Talking numbers
G-Dragon's G-DRAGON 2025 WORLD TOUR [Übermensch] concert in Hanoi was sponsored by a bank, attracting nearly 100,000 spectators in just 2 shows. With a price of 2-8 million VND/ticket, the concert will bring in at least 300-400 billion VND, including ticket sales alone.
Previously, the 4-night series of Say Hi Brother 2024 concerts in Hanoi and Ho Chi Minh City gathered a total of 168,000 audiences, bringing in a huge source of revenue. Thanks to that, the number of cards sponsored by banks in the program recorded double growth rate (CAGR) for 6 consecutive years at 44%/year, card spending even reached a growth rate of 56%/year.
Associate Professor, Dr. Bui Hoai Son - Standing Member of the National Assembly's Committee on Culture and Education - assessed: "The fact that banks, large corporations and private enterprises have begun to invest in music events such as G-Dragon concerts or Anh trai say hi shows a very encouraging signal: The cultural industry is no longer a "play of pure art", but has become a real economic sector, attracting social resources with unprecedented large investments. When a sector attracts the cash flow of "big guys", it means that the market is large enough, attractive and safe for long-term investment".
Social media expert Nguyen Ngoc Long analyzed that economically, the impact of these events far exceeds simple ticket sales revenue. They activate the "following" economic chain (experience economy), including accommodation, transportation, aviation, food and retail services at the locality. Instead of flowing abroad for audiences to watch international shows, the cash flow is now being retained and strongly rotated in the domestic market.
In particular, currently, banks no longer just appear as logos but become co-organizing partners, participating deeply in the event structure. This helps the banking brand to be present throughout the entire customer's cultural experience journey.
These emotional touches create a level of cohesion that traditional financial advertising is unlikely to achieve, helping banks strengthen sympathy and build stronger trust with customers. More importantly, this trust is directly transformed into a source of new user growth, the level of trust in products - services and revenue from digital payments, cards, consumer loans as well as accompanying financial ecosystems - the expert commented.
Dual benefits when businesses and cultural industries coexist
The participation of banks and large corporations not only brings direct financial benefits, but also opens up many sustainable development opportunities for both sides.
For the bank, this is an opportunity to enter the journey of cultural experience of customers, increase brand cohesion, build trust and enhance long-term value.
On the cultural industry side, capital flows from banks help reduce financial risks, create conditions to focus on artistic quality, organize professional events and expand scale. This cooperation also activates the supporting economy: Logistics services, lighting, transportation, accommodation, cuisine, merchandising... All of which have grown thanks to major music events, creating a spillover effect both economically and officially.
When private money is strongly participated, the cultural industry will have more stage projects, performance spaces, music festivals, creative weeks, and even a series of events that last all year round in major cities such as Hanoi and Ho Chi Minh City. This is not only an entertainment wave, but also becomes a driving force for development, a source of creative inspiration and a testament to a Vietnam that is entering an era of explosive cultural and creative power.
Associate Professor, Dr. Bui Hoai Son said: This is the golden time for Vietnam to build new cooperation models: Organizers - businesses - governments alliance; investment fund for creative culture; long-term co-sponsorship models; "concert economy" ecosystem based on data, technology and market. From there, form a systematic, professional and sustainable cultural industry, contributing increasingly importantly to economic growth and enhancing the national position in the region".
