Media OutReach
Vietnam’s Bridge to the Global Experience Economy
The rapid growth of the Experience Economy is reshaping competition across the global MICE industry, spanning meetings, incentives, conferences, and exhibitions. Against this backdrop, Vietnam is increasingly positioning itself as a new regional hub. At the center of this shift is the Vietnam Exposition Center (VEC), whose record-breaking scale and all-in-one ecosystem are redefining event infrastructure standards while creating new opportunities to bring Vietnamese culture onto the global stage.
The Rise of the Experience Economy
No longer viewed simply as entertainment, the event industry has become a major economic growth driver, a trend increasingly reflected in Vietnam’s market performance.
Speaking at the High-Level Conference connecting the Vietnam Exhibition, Event & Advertising Industry 2026 held at VEC on May 8, Jason Yan, Partner at M Square Capital, the investment fund behind the global EDM festival brand Ultra Worldwide, said Vietnam’s live entertainment market has surpassed USD 50 million in revenue. More than 700 large-scale events are now held annually, generating over USD 1 billion in economic impact from international visitors.
In 2025 alone, Vietnam hosted more than 800 music events of varying scales, while music copyright revenues grew by 200%. According to Yan, these figures indicate that Vietnam is entering a period of accelerated growth within the Experience Economy.
The momentum extends beyond live entertainment. Dr. Cấn Văn Lực, Chief Economist at BIDV, noted that Vietnam’s MICE market has reached approximately USD 6 billion, while the advertising industry has grown to USD 3.5 billion. With annual growth projected at around 12%, Vietnam is increasingly viewed as entering a “golden period” for experiential industries.
At the same time, the market itself is evolving. Consumers are no longer simply purchasing tickets to events, but seeking immersive and integrated experiences. Global brands, meanwhile, are looking beyond venues alone, prioritizing platforms capable of delivering meaningful “Return on Experience.”
VEC’s emerging role as a “strategic connector”
Capturing investment flows from the Experience Economy requires more than consumer demand alone. Large-scale infrastructure remains essential, and for many years, this was one of the limitations preventing Vietnam from hosting major international events. The emergence of VEC is increasingly changing that equation.
Located in Cổ Loa, Hanoi, VEC is a landmark development spanning 900,000 square meters, making it one of Southeast Asia’s largest exposition complexes. At the heart of the venue is the Kim Quy Exhibition Hall, a 13-hectare centerpiece designed with flexible operational capabilities capable of accommodating exhibitions and events welcoming millions of visitors.
The complex is complemented by the VinPalace conference and banquet system, parking facilities for up to 10,000 vehicles integrated with VinFast charging stations, and transportation links providing rapid access to central Hanoi. Together, these elements create a seamless experience ecosystem aligned with international standards.
Vingroup’s world-class organization and operational excellence have already been proven through legendary mega-events, most notably bringing G-Dragon’s “Übermensch” World Tour to Vietnam under the 8Wonder brand. Leveraging this proven expertise, VEC is designed to seamlessly execute the next generation of large-scale activations. Looking ahead, this operational blueprint will further expand across the Vingroup ecosystem, notably with the upcoming VEC Can Gio project in Ho Chi Minh City, the Blue Wave Theater—a 60,000-capacity venue set to become the largest in Southeast Asia.
Building a nationwide all-in-one event ecosystem
Much of VEC’s all-in-one capability is tied directly to its integration within the broader Vingroup ecosystem. Events hosted at VEC can simultaneously leverage platforms including Vincom, Vinpearl, VinWonders, Vinhomes, and the green mobility network Green SM, which now operates across 34 provinces and four countries.
As a result, VEC is evolving beyond a standalone venue into a broader platform connecting commerce, tourism, entertainment, and culture within a unified experience ecosystem.
The broader infrastructure ecosystem also includes the 135,000-seat Hùng Vương Stadium and the 60,000-seat PVF Stadium, equipped with a retractable roof system capable of opening or closing within minutes.
