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In 2025, cultural consumption was boosted through nationwide activities. Experts expect it to accelerate further in 2026, supported by Resolution 80-NQ/TW on developing Vietnamese culture and the cultural industry. The projected growth is unfolding along three main trajectories: music, live performances and the events economy; cinema and the ecosystem for viewing and listening to content; and publishing, with growth concentrated in digital formats such as e-books, audiobooks and related platforms.
Platform and media data indicate that young people are shifting reading culture into digital spaces, increasing both the duration and frequency of consumption through new formats. At the same time, piracy, copying and illicit exploitation of content continue to erode revenues across film, music, books, games and television. The harm is often underestimated because users do not directly perceive the damage, but each unauthorized view, listen or read weakens legitimate markets and reinforces a broader habit of consuming without paying.
On May 5, 2026, Deputy Prime Minister Ho Quoc Dung signed Directive 38/CĐ-TTg on combating, preventing and handling violations of intellectual property rights. The directive calls for nationwide mobilization from May 7 to May 30, 2026, and for strict enforcement under the principle of “no zones, no exceptions,” with a particular focus on digital copyright violations.
In practice, Vietnamese users have long had access to free content online. This habit developed when legitimate services were limited, digital payments were not convenient, and paid content libraries were not attractive. While the market now offers more official options, continuing to use pirated content is no longer only about lack of choices.
At the Vietnam Conference on Connecting Industries for Exhibitions, Events and Advertising 2026, Minister Lâm Thị Phương Thanh said that if a film is leaked in theaters before release, producers’ reinvestment capacity is reduced. She added that if songs are exploited outside the system, musicians lose income, and if new books are shared for free, publishers struggle to maintain editorial quality and licensing.
According to data and analysis cited from the Copyright Technology Institute and the Digital Assets, the damages extend beyond creators. The public also loses access to high-quality products that require serious investment. Digital copyright is therefore described as a direct requirement for the cultural industry: protecting it supports cultural production resources, content businesses and the public’s long-term interests.
Pham Thi Kim Oanh, Deputy Director of the Copyright Office, said Vietnam has built a relatively comprehensive legal framework on copyright and related rights. Vietnam participates in 8 of 9 international multilateral copyright treaties and is a member of 17 free trade agreements that include copyright commitments.
Participation in international treaties, she noted, helps protect Vietnamese works abroad while also requiring Vietnam to protect the rights of international right-holders in its territory. “Vietnam wants to integrate, wants to bring works to the world, must participate in the global arena,” she emphasized. As an encouraging sign, she cited that many Gen Z individuals are willing to give up small daily expenses to buy licensed Netflix accounts or licensed music.
Despite this, Oanh said “innocent” consumption of pirated films and music remains widespread. She argued for a three-pillar approach to build a culture of respecting copyright: embedding copyright education in schools; shifting media messaging toward awareness of the value of creative works rather than focusing only on penalties; and enabling rights holders to provide affordable legitimate content so youth can access it.
At the Vietnam Creative and Copyright Association (VCCA) Congress for the 2026–2031 term, President Bui Nguyen Hung said that, in the context of Directive 38, VCCA will propose additional measures in three groups.
VCCA plans to explore mechanisms to encourage the public—especially youth—to access legally protected cultural products. The proposed ideas include cultural credit via digital identity platforms, programs to incentivize purchases of books and performance tickets, “music and film bundles,” and favorable cultural expenditure policies. The goal is to establish a social norm that using legitimate content is a civilized and responsible act toward creators.
Another proposal is to standardize information about rights owners, works, exploitation rights, duration, territorial scope, licensing history and revenue. When data is clear, film libraries, image archives and other creative assets can be valued, funded, transferred, mortgaged or included in professional investment structures.
VCCA also calls for a fair environment between domestic enterprises and cross-border platforms. It said Vietnamese content creates substantial value on digital platforms, but that value must be recognized and allocated to the rightful owners. It added that if domestic companies comply, foreign platforms should meet equivalent standards when operating in Vietnam.
The discussion around intellectual property rights, the shift to digital formats and the need for policies that balance consumer access with fair compensation for creators continues to shape the policy agenda.
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