Japanese music has made a notable impact on Vietnam, contributing to the diverse cultural exchange between the two countries and fostering a growing appreciation among Vietnamese audiences. The allure of Japanese music genres such as modern J-pop and anime soundtracks, has captivated Vietnamese listeners, influencing local music scenes, social trends, and even inspiring new artistic expressions in Vietnam. This article explores the journey of Japanese music in Vietnam, examining its cultural significance, popular genres, avenues of access, and influence on Vietnamese music and youth culture.

Overview of the Music market in Vietnam

According to Statista, in 2022, the music market in Vietnam is projected to generate a total revenue of 18.35 million USD. Looking ahead, this market segment is expected to experience a steady annual growth rate of 12%, resulting in a projected market volume of 33.14 million USD by 2027[1]. However, according to the 2023 UK-VN Music Industry Collaboration report by Music Ally with a survey on Vietnamese people’s listening behavior on music streaming sites, Japanese music is not a popular choice for Vietnamese people[2].

Music origins on streaming sites in Vietnam (2023)

Source: Music Ally

Popular Japanese Music Genres in Vietnam

Japanese music is multifaceted, encompassing various genres that appeal to different segments of the Vietnamese audience. Each genre has carved out its niche in Vietnam, creating a unique cultural exchange that showcases the diversity of Japanese musical traditions. Of which, anime soundtracks are particularly popular. This popularity stems from the widespread appreciation of anime series, which often feature memorable music that resonates with Vietnamese audiences.

Anime Soundtracks

Anime soundtracks have arguably been the most significant gateway for Japanese music in Vietnam. Anime soundtracks have significantly influenced Vietnamese music culture, particularly among the youth. The impact of anime music is evident in events like the “Symphonic Anime” – a concert series that features orchestral performances of iconic soundtracks from popular anime series from the Thailand Philharmonic Orchestra – were hosted in Hanoi and Ho Chi Minh City in September 2023[3]. These concerts featured orchestral performances of popular anime soundtracks, attracting large audiences and highlighting the widespread appreciation for anime music in Vietnam.

Symphonic Anime – Vietnam Arc (2023)

Source: National Assembly Vietnam

J-Pop

There’s no specific data on when did J-Pop emerge in Vietnam, but it is said around the 1990s, coinciding with the rise of Japanese anime and manga. Artists such as Utada Hikaru and groups like Arashi became familiar names among Vietnamese youth. In addition to well-established artists, Japanese pop groups such as AKB48 have played a role in strengthening J-Pop’s appeal by connecting with Vietnamese audiences directly. In 2008, AKB48, w-inds, and Exile – popular names in J-pop at the time – along with other Japanese singers have come and performed in Vietnam as part of the 2nd Vietnam – Japan Grand Music Festival[4]. Since then, the influence of J-Pop in Vietnam has been reinforced through cultural exchange events and the enduring popularity of anime.

Performing artists speaking at the press conference for the 2nd Vietnam – Japan Grand Music Festival

w-inds	EXILE	AKB48 (representative)

Source: Kenh14

City pop

While not as mainstream as J-pop or anime soundtracks, traditional Japanese music such as city pop has experienced a resurgence in Vietnam, particularly among younger audiences. This revival is evident in the success of Vietnamese artist Phung Khanh Linh, whose 2022 album “Citopia” draws heavily from city pop influences[5]. The album received critical acclaim and was highlighted by The Japan Times for its creative integration of city pop elements[6].  Additionally, the growing number of city pop-themed events and online communities in Vietnam underscores the genre’s increasing popularity. These developments reflect a broader trend of Vietnamese listeners embracing the nostalgic and vibrant sounds of city pop.

Phung Khanh Linh promoting her album in city pop-style

Source: VnExpress

Accessing Japanese Music in Vietnam

The internet has revolutionized access to Japanese music in Vietnam, making it easier than ever for Vietnamese fans to discover, share, and enjoy Japanese songs. Platforms like YouTube, Spotify, and various music streaming services have contributed to the growing popularity of Japanese music. Anime streaming platforms such as Crunchyroll and Netflix, which offer Japanese series with Vietnamese subtitles, have also been instrumental in introducing anime soundtracks to a broader Vietnamese audience.

Anime music on Spotify

Source: Spotify

Moreover, social media platforms such as Facebook, Instagram, and TikTok serve as essential hubs where Vietnamese fans can connect with fellow Japanese music enthusiasts, share fan content, and stay updated on the latest releases. Vietnamese fans have even created fan pages and online communities dedicated to popular Japanese artists and anime soundtracks. These online spaces foster a sense of belonging and provide a platform for Vietnamese fans to engage in discussions, organize events, and share their passion for Japanese music.

The Future of Japanese Music in Vietnam

The popularity of Japanese music in Vietnam is likely to grow, supported by cultural events, digital media, and Japan’s continuing efforts to promote its cultural exports. Events such as the annual Japan-Vietnam Festival offer opportunities for Vietnamese audiences to experience Japanese music and culture firsthand. These festivals include live music performances, traditional dance shows, and showcases of Japanese food and crafts, creating an immersive cultural experience.

Additionally, the growing presence of anime and Japanese films in Vietnamese cinemas and streaming platforms will continue to introduce new Japanese music to Vietnamese audiences. As digital access expands, Vietnamese listeners will have greater opportunities to discover and appreciate the diversity of Japanese music, from J-pop and anime soundtracks to lesser-known genres such as jazz, rock, and hip-hop.

The Vietnamese music industry might also benefit from collaborations between Vietnamese and Japanese artists. As cultural exchanges between the two countries increase, collaborative projects could bring fresh ideas and foster creativity in both markets. Such partnerships would further enrich the Vietnamese music landscape, offering new opportunities for Vietnamese artists to engage with Japanese music and vice versa.

Conclusion

Japanese music has found a receptive audience in Vietnam, capturing the imagination of Vietnamese listeners with its variety and unique cultural appeal. The influence of Japanese music, particularly J-pop and anime soundtracks, has extended beyond entertainment, shaping the preferences, styles, and social behaviors of Vietnamese youth. Through online platforms, festivals, and collaborative opportunities, Japanese music has become an integral part of the cultural exchange between Japan and Vietnam. As this trend continues, the bond between the two nations is likely to deepen, fostering a richer understanding and appreciation of each other’s cultures. In a world where music knows no boundaries, Japanese music in Vietnam stands as a testament to the power of cross-cultural engagement and the shared joy of musical discovery.

[1] Statista (2024). Music – Vietnam. <Assess>

[2] Music Ally (2024). UK & Vietnam collaboration and development opportunities for the music business, 2024-2027. <Assess>

[3] Giao Thong Online. Symphonic Anime officially coming to Vietnam <Assess>

[4] VnExpress (2011). Famous Japanese music groups will come to Vietnam. <Assess>

[5] Vnexpress (2022). Phung Khanh Linh experiments with city pop <Assess>

[6] Japan Times (2022). Phung Khanh Linh and artists abroad get creative with city pop palette <Assess>

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