Entering a developmental cycle defined by a transition from quantity to quality, Vietnam’s exhibition, event, and advertising industries face an urgent demand for restructuring and standardization, thereby forging a new era for cultural industries and the sports economy.

To establish an international benchmarking system and create a closed-loop value chain for this new developmental cycle, the 2026 Vietnam Exhibition, Event, and Advertising High-Level Connection Summit took place on May 8 in Hanoi.

Under the strategic theme "The Era of Ascendance for Cultural Industries and the Sports Economy," the event was positioned as the industry’s most critical macro-forum of the year.

At the summit, the Minister of Culture, Sports and Tourism, Lam Thi Phuong Thanh, outlined the master plan for cultural industry development. She emphasized the State's deep commitment to the sector, which has been consistently and strongly demonstrated through two landmark documents: Resolution No. 80-NQ/TW of the Politburo and Resolution No. 28 of the National Assembly.

While Resolution 80 laid the foundation by identifying this sector as a strategic economic industry for the first time, Resolution 28 concreteized that direction with breakthrough policies. Most notably, it mandates that cultural expenditure must account for a minimum of 2% of the total state budget expenditure. Furthermore, the application of a preferential 5% value-added tax (VAT) rate for the cinema, performing arts, exhibition, and sports sectors will directly alleviate financial pressures and stimulate market demand. The resonance of these two resolutions creates a robust legal framework, serving as the premise for ministries and agencies to issue detailed guiding decrees and circulars that bring tangible benefits to the entire industry.

Completing the strategic blueprint, Dr. Can Van Luc, a member of the Prime Minister’s Economic Advisory Council, added a comprehensive perspective on the necessity of constructing and refining supportive policies across the board. The synergy between the cultural sector's development orientation and a favorable macro-policy corridor will serve as a solid launching pad for Vietnam’s experience economy to make a breakthrough in the coming period.

Following the summit will be the 2026 Vietnam Exhibition and Event Week (VEEW 2026), scheduled from July 30 to August 2. This large-scale specialized week aims to build a comprehensive networking platform for Vietnam's exhibition, event organization, and entertainment ecosystem. Highlighted within the event framework is the announcement ceremony of the VECA Awards — the first professional awards in Vietnam dedicated to the exhibition and event sector.