Vietnam’s cultural landscape took enormous strides in 2024, marked by a burgeoning entertainment scene that has revved up job creation and opened doors for aspiring young professionals. With domestic entertainment gaining traction and audiences enthusiastically responding, both the public and private sectors are waking up to the industry’s vast potential.
This year has been nothing short of spectacular, with blockbuster reality shows and sensational music concerts like Anh Trai Vuot Ngan Chong Gai, Anh Trai Say Hi, and Ha Anh Tuan’s performances drawing massive crowds and generating substantial revenue, amounting to billions of dong.
Highlighting the excitement, two BlackPink concerts held in July 2023 at My Dinh Stadium in Hanoi raked in an impressive US$13.7 million, providing a significant tourism boost to Hanoi during those lively nights.
In 2024, Vietnam hosted over 50 major and minor music events showcasing both international sensations and homegrown talents, with turnout numbers often soaring between 30,000 and 40,000. As we step into early 2025, this upward trend shows no signs of wavering, emphasizing the Vietnamese music industry’s bright future.
But music is just part of the picture—2024 also shone with vibrant cultural and historical festivals, celebrating Vietnam’s rich heritage and arts.
On a global scale, the cultural sector stands as a formidable economic force. Research from Custom Market Insights reveals that the live music market reached an impressive $34.84 billion in 2024, on a trajectory to hit $62.59 billion by 2034, with a promising annual growth rate of 8.78% between 2025 and 2034.
Generation Z and Millennials are at the forefront of this cultural boom, with around 60% willing to spend on live experiences. The revival of in-person events reveals a growing appetite for real-world connections, transforming Vietnam and other Asian countries into magnets for international events, conferences, and large-scale exhibitions.
This evolving landscape introduces innovative formats, including hybrid and virtual events, creating exciting career opportunities in management, promotion, and support roles—a beacon of hope for students eager to dive into this vibrant industry.
In response to this surge, British University Vietnam (BUV) is set to offer a bachelor’s degree in events management, conferred by Bournemouth University, in 2025.
Proudly ranked among the top 100 universities worldwide and third in the UK according to the Times Higher Education (THE) Young University Rankings 2024, Bournemouth University’s Hospitality and Leisure Management programs are celebrated, landing in the top 20 globally as per QS World University Rankings 2024.
Graduates of this progressive program will find themselves equipped for roles spanning from Conference and Events Manager to Planner and Coordinator, including the ever-bustling weddings and MICE (Meetings, Incentives, Conferences, and Exhibitions) sectors. The rigorous three-year curriculum emphasizes practical skill development in event management. Students emerge with a robust foundation in event design, project management, consumer behavior, finance, and logistics.
The hands-on approach combines classroom learning with real-life event organization, as students intern with prominent partners like Intercontinental, Sheraton, FPT, Movenpick Hotel & Resort, and Thanh Viet Production.
BUV boasts a comprehensive curriculum and strong industry connections, positioning students to secure fulfilling employment shortly after graduation. Being Vietnam’s first QS 5-star university and the first in the region accredited by the U.K.’s Quality Assurance Agency (QAA), BUV ensures that its programs are future-ready, achieving an impressive 100% employability rate within three months of graduation.
What are the major achievements in Vietnam’s cultural sector in 2024? The sector has seen a surge in domestic entertainment popularity, hosting over 50 major events that attracted huge audiences and revenue.
How is the live music market expected to grow in the coming years? It is projected to expand from approximately $34.84 billion in 2024 to $62.59 billion by 2034 at a compound annual growth rate of 8.78%.
What opportunities does BUV offer to students interested in events management? BUV provides a bachelor’s degree in events management with a focus on practical skills and industry connections, ensuring high employability for graduates.
