Vietnam Accelerates as a Strategic Hub for the Global Experience Economy
HANOI, VIETNAM – As traditional Asian markets like Singapore and Thailand near saturation, Vietnam is rapidly emerging as a key player in the Experience Economy. The Vietnam Exposition Center (VEC) is becoming a pivotal link that connects the nation to the global stage.
Vietnam Exposition Center (VEC) will become the definitive hub for international exhibitions and world-class outdoor mega-events in Vietnam.
The Rise of the Experience Economy
The event industry has evolved from mere entertainment to a significant economic driver, a trend increasingly evident in Vietnam’s market dynamics. Jason Yan, Partner at M Square Capital, highlighted at the High-Level Conference on the Vietnam Exhibition, Event & Advertising Industry 2026 that the country’s live entertainment market has surpassed USD 50 million in revenue. Annually, over 700 large-scale events generate more than USD 1 billion in economic impact from international visitors.
In 2025, Vietnam hosted over 800 music events of various scales, with music copyright revenues increasing by 200%. Yan stated that these figures signify Vietnam’s entry into a phase of accelerated growth within the Experience Economy.
The momentum extends beyond live entertainment. Dr. Cấn Văn Lực, Chief Economist at BIDV, noted that Vietnam’s MICE (Meetings, Incentives, Conferences, and Exhibitions) market has reached approximately USD 6 billion, while the advertising sector has grown to USD 3.5 billion. With an annual growth rate projected at around 12%, Vietnam is increasingly recognized as entering a “golden period” for experiential industries.
Consumer behavior is also evolving. Attendees are no longer just purchasing tickets; they are seeking immersive and integrated experiences. Global brands are prioritizing platforms that can deliver a meaningful “Return on Experience.”
VEC’s Emerging Role as a Strategic Connector
To capture investment flows from the Experience Economy, substantial infrastructure is essential. For years, Vietnam faced limitations in hosting major international events due to inadequate facilities. The emergence of VEC is changing this landscape.
Situated in Cổ Loa, Hanoi, VEC spans 900,000 square meters, making it one of Southeast Asia’s largest exposition complexes. The Kim Quy Exhibition Hall, a 13-hectare centerpiece, is designed for flexible operations, accommodating exhibitions and events that can welcome millions of visitors.
The complex includes the VinPalace conference and banquet system, parking for up to 10,000 vehicles with VinFast charging stations, and efficient transportation links to central Hanoi. Together, these features create a seamless experience ecosystem that meets international standards.
Vingroup’s operational excellence has been demonstrated through high-profile events, including G-Dragon’s “Übermensch” World Tour in Vietnam. Leveraging this expertise, VEC is poised to execute the next generation of large-scale activations. Future expansions include the VEC Can Gio project in Ho Chi Minh City, which will feature the Blue Wave Theater—a 60,000-capacity venue set to become the largest in Southeast Asia.
Perspective view of the Blue Wave Theater—Southeast Asia’s largest theater, located within the Vietnam Exposition Center in Can Gio, Ho Chi Minh City (VEC Can Gio).
Building a Nationwide All-in-One Event Ecosystem
VEC’s capabilities are closely tied to its integration within the broader Vingroup ecosystem. Events at VEC can leverage platforms such as Vincom, Vinpearl, VinWonders, Vinhomes, and the Green SM mobility network, which operates across 34 provinces and four countries.
This integration allows VEC to evolve from a standalone venue into a comprehensive platform that connects commerce, tourism, entertainment, and culture within a unified experience ecosystem.
The infrastructure also includes the 135,000-seat Hùng Vương Stadium and the 60,000-seat PVF Stadium, equipped with retractable roofs that can open or close in minutes. While many traditional Asian venues face constraints related to capacity and aging infrastructure, Vingroup’s next-generation venue network positions Vietnam as a competitive player in the regional event market.
The increasing presence of global MICE leaders in Vietnam reflects both the market’s potential and VEC’s operational readiness. Yan described Vietnam as “a convergence point of limitless energy for the future of cultural industries,” emphasizing the need for operators capable of managing large-scale venues. He noted that the ecosystem developed by Vingroup and VEC instills the operational confidence required for Ultra Worldwide to expand its festival productions into Vietnam.
Geoff Dickinson, CEO of dmg events, echoed this sentiment, stating that decisions by global corporations and political leaders to select a destination are the result of deliberate long-term strategies. He described the emergence of VEC, combined with Vietnam’s broader development vision, as creating a “perfect storm” for international businesses seeking long-term opportunities in the market.
The launch ceremony for Vietnam’s Exhibition, Event, and Advertising Ecosystem at VEC on May 8 marked a significant milestone in partnerships between VEC and international stakeholders, signaling a new phase for Vietnam’s cultural industries.
Supported by large-scale infrastructure, enhanced operational capabilities, and Vingroup’s integrated ecosystem, VEC is positioning itself as a strategic platform that connects Vietnam with the global Experience Economy, advancing its mission to “Bring Vietnam to the world and bring the world to Vietnam.”
Source: www.zawya.com
About the Vietnam Exposition Center (VEC)
The Vietnam Exposition Center (VEC) is Southeast Asia’s largest exhibition complex, covering more than 90 hectares. As a destination for major national and international events, VEC aims to “Bring Vietnam to the world and bring the world to Vietnam,” serving as a gateway where global excellence converges and Vietnamese identity reaches audiences worldwide, while contributing to the growth of key economic sectors and strengthening Vietnam’s position on the global stage.
Website: https://vec.global/en
Email: inquiry@vec.global
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Published on 2026-05-29 04:17:00 • By the Editorial Desk
