Vietnam tourism’s soft power: Cinema and music should be the new focus

Leveraging its growing tourism appeal, Vietnam can further boost its global influence through cinema and music. According to RMIT lecturer Dr Bui Quoc Liem, these two industries promise to become “soft power” tools, promoting the country’s unique cultures and landscapes.  

Soft power – the ability to influence via attraction and persuasion instead of compulsion – plays a key role in shaping a nation’s global appeal and cultivating goodwill. Following Vietnam’s remarkable inbound tourism growth in 2024, which reached 17.5 million visitors (surpassing Singapore and marking a year-on-year increase of 39.5%), the country is facing an important turning point.

To further boost its appeal and build deeper connections with global tourists, Vietnam should strategically focus on developing its burgeoning film and music industries as new flagship cultural exports. In an increasingly digital world, these art forms offer an unprecedented opportunity to introduce Vietnam’s rich culture, stunning landscapes, and dynamic spirit to audiences worldwide. 

Cinema: A gateway to showcase Vietnamese culture and landscapes to the world

The big screen has the unique power to transport viewers to different worlds, shaping their perceptions and evoking a desire for firsthand experience. The potential for Vietnam has been revealed through internationally recognised films, where the local landscapes, and to some extent, the Vietnamese culture are prominently portrayed.

A Tourist’s Guide to Love (Steven K. Tsuchida, 2023) attracted huge attention from global audiences, surpassing 34 million hours watched on Netflix after circa 10 days of release and reaching the top 10 films in 89 countries and No. 1 in 19 countries. The Hollywood production conveyed the beauty of the local landscapes, people, and culture in six key locations: Hanoi, Ho Chi Minh City, Da Nang, Hoi An, My Son, and Ha Giang. 

Similarly, the spectacular view of Ha Long Bay and other locations in Kong: Skull Island (Jordan Vogt-Roberts, 2017) created a big wave of interest from global audiences, grossing over $US568 million worldwide. After the film was released, filming locations in Quang Binh, Ninh Binh, and Quang Ninh emerged as new tourism magnets. In February 2017, the number of international visitors to Vietnam reached nearly 1.2 million, an increase of 42.2% year on year.

Meanwhile, The Quiet American (Phillip Noyce, 2002), managed to portray colonial Vietnam through a lens of poetic cinema despite having a complex historical context. Recently, the film Song of the South (Đất rừng phương Nam) (Nguyen Quang Dung, 2023) also drew the attention of domestic and international audiences with its majestic scenes and portrayal of the rich Mekong Delta culture.

The film tourism phenomenon has been firmly established in many countries, with numerous tourists drawn to real places described in popular films and TV programs. South Korea has masterfully leveraged the global success of its TV series and movies to attract tourists to filming locations, creating specialised tours and experiences. The Harry Potter film series (2001-2011) had a similar impact on tourism in the UK, with fans flocking to visit iconic locations in the films. Similarly, Vietnam has the raw materials – captivating landscapes and increasingly compelling stories – to mine this lucrative market.

Cooperation between cinema and tourism is crucial here. The Ministry of Culture, Sports and Tourism could assist filmmakers in identifying filming locations, provide incentives for filming in Vietnam, and develop tourism packages highlighting locations featured in films. Furthermore, promoting Vietnamese films with international appeal through global film festivals and streaming platforms can help boost tourism strongly, though indirectly.

The growing influence of Vietnamese music on the global stage

In addition to the visual appeal of cinema, music offers a path of strong emotional connection to international audiences. Vietnamese pop (V-pop) is experiencing a surge in creativity and international recognition. Artists such as Son Tung M-TP – with his massive digital following and catchy tunes, and Hoang Thuy Linh – whose music blends contemporary pop and Vietnamese traditional elements, have attracted attention beyond Vietnam’s borders. In particular, the song See Tinh from Hoang Thuy Linh’s album LINK (2023) has become globally known thanks to its use in TikTok videos. Other artists, such as Binz with his distinctive rap style, Den Vau with his profound lyrics about life, and powerful vocalists like My Tam and Ha Anh Tuan, also have huge fan bases and sizeable influence.

Recently, the Bac Bling music video by Hoa Minzy reached 86 million views on YouTube after only three weeks. The video not only became hugely popular in Vietnam but also made a strong impression on global audiences, entering the top 5 or top 10 in Australia, Singapore and South Korea. The success of the video has helped promote the beauty of the Vietnamese culture and people to the world, with international viewers expressing their desire to visit Vietnam and particularly, Bac Ninh province, where the video was filmed.

Besides, Vietnam is becoming an increasingly attractive destination for music festivals. Large-scale events in Ho Chi Minh City and Hanoi, along with unique concerts and music festivals in beach tourism destinations in Phu Quoc and Da Nang, appeal to international viewers seeking original cultural experiences.

To position Vietnam as a vibrant music tourism hub, the authorities need to actively support the organisation and promotion of diverse music events, from contemporary pop concerts to traditional music performances. Building a schedule of music events across the country and promoting them internationally can attract a new segment of tourists – music lovers who are eager to experience Vietnam's dynamic music scene firsthand. Investing in infrastructure to support large-scale events and simplify visa procedures for international tourists will further enhance the appeal.

Amplifying the soft power strategy through social media

In the digital era, social media platforms are indispensable tools to amplify cultural exports and directly reach global audiences. Platforms such as TikTok, YouTube, and Instagram offer unprecedented access for Vietnamese films and music to transcend borders and reach potential visitors directly.

Success stories from other countries provide valuable lessons here. Music videos that beautifully showcase a country’s culture and landscapes, as seen in K-pop and Latin pop, inadvertently act as powerful tourism advertisements. Similarly, travel influencers have generated significant interest by visiting and promoting filming locations.

While Vietnam may not yet have many film and music products with a viral appeal that are intentionally linked to tourism, the potential here is huge. The Vietnam National Authority of Tourism could take the initiative to implement digital marketing campaigns that strategically position filming locations and music events as appealing tourism destinations. This includes creating engaging content showcasing filming locations with behind-the-scenes footage, promoting V-pop artists and music festivals to international audiences through targeted advertising, and partnering with global influencers who will experience and then share Vietnam’s cultural offerings.

To attract more inbound tourists from more countries and backgrounds in a globally competitive tourism market, Vietnam should take advantage of its rich cultural assets. Film and music, with their inherent emotional appeal and global reach, stand out as particularly effective soft power tools. By promoting strong cooperation among filmmakers, artists, music composers, tourism management boards, and digital marketing specialists, Vietnam can maximise the reach and impact of these cultural exports. A focused approach to leisure tourism, leveraging the compelling storytelling power of films and the vibrant energy of music, is key to differentiating Vietnam as a unique, dynamic, and intriguing destination.

Story: Dr Bui Quoc Liem, Lecturer in Professional Communication, School of Communication & Design, RMIT University Vietnam

Thumbnail image: nick – stock.adobe.com | Masthead image: Nghiem – stock.adobe.com