This expansion has contributed to economic growth, created new jobs, and opened promising career opportunities for young people.

The year 2024 marked notable progress for Vietnam’s cultural sector. The increasing popularity of domestic entertainment and strong audience engagement have led both public authorities and private sectors to reassess the industry’s potential.

Major reality shows and music concerts such as Anh Trai Vuot Ngan Chong Gai, Anh Trai Say Hi, and Ha Anh Tuan’s concerts attracted tens of thousands of attendees, generating ticket sales and revenue worth tens of billions of dong.

Notably, two BlackPink concerts held in July 2023 at My Dinh Stadium in Hanoi generated approximately US$13.7 million in revenue. These events also provided a significant boost to Hanoi’s tourism during that period.

Statistics indicate that in 2024, Vietnam hosted over 50 major and minor music shows featuring both international and Vietnamese artists, with audience sizes ranging from a few thousand to 30,000–40,000 people. Early 2025 has seen this number continue to rise, signaling strong growth potential for the Vietnamese music industry.

Beyond music, 2024 was also a landmark year for cultural and historical festivals, including major cultural, sports, and tourism promotion events.

Globally, the cultural industry remains a significant economic driver. Research from Custom Market Insights reports that the live music market was valued at approximately $34.84 billion in 2024 and is projected to reach $62.59 billion by 2034, with an annual compound growth rate of 8.78% from 2025 to 2034.

A professional fashion show organized by students from British University Vietnam. Photo courtesy of BUV

According to Reprtoir, Generation Z and Millennials play key roles in driving demand in the cultural and entertainment sectors, with around 60% willing to spend on live experiences.

The resurgence of offline events reflects a growing desire for personal connection and real-world experiences. As living standards improve, demand for entertainment, cultural activities, and business networking continues to grow. Vietnam and other Asian countries are emerging as attractive destinations for international events, conferences, and large exhibitions.

The evolving event landscape has introduced diverse formats, including hybrid and virtual events, increasing demand for skilled professionals across management, promotion, and support roles. This trend presents promising career opportunities for young people interested in the field.

In 2025, British University Vietnam (BUV) offers a bachelor’s degree in events management, awarded by Bournemouth University.

Bournemouth University is ranked among the top 100 universities worldwide and third in the UK in the Times Higher Education (THE) Young University Rankings 2024. Its Hospitality and Leisure Management programs are also ranked among the top 20 globally by QS World University Rankings 2024.

BUV’s common area. Photo courtesy of BUV

Graduates of the program have diverse career paths available, including roles such as Conference and Events Manager, Events and Marketing Manager, Event Consultant, Planner and Coordinator (including weddings), and Manager of MICE (Meetings, Incentives, Conferences, and Exhibitions) events.

The three-year program focuses on practical skills in event management.

Students develop a strong foundation and gain expertise in event design, project management, consumer behavior, finance, and logistics.

TED x BUV is one of the many annual events organized by the students. Photo courtesy of BUV

Through a combination of classroom instruction and hands-on projects, students participate in event organization and internships with notable partners, including Intercontinental, Sheraton, FPT, Movenpick Hotel & Resort, and Thanh Viet Production…

With its comprehensive curriculum and strong industry ties, BUV prepares students with both knowledge and practical skills, helping them secure employment and build successful careers post-graduation.

BUV is Vietnam’s first QS 5-star university and the first in Vietnam and ASEAN to be accredited by the U.K.’s Quality Assurance Agency (QAA). BUV’s programs are designed to align with industry trends, combining theoretical and practical learning to achieve a 100% graduate employability or further study rate within three months of graduation.

Learn more about the Events Management program at BUV here.