The Cultural Shift in Vietnam: A New Path to Global Ambition

The recent appearance of Justin Bieber at Coachella sparked a global buzz, but few noticed the subtle detail that caught Vietnamese attention – his Puffa shorts from Lu’U Dan. This moment may seem trivial, but it represents a significant shift in Vietnam’s economic landscape: the country is aggressively pursuing cultural exports to move beyond its manufacturing-driven economy.

Vietnam’s government has long recognized the potential of culture as an export commodity. Resolution 80, passed in January, explicitly states that culture is an indispensable foundation of Vietnam’s sustainable development, alongside the economy, society, and environment. This marks a significant departure from past strategies, which focused on leveraging cultural heritage for national unity and patriotism.

The government’s push to recognize culture as a business has sparked activity in the creative sector. New public holidays, international showcases like the Venice Biennale, and state-funded broadcasters are part of efforts to boost the cultural economy. The construction of grand buildings such as Renzo Piano’s opera house is underway, signaling investment in both physical infrastructure and cultural institutions.

A new generation of young creatives, empowered by affordable internet access and rising consumer spending, are shaping Vietnam’s pop culture landscape. According to William Lee Adams, Vietnamese American journalist and cultural commentator, “Vietnam’s pop culture is leaking out through the internet rather than through state-sponsored engineering.” This organic growth has created an environment where artists can express themselves freely, producing content that resonates with both domestic and international audiences.

With a projected 23.2 million new middle-class members by 2030, Vietnam will be well-positioned to transition from manufacturing and exporting goods to creating and selling services, including cultural products. As Luke Treloar, partner at KPMG in Vietnam, notes, “Vietnam’s growing consumer class will eventually drive the shift from ‘make in Vietnam and export’ to ‘make and sell in Vietnam’.”

This trajectory is not without precedent. South Korea has long been a global leader in pop culture. However, Vietnam’s cultural ambitions are notable for their ambition: instead of waiting for high-income status, they’re pushing to export culture earlier in their development curve.

Companies like Yeah1 and POPS are already leading the charge in V-pop music exports. The former reported a 60% revenue jump last year driven by its flagship reality TV show, Anh Trai Vuot Ngan Chong Gai (Call Me by Fire). With its new joint venture with Sony Music, Uprize boy band is set to break out of Vietnam and enter international markets.

While some view this development as a natural progression for a country seeking to diversify its economy, there are concerns about the role of government in driving cultural exports. Critics argue that state involvement may stifle creativity and compromise artistic integrity. However, advocates counter that government support is necessary to nurture the industry and provide resources for emerging talent.

As Vietnam navigates this new path to global ambition, striking a balance between policy initiatives and creative freedom will be essential. The stakes are high: if successful, Vietnam could become Asia’s next cultural powerhouse, outshining its manufacturing-driven reputation. However, failure might mean losing momentum that has driven growth in the first place.

The success of Vietnam’s cultural shift will depend on its ability to adapt to changing market conditions and balance government support with artistic autonomy. With a population of 98 million and a projected middle-class boom, the potential for Vietnam’s cultural exports is vast. As it ventures into uncharted territory, one thing is clear: this new path has already begun, and the world will be watching as Vietnam takes its rightful place on the global cultural stage.

The question now is whether the country can sustain momentum without compromising artistic integrity or sacrificing creative freedom for the sake of export targets.