Well-prepared, high-quality music videos that explore cultural values can help evoke the pride of people in their cultural heritage and natural landscapes. When embraced by the public, these music products serve as a positive channel for people to better understand and appreciate the beauty of destinations, thereby contributing to attracting tourists, boosting local growth, and promoting Vietnam tourism.
“Bac Bling” is the biggest music project in Hoa Minzy’s career to date, showcasing her deep love for her hometown – the northern province of Bac Ninh. The music video blends traditional and modern music in a unique way and features special appearances by artists Xuan Hinh and Tuan Cry.
Released on March 1, the MV quickly went viral on social media, topped domestic music charts, and made waves internationally. It is the first MV in 2025 to reach the milestone of 100 million views on March 29, 2025 and also one of the fastest MVs to set such a latest high view record in Vietnam
The MV inspires many people to go and get firsthand experience destinations featured in the MV. It also helps to prove that music videos that tap into cultural values can serve not only as entertainment products but also as effective tools and channels for tourism promotion.
Tourism promotion channel
Digital communication and digital platforms today have a power to spread information rapidly, create widespread influence and trends instantly. It’s not new to use entertainment products to promote tourism in Vietnam. For example, in 2015, the film “Yellow Flowers on the Green Grass” generated a tourism effect in south central province of Phu Yen.
At the end of 2023, the Ho Chi Minh City Department of Tourism intensified tourism promotion by launching the MV “Viet Nam – Nhung chuyen di” (Trips along Vietnam) by singer Vicky Nhung. The MV showcases many famous destinations across the three regions in Vietnam including Cat Ba (Hai Phong), Tam Coc – Bich Dong (Ninh Binh), Pu Luong (Thanh Hoa), Phu Quy island (Binh Thuan), and Mui Trang (Binh Thuan).
Music videos promoting Vietnam’s tourist destinations by popular singers such as Den Vau, Van Mai Huong, and Hoang Thuy Linh have also left a lasting impression on viewers with their magnificent natural landscapes, friendly Vietnamese people, and regional characteristics. The beautiful images not only attract viewers to the music products but also spark interest in exploring the locations featured in the video clips.
Notably, by highlighting high cultural values, these music products have contributed to promoting the country’s image, honouring traditional cultural values, and igniting national pride.
Beside, there are many new approaches and marketing methods, such as collaborating with celebrities and tourism ambassadors to create promotional videos for tourist sites, or developing digital tourism maps and food tour maps.
Bac Ninh spotlights rich heritage through music promotion
The music product “Bac Bling” served as a vibrant showcase of Bac Ninh province, with filming conducted entirely at its distinctive landmarks, historical sites, and tourist spots like Dau Pagoda, Dong Ho Folk Painting Village, and Do Temple. Recognizing its impact in promoting Bac Ninh’s image, Chairman of the provincial People’s Committee, Vuong Quoc Tuan, awarded a certificate of merit to Hoa Minzy and her team.
Building on this momentum, the provincial authorities initiated two free tours designed to encourage travel businesses and provide real experiences for visitors. Running every Saturday and Sunday from 8 am to 5:30 pm until the end of June, these tours aim to attract both domestic and international tourists, as well as potential investors.
Departing from the Bac Ninh Museum via 45-seat buses, participants can explore renowned sites. The first tour includes visits to But Thap Pagoda, Dau Pagoda, Dong Ho Painting Village, and Do Temple. The second tour covers locations such as Phat Tich Pagoda, Kinh Duong Vuong Tomb, and Phu Lang Pottery Village.
These initiatives leverage Bac Ninh’s rich cultural tapestry, which boasts nearly 1,600 historical sites, 19 National Treasures, and four distinct UNESCO Intangible Cultural Heritages: Quan Ho folk singing, Ca Tru ceremonial singing, the Huu Chap tug-of-war ritual, and the Mother Goddesses worship. Reflecting the success of these efforts, Bac Ninh welcomed over 2.3 million visitors in 2024—a 40% increase from the previous year—generating tourism revenue of 1.9 trillion VND (nearly $74.5 million USD).
Australian Hospitality Alumni Network Vietnam 