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[Vietnam] K-pop accounts for 30% of music consumption. J-pop may penetrate thanks to sympathy for the lyrics

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According to statistics from Vietnamese music Web site NhacCuaTui, Kpop accounts for about 29.2% of total music consumption and 19.5% of song sales, making it second only to Vpop in Vietnamese music, dominating other genres in sales and streaming.

According to Statista's survey, the top three countries in terms of Kpop viewing hours per month are Vietnam with 38.5 hours, UAE with 35.6 hours, and Thailand with 35.1 hours (as of December 2021). Data from Korea, another exporting country, also shows that Korea's direct entertainment exports in 2020 will be USD 6.48 billion (approx. 7.75 trillion won), making Vietnam the fourth largest export destination after China, Japan, and the US (Korea International Cultural Exchange Agency).

Korea's domestic market was originally small, and as a national policy to develop overseas markets, Korea has strategically continued to promote Hallyu (Korean Wave), including Kpop. In Vietnam, the Hallyu boom began with the broadcast of a TV drama in 1996, and now idols such as BTS and BLACKPINK are attracting Vietnamese fans through online live-streaming. The Kpop market in Vietnam is expected to grow approximately fivefold by 2030, and the relationship between the two countries will grow stronger with collaborations in TV programs that fuse Vpop and Kpop.

On the other hand, while Japanese culture and cuisine are popular in Vietnam, Jpop is a minor genre. One of the reasons for this is that the country as a whole has not placed much emphasis on cultural promotion activities. Even under such circumstances, there are not a few fans who find value in the lyrical content of Jpop, such as "Jpop lyrics give me courage," "listening to Japanese songs helps me when I am in despair or lonely," and "the meaning of the lyrics is profound. In addition, Vpop, the No. 1 genre, is similar to Japanese ballads in its emotional melodies and lyrics, suggesting that there is still room for Jpop to expand.

"K-pop accounts for 30% of music consumption. J-pop may penetrate thanks to sympathy for the lyrics" - Source: monthly magazine ACCESS (April 2022)

Translated with AI Translator

  • Intage Inc

    Author profile
    (Mrs.) Yuki Makino

    INTAGE VIETNAM Customer Support Representative.
    After working for 4.5 years as a Japanese teacher and secretary to the principal at Dong Du Japanese Language School, she is now a research assistant. She provides analysis results and improvement measures using various data to clients in various industries.
    For other columns by Vietnamese expatriates click here

  • Intage Inc

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    Intage Inc.

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  • May 16, 2022
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