Ambition for the entertainment ecosystem
On November 10, Vingroup Corporation announced that cultural information is a new strategic pillar that has attracted much public attention. This group established three separate companies: V-Culture Talents, V-Film and V-Spirit, in charge of three key areas including conservation, creativity, and artistic development.
According to Mr. Nguyen Viet Quang, Vice Chairman of the Board of Directors and General Director of Vingroup, the goal of the cultural pillar is to "enhance spiritual life, spread Vietnamese identity, create a professional playground for artists to promote their talents and be honored worthy".
The official entrance of a largest private economic group in Vietnam into the cultural sector, according to experts, will create a strong boost for the performing industry and the art market, which is entering a period of strong growth, especially in 2025.
Regarding Vingroup's expansion to the field of culture and arts, communication expert Tam An - who has 15 years of experience in the field of communication shared his opinion: "Vingroup is not only "investing in art", but is building infrastructure for culture, from talent training, content production, to organizing global artistic events".
Musician Luu Quang Minh - Music Director of the A80 ceremony shared the same opinion that the economic group's expansion to the cultural and artistic field will help attract a large number of domestic and foreign audiences to music programs, both before, during and after the concert.
In the past two years, the Vietnamese music market has witnessed an unprecedented explosion of large-scale concerts, attracting strong investment from economic groups and banks.
In a series of outstanding music programs in 2024-2025, the mark of major banks appeared dense. Techcombank is the diamond sponsor of the program "Anh trai vu ngan chong gai", helping the program maintain high production quality, modern stage setups and nationwide communication campaigns.
Coming to Anh trai say hi with a diamond sponsorship from VIB bank, the program has become one of the entertainment shows with strong brand recognition in the year.
In June 2025, VP Bank made its mark when participating in the super music festival that gathered many star names including G-Dragon, CL... at My Dinh Stadium. The event gathered more than 50,000 spectators. During G-Dragon's 2 concert nights held on the evening of November 8 and 9 at Vinhomes Ocean Park 3, VP Bank was the name sponsor of a music event that gathered nearly 100,000 spectators...
On this issue, expert Tam An assessed: The fact that Vietnamese enterprises, especially large corporations and banks, invest in music concerts or art festivals is a positive sign of brand maturity. They understand that music and art are the strongest emotional communication channels, helping to spread brand value through inspiration, not through advertising.
Lessons from large corporations in the world
The participation of large music corporations in Vietnam is currently following the path that Korea has successfully followed: Samsung invests in producing entertainment content, LG sponsors international K-Pop tours, Hyundai cooperates with major entertainment companies to promote their brand globally through idols (idols).
This is also an important foundation to help Korea build a cultural industry worth tens of billions of USD each year - where music, cinema and art become a true "export industry".
If we look at the world more broadly, this is the way that large corporations like Hyundai (Korea) or LVMH (France) have done. Hyundai invests long-term in projects in cooperation with museums and contemporary artists, aiming to spread creative values and enhance the national image.
LVMH ( Louis Vuitton Moët Hennessy) is the world's largest luxury group, owning more than 70 leading brands such as Louis Vuitton, Dior, Fendi, Givenchy, Sephora... Not only leading in business, LVMH is also considered a symbol of the "cultural luxury capitalism" model, focusing on culture and art to create brand strength.
A typical example is the Fondation Louis Vuitton, a famous museum and contemporary art center in Paris, invested in and built by LVMH and designed by architect Frank Gehry. This project is not only an art exhibition space, but also a cultural declaration of France, expressing how private enterprises contribute to spreading national identity to the world.
In the world, many global brands have shifted from a " material economy" to a "value economy", where businesses not only sell products, but also create inspiration and spiritual heritage for society. Coca-Cola has accompanied major music festivals such as Tomorrowland, creating an emotional ecosystem associated with young people. American Express is a strategic partner of Coachella (USA), where they create music and cultural experiences with a strong brand image. At the national level, this is a shift from a pure economy to a creative economy, where culture becomes a new resource for sustainable growth.
If properly oriented, concerts, music festivals or art activities invested by Vietnamese enterprises will not only be entertainment, but also a tool to build the image of a youthful, integrated and vibrant Vietnam, a "national brand" spreading with emotions and pride.
When the private sector "entered the field" of culture
In the context of globalization and extensive economic transformation, culture is becoming an important "soft resource" contributing to shaping the national image, enhancing competitiveness and spreading the value of Vietnamese brands to the world.
If in the past, cultural and artistic activities were mainly carried out by the State or specialized organizations, now, according to Associate Professor, Dr. Nguyen Thuong Lang - National Economics University - the private sector is becoming a new, dynamic force.
Many large domestic enterprises that are familiar with pure economic sectors such as industry, infrastructure, real estate or services have been boldly investing in the cultural sector. This is not only a strategic step in building a corporate brand but also demonstrates a long-term vision of sustainable development, linking the economy with national identity. Corporations such as Sun Group, Vingroup... are all expanding their investment in cultural and artistic projects, cinema, talent training, or developing community cultural spaces - Associate Professor. Dr. Nguyen Thuong Lang assessed.
According to this expert, the participation of businesses not only brings strong financial resources but also brings modern management thinking, professionalism and the ability to connect to the market. This helps cultural activities no longer stop at symbolic things, but truly become a true economic sector that creates jobs, revenue and contributes to GDP growth.
The emergence of large enterprises in the cultural sector not only adds investment resources but also stimulates the creative value chain, from content production, human resource training to product consumption. This creates a dual spillover effect that both helps preserve national heritage and opens the labor market for artists, manufacturers, designers, and communication of industries that have not long exploited their full economic potential, said Associate Professor. Dr. Nguyen Thuong Lang said. Tuyet Lan
