TABLE OF CONTENTS

I. INTRODUCTION...................................................................................................... 3

II. INDUSTRY ANALYSIS.............................................................................................4

1. Event industry in Vietnam......................................................................................4

2. Music events in Vietnam....................................................................................... 5

III. EVENT ANALYSIS................................................................................................... 9

1. What & Who........................................................................................................ 10

2. Where.................................................................................................................. 11

3. When................................................................................................................... 12

4. Why..................................................................................................................... 13

5. How & Stakeholder Contribution.........................................................................16

IV. CONCLUSION & RECCOMENDATION.................................................................18

V. REFERENCES....................................................................................................... 20
 I. INTRODUCTION

The event industry has seen tremendous growth in recent years, with events of all kinds

being organised all over the world. Vietnam has become an event destination with rich

culture, infrastructure, and warm hospitality. The finding reveals the event industry in

Vietnam has diverse annual festivals and international events. Meanwhile, the music

event industry witnessed an extensive boom from the appearance of the Blackpink

concert in Hanoi last July.

This report will describe the current situation of event industry and music eveny industry

in Vietnam and analyse the Born Pink World Tour by Blackpink in Hanoi through the

5W1H aspect (who, what, when, where, why and how), and the stakeholder contribution

for the success of the concert. Following this, feasible recommendations about

stakeholder engagement and responsibilities are offered to glean insights into the

landscape of event management and its implications contributing to Vietnam's growth

and development.
 II. INDUSTRY ANALYSIS

1. Event industry in Vietnam

Events allow us to celebrate personal achievements and public milestones, offer

chances for amusement, and bring communities together. Governments and authorities

thereby yearn to organise events that catch attention, create employment, and attract

tourists (Holmes et al 2015, Morgan 2007). Vietnam has exploited its rich history and

culture to take care of cultural, artistic and sports events (VNS 2024). The country

currently has nearly 9.000 traditional festivals taking place all year round (Phuong and

Minh 2024) expressing diverse forms of art performances (VNS 2023). Vietnam is also

eager to further develop sport events as the country now holds 40,000 sport

tournaments each year that attract tens of thousands of participants and bring great

economic value (Vietnamnet 2024). Vietnam is a destination for events that are not only

demonstrated by annual festivals, but also by a series of international events that have

increased in number in recent years (HanoiTimes 2023). The country has promoted

cooperation with embassies and international organisations to host trade events

between localities and other nationalities (Pham 2024, VOV 2023). Meanwhile, Vietnam

is fostering itself as an emerging MICE venue in Asia to attract more important regional

and world conferences (HanoiTimes 2024). MICE events have higher standards but it

brings about 4-5 times higher revenue than other common kinds of tourism. Although

the MICE sector in Vietnam is developing, budget constraints have not vanished and

purse strings are far from being loosened (VNAT 2018).

The opportunities from improvements in infrastructure in the city and the blend of

culture, sun and sea, and a warm hospitable community are on rise and will continue

stimulating the interest towards event industry in Vietnam (VNAT 2018). Furthermore,

according to field experts, Viet Nam has a stable political system and experience of

hosting big events which are favourable conditions for holding large-scale events

(VietnamNet 2018). Meanwhile, private sectors and the government can work hand in

hand to create awareness in the region to look for new destinations beside Ha Noi and

Ho Chi Minh city for more events.

2. Music events in Vietnam

Music makes a profound and lasting influence on individuals. The power of music

creates joy, emotional connection, and experiences become evident, laying the

foundation for the flourishing field of music tourism (RMIT 2023). Each music tourism

event is ‘a lucrative economic and social driver’ for host countries, which not only

promotes tourism demand but also boosts the economy and accelerates the process of

social integration (Prensa 2018). Simultaneously, it is an opportunity to promote the

image of the country to the world and foreign tourists (UNESCO 2015). According to

Vietnam's Minister of Culture, Sports and Tourism Nguyen Ngoc Thien, Vietnam tourism

has included music to lure more visitors as a potentially developing domain (Thanh

2017). Music events in Vietnam have witnessed impressive development in recent

years; from mini liveshow by domestic artists to large-scale international music festivals

are energising Vietnam's music life (VIR 2023).

