in the first half of the year.
Lam emphasized that international co-productions are essential for the sustainable development of Vietnamese cinema. “Collaborations with countries like South Korea, Thailand, and India not only generate commercial success but also provide access to modern filmmaking technologies and global distribution networks,” he added.
In the field of visual arts, Dr. Pham Lan Huong from Ho Chi Minh City University of Culture noted the effective cooperation among state agencies, museums, and overseas Vietnamese communities in preserving and repatriating valuable art collections.
From 2018 to 2025, the Ho Chi Minh City Museum of Fine Arts received three notable collections from France, including works by Le Thi Luu – the first Vietnamese woman to graduate from the Indochina College of Fine Arts – and Le Ba Dang, an internationally influential Vietnamese artist.
“These paintings returned from Paris are not merely artifacts but living memories. They prove the power of art when connected by knowledge, trust, and love. Culture shared across borders transcends geography,” Dr. Huong affirmed.
Digital technology is also opening new directions in how art is experienced and transacted. In 2023, the Vietnam Museum of Fine Arts launched the Virtual Art Exhibition Space (VAES), attracting nearly 90,000 visits in its first nine months. Projects like Viet Art Now and the NFT-themed painting competition City Rising are helping shape a modern, dynamic art market aligned with international trends.
Flourishing live performances
The year 2024 witnessed a flourishing wave of live performances.
In the performing arts, 2024 witnessed a boom in stage productions such as Anh trai say hi, Anh trai vuot ngan chong gai, and Chi dep dap gio re song. These formats not only brought fresh experiences to audiences but also created new revenue streams and promotional opportunities for Vietnamese artists.
According to the Ministry of Culture’s estimates, by 2025, eight cultural industries are expected to contribute approximately VND 53.200 trillion (USD 2.2 billion) to the GDP, rising to VND 94.800 trillion (USD 3.9 billion) by 2030. These figures highlight the immense potential of Vietnam’s art market in the national creative economy strategy.
With rapid development, intellectual property and copyright issues are drawing increased attention. Phan Vu Tuan emphasized that awareness of copyright protection among artists and creators is growing, but more investment in digital tools for oversight is needed.
“We must shift from traditional enforcement methods to advanced technologies. Blockchain and artificial intelligence (AI) can ensure transparency and traceability in the art sector,” Tuan stated.
Experts agreed that along with innovation and international cooperation, a clear and suitable legal framework is fundamental for sustainable growth. A transparent market protected by law and technology will create an ideal environment for creativity, investment, and equal access to the arts.
Vietnamnet.vn
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