The journey of building a strong brand for Vietnamese music through Duc Phuc's success
WVR - The journey of building a strong brand for Vietnamese music through Duc Phuc's success at the international stage of Intervision 2025.
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| The impressive performance of singer Duc Phuc on the Intervision 2025 stage. (Source: FBNV) |
Intervision 2025 concluded with the championship title going to singer Duc Phuc – one of the prominent young faces in Vietnamese music. Phu Dong Thien Vuong – the song that brought him to the spotlight – is not a familiar sweet ballad but a composition rich in traditional Vietnamese cultural essence, inspired by the poem Tre Vietnam by poet Nguyen Duy and the legend of Thanh Giong.
Blending both audio and visual elements, the performance by the Vietnamese representative was considered one of the most complex productions in the program: Performing with dancers, using props including conical hats, bamboo models, flags, and LED screens, it guided the audience through the legend of Thanh Giong riding an iron horse to the heavens. Notably, the piece adhered closely to the spirit of the competition: Developing international cultural cooperation, humanitarianism, and promoting traditional values.
For many years, Vietnamese music on the international stage often leaned towards borrowing from K-pop, J-pop, or Western music. This helped artists keep up with trends but sometimes lost their unique identity. The success of young artists like Duc Phuc and Hoa Minzy shows that when they return to cultural heritage materials, they can create a unique identity that the world must notice.
Intervision 2025 demonstrated that when traditional instruments like the dan bau (mono-cord musical instrument), folk melodies, and festival drums are creatively orchestrated and placed in an international context, they gain new vitality, touching the hearts of global audiences. It resembles a cultural dialogue with other music traditions, where music becomes a soft diplomatic tool, spreading the image of Vietnam and its people.
Success at this event is also a reminder that the strength of Vietnamese music lies in the treasure trove of traditions from folk songs, musical instruments, regional melodies, to costumes and fine arts. This is the "gold mine" for creative exploration suitable for global aesthetics. Skillfully maintaining traditional spirit while incorporating modern forms, rhythms, and orchestrations is the creative path chosen by some young Vietnamese artists, successfully attracting international audiences.
Looking globally, the famous Korean group BTS has incorporated Eastern instruments and philosophy into their songs, and Latin artists have turned folk music into a global trend, affirming that traditional materials are the golden key to integration. It is no coincidence that music is often called a "cultural passport", as it requires no translation, no explanation, yet easily touches the heart.
In a congratulatory letter to singer Duc Phuc and music lovers, Prime Minister Pham Minh Chinh emphasized that the song Phu Dong Thien Vuong tells the story of the strength of unity, resilient spirit, and the aspiration to rise of the Vietnamese nation. From the success at Intervision 2025, the Prime Minister hopes that artists will continue to showcase their talents, relentlessly create, and contribute positively to the national music scene and promote Vietnamese culture to the world.
However, one cannot dream too quickly of a global V-pop brand after just a few victories on the international stage. Integration is a journey that requires systematic preparation and thorough investment. Artists need training in techniques, awareness of carrying the national image. Composers need to invest more in combining heritage with contemporary elements, and the music industry requires resources and international communication strategies.
It must be affirmed that building a strong brand for Vietnamese music is still a long journey full of challenges, but it is a dream worth pursuing for generations of artists and cultural workers.
