The concert film is a strategic cultural project by Nhan Dan Newspaper, reflecting its commitment to elevating the value of Vietnamese culture and contributing to the development of a national brand in an era where culture and the creative industries play an increasingly vital role.
Upon its initial cinema release, the film received a warm nationwide response. Audiences filled theatres in red shirts emblazoned with the national flag, singing the national anthem together and recreating the vibrant atmosphere of an in-cinema concert. All proceeds from ticket sales were donated to the Central Committee of the Viet Nam Fatherland Front to support communities affected by storms and floods.
Building on this success, Nhan Dan Newspaper launched the “Unitour” programme, screening the film at universities across the country to inspire patriotism and foster national pride among students.
Making the film freely accessible worldwide on VieON demonstrates Nhan Dan Newspaper’s strategic vision to enhance the reach of cultural works rich in humanistic and ideological value. It also reflects the newspaper’s commitment to adopting modern models of cultural production and distribution aligned with contemporary audience habits.
Global streaming enables the film to reach overseas Vietnamese communities and young viewers, expanding cultural exchange and reinforcing bonds with the homeland. This approach exemplifies a serious, methodical and forward-looking cultural strategy — where each artistic product is planned as a practical contribution to building a modern, distinctive Vietnamese cultural industry.
