Vietnam aims to turn its booming pop scene into a global cultural export

Recent policy moves, including Resolution 80, place culture alongside the economy, society and environment as a fundamental driver of Vietnam’s sustainable growth, with a goal of 7% of GDP by 2030. The state has introduced a cultural holiday, showcased work at the Venice Biennale, launched the English-language channel Vietnam Today, and begun construction of a Renzo Piano-designed opera house and a 135,000-seat stadium slated for 2028.

Meanwhile, a digitally connected young population is fueling a homegrown pop scene, prompting firms such as Yeah1, DatVietVAC, POPS and conglomerate Vingroup to treat cultural content as an exportable commodity. Yeah1 reported a 60% revenue rise in 2025, driven by hit reality shows and a new joint venture with Sony Music to promote the boy band Uprize internationally. POPS aims to list in Tokyo and push its artists toward the U.S. market. Analysts argue that Vietnam can leapfrog traditional economic stages by leveraging cheap internet and a confident youth culture to become Asia’s next cultural powerhouse.