In this Words on the Street edition, we’re exploring Vietnam’s thriving idol culture and its journey from Hallyu admiration to homegrown success stories.
About a decade ago, the Korean Wave, or Hallyu, dominated Vietnam’s entertainment landscape, with K-pop groups and Korean dramas captivating audiences across the nation. Vietnamese fans eagerly followed Korean stars, while local artists, though talented, often struggled to generate the same level of mass appeal. However, the tides have turned significantly, as Vietnamese artists today are not only capturing domestic audiences but also gaining recognition abroad. This evolution signals a powerful transformation in the local entertainment industry, positioning homegrown talent alongside international icons and reshaping Vietnam’s cultural identity. Here’s how this exciting shift came to be.
In the early 2010s, the Vietnamese music industry was a very different scene. Emerging genres were largely driven by underground and self-taught artists who had limited access to professional training or industry knowledge. Lacking formal guidance, they relied on basic equipment, grassroots networks, and personal drive. However, over the past decade, music production in Vietnam has undergone a tremendous upgrade. Today, aspiring musicians have access to music schools, online tutorials, and high-quality production tools that allow even amateurs to create impressive work. This accessibility has led to a new wave of artists who are more technically skilled and well-prepared than their predecessors. They now enter the industry equipped with knowledge of music theory, production, and performance.
What’s more, global music giants like Warner Music and Sony have expanded their reach into Vietnam, establishing a professional infrastructure that elevates the entire industry. These labels bring in world-class resources, distribution networks, and promotional expertise, which has enabled Vietnamese artists to create polished, high-quality music that meets international standards. Working alongside these labels, local artists now have the support needed to reach wider audiences and compete on the global stage.
The digital revolution has also been pivotal in this transformation. Ten years ago, social media in Vietnam was still in its infancy, and digital fan communities were few and far between. But as platforms like YouTube, TikTok, and Instagram have grown, so too has the Vietnamese fan culture, giving rise to an online ecosystem where fans and artists connect like never before. Social media has allowed fans to share content, discuss music, and engage with their idols directly, creating a vibrant and interactive music scene. Vietnamese artists now have an avenue to reach fans beyond Vietnam’s borders, with growing fan bases in countries like Thailand and China, and they are increasingly able to showcase their talent to a global audience.
Another significant factor is the growing number of collaborations between Vietnamese artists and international icons, which has brought Vietnamese talent into the global spotlight. Sơn Tung M-TP’s collaboration with Snoop Dogg, for instance, was a groundbreaking moment that displayed the global appeal of Vietnamese music. Duc Phuc’s revival of 911’s classic hit I Do showcases a harmonious blend of local talent with international charm, drawing attention from fans across Asia. These collaborations are not just a nod to Vietnamese artistry; they serve as a statement that Vietnamese artists are capable of producing work that resonates internationally, further strengthening their credibility.
In addition to musical production and collaborations, media shows in Vietnam have also played an essential role in bringing local artists to the forefront. Over the past few years, game shows, talent competitions, and reality TV programs have become cultural staples, giving Vietnamese artists extensive exposure. Vietnamese music often features in the soundtracks of these shows, and artists themselves are frequently invited to participate as hosts, judges, or performers, allowing audiences to connect with them on a deeper, more personal level. Such shows provide Vietnamese artists with substantial screen time, which helps them build loyal fanbases and strengthens the local music scene as a whole.
What’s particularly exciting is that Vietnamese artists are now starting to gain recognition on an international level. Some have been invited to attend global music awards, a milestone that was nearly unimaginable just a decade ago. Moreover, several Vietnamese artists have attracted international fan followings, especially in countries like Thailand, China, and even South Korea. A handful of these artists have organized international tours, showcasing the strength of their appeal and proving that their influence now extends beyond national borders.
Looking to the future, there’s a strong sense of optimism in Vietnam that this trend of localized idol culture won’t just fade away. Fans and industry insiders alike are hopeful that Vietnamese artists will continue to rise on the global stage, erasing boundaries and building connections with audiences worldwide. Many believe that if the trend continues, Vietnam could establish its own cultural wave - one that could bring Vietnamese music, fashion, and entertainment to a global audience, similar to how Hallyu brought South Korea into the international spotlight.
Vietnam’s journey from Hallyu admiration to homegrown idolization is more than just a passing phase, it’s a cultural shift that speaks to the country’s growing confidence and creativity. Vietnamese artists are building a bridge between tradition and innovation, showing the world that Vietnam’s talent can shine alongside the best. With continued investment in professional training, media exposure, and digital engagement, Vietnam’s entertainment industry is on a path to even greater recognition. So, keep an eye on Vietnam; it’s just beginning to show the world what it can achieve on the global stage.
