Chasing Pop Culture Dreams: How Vietnamese Travelers are Redefining Their Bucket Lists

At Vero, we set out to examine the growing outbound tourism potential of Vietnam and understand how pop culture is shaping travel bucket lists with a focus on popular regional destinations. This white paper delves into the motivations and preferences of travelers, highlighting the influence of social media and fan communities on their travel choices.

We also offer strategic recommendations for brands, tourism organizations, and marketers to capitalize on this rising trend by curating personalized experiences, partnering with influencers, and aligning with pop culture moments. This approach can engage the fast-growing segment of adventurous, media-savvy travelers, ensuring that your brand remains relevant and appealing in this dynamic market.

We employed Vero Data Intelligence Tools, which collect and analyze data from advanced consumer analytics platforms. These tools enable us to monitor conversations, study traveler behavior, and identify emerging trends with accuracy—providing actionable insights for brands to stay ahead of market shifts.

The Vero team leveraged GWI’s survey data, which covered more than 23,000 Vietnamese respondents across different generations during the first half of 2024. The survey focused on travel preferences and behaviors.

By combining GWI’s data with insights from Vero’s team of search data and social listening experts, this study presents a comprehensive view of Vietnamese travelers and the growing trend of pop culture tourism.

A portrait of Vietnamese travelers

Vietnam’s middle-class fuel travel aspirations

Over the past decade, Vietnam has experienced a significant rise in disposable income, with millions moving into the middle-income bracket and fueling a demand for more aspirational and experience-driven lifestyles. Today, job status and income are no longer the primary indicators of one’s ability to explore the world.

GWI survey data shows that people from all income levels enjoy tourism in Vietnam: 35% of respondents are considered medium income, 33% are low income, and 28% are considered high income. Just over half of travelers surveyed are full-time workers, while a significant number are students, freelancers, and self-employed individuals.

Intra-regional travel emerges as top choice

Trips abroad are high on the agenda for most Vietnamese travelers, with over half (50.4%) indicating that they have already made bookings or purchases for their trips, and 45.9% planning to follow suit in the next three to six months.

Based on social listening data on themes of discussion among Vietnamese travelers, intra-regional destinations such as China, Japan, South Korea, Singapore, Taiwan and Thailand are the most popular choices. This preference for nearby destinations suggests that Vietnamese travelers prioritize convenience, affordability, and cultural familiarity, while also seeking enriching experiences within the region.

This is evident in the increasing number of Vietnamese tourists heading to these locations. In the first four months of the year alone, over 230,000 Vietnamese visited Japan. During the same period, more than 400,000 Vietnamese travelers went to Taiwan, and nearly 300,000 made their way to South Korea in the first half of 2024—a 30% increase compared to the same period last year. Meanwhile, Thailand and Singapore continue to serve as traditional favorites for Vietnamese tourists within Southeast Asia.

Social media is the new travel guide

Vietnamese travelers are turning to social media platforms to seek inspiration and information, relying on them more than traditional travel platforms. This is driven by the interactive nature of social media, where users can engage with real-time content, reviews, and recommendations from influencers and peers. Thus, a major source of influence is what is known as “content communities,” where like-minded individuals—or in the pop-culture realm, fellow fans—share tips, stories, and experiences that community members can relate to.

Facebook and Instagram are the two major platforms, with Instagram appealing more to younger demographics and Facebook being more popular to older ones. Facebook Groups, in particular, are a popular place for giving and requesting travel tips and reviews. They function as specialized content communities where peer-shared travel insights influence shaping travel intentions and itineraries. Membership in these groups can reach over a million users, with many groups named after specific destinations for easy discovery and focused discussion. Vietnamese users contribute to these groups by sharing tips and insights, with content about personal travel experiences, engaging visuals, and practical information (such as budgets and logistics), enjoying high engagement.

TikTok’s visually engaging interface and community-driven algorithm have made it the new Google Search, especially for young people. With over 508 million travel videos easily accessible on the platform, planning an itinerary or gaining firsthand insights about a destination has never been more effortless.

Personal interests shape travelers’ choices

Across different platforms and demographics, one key factor driving travel trends in Vietnam today is a strong interest in pop culture. As it turns out, Vietnamese share a love of music, TV shows or films, and travel, creating a unique intersection of interests that is reshaping the way they plan their trips.

As these travelers turn to social media, we found that their travel discussions closely align with their personal interests. Conversations about music or event-related travel and adventure trips outweigh traditional travel essentials like visas, accommodations, or budgets. This shift highlights the growing importance of experiences over logistics as travelers prioritize memorable and passion-driven journeys. 

