Globally, the music industry is projected to reach nearly US$99 billion in revenue in 2025.

Digital music remains the dominant driver, contributing close to $57 billion, while traditional segments, including physical formats and live performances, are experiencing a notable resurgence.

This revival reflects a global shift in audience behaviour, as listeners increasingly seek authentic, immersive and culturally meaningful musical experiences.

Asia continues to be one of the most dynamic regions within this landscape. Music streaming is the largest segment, supported by a young, digitally native population and widespread smartphone usage.

Southeast Asia, in particular, stands out as a growth market where domestic artists and local catalogues are gaining prominence alongside international content.

One of the most striking developments in 2025 has been the surge in large-scale live music events.

So-called 'national-scale' concerts, drawing between 25,000 and 50,000 spectators per night, have become increasingly common.

These events, often aligned with major national commemorations, combine high production values with themes of cultural pride and collective memory.

The white paper notes that such concerts not only elevate artistic standards, but also demonstrate the growing consumption capacity of domestic audiences.

They reflect a shift from passive music consumption toward shared, experiential engagement – a trend seen across many global markets.

At the same time, Việt Nam has witnessed a sharp increase in solo concerts by individual artists, both mainstream and independent.

This development is seen as a sign of greater professional confidence among performers and a more diversified audience base capable of supporting events at multiple scales.

The year 2025 saw a surge in large-scale music events across Việt Nam. Programmes such as V Concert - Radiant Việt Nam and The Nation in Our Hearts attracted between 25,000 and 50,000 spectators per night, highlighting the growing popularity of entertainment that resonates with national pride and collective identity.

At the same time, Vietnamese artists have made increasingly visible marks abroad. From Mỹ Linh opening her concert tour in Japan and Đức Phúc winning a top prize at Intervision 2025 in Russia to Phương Mỹ Chi finishing among the top three at Sing! Asia, Vietnamese music has been steadily asserting its presence within the regional cultural landscape.

Conversely, Việt Nam itself is emerging as a new destination for leading international artists. Major tours and regional music festivals hosted in the country have not only generated significant cultural impact, but have also made direct contributions to tourism and related service industries.

While Singapore remains Southeast Asia’s primary performance hub, Việt Nam is gradually positioning itself as an emerging destination within regional touring circuits.

Despite its optimism, the white paper underscores that long-term success will depend on more than headline events.

Sustainable development will require a comprehensive ecosystem encompassing talent development, professional management, digital transformation and policy support.

Crucially, the report argues that Việt Nam must continue to cultivate a distinctive V-pop identity rooted in local culture while engaging confidently with global trends.

Rather than simply following international formulas, Vietnamese music’s competitiveness lies in its ability to tell uniquely local stories through contemporary forms.