The cultural industry is attracting investment
At the end of 2025, Vingroup announced investment in the cultural industry with 3 pillars, including the establishment of V-Film Film Development Joint Stock Company, V-Spirit Event Organization Joint Stock Company, and V-Culture Talents Vietnam Culture and Arts Talent Development Joint Stock Company.
Previously, a series of banks had strongly invested in large-scale reality shows and concerts. Just 4 famous programs, Anh trai vượt ngàn chông gai, Anh trai say hi, Chị đẹp đạp gió, Em xinh say hi, had 4 large banks "pour capital" to invest.
Media expert Le Thom - Lecturer at the Academy of Public Administration and Management - said that cooperation with art and entertainment brings great advantages in emotions and experiences, helping brands to be remembered more naturally and deeply.
With the explosive large-scale concert series of "Anh Trai Vuot Ngan Chong Gai", the producer, Yeah1 Group, said that they recorded a breakthrough profit in 2024 with net revenue of more than 1,000 billion VND, and after-tax profit increased 4.6 times compared to 2023.
Yeah1 is currently promoting investment in a series of art programs, creating a cultural and entertainment ecosystem from artist training, artist management, program production, to large-scale performance organization.
The State needs to play the role of "architect
Talking to Lao Dong reporters about the ambition to create a national brand in the field of culture, a representative of Yeah1 group (producer of "Older Brothers Overcoming Thousands of Hardships") said that Yeah1 always pays deep attention and closely follows the National Brand program of the Ministry of Industry and Trade.
Currently, Yeah1 is waiting for a set of criteria for selecting national brands in the field of culture and performing arts to strive for and build national brands and products that achieve national brands.
Yeah1 and many businesses investing in the cultural sector are also waiting for support from the state in terms of legal corridors, mechanisms, investment... to have a "lever" to create momentum for investment in the cultural industry.
According to Assoc. Prof. Dr. Bui Hoai Son - Member of the National Assembly's Committee for Culture and Society, on the path of building a national brand from the cultural industry, the state needs to play the role of "architect" and "leader".
The State designs institutions, creates a healthy competitive environment, invests in basic infrastructure, orders pioneering projects, supports creative clusters, and most importantly protects copyright - protects creative space.
The State also needs to play a role in cultural diplomacy to open markets and create a corridor for international cooperation. This spirit is also emphasized in discussions on positioning national brands through cultural values and cultural diplomacy in the past time.
Businesses will be "market engines", when ready to invest, produce, innovate business models, apply science and technology, improve quality standards, build supply and distribution chains, and bring cultural products internationally.
The national brand of culture is the result of an ecosystem, where the State builds and protects the "ice rink", businesses and creative communities take off with high-class products, and society is a space for enjoyment, evaluation and spread.