While many traditional Asian venues, including Singapore National Stadium and Thailand’s Rajamangala Stadium, are increasingly facing constraints related to capacity and aging infrastructure, Vingroup’s next-generation venue network is positioning Vietnam as a more competitive player in the regional event market.
The growing presence of global MICE leaders in Vietnam is increasingly viewed as a reflection of both the market’s potential and VEC’s operational readiness.
Jason Yan described Vietnam as “a convergence point of limitless energy for the future of cultural industries,”emphasizing that realizing such potential requires operators capable of managing venues at massive scale. According to him, the ecosystem developed by Vingroup and VEC provides the operational confidence needed for Ultra Worldwide to expand major festival productions into Vietnam.
Geoff Dickinson, CEO of dmg events, shared a similar perspective, noting that decisions by global corporations and political leaders to choose a destination “are never accidental,” but rather the result of “deliberate” long-term strategies.
According to Dickinson, the emergence of VEC, combined with Vietnam’s broader development vision, is creating what he described as a “perfect storm” for international businesses seeking long-term opportunities in the market.
From that viewpoint, the launch ceremony for Vietnam’s Exhibition, Event and Advertising Ecosystem at VEC on May 8 marked more than a new partnership milestone between VEC and international partners. It also signaled a broader new phase for Vietnam’s cultural industries.
Supported by large-scale infrastructure, growing operational capabilities, and Vingroup’s integrated ecosystem, VEC is increasingly positioning itself as a strategic platform connecting Vietnam with the global Experience Economy while advancing its vision of “Bring Vietnam to the world and bring the world to Vietnam.”
Hashtag: #VEC
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About the Vietnam Exposition Center (VEC)
The Vietnam Exposition Center (VEC) is Southeast Asia’s largest exhibition complex, covering more than 90 hectares. As a destination for major national and international events, VEC pursues the mission of “Bring Vietnam to the world and bring the world to Vietnam,” serving as a gateway where global excellence converges and Vietnamese identity reaches audiences worldwide, while contributing to the growth of key economic sectors and strengthening Vietnam’s position on the global stage.
Website: 
https://vec.global/en
Email: 
in*****@*ec.global
CUHK’s Academic Excellence and Global Research Impact
CUHK’s academic rigour is further recognised in the 2026–27 Best Global Universities Rankings by U.S. News & World Report, where it ranks 28th globally and 5th in Asia, remaining Hong Kong’s top university for the fourth consecutive year. The University features 15 subjects in the global top 50, including five in the top 10, such as Education and Educational Research (#1), Gastroenterology and Hepatology (#2), Computer Science (#7), and Arts and Humanities and Artificial Intelligence (both ranked #9).
CUHK: Where Bold Ideas Become Impactful Research
CUHK provides an exceptional environment for impactful research, supported by approximately 300 research institutes and centres, alongside four state key laboratories approved by the Ministry of Science and Technology of China. Reflecting on the academic environment, Zhamilya Zhirenova, a PhD student in Biomedical Science from Kazakhstan, has deepened her expertise through her involvement with the Centre for Neuromusculoskeletal Restorative Medicine (CNRM), an InnoHK research centre CUHK established with Sweden’s Karolinska Institutet.
Unlike traditional research pathways, where students are often confined to a single university laboratory, Zhamilya gained extensive experience at Hong Kong Science Park, a dynamic setting that closely resembles industry. “It feels more like an industrial company,” she reflected, “and that experience has been invaluable.” For researchers with ambitions beyond academia, such early exposure to the pace and expectations of the biotech industry provides a distinct advantage.
Nurturing the Next Generation of Scientific Innovators
Many of CUHK’s scholars are globally renowned experts who have made significant breakthroughs in their respective fields. These experts provide valuable mentorship, cultivating an intellectually stimulating environment for innovative research.