The proliferation of international music festivals and groundbreaking concerts in 2 big

cities Hanoi and Ho Chi Minh proved that the country is becoming popular destinations

for international stars (Jenna 2024). HCM is a hot spot for Vietnam’s largest music

festivals as the city is equipped with adequate facilities and infrastructure to hold such

high-quality festivals (Figure 1) while Hanoi lauds traditional music events and

symphony shows (Figure 2) (Vietnam Insider 2020). With diverse music spaces and

activities attracting more and more visitors, the country is identified as a culturally

vibrant destination for music tourists, and “Music tourism”, defined as a visit to a city or

town to see a performance, has become more and more popular in Việt Nam, according

to Vu Quynh Anh, CEO of Hoang Minh Travel (Jenna 2024). The debut of WonderFest -

a series of high-class entertainment and tourism events and the first annual

international music festival in Vietnam contributes to bringing an endless music festive

atmosphere and uplifting emotions for visitors to Vietnam (VNAT 2023).

Figure 1. Ho Chi Minh City International Music Festival on December 2, 2023 (VOV

2023).
 Figure 2. The Xam folk singing performance at the Hong Ha Theater in Hanoi (Jenna

2024).

Concerts and live shows by Vietnamese artists in recent years are heavily invested in

quality, creativity and spectacle that seeks to establish a kind of brand value for the

artists and enhance the visual experience of the audience (Nguyen 2022). Many other

cities such as Da Lat, Hoi An thereby emerged with compact or mini live shows

attracting the participation of Vietnamese artists (Figure 3) (VNAT 2021). Unlike shows

organised in big cities such as HCM and Hanoi, music shows in those cities focus on

open yet private experience that brings closer connection between artists and audience,

and performers can show their vocal ability through latest music pieces to audiences

(VNAT 2021).
It can be seen that the ability to hold music festivals is approaching world-class in

Vietnam. However, creating is not enough, it must continuously innovate and become

more attractive for these festivals to create momentum for the Vietnamese music

industry.

Figure 3. Singers hold mini show in Da Lat to introduce new music pieces and

reconnect with their audiences (VNAT 2021).

 III. EVENT ANALYSIS

The success of Blackpink's recent concerts in Vietnam has emphasised the enormous

potential of the music event industry within the country. Beyond economic impacts, the

events have spurred growth in social and cultural sectors. This all-round boost offers

more opportunities and strengthens the overall country, making concert organisation an

attractive avenue for further development in the country (Duong 2023).

1. WHAT & WHO

The Born Pink World Tour was the second worldwide concert tour by South Korean girl

group Blackpink in support of their second album Born Pink (2022). The group debuted

in 2016 with 4 members. After seven years, their unique blend of music and style has

fueled their global success on their rise to prominence and raising their influence on the

young generation (Glasby 2020). Born Pink tour in Hanoi announced as the last stop in

Asia that attracts tourists in the region coming over to Vietnam, mostly youngsters who

are willing to pay to indulge in an exceptional experience getting closer to their idols and

enjoy the fantastic performances firsthand (Figure 4) (Khanh 2023). This influx of

concert-goers dramatically boost the local economy from ticket sales and increased

demand for services and tourism, leave lasting legacies, and enhance the global image

and reputation of Hanoi and Vietnam (Mendoza 2023).

 Figure 4. Born Pink World Tour announced to be landed at My Dinh Stadium, Hanoi

(YG Entertainment n.d)

2. WHERE

Hanoi has great potential to become a city of music events through the feasibility of

organising large festivals because of its existing physical infrastructure, well-established

facilities, and a more capable workforce compared to other localities (Ngan 2023). More

importantly, Hanoi is a hub of culture and art that encourages participants to explore

and make expenses to the city. As the capital, Hanoi also maintains premier

international relations. Taking advantage of these sectors, Hanoi is the final stop in Asia
on the Born Pink world tour (VOV 2023). Blackpink performed two nights at My Dinh

national stadium which represents the nation’s largest venue and boasts a capacity of

more than 40,000 people. The stadium drew crowds of approximately 36,000 and

31,000 spectators respectively to meet such a high demand (Le 2023). However, such

facilities are configured for sports events and not for live concerts, therefore, they

require extensive setup of concert stages (SAGE n.d) (Figure 5). Besides, 80% of

technical and sound equipment are sourced from Korea to optimise the performance of

these devices and ensure quality standards for their concerts (Anh 2023).

