With the theme "Summer Wow", Play Together VNG launched a series of activities integrating Vietnamese culture into the in-game experience. From original content like the music video "Quay Ba Mien", the game launched dance challenges, traditional costume transformations, and music covers. These activities encouraged players to create their own culturally-themed content.
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KOLs participate in Play Together's content creation event. Photo: VNG |
KOLs participate in Play Together's content creation event. Photo: VNG
The in-game reward system boosted community participation, generating hundreds of pieces of user-generated content (UGC) such as cover videos, photos of characters in traditional costumes, and dance clips with folk music soundtracks. According to the publisher, the campaign attracted millions of interactions and tens of thousands of players participating in cultural challenges.
Through familiar interactive formats like playing games, uploading videos, and sharing personal content, players can access elements of Vietnamese culture in a visual way that aligns with the current technology usage habits of Gen Z and Gen Alpha. A VNG representative stated that the campaign's goal is to use the gaming environment to spark interest in culture among young users, rather than conveying it theoretically.
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Summer festival connects gamers in TP HCM. Photo: VNG |
Summer festival connects gamers in TP HCM. Photo: VNG
Play Together VNG's distinct approach lies in its integration of cultural elements into the digital experience. Players not only observe but can also interact, transform their characters, participate in content creation, and share it on social media. Instead of one-way communication, the campaign empowers users to actively tell cultural stories from their own perspectives.
"The summer 2025 campaign demonstrates that when technology, culture, and community creativity are harmoniously combined, it's entirely possible to create products that are both highly entertaining and culturally meaningful," said a representative of the publisher.
Several KOLs and content creators involved in the campaign also reported positive feedback from the community. Culturally relevant content, such as the "Quay Ba Mien" dance and traditional costumes, has become popular among young players, contributing to increased cultural awareness through online entertainment.
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Hundreds of gamers participate in the game experience activity. Photo: VNG |
Hundreds of gamers participate in the game experience activity. Photo: VNG
Play Together VNG is currently available on both the App Store and Google Play and has frequently ranked among the top downloaded apps in Vietnam. The game is a multi-platform casual game that allows players to interact in a virtual environment with various activities like fishing, cooking, and puzzles, along with seasonal events. In recent years, the game has been developed into a community platform, combining cultural, educational, and entertainment elements.
The publisher's representative stated that this model will continue to be expanded in upcoming campaigns, leveraging the combination of technology, culture, and the user community to build a content ecosystem suitable for the characteristics of the younger generation in the digital age.
Hoai Phuong