Zooming in to pop culture travel trends

Vietnamese tourists are increasingly shaping their travel plans around their love of a media product, placing importance on immersive and social experiences. Pop culture travel (in Vietnam, as elsewhere) can generally be categorized into three common types, namely: concert tourism, set-jetting, and sports travel.

Concert tourism: Embracing musical adventures

Music is the top interest among Gen Z and Millennials, and second only to news and current affairs among Gen X. It’s no surprise, then, that concerts and music events have taken Vietnamese travelers by storm over the past year. Major international music events can stir travel interest in foreign destinations. Online discussions surrounding concert tourism focused on the cost of tickets, particularly in relation to events featuring Taylor Swift, K-pop artists, and other fan-favorite acts. This suggests that a compelling way to connect with potential audiences is to consider their experiences and challenges related to the cost of both travel and concert attendance.

Taylor Swift’s The Eras Tour in Singapore—her sole Southeast Asian appearance—sparked a significant surge in travel searches and tangible bookings. Search interest in traveling to Singapore increased by a remarkable 84% in 2024 during The Eras Tour compared to the previous period. Even as airfares and hotel rates more than doubled, Vietnamese fans flocked to Singapore for the event, resulting in sold-out flights and trip budgets as high as USD 4,000 (or around VND 98.5 million).

Set-jetting: Turning fictional worlds into reality

Driven by the portrayal of key destinations in TV shows and films, Vietnamese travelers are interested in special experiences related to their favorite movies or series—a phenomenon that’s been dubbed “set-jetting tourism.”

This is clear in the case of Chinese TV series Meet Yourself (Chinese: 去有风的地方). The show is especially popular in Vietnam, where search interest for the TV series triggered an increase in search interest for travel destinations featured in it. Vietnamese travelers are particularly interested in organized tours to Yunnan, focusing on areas like Lijiang (Lệ Giang) and general travel packages to Vân Nam (Yunnan).

The popularity of Yunnan as a destination following the success of a TV show featuring it is part of a global travel trend that sprang up in 2022. Inspired by the on-screen stories that brought millions of pandemic-trapped travelers around the world, set-jetting travel has become a major movement in the hospitality industry—with streamed movies and TV shows outpacing social media as a source of global travel inspiration.

Another major example is Netflix’s Emily in Paris, which had a profound impact on French tourism. The meteorically successful series caused a rise not just in global demand for marketing degrees, but also in tourists at every corner that Emily visits in Paris. Among Vietnamese viewers, Emily in Paris has triggered a notable spike in search interest for traveling to Paris.

Social listening reports indicate that the show profoundly influences travel aspirations. Emily in Paris doesn’t just spark curiosity; it creates a deep longing to experience the locations and, more specifically, the lifestyle that Emily embodies on screen.

Spectator travel: Witnessing sports history unfold

Sports are a significant interest among Vietnamese people, with football being dominant. The sport is beloved in most of the world as well, and this shared passion for football has led to competitive football events capturing Vietnamese travelers’ attention.

Vietnamese people’s search interest and social media activities reflect this. International sports events have consistently gained substantial search interest reaching a total volume of 130 million over the past two years. Filtering through search terms by growth rate reveals significant hype for sporting events.

This is especially true for football, with search terms reaching fever pitch every single year. The most popular international sports events by social mentions are the FIFA World Cup, the Premier League, the Sea Games, and the Olympics. Moreover, recent increases in travel to destinations like London (to watch Premier League matches) and Seoul (Korean football events) reflect the strong alignment between Vietnamese sports fans and global football culture.

Based on social media content, more and more Vietnamese travelers are heading to destinations where major sporting events take place. Viral videos on TikTok highlight their experiences at these dream events, focusing on key themes such as:

• The excitement of finally attending the sports event they’ve long anticipated;
• The value-for-money aspect of the trip; and
• The exclusivity of being part of a major event.

Decoding pop culture tourism for brands

A fan’s love for their favorite pop culture icon is a powerful force—the kind that shifts consumption behaviors and moves economies.

A report by Deloitte reveals that those who view their favorite film, TV show, musician, or sports team as part of their identity are more likely to spend on a product or service related to it, especially if that product or service involves an immersive experience beyond the screen.

Here, we decode the motivating factors behind pop culture travel in Vietnam and how brands—from hospitality and tourism to fashion, food and beverage, entertainment and events, among others—can effectively engage this vibrant audience.

“The demand for real-life experiences born from the desire to live out pop culture dreams is inspiring people in Vietnam to travel, explore destinations, and connect with a cultural phenomenon that resonates with them. They crave exclusivity but also experiences that are worth sharing with their fandom communities, blending personal fulfillment with social engagement. Brands eager to capture the attention of this hyper-engaged segment must curate unique and culturally attuned offerings that reflect these passions and create opportunities for memorable, socially amplified moments.”