At the Centre for Novostics, an InnoHK research centre dedicated to advancing molecular diagnostics, Yasine Malki, a Chemical Pathology PhD student from Hong Kong, highlighted mentorship as a defining aspect of his experience at CUHK. Benefiting from the mentorship of Professor Dennis Lo, CUHK’s Vice-Chancellor and President, and a pioneer in molecular diagnostics, Yasine collaborates with specialists in molecular technologies, bioinformatics, and clinician-scientists, exemplifying CUHK’s dynamic, multidisciplinary approach to medical science.
Through the latest global rankings, CUHK continues to demonstrate the impact of its research and scholarship. The University offers robust financial support to attract top-tier global talent, such as the Hong Kong PhD Fellowship Scheme (HKPFS) for the 2027–28 intake, which provides over HK$1.81 million (approximately US$232,420) in funding. Applications open on 1 September 2026.
Hashtag: #CUHK
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About CUHK
Founded in 1963, The Chinese University of Hong Kong (CUHK) is a leading comprehensive research university with a global reputation and world-leading rankings. Located in the heart of Asia, CUHK has a vision and a mission to combine tradition with modernity, and to bring together China and the West. The University has eight faculties: Arts, Business Administration, Education, Engineering, Law, Medicine, Science, and Social Science. Together with the Graduate School, the University offers over 300 undergraduate and postgraduate programmes. All faculties are actively engaged in research in a wide range of disciplines, with an array of research institutes and research centres specialising in interdisciplinary research of the highest quality.
Media OutReach
HKDL’s Immersive Interactive Experiences Win Guests’ Hearts Lucky Nugget Spin at Grizzly Gulch Surpasses 30,000 Participations
Immersive experiences fuel collectible merchandise craze and extend magical memories
HONG KONG SAR – Media OutReach Newswire – 11 July 2026 – In tune with the growing popularity of experiential travel and guests’ desire for participation and immersive experiences throughout their journeys, Hong Kong Disneyland Resort (HKDL) has been integrating retail with storytelling at the park through an endless flow of innovative interactive experiences and distinctive merchandise offerings. Emotional connections with guests are strengthened as merchandise is transformed into meaningful souvenirs interwoven with their Disney memories.
Launched in April this year at Grizzly Gulch, the Chip ‘n’ Dale Lucky Nugget Spin has recorded more than 30,000 participations as of the end of June, becoming one of the park’s most popular activities. Combining storytelling, live interactions, and surprises, the experience has been warmly received by guests and has further enhanced the atmosphere throughout the land.
David Koo, director of merchandise at Hong Kong Disneyland Resort, shared: ‘Today’s guests are looking for more than products; they want keepsakes that capture the stories and memories of their visit. Through interactive experiences, we hope to make merchandise a natural extension of the Disney park journey. Whether it is a plush toy, a pin or an accessory, the true value lies not only in the item itself, but in the magical moments and personal memories it represents.’
David Koo, director of merchandise at Hong Kong Disneyland Resort, is pictured in the center
This story- and interaction-driven strategy has been incorporated into various guest experiences across the resort. For example, in an engaging experience at the Popcorn Pop-Up Shop on Main Street, U.S.A., guests can reach into a giant popcorn bucket-themed installation to catch a “popcorn” and reveal the hidden Pixar pals plushie together with Disney cast members on the spot. Meanwhile, the Snow White Grotto, located beside the Castle of Magical Dreams, has introduced a new “Lock of Dreams” experience, offering guests a sense of ceremony and a souvenir to cherish.
Disney’s Classic Pin Trading Tradition Extends the Magic Beyond the Visit
Disney’s iconic Pin Trading tradition has long been an important part of how guests explore the park and connect with others. Reopened in June, Main Street Collectibles now features dedicated pin display areas designed to celebrate and elevate this beloved tradition. Guests can discover unexpected treasures while searching for favorite designs as they trade pins with Disney cast members and fellow collectors. More than just an addition to a collection, each pin carries unique memories and extends the guest journey.
More Than 3.5 Million 20th Anniversary Merchandise Items Snapped up
New Pixar and Marvel Experiences on the Way
Merchandise sales grew continuously during Hong Kong Disneyland’s 20th anniversary celebrations, which attracted a large number of local, mainland, and international visitors and concluded with fanfare in June. Since late June last year, the resort has sold more than 3.5 million 20th Anniversary-themed merchandise. Among them, about 600,000 units of the SouvenEARS collection have been snapped up. Meanwhile, the blind-box series inspired by attractions and themed lands achieved sales of more than 500,000 units during fiscal year 2025, demonstrating the continued popularity of merchandise with strong storytelling elements and collectible appeal.
Looking ahead, HKDL will continue to enrich the guest experience across the resort. New Pixar-themed and Marvel-themed experiences will be introduced, further expanding both entertainment and retail offerings. Through ongoing innovation, HKDL remains committed to meeting guests’ demand for more immersive experiences, enhancing its appeal to local, mainland, and international visitors, and strengthening its position as a leading travel destination in the region.
Hashtag: #HongKongDisneylandResort
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The HR Asia Awards are among Asia’s most prestigious annual human resources awards, recognizing organizations that demonstrate excellence in workplace culture and sustainable people development. Winners are evaluated using the TEAM (Total Engagement Assessment Model), which measures employee engagement, organizational trust, and workplace experience, drawing on benchmarking data from more than 2.5 million employees across 20,000 organizations throughout the region.
According to the independent assessment conducted for the HR Asia Awards 2026, Green SM significantly outperformed market benchmarks in the “Best Companies to Work for in Asia” category, achieving outstanding scores across several key dimensions, including technology enablement in the workplace (4.8/5), workplace sustainability (4.71/5), and diversity, equity, and inclusion (4.72/5).
A defining element of Green SM’s workplace culture is its unwavering commitment to the principle that “Every Voice Counts.” This commitment is embedded through comprehensive employee engagement initiatives, including regular internal surveys, 360-degree performance evaluations, and multiple feedback channels that transform employee insights into tangible improvements in policies, workplace practices, and operational excellence.
At Green SM, talent development is viewed not merely as an HR function but as a strategic driver of service excellence. The Company continues to invest comprehensively in recruitment, professional training, operational standardization, workplace culture, and structured career development pathways for its Green Drivers. In parallel, Green SM delivers continuous capability-building programs for managers and employees, combining practical learning with digital learning platforms to strengthen leadership and management capabilities and organizational agility in an evolving business environment.
Alongside its investment in people, Green SM has been progressively building a unified organizational culture across its international markets. Rooted in values established in Vietnam while embracing the diversity of local cultures and communities, the Company fosters an environment that encourages collaboration, continuous learning, and empowerment. This enables teams across different countries to uphold consistent service standards while remaining responsive to the unique needs of local customers and communities.
Green SM also received the Technology Empowerment Awards in recognition of its continued digital transformation in human resource management. Through the digitalization of HR processes, the development of competency frameworks, the expansion of digital learning ecosystems, and the integration of data-driven people management, the Company has streamlined repetitive administrative tasks, enhanced decision-making efficiency, and enabled employees to devote greater focus to innovation, customer experience, and superior service delivery.
Mr. Nguyen Quoc Tuan, Global Chief Executive Officer of Green SM, said: “Our people have always been the cornerstone of Green SM’s sustainable growth. We believe that when individuals are empowered by technology and united by shared values, our teams across every market can deliver exceptional experiences for our customers. These two awards affirm the direction we have taken and further strengthen our commitment to building a truly multinational organization with its roots in Vietnam.”
In 2026, Green SM aims to expand its global workforce and partner network to approximately 400,000 people worldwide. As the Company continues to accelerate its international expansion, it will further invest in talent development and technology-driven people management to build a highly capable global workforce, maintain consistent service excellence across markets, and advance its vision of becoming the world’s leading green mobility platform.
Hashtag: #GreenSM
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