Da Nang: Building and affirming the Da Nang international fireworks brand DIFF for more than a decade

Da Nang builds and affirms the international fireworks brand Da Nang DIFF for more than a decade

Da Nang has built and affirmed the international fireworks brand Da Nang DIFF for more than a decade, Photo: Huynh Son

Building ideas

Looking back at the first seasons, the fireworks festival posed many challenges for the local government. Each fireworks festival cost tens of billions of dong. The festival was held some years, some years not, and each season only had 2 nights of performance. By 2017, the city began to socialize the Da Nang International Fireworks Festival, transferring the competition toSun Group to organize.

Sharing of Mr. Nguyen Van Binh - Chairman of Sun Group Central region: “If we consider Da Nang International Fireworks Festival (DIFF) as a business activity, it will definitely be a loss. However, Sun Group still accompanies DIFF, because we determine that DIFF is a lever for tourism and to beautify the coastal city of Da Nang, a city that Sun Group has been attached to like flesh and blood since the first days of the group's establishment in Vietnam”.

With thought and action, in the first year of DIFF socialization, the international fireworks festival has been raised to a new level. DIFF 2017 has extended its duration from 2 days to 2 months, with the participation of 8 teams from many countries. The event has attracted a large number of visitors to Da Nang, leading to an increase in demand for hotel rooms, infrastructure, air tickets, etc.

Da Nang expects this place to gather luxury and super luxury accommodations with international brands.

According to statistics from the Department of Tourism of Da Nang City, the number of visitors to Da Nang in May 2017 increased by nearly 50% compared to 2016. Along with DIFF 2017, a series of accompanying events turned Da Nang into the center of the summer tourist season. Total tourism revenue is estimated at 1,801,992 billion VND, up 48.8% compared to the same period in 2016.

Da Nang, from a financial barrier for the Fireworks Festival, has become a leading festival destination in Asia when it "chosen the right person to entrust" Sun Group, since then the group has been associated with many international-scale projects.

The Organizing Committee met on the afternoon of June 29 to select the two best teams for the final round. Ms. Nguyen Thi Anh Thi, Vice Chairwoman of Da Nang City People's Committee (in purple ao dai).

After the Covid-19 pandemic

With a budget of 150 billion VND to invest in the fireworks festival, while businesses are facing difficulties due to the economic crisis after the pandemic. But Sun Group has joined hands with Da Nang, for the brilliant revival of the key economic sector. Behind a brilliant fireworks season, there are stories with all the ups and downs, the passion and efforts for the destination of a business.

It was not until May 2023 that Da Nang officially announced that DIFF would return, still with the support of Sun Group. The whole city was overwhelmed. Tourists and tour operators to Da Nang were overjoyed. Residents and businesses were excited and hopeful. With fireworks, there would be more visitors, something they had been wishing for for the past 3 years.

More than 30,000 seats in the stands, including both pre-sale and invitation tickets, were sold out before the final night. The 5,000-seat stand had to be expanded to more than 7,000 seats for the final night, due to the huge audience demand.

The number of guests staying for the 4 fireworks nights in June reached nearly 240,000, of which international guests were about 82,000 and domestic guests were about 158,000. The city's room occupancy rate reached about 70%, of which 4-5 star hotels reached 80-85%. This figure increased compared to DIFF 2019, when that year the room occupancy rate in the city reached 65-70%, and 4-5 star hotels reached 75-85%.

Affirming the brand of Da Nang International Fireworks DIFF. Photo: Huynh Son

Thereby, DIFF has contributed significantly to the tourism recovery of Da Nang City in the first quarter of 2023. In the first 6 months of the year, the total number of visitors served by accommodation establishments is estimated at more than 3.5 million, an increase of 116.6% over the same period in 2022. Of which, international visitors were 930,000, 11.3 times higher than the same period; domestic visitors were nearly 2.6 million, an increase of 67.7% over the same period. Da Nang had another successful fireworks season, with outstanding growth figures.

According to statistics, during the 3 consecutive years of organizing DIFF (from 2019 to 2027), Sun Group lost about 100 billion VND each year. In 2019, the total budget of DIFF was about 140 billion VND, the revenue from sponsorship was only 31 billion and ticket sales was 12 billion VND. In 2023, with a total investment of 150 billion VND, the number of tickets sold and donated was 30,000, quickly calculating with the highest price at stand A being 3 million VND, it is clear that the business cannot make a profit. The leaders of Da Nang City also highly appreciated Sun Group's efforts.