– Pham Hoai Anh, Vero’s Head of Client Solutions

The rise of fandom culture

Modern travelers are no longer passive consumers. The rise of social media and the communities that have formed in this digital space has paved the way for more passionate and interactive expressions we now call fandom culture.

People seek to interact with like-minded individuals, with whom they can share their common enthusiasm for something or someone. Whether it’s Labubu from Pop Mart or the Korean drama The Lovely Runner, this connection influences how people plan trips, as they seek insights and recommendations from a community they trust. These communities, in turn, eagerly anticipate shared stories from their members, creating a continuous cycle of inspiration and connection.

Be the go-to destination for superfans: To capture the attention of Vietnamese travelers, consider creating experiences that resonate deeply with fan culture, such as hosting events featuring favorite artists or sports stars or investing in sports venues or TV sets that highlight attractions. Themed events where fans from Vietnam can dress as their favorite characters or relive legendary scenes and sporting moments can make your destination a pop culture travel hotspot. The Vero Xperience Team has seen how powerful immersive experiences and activations can be in creating a brand-consumer connection. From offering themed rooms in hotels to designing pop culture-inspired food and beverage menus, there are endless opportunities to infuse fan-driven elements into your offerings. Particularly with the rise of integrated properties that include hotels, restaurant chains, and entertainment hubs, combining various themed activities will provide a significant advantage for complex destinations.

Engage with fan communities: Instead of a mass advertising or broad audience approach, consider focusing on specific fandoms and communities for a more cost-effective and compelling campaign. By identifying and speaking to fan communities directly, brands can build stronger connections. Once you’ve found your tribe, it’s important to speak their language and understand what drives their passions and loyalty.

Influencers are fans themselves—integrate their story into the brand narrative: Influencers are also fans who gush over their favorite celebrities and pop culture icons. When onboarding influencers for your pop culture-driven travel campaign, collaborate with them to craft authentic narratives that integrate their personal fan experiences. This approach allows you to tap into the social nature of fandom and forge a strong emotional connection with your target audience. Tools like InFluent can help you and your messaging resonate with your tourist audiences effectively.

Once-in-a-lifetime appeal

The allure of rare, exclusive experiences related to their fandom can fuel the desire to travel despite long distances or logistical challenges. These unique opportunities might include attending a limited-time concert, taking part in themed events, or visiting iconic locations tied to beloved pop culture narratives.

The anticipation of engaging in activities that are not easily replicated and the thrill of being part of a select group that can claim these experiences as their own create compelling motivation for fans. This sense of exclusivity and the potential to meet like-minded individuals add a special layer of excitement and value to their journey.

Create exclusive collaborations: Partner with popular franchises or cultural icons to develop limited-edition merchandise that resonates with fans’ passions. These items provide fans with a tangible piece of the experience they can take home, turning their trip into something unforgettable. Whether it’s a themed hotel room or a special menu loved by characters in films, exclusivity and uniqueness create a compelling reason to travel.

Curate themed travel packages: Design travel packages that cater to the growing demand for personalized and tailored experiences aligned with travelers’ interests, especially pop culture enthusiasts. Themed travel packages that offer a complete and immersive experience, including accommodations, transportation, tickets to relevant events (such as concerts or exhibitions), and curated itineraries featuring must-see locations tied to their favorite shows, movies, or artists, don’t just make travel more seamless, but also provide fans with a deeper sense of connection to what they love.

“Vietnamese fans are almost always ready to grab every opportunity to be closer to their favorite artists or visit the settings of their beloved shows. Given the limited number of foreign artists performing in the country, this insatiable hunger for entertainment and cultural connection intensifies, making these experiences feel like once-in-a-lifetime moments. By acknowledging and fostering this enthusiasm, brands and travel organizers can create memorable experiences that fans will cherish forever.”

– Nguyen Thi Trinh, Vero’s VP for Brand Influence 

A craving for immersive and shareable social experiences

For pop culture-inspired travel, a trip isn’t just a physical getaway—it’s about stepping into a beloved world that was once just a dream.  Fans often seek out experiences that allow them to enter the universe of their favorite characters and stories.

Additionally, visiting iconic set locations from popular movies or TV shows, attending concerts where fans can sing their hearts out, and experiencing the thrill of watching football in a packed stadium provide highly shareable moments that resonate with their social media circles. Ultimately, it’s about crafting memories intricately woven with a cultural phenomenon that travelers love to take active part in.

Leverage user-generated content: Pop culture fans in Vietnam thrive on sharing their journeys and travel experiences. Encourage interaction through social media challenges, influencer partnerships, and content-sharing platforms. Create campaigns that inspire travelers to document their adventures and generate buzz. Social media is the conduit through which these communities grow and evolve, so ensure your destