The Rise of Vietnamese Domestic Concerts

Vietnam’s concert market is currently experiencing a dynamic shift. While domestic artists are enjoying unprecedented success, some K-pop events are struggling to attract audiences, even facing cancellations due to poor ticket sales. This contrast highlights a significant change in the preferences of Vietnamese concertgoers.

“Anh Trai”: A Phenomenon in Vietnamese Entertainment

The year 2024 witnessed the explosive popularity of concerts like Anh Trai Say Hi and Anh Trai Vuot Ngan chong Gai (Brothers Overcoming Thousands of Obstacles). These shows,featuring male singers and actors of various ages collaborating on stage,became instant hits. Tickets sold out within minutes, even crashing online sales platforms.

These concerts achieved remarkable success in both Ho Chi Minh City and Hanoi, drawing tens of thousands of attendees. The online ticket sales for these events saw over 155,000 people concurrently vying for tickets, an unprecedented phenomenon in the Vietnamese concert market.

Beyond the Stage: Fan Engagement and Innovative Strategies

The success of these concerts extends beyond the music itself. The Anh Trai format has evolved into a game show model, further enhancing fan engagement. Instead of relying solely on established stars, these events feature a diverse roster of artists, each cultivating their own dedicated fan base.Ticket prices,ranging from 500,000 dong (approximately $20 USD) to tens of millions of dong,cater to a wide range of fans,who express high satisfaction with the vibrant atmosphere and dedicated fan service.

More than 1,000 people were mobilized at each concert to manage technology, security, and the overall event. This level of association is rare in the Vietnamese concert scene.

Nguyen Xuan, External Cooperation officer, ‘anh Trai Vuot ngan Chong Gai’

Organizers are also investing in larger venues and advanced stage technology, such as the miding National Stadium near Hanoi. This commitment to quality enhances the overall concert experience.

Social Media’s Amplifying Role

The popularity of Vietnamese domestic concerts is further fueled by social media. Concert videos are widely shared and disseminated, amplifying their reach and impact. This strong social media presence has been instrumental in solidifying the appeal of these events.

Furthermore, the group-oriented format of these concerts provides opportunities for emerging artists, reducing costs and diversifying the fan base. This inclusive approach contributes to the overall success and sustainability of the Vietnamese concert scene.

Challenges for K-Pop concerts in Vietnam

In contrast to the thriving domestic scene, many K-pop concerts in Vietnam have faced challenges in recent years, struggling with ticket sales and even leading to cancellations. Such as, K-Time live in Hanoi, despite featuring popular groups like super Junior, A Pink, and Highlight, was canceled shortly before the scheduled date. Similarly,K-POP Open Air #2 faced cancellation in late 2023,with refund procedures reportedly mishandled.

Misjudging the Market

A primary reason for the struggles of K-pop concerts is a perceived misjudgment of the Vietnamese market by event organizers.Some companies invite groups or artists who may not be at the peak of their popularity,or they set ticket prices and schedules that don’t align with local preferences. This can result in insufficient fandom to fill large venues.

K-pop performances in Vietnam tend to be rushed, lacking the sufficient readiness time from production to marketing that is common in developed countries. Moreover,communication with fans is frequently enough overlooked.

QUOC Trung, Vietnamese Musician

Erosion of trust

Past cancellations by some agencies have also eroded trust among Vietnamese fans. This history contributes to a growing preference for domestic concerts, where audiences feel a stronger connection and sense of value.

A Shifting Landscape: Prioritizing Value and Connection

The Vietnamese entertainment market is undergoing a significant transformation. The success of Vietnamese artist concerts and the struggles of some K-pop events suggest a shift in audience priorities. It’s not necessarily a rejection of Korean idols, but rather a prioritization of value, emotional connection, and meaningful interactions.

For K-pop performers to succeed in Vietnam, careful investment, a deep understanding of local tastes, and thorough, professional preparation are essential. As Vietnamese audiences increasingly favor Made in Vietnam entertainment, the Korean entertainment market must adapt and become more competitive.