Figure 5. Extensive set up at My Dinh Stadium, Hanoi (Hoang 2023).

3. WHEN
The date of the event is considered by several sectors, such as venue availability, artist

condition, schedule timeline, holiday periods, weekdays or weekend (Holley 2001).

Blackpink’s first-ever show in Hanoi took place on July 29 and 30. The girls have a

break of about two weeks from the previous shows in Paris and 12 days to kick start

their official tour in the United States (Han 2023). These gaps between these

performances provided the members with appropriate time to take care of their health.

The concert is held two nights on the weekend when the majority of people are free to

attend and also minimise the traffic congestion when people back from work or school.

During this time, Hanoi is in the summer, occasionally with rain showers increasing

humidity. Rain poured in Hanoi over an hour before the Blackpink concert started on

Saturday evening. The rains slowed down the check-in process and many fans were

disappointed that the raincoats ruined the moment to show their black and pink outfits

for the show (Giang and Ha 2023). Mercifully, by the time Blackpink hit the stage, the

rain had stopped and that was a night full of high energy, high humidity, and high-

pitched screams in Hanoi (Ollie 2023).

4. WHY

International concerts are multifaceted events with far-reaching impacts. They provide

tourism and economic benefits, and boost cultural and social exchanges (Phat 2023). A

two-day concert by Blackpink has raised great revenue (26.42 million USD) from

170,000 tourists both at home and abroad for Hanoi, up to er 25% in the number of
tourists and revenue compared to normal events, according to the municipal

Department of Tourism (VNA 2023). Attracting foreign currency draws a precious

source of revenue for the country 'contributing to foreign exchange reserves and

improving the liquidity of Vietnam's foreign expenses' (Phat 2023, p.4). Notably, flights

between Ho Chi Minh City and Hanoi were sold out despite the high prices (VNA 2023).

This demand reflects the potential buying power of the Vietnamese (Ha and Tan 2023).

If we invest more on the music industry and have quality products, Vietnamese are

willing to spend their money (Tat 2023) and we will have the opportunity to promote

Vietnamese cultural and artistic values, like the Blackpink shows (VNA 2023).

The influence of the Blackpink concert in Hanoi is a 'catalyst' for enhancing Vietnam's

image, both domestically and internationally. From their affection for Vietnam and its

cuisine like 'pho', 'banh mi', 'nem nuong' and their dance performance 'See Tinh' ,

Blackpink showed the unique charm of Vietnam to global audiences (Ha and Tan 2023).

Besides, the Vietnamese fan community's enthusiastic engagement impressed the

world with friendliness and willingness of Vietnamese. Fansites dedicated to Blackpink

have undertaken projects such as displaying photos and messages on giant LED

screens across the city (Nguyen 2023) (Figure 6). These endeavours created a

connection between the fans and artists, and also enhanced Hanoi's image as a

welcoming and hospitable destination.

 Figure 6. LED screens for one of Blackpink members in Hanoi (Hoang 2023).

This sparked opportunities for the country with plans to invite not solely from Korean

companies but also global artists and international entertainment heads to Vietnam for a

wider range of events. This trend is expected to grow Vietnam's entertainment industry,

engaging international attention and visitors in the process (Le 2023).

 5. HOW & Stakeholder Contribution

Event Management Body of Knowledge (EMBOK) states that it is necessary to identify

relevant risks and manage them effectively when holding an event to minimise

consequences, guarantee safety, and boost satisfaction (Veksler 2016). For large-scale

events like Blackpink's, the process is complicated, takes time and requires assistance

from more experts.

The main event organiser, IME Vietnam Co. (belongs to iMe Entertainment Group) have

taken efforts to manage and bring Vietnamese fans the world's top show and artist

Blackpink even though there were uncertainties related to ticket prices and song list,

nine-dash line, and song copyright issues (Vietnamnet 2023). The Blackpink concert in

Hanoi first caught in controversy because of the nine-dash line on the organiser's

website. This line is used in Chinese maps to demonstrate its claims over the South

China Sea areas, including swathes of what Vietnam considers its continental shelf

(Reuters 2023). Many Vietnamese have voiced their anger over the company's use of

the nine-dash line map and even called on people to boycott the concert in Hanoi.

