Vietnamese audiences have 'terrible' purchasing power, why doesn't BlackPink come back?

It is known that the current price to invite BlackPink has doubled compared to 2023. But Vietnamese fans are the type to spend 'terribly'.

Hopefully in the future, artists like BlackPink will include Vietnam in their tour list - Photo: YG

At the launching event of the cooperation between Empire Media and Top Group with the Vietnam Global Icon ecosystem to invite international artists and celebrities to Vietnam, the organizers released new statistics showing that Vietnamese audiences buy K-pop merchandise (souvenirs) the 5th highest in Asia, excluding the Korean market.

With such spending power, in the future, will Vietnam escape the situation of "begging" foreign artists to perform and become a market that they consider from the start of their tours?

'Terrible' purchasing power

Vietnam has now become the third largest market in Southeast Asia for K-pop, after Thailand and Indonesia. Previously, Vietnam was behind many markets in Southeast Asia, including the Philippines and Malaysia.

According to a recent study, K-pop and "Korean entertainment arms" will shift to Vietnam from the end of 2024. They assessed that the economy and consumption in Vietnam will grow.

"That shows the 'terrible' purchasing power of the Vietnamese market," said director Van Trinh (Kiki Tran), director of Top Group. The reason K-pop is moving a bit late to the Vietnamese market is due to the bottlenecks in 2021, 2022 and 2023 due to COVID-19.

He predicts that in the next three to five years, if Vietnamese audiences are willing to pay for concerts like they have been doing, Vietnam will become a destination for K-pop tours. Currently, when artists go on tour, in Southeast Asia, Singapore and Thailand are always the first choices.

Van Trinh gave BlackPink as an example. Currently, the price to invite them to perform at the Deadline concert is double that of 2023 when they brought two nights of Born Pink concert to Hanoi . The group's schedule is also full until early 2026. If they want to negotiate to bring the group back to Vietnam, more effort will be needed.

G-Dragon bowed deeply to the audience in the heavy rain, after the end of the concert - Video : Chi Long Vietnam Fanpage

In addition, which country international and K-pop artists choose to tour in depends not only on that market but also on the relationship between their company and long-term partners; depends on major sponsors and investors in that country; depends on the infrastructure and concert techniques that we can provide.

This year, the most famous Korean artist to come to Vietnam is G-Dragon. That was the VPBank K-Star Spark Mega Concert with many other artists. It is expected that he can return with two concert nights within the framework of his solo tour Übermensch 2025 in Hanoi on November 8 and 9.

International concert: a game between the "big guys"

8Wonder - Moments of Wonder, which brings together famous European and American artists, will take place this August. Foreign artists, especially K-pop, will come to Vietnam through programs such as VGI concert - Asia Stars Fanfest in HCMC in December...

Large-scale concerts are likely to be a competition between large businesses and banks in the coming years.

There are also many other types of small events that Vietnam can bring back, including fan meetings. These events also help connect partners, bring artists closer to Vietnamese audiences and increase the prestige of Vietnamese organizers.

My Linh will have two Hello music nights in Korea and Japan this year - Photo: NVCC

However, Vietnamese organizers still need to improve ticket sales and control the situation of ticket scalpers. This is also a problem that many international organizers face when organizing large programs. The situation of ticket scalpers occurs when some buyers hold a large number of tickets, waiting until the day before "dumping" them, causing many audiences who really want to see the concert to not have the opportunity to buy tickets or have to buy them at high prices.

Hopefully, with more and more experience in organizing, organizers in Vietnam will improve this situation to protect the interests of the audience.

No free show forever

For a long time, there have been many cultural exchange programs organized abroad with free tickets and Vietnamese artists performing. However, in recent years, Vietnamese artists have increasingly had the "ambition" to perform with tickets sold abroad.

Last year there were Xin Chao concerts with Van Mai Huong and Bang Kieu in Japan; My Tam concerts in the US, Ha Anh Tuan in Singapore and Australia. This year there are Anh Trai Say Hi concerts with Ha Anh Tuan in the US; My Linh in Korea and Japan.

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LE GIANG

Source: https://tuoitre.vn/khan-gia-viet-co-suc-mua-khung-khiep-sao-blackpink-khong-tro-lai-2025081009211066.htm