Affirming the international fireworks brand Da Nang DIFF

The attraction and spread of the Da Nang International Fireworks Festival - DIFF 2025 is pushing the tourism market to an unprecedented peak. Tickets for the final night have been sold out, while many 4-5 star hotels have recorded 100% room occupancy.

As early as April, when the DIFF 2025 ticket system opened for sale, the Organizing Committee warned of a “sold-out” situation for the final night. And now, that has become a reality. Most of the tickets for live viewing at the main stands have been sold out, fans can only find tickets through agents that still have a small number of tickets left.

The attraction of the final night comes not only from the grandeur of the fireworks but also from the historical nature of the event. This is the first time in 13 years that the Vietnamese fireworks team - Z121 Vina Pyrotech has participated in the final competition night and will have a dramatic confrontation with the current runner-up of DIFF 2024 - Jiangxi Yanfeng team (China). The competition between the two teams promises to bring mysterious, brilliant, sparkling and magical performances in both technique and emotion.

The 2025 fireworks season is considered a success, attracting the most visitors to Da Nang ever. In just the first two competition nights, Da Nang welcomed about 70,000 visitors to its accommodation facilities.

In the statistical report on the economic picture of Da Nang before the merger with Quang Nam, the Da Nang City Statistics Office also stated that Da Nang tourism has created a huge influence, promoting the development of other industries.

This year, DIFF is being held on a larger scale, with an additional competition night. Therefore, the number of visitors is expected to continue to grow strongly in the final night on July 12, with an expected increase of 15-20%.

Less than a week before the finals, many high-end accommodations have reported full occupancy, with the city forecast to reach 90-95% occupancy during this peak season. In particular, occupancy rates at 4-5 star hotels in the central and coastal areas with beautiful views of the fireworks could reach 100%.

Mr. Le Van Binh, director of Bao Linh Company Limited in Laos, living in Vinh City (Nghe An) shared with the Brand & Public Opinion reporter: My business is in Laos, but my wife and children are in Vietnam, we have never taken the whole family to watch the Da Nang international fireworks. This year, I saw through the media that it was so grand, so I decided to take the time to take the whole family to Da Nang to watch. The advantage is that the children are on summer vacation, but the difficulty is finding a hotel. Wherever I called, they all said they were full. Luckily, a close friend gave me a room because his family had an emergency and had to return early to watch the fireworks, so there were enough rooms for the family.

DIFF, with the determination of the government and strong investment from Sun Group, has not only raised the level of the destination, beautified and enriched the land of Da Nang, but also become a strong boost for the socio-economic development of the whole city after merging with Quang Nam.

According to Ms. Truong Thi Hong Hanh, Director of the Department of Tourism of Da Nang City, the cooperation of businesses and the city has created unique festivals and especially attractive tourism products.

“These tourism products will contribute to increasing the number of tourists coming to the city and spreading the brand of Da Nang, especially affirming the brand of Da Nang as the leading festival and event destination in Asia on the world tourism map,” Ms. Hong Hanh affirmed.

More than 10,000 seats were quickly filled, from domestic and international tourists.

The fireworks festival not only heated up the tourism atmosphere in the coastal city of Da Nang but also created a significant economic boost. In June 2025, revenue from accommodation, food and beverage and travel services across the city was estimated at about VND 3,869 billion, an impressive growth of 22% over the same period in 2024.

Ms. Nguyen Thi Anh Thi, Vice Chairwoman of the People's Committee of Da Nang City, commented: "In the next 5 years, the fireworks festival will continue to play a driving role in promoting the development of Da Nang's cultural and tourism industry."

The final night of DIFF 2025 will take place at 8:10 p.m. on July 12 and will be broadcast live on VTV1 - Vietnam Television.

Hoang Huu Quyet

Source: https://thuonghieucongluan.com.vn/da-nang-xay-dung-va-khang-dinh-thuong-hieu-fireworks-international-da-nang-diff-hon-mot-thap-nien-a269956.html