A catchy K-Pop music video, a popular reality TV show, and a growing global appetite for authentic cultural experiences are converging to create a significant boost for Vietnam’s tourism sector. The impact extends beyond mere visitor numbers; it’s shaping Vietnam’s global image and solidifying its position on the world stage.
The “Bắc Bling” Effect: A Viral Music Video’s Tourism Impact
The recent release of the music video “Bắc Bling” has catapulted several locations in Bắc Ninh province into the international spotlight. Immediately following its release, the video, which prominently features local landmarks and scenery, topped the “Best Debut MV” and “Best Debut Song” charts in Japan, South Korea, Taiwan, Singapore, Australia, and other countries. This viral success led to a surge in online searches for the locations featured in the video. Recognizing this powerful marketing opportunity, Bắc Ninh province has launched a tourism initiative including two free weekly tours, running until June 2025, to capitalize on the “Bắc Bling” effect and attract a greater influx of tourists.
Music Videos as Tourism Ambassadors: A Proven Strategy
The strategic use of music videos to promote tourism is not new. Numerous Vietnamese artists have successfully leveraged the power of their music to showcase the country’s diverse landscapes and cultural heritage. Stunning visuals of Ha Long Bay and Phuong Hoang Hill (Quang Ninh province); Hoa Lu, Trang An, Tam Coc Bich Dong, and Hang Mua (Ninh Binh province); Hoi An (Quang Nam province); Quang Binh, Hue, Da Lat, and Ho Chi Minh City have all graced music videos by popular artists such as Den Vau, Hoa Minzy, Bich Phuong, and Van Mai Huong. These videos have not only attracted domestic tourists but also garnered significant international attention, drawing foreign visitors to these beautiful locations.
The success of this approach is underscored by the significant impact of Alan Walker’s music video “Alone, Pt. II,” filmed in the breathtaking Son Doong Cave in Quang Binh province. The video triggered a dramatic increase in international searches for “Quang Binh, Vietnam,” highlighting the global reach of well-produced music videos. This success is no coincidence; many countries invest millions of dollars annually in producing high-quality promotional videos on platforms like YouTube. A professionally produced video with engaging content and stunning visuals can attract tens of millions of views, directly influencing travel decisions. Vietnam has already seen several successful promotional videos generate considerable buzz and attract significant numbers of tourists.
Reality TV’s Role in Tourism Promotion: The “Gia Đình Haha” Phenomenon
The recent success of the reality TV show “Gia Đình Haha” further exemplifies the power of entertainment in driving tourism. The show, a collaboration between Yeah1, the Ministry of Agriculture and Rural Development, and TikTok, achieved a top rating on VTV3 and consistently ranked highly on YouTube trending charts after each episode. Its mission: to showcase the beauty of Vietnam’s diverse landscapes and agricultural practices.
Season 1 of “Gia Đình Haha” focused on the stunning natural beauty of Vietnam’s northwestern highlands. The show highlighted terraced rice fields adorned with wildflowers, charming homestays nestled on hillsides, and traditional local cuisine, including sticky rice, cassava sausage, grilled fish, and fragrant grilled meats.
The impact on tourism has been immediate and significant. Homestays featured in the show reported being fully booked through July, with bookings only available from August onwards. Neighboring homestays also experienced a surge in visitors. A social media trend encouraging young people to visit Ban Lien (Bac Ha, Lao Cai) has emerged, mirroring the success of the Chinese film “Go Where the Wind Blows,” which generated a similar tourism boom in 2023.
Beyond the Scenery: Weaving Cultural Narratives into Tourism
The “Gia Đình Haha” team’s journey extended beyond Lao Cai to Quang Ngai province, where they participated in garlic farming on Ly Son Island and salt production in Sa Huynh. The show included poignant moments where local residents shared stories about the Hoang Sa Naval Force. Viewers appreciated the subtle yet powerful message embedded within the show: “Each journey of ‘Gia Đình Haha’ is a message. Lao Cai is about protecting forests; Ly Son is about sovereignty over the islands and seas.”
Similarly, the reality show “2 Days 1 Night” has effectively promoted tourism by showcasing Vietnam’s cultural heritage. The show featured locations like Suoi Lenin (Cao Bang), Nha Hat Do (Khanh Hoa), and experiences in Buon Don (Dak Lak), attracting 2.5 million average views on YouTube and 185 million views on TikTok. The positive feedback correlated with a sharp increase in visitor numbers to the featured locations.
The Rise of Reality TV and its Impact on Tourism (2015-2025)
From 2015 to 2025, Vietnam has witnessed a significant diversification of reality TV shows, resulting in a considerable impact on the tourism sector. The popularity of shows like “Hanh Trinh Ruc Ro” (“Glorious Journey”), “Sao Nhap Ngu” (“Stars Enter the Army”), “Running Man Vietnam,” “La Ca Hat Ca” (“Singing Car”), “Gap Go Dong Tay” (“East Meets West”), and “Dao Thien Duong” (“Paradise Island”) has created a wave of tourism promotion. Many locations featured in these shows experienced a dramatic increase in tourist numbers, transforming them into must-see destinations.
More importantly, these reality shows have fostered a tourism community with a strong interest in cultural experiences and exploration. Tourism is no longer solely about relaxation; it’s becoming a journey of discovery and cultural immersion, fostering national pride and encouraging discussion and sharing within a thriving tourism community.
International Recognition: Korean Reality Shows and the BTS Effect
The influence extends beyond domestic productions. In recent years, several popular South Korean reality shows have chosen Vietnam as a filming location. Shows like Running Man, Let’s Go Dream Team, Dream Route, and Battle Trip generated significant excitement during their time in Vietnam. The upcoming season of the popular Disney+ reality series “Are You Sure?!” will feature Jimin and Jungkook of the globally renowned K-Pop group BTS, further amplifying Vietnam’s global visibility. Filming locations include Switzerland and Vietnam.
Redefining National Branding: Soft Power in the Digital Age
At a recent forum titled “Positioning Vietnam – Promoting the National Image in the New Era,” experts agreed that national branding is no longer just a slogan; it’s a crucial element of soft power for attracting investment, fostering collaboration, boosting tourism, and enhancing competitiveness.
Luong Thanh Nghi, former Vietnamese ambassador to Australia and Denmark, emphasized the importance of conveying a clear, consistent, and stable national image over a period of 5–10 years, rather than changing it with each administration or trend. “Vietnam needs to project the image of a modern, dynamic nation with great aspirations and a commitment to contributing positively to the world,” he stated.
Do Anh Duc, PhD (University of Social Sciences and Humanities, Vietnam National University, Hanoi), added, “Communication is not just about disseminating information; it’s about creating new value.” Defining Vietnam’s image should start with the question: “What does the world need from Vietnam?” We need to utilize global languages and cultural expressions to spread our unique values.
Experts agree that the story of Vietnam belongs to the government, businesses, and citizens alike; it’s a collective symphony. Soft power doesn’t come from slogans but from authentic values communicated through global languages and the heart of a nation that knows who it is and where it wants to go in this interconnected world.
The combined impact of K-Pop, reality TV, and a strategic focus on showcasing Vietnam’s unique cultural heritage and stunning landscapes is significantly bolstering the nation’s tourism sector and shaping its global image.