However, the apology only came after Vietnam’s ministry of culture and information

announced it was starting “procedures to look into the incident” (Agence 2023).

At the same time, the alleged setlist featuring only 14 tracks had been circulating online

and received criticism from audiences due to the high ticket prices (Bao Lao Dong

2023). The setlist led disappointment among fans who were expecting a more extensive
lineup of songs from the girls. However, the ticket price in Vietnam is higher than in

Thailand and Singapore added to fans’ discontent (Linh 2023). IME and YG

Entertainment then denied the authenticity of a leaked setlist for the concert. Ticketbox,

the exclusive unit selling tickets for the BlackPink concert in Hanoi, had contributed to

ensure the integrity of ticket sales, avoid risks of fake tickets and disputes for audience's

interests (Traffic Newspaper 2023).

The conflict arose when the authorities announced to revoke the licence of Blackpink

concert due to the organisers’ failure to pay royalties for Vietnam Center for Protection

of Music Copyright (VCPMC) while IME had fulfilled all copyright obligations in other

countries (Ha 2023). Meanwhile, VCPMC is criticised for pushing the royalty fee too

high for developing countries (Traffic Newspaper 2023). The amount proposed by

VCPMC was higher than the average royalties paid in other countries in the region, in

Malaysia and Thailand ranged between US$200,000-250,000 while in Vietnam the

company had to pay US$450,000 for 2 nights (Ha 2023). The conflict came to an end

after IME proposed to VCPMC to reduce the royalties and was agreed by VCPMC to

support a 10-15% reduction of the total value.

Organising a small or big scale event, different stakeholders must be taken into

consideration. Along with the main event organiser IME Vietnam and the exclusive

ticket selling unit Ticket, there were also contributions of different stakeholders from the

local government, YG Entertainment, transport services, sponsors and the needs of the

participants (Van der Wagen & White 2010).

 IV. CONCLUSION & RECCOMENDATION

In conclusion, Vietnam as a destination for events is not only demonstrated by various

annual festivals, but also by international events that have increased in number in

recent years. Vietnam has infrastructure, warm hospitality and diverse cultural offerings,

stable political system and experience in hosting international events demonstrate its

readiness to accommodate large-scale MICE, music and sport events. Music tourism

among cities various from electronic music festivals, mini live shows of Vietnamese

artists, etc. showcases promising growth and potential, positioning the country as a

vibrant destination for both domestic and international visitors. Born Pink World Tour

featuring Blackpink not only stimulates economic growth but also enhances cultural

exchanges and promotes Vietnam's image globally. A two-day concert by Blackpink has

raised great revenue for the city from the tickets, accommodation, transportation and

spending on leisure. This also sparks a fact of the potential buying power of the

Vietnamese. Hanoi appeared as a beautiful, welcoming, safe, lively destination and has

plenty of good food, engaging global audiences and paving the way for future

opportunities in the entertainment industry. Despite the successes, challenges persist in

this event management process. Issues such as licensing, copyright, and pricing

underscore the complexities involved in organising large-scale events. Collaboration

among stakeholders, including government bodies, event organisers, and entertainment

companies, is essential to address these challenges effectively and ensure the smooth

execution of events.
Looking ahead, continued investment in the event industry, coupled with proactive

measures to address regulatory and logistical hurdles, will further elevate Vietnam's

position as a premier destination for events and tourism. It is recommended that the

state agency promulgate legal documents on the music copyright fee suitable to the

socio-economic life, ensuring the interests of all engaging parties in collecting

remuneration and royalties for using works, providing conditions for

organisations/individuals to fulfil their obligation to pay copyright fees in accordance with

regulations (Traffic Newspaper 2023). In addition, to avoid confusion among the

audience with rumours surrounding the show, event organiser and relevant

stakeholders should discuss and come up with a plan for a harmonious settlement of

the two sides, ensuring organisation programme and strictly complying with the

provisions of Vietnamese law (Dan Tri 2023). Further, representatives of the event

should be aware of legal measures of the host country to prevent involvement in

violations of laws (VNS 2023).

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