Vietnam’s Creative Industry: The Next Big Frontier for Global Brands and Creators

As the world shifts toward a digital and experience-driven economy, the creative industry is gaining unprecedented momentum. In Southeast Asia, Vietnam is rapidly emerging as a vibrant creative hub, offering a unique blend of tradition, talent, and technology.

For global brands, creators, and investors, Vietnam presents a timely opportunity to engage with one of the region’s most promising and untapped creative economies.

The Global Rise of the Creative Economy

The creative sector has become much more than art and culture—it is now a key driver of global economic growth.

• Creative Goods on the Rise

Between 2002 and 2020, global exports of creative goods surged from $208 billion to $524 billion. While traditional formats such as CDs and printed media have declined, demand for digital media, gaming, and product design continues to soar.

Asia has led global creative goods exports since 2007. Developing countries like Vietnam are becoming increasingly vital, especially in high-potential segments like handicrafts, fashion, and design.

• Creative Services Surpass Goods

Exports of creative services rose sharply from $487 billion in 2010 to $1.1 trillion in 2020. This growth is driven by:

• Software and app development

• Research and innovation services

• Digitization of traditional products

This shift is reducing the dominance of developed economies and opening new opportunities for emerging markets such as Vietnam’s creative industry.

Vietnam’s Creative Economy: Strong Roots, Rising Potential

Vietnam is already generating billions of dollars in creative exports with over USD 14 million from the export of creative products in 2020, according to CIEM. However, the country is still in the early stages of developing a comprehensive creative economy ecosystem.

Key Strengths

• A rich and diverse cultural heritage

• A young, digital-native population

• Positive policy movements supporting innovation and entrepreneurship

Ongoing Challenges

• Limited funding for traditional creative sectors

• Skills gaps in underserved or rural areas

• Underdeveloped infrastructure for production and global distribution

What’s Needed for Growth

• A national strategy and policy framework for the creative economy

• Incentives to attract creators, investors, and public-private partnerships

• Investment in digital, cultural, and distribution infrastructure

• Stronger access to both domestic and global markets

Why Global Brands Should Look to Vietnam

Vietnam’s creative sectors are becoming centers of innovation and cross-border collaboration. Key areas of opportunity include:

• Digital Content and Gaming

Vietnam is a global leader in mobile gaming and YouTube content. Companies like Amanotes and VNG Corporation have gained international recognition. The country's developer community, influencer culture, and tech-savvy youth offer fertile ground for studios, platforms, and tech brands.

• Fashion and Design

Vietnamese fashion is gaining international attention by blending traditional craftsmanship with modern design. There is growing potential for co-branded collections and sustainable fashion partnerships between global labels and local designers.

• Handicrafts and Heritage-Based Products

From lacquerware to handwoven textiles and ceramics, Vietnam’s artisan heritage is being reimagined for global markets. Foreign creators can co-develop export-ready collections with Vietnamese craftsmen, using ethical and community-based production models.

Film, Music, and Performing Arts

A growing network of independent film studios, music labels, and performance spaces in Vietnam is opening the door to co-productions, talent exchanges, and multicultural content. This is a prime opportunity for creative agencies, streaming platforms, and production houses.

How to Engage with Vietnam’s Creative Market

To successfully enter or collaborate within the creative economy in Vietnam, consider these five strategic steps:

1. Localize with Cultural Sensitivity

Create products and campaigns that genuinely reflect Vietnam’s rich cultural diversity. Traditional events such as the Hue Festival and the Hue Traditional Craft Festival provide inspiration for heritage-infused designs, content, and branding. From royal court motifs to brocade weaving and lacquer art, these elements bring authenticity and emotional depth to creative projects.

2. Partner with Local Talent

Collaborating with Vietnamese creators, designers, artists, and studios offers deeper market insight and stronger audience engagement. These partnerships also help brands navigate regulatory frameworks and adapt to local tastes more effectively.

3. Leverage Support Programs

Vietnam offers support for foreign investors and creative entrepreneurs through government-backed programs, startup incubators, and innovation hubs. These include funding, networking events, and access to collaborative spaces in major cities like Hanoi, Ho Chi Minh City, and Da Nang.

4. Join the Creative Community

Participate in key events such as Vietnam Design Week, the Hanoi International Film Festival, or the Danang International Fireworks Festival. These platforms provide access to local stakeholders, creative trends, and emerging talent.

5. Establish a Local Presence

Setting up a representative office, creative studio, or branch operation in Vietnam enables deeper collaboration and faster response to local market dynamics. A physical presence helps establish trust, oversee projects, and build long-term brand recognition.

Vietnam International Festivals

Vietnam’s creative industry is more than a business opportunity—it is a cultural movement gaining international relevance. From game development in Ho Chi Minh City to fashion and film production in Hanoi, and artisan crafts along the coast of Da Nang, Vietnam is shaping the future of creativity in Asia.

Whether you're a global fashion label, tech studio, filmmaker, or artisan brand, Vietnam invites you to collaborate, innovate, and grow together. The next wave of creative energy is not just coming from Tokyo or Seoul—it’s rising from the heart of Vietnam.

Further Reading and Resources

• Vietnam makes initial efforts to approach creative industries – VietnamPlus

• What to do to develop Vietnam’s creative economy – WTO Center

• Creative economy opens up new space for development – Vietnam Investment Review

• Creative economy to bring numerous opportunities for Vietnam: CIEM – Vietnam Law Magazine