Đà Nẵng wants more than beach crowds. The central Vietnamese city has signed a memorandum of understanding with DatVietVAC Group Holdings, one of the country's biggest media and entertainment companies, to develop its cultural industries — and the plan leans heavily on live events. The deal was inked on October 2 at a city conference on cultural industry development, with vice chairwoman Nguyễn Thị Anh Thi and DatVietVAC founding chairman Đinh Bá Thành signing on.
Under the agreement, DatVietVAC becomes a strategic partner, advising on the city's cultural industry strategy for 2026–32 and beyond. The company will also help stage national and international music festivals in Đà Nẵng. The logic is straightforward: pair the city's existing draws — tourism, food, nightlife — with DatVietVAC's strengths in content production, artist IP and large-scale event management.
The numbers behind the push are notable. DatVietVAC says a single event can bring in more than VNĐ50 billion (roughly US$1.9 million), and with capacity for 10–15 events a year, the segment could generate VNĐ500–800 billion annually. The company is moving beyond TV-tied concerts into standalone shows, artist fan meetings and events designed around tourism, working with local authorities and hospitality businesses so that a concert weekend spills into hotels, restaurants and tours rather than ending at the ticket gate.
It's part of a wider playbook. DatVietVAC already signed on as strategic production and media partner for Gia Lai Province ahead of National Tourism Year 2026. The company is also freshly public: its IPO was oversubscribed, offering over 11.15 million shares at VNĐ54,800 each for expected proceeds above VNĐ611 billion ($23.5 million), with a listing planned for October 2026. It targets around VNĐ5 trillion ($192.3 million) in revenue by 2030 and wants more of its income coming directly from consumers — concerts and fan experiences are the clearest route there. Ambitions even stretch overseas, with plans to take the Vũ trụ "Say Hi" and HIEUTHUHAI's "Mắt Nhắm Mắt Mở" shows to Las Vegas in November.
For travellers, this could reshape a Đà Nẵng trip. Vietnam's live music scene has exploded in recent years, with mega-concerts drawing fans across the country, and Đà Nẵng is positioning itself as a stage for them. Expect more festival announcements and event weekends through 2026 and beyond — good timing for anyone planning a Vietnam itinerary that mixes the Marble Mountains, Hoi An day trips and a big night out.
