On September 13, the Vietnam Cultural Industry Development Association (VCIDA) officially launched with an inaugural event themed Vietnam’s cultural industry - Soft power in the digital era.

The event marked the announcement of VCIDA’s key initiatives for the 2025-2030 period with a long-term vision through 2045. The association aims to develop cultural industry projects and reinforce Vietnam’s role in the global creative economy.

This launch is seen as the first step toward practical collaborations to generate cultural value that can spread domestically and be exported internationally.

VCIDA was established under Decision No. 541/QD-BNV by the Ministry of Home Affairs on May 30, 2025. The association is expected to promote the creation and dissemination of distinctive cultural products, enhance Vietnam’s appeal to international visitors, and open global market opportunities for Vietnamese cultural exports.

'Culture is the soul - something AI can never replace'

In his opening remarks, Vuong Duy Bien, People’s Artist and former Deputy Minister of Culture, Sports, and Tourism, now Chairman of VCIDA, called the association's debut a major milestone that brings together cultural enthusiasts and advocates committed to preserving and promoting the nation’s soul - its cultural identity.

Drawing from recent national experiences, Bien cited various cultural activities during the September 2 National Day holiday, especially the remarkable societal impact of the film Red Rain. He emphasized that cultural projects driven by sincerity inspire people and help preserve national heritage.

Bien affirmed that while modern technology and AI are advancing rapidly, they cannot replace the human soul.

“Culture is the soul of the heart. That’s why in every field of life, culture plays a core role - especially in today’s deeply globalized world. In a flat world, Vietnamese people must unite to preserve culture as a source of national pride,” he noted.

Speaking about VCIDA’s mission, Bien emphasized the importance of inspiring younger generations to embrace and expand Vietnamese identity. “The association is especially committed to preserving Vietnamese culture while harnessing technology to make it more appealing. This enhances Vietnam’s global image and empowers citizens to engage confidently in international cooperation,” he added.

He also highlighted Ho Chi Minh City’s crucial role in cultural industry development, noting its unique advantages as a leading urban hub. He announced that VCIDA would soon establish a representative office in the city to collaborate with local departments and agencies. “From here, the city can lead the way for other localities,” he said.

Bien concluded by reiterating the association’s commitment to working alongside businesses, artists, and cultural agencies to expand Vietnam’s cultural footprint globally.

Vietnamese war films set for global reach after Red Rain's success

Among Vietnam’s cultural sectors, cinema has attracted widespread attention in recent years. A string of local films has crossed the 100 billion VND ($4.1 million USD) mark, with Red Rain generating over 620 billion VND ($25.4 million USD) - making it the highest-grossing Vietnamese film ever.

Asked about cinema’s role in Vietnam’s cultural industry, Bien cited Red Rain, produced by the People’s Army Cinema, as a prime example of local cinematic achievement. He noted that the film’s box office success soared within days and is expected to surpass 700 billion VND ($28.7 million USD).

The Vietnam Cultural Industry Development Association aims to unite cultural creators and promote Vietnamese identity as a national soul.

Bien praised Red Rain as a film of artistic merit and emotional depth. “It’s a rare work that delivers authentic emotion and resonates with audiences. The massive turnout shows that this film succeeds not only in art but also commercially,” he said.

He added that the film has profoundly inspired audiences - especially young people - and prompted deeper reflection on the quality of Vietnamese cinema. He expressed confidence that local films could gain traction on the international stage.

From a historical perspective, Bien noted that Vietnam holds abundant war-related archival material, but cinematic investment in this genre has been lacking. He hopes Red Rain's success will motivate filmmakers to explore this topic more seriously, with high-quality productions fit for global audiences.

On the topic of “state-commissioned films produced by private companies,” Bien recalled that this model was proposed over a decade ago. Following the success of Yellow Flowers on the Green Grass, public-private collaboration has proven effective.

“In the past, the Ministry of Culture commissioned and even co-produced films. Some of these projects succeeded both artistically and at the box office. Since then, this approach has gained traction, helping to develop Vietnam’s film industry,” he emphasized.

Tien Phong