Recognizing the importance of culture in shaping national identity and fostering soft power, DatVietVAC Group Holdings (DatVietVAC) has created a "Vietnamese entertainment universe," featuring the "Anh Trai 'Say Hi'" and "Em Xinh 'Say Hi'" shows.

The "Say Hi" series has made a significant impact. Launched in 2024, "Anh Trai 'Say Hi'" aimed to celebrate Vietnamese culture with 30 young artists representing DatVietVAC's 30 years of operation. The show became a cultural phenomenon, garnering over 20 billion views globally and attracting fans of K-Pop and C-Pop to V-Culture.

With its 100% original Vietnamese format, the show launched a series of successful concerts from 2024-2025. Eight shows in Ho Chi Minh City, Hanoi, and Las Vegas attracted hundreds of thousands of attendees, boosting tourism, hospitality, and transportation.

Following this success, "Em Xinh 'Say Hi'" debuted in late May, featuring 30 female artists. The show has recorded over 22 billion views and streams globally, with several songs topping domestic music charts for weeks. After the first concert at Van Phuc City (Ho Chi Minh City), the second show is scheduled for My Dinh National Stadium (Hanoi) on 11/10.

The artists of "Anh Trai 'Say Hi'" 2025. Photo: DatVietVAC

The artists of "Anh Trai 'Say Hi'" 2025. Photo: DatVietVAC

DatVietVAC aims to provide platforms for emerging artists, whether established or newcomers, soloists or former band members. The "Say Hi" shows challenge artists with a unique format, demanding creativity in music composition, performance, and group dynamics, aiming to create internationally competitive groups.

A DatVietVAC representative explained, "The shows allow artists to explore various genres, fostering competition and teamwork. This helps them refine their skills, deliver audience-centric performances, and showcase their individuality."

These platforms have launched new talents, increasing their visibility and impact, with hit songs generating revenue through digital platforms and live performances. The shows serve as a launchpad for artists' public recognition.

The "Say Hi" series also fosters international collaboration. On 26-27/7, "Anh Trai 'Say Hi'" brought its concert to Las Vegas, with 26 artists performing on a stage graced by international stars. This was an opportunity for Vietnamese idols to share their language and culture with a global audience.

Following the program's success, "Anh Trai" and "Em Xinh" artists have participated in major cultural events organized by the Ministry of Culture, Sports, and Tourism, representing Vietnam on international music platforms. For example, singer Duc Phuc will participate in the Intervision contest in Russia at the end of September.

Vu Cat Tuong (center) participating in "Anh Trai 'Say Hi'" 2025. Photo: DatVietVAC

Vu Cat Tuong (center) participating in "Anh Trai 'Say Hi'" 2025. Photo: DatVietVAC

At an event on 17/9, Pham Quy Trong, Deputy Head of Local Department 3, Central Committee for Propaganda and Education, praised "Anh Trai 'Say Hi'" as a 100% Vietnamese production by DatVietVAC. He noted its widespread impact, achieving domestic success and opening new avenues for cultural export.

"'Anh Trai 'Say Hi'' has become a national music brand, a source of creative inspiration and a symbol of Vietnamese pride. The 2025 season builds on this legacy, aiming to affirm Vietnamese culture's strength and global aspirations," said Pham Trong Quy.

In a congratulatory letter, Ta Quang Dong, Deputy Minister of Culture, Sports, and Tourism, described "Anh Trai 'Say Hi'" as a humane and modern reality show connecting young people with their community. He emphasized its success as a testament to the creative capacity of private cultural enterprises, contributing to the sustainable development of the cultural industry and enhancing Vietnam's international standing.

According to DatVietVAC, the recognition and guidance from the Central Committee for Propaganda and Education and the Ministry of Culture, Sports, and Tourism reflects the government's focus on developing the cultural industry's contribution to the national economy. The program also demonstrates DatVietVAC's commitment to investing in original Vietnamese entertainment products, expanding Vietnamese culture's global reach.

The "anh trai" participating in the bus tour to celebrate the second season. Photo: DatVietVAC

The "anh trai" participating in the bus tour to celebrate the second season. Photo: DatVietVAC

Continuing its long-term vision and commitment to Vietnam's cultural industry, the second season of "Anh Trai 'Say Hi'" features 30 artists. The show airs on HTV2-Vie Channel, YouTube Vie Channel, and the VieON app every Saturday at 8 p.m., starting 20/9.

Dong Ve