Vietnam is increasingly emerging as a preferred destination for international music production teams, with the country’s landscapes appearing more frequently in global music videos. Beyond their visual appeal, these productions are opening up new opportunities to promote Vietnam’s image and tourism potential to international audiences.
Earlier this year, the music video (MV) Song From A Secret Garden – Secret Garden in Vietnam by the Norwegian-Irish group Secret Garden was released, featuring the scenic landscapes of Ninh Binh Province. The production takes viewers through Trang An Landscape Complex, Cuc Phuong National Park and Bich Dong Pagoda. The project forms part of the “Good Morning Vietnam” initiative launched by Nhan Dan Newspaper and IB Group Vietnam to promote Vietnam’s history, culture and tourism through artistic collaborations.
Most recently, the Republic of Korea’s duo AKMU filmed scenes for their music video Paradise of Rumours at Bau Trang, a renowned destination in former Binh Thuan province, now Lam Dong province. Images of the white dunes quickly spread across social media platforms, underscoring the strong visual attraction of Vietnam’s natural landscapes.
Vietnam has previously appeared in a number of international music productions. Korean group ONF filmed We Must Love in Hue, featuring the iconic dragon structure at Ho Thuy Tien water park. Another Korean group, Block B, captured street scenes in Ho Chi Minh City for Nillili Mambo, while Thai singer Boy Peacemaker chose Hoi An as the backdrop for Yung Mai Pon Keet Undtarai. International artists, including Kenny G and Bond, have also filmed projects in Hanoi and Ha Long Bay.
According to media expert Tran Xuan Tien of Van Hien University, Vietnam’s appeal lies in the freshness and authenticity of its landscapes at a time when many destinations worldwide have been overly exploited. From coastlines and forests to cultural heritage sites, Vietnam offers diverse yet relatively untouched settings that align well with the minimalist aesthetics popular in contemporary music productions.
However, tourism experts caution that visual exposure alone is not enough to convert audiences into visitors. Tourism expert Pham Ngoc Dung from Ho Chi Minh City University of Industry and Trade noted that MVs primarily create awareness, while travel decisions depend on broader tourism experiences and destination branding. In many cases, international audiences may admire the scenery without recognising it as Vietnam, reflecting the absence of a strong and distinctive national visual identity.
Experts suggest that Vietnam should move beyond simply providing filming locations and instead adopt a proactive role in content creation and storytelling. This includes developing a clearer national branding strategy, strengthening coordination between the tourism, culture and media sectors, and creating tourism products linked to featured filming sites.
The growing presence of Vietnam in international music videos is therefore more than a story of beautiful imagery. It is also a test of how the country positions itself within the global cultural landscape. When viewers not only admire the visuals but also recognise and aspire to experience Vietnam firsthand, the promotional value of these productions can be transformed into tangible tourism appeal./.
