When Blackpink, the popular K-pop girl band, took the stage in Hanoi for their debut performance on July 29 and 30, the city witnessed an influx of 170,000 visitors who collectively spent VND630 billion (approximately US$26.5 million). Among them, 30,000 were foreign tourists, accounting for 8% of total foreign arrivals in July, as reported by the city’s Department of Tourism.
The concerts, held at the My Dinh National Stadium, had a significant impact on the local hospitality industry, with several hotels experiencing a 20% increase in room occupancy compared to regular weekends. Prior to the events, air tickets from Ho Chi Minh City to Hanoi were in high demand, with fares reaching VND8 – 9 million (US$338 – 380) for round trips, surpassing peak season ticket prices like during the Lunar New Year.
The allure of Blackpink’s visit extended beyond the event itself, as online booking platform Agoda reported a tenfold surge in searches for hotel rooms in Hanoi during mid-July compared to the previous week. Notably, the number of searches was 2.5 times higher than those for neighboring countries like China, Cambodia, and the Philippines.
Experts in the tourism industry believe that Blackpink’s presence has significantly bolstered Hanoi’s reputation as a safe and welcoming destination. The concerts provided a “golden” opportunity for Vietnam to attract foreign tourists due to the group’s extensive global fandom, especially in Asian countries such as Thailand, China, and the Philippines.
The concerts received widespread attention from international media, effectively elevating Vietnam’s profile on the global tourism map. Tran Sy Thanh, chairman of the Hanoi People’s Committee, expressed gratitude to Blackpink, emphasizing that the success of the events reaffirmed Hanoi’s image as a peaceful, secure, and friendly city, demonstrating its capability to organize international cultural and musical spectacles.
Following this success, Hanoi aims to host more similar international musical events to solidify its position as a modern and vibrant city. It is noteworthy that other countries in the region, such as Thailand, earned more than $20-30 million during Blackpink’s concerts in January, and Singapore collected over $35 million in May, both benefiting from the group’s massive fan base and high-spending tourist appeal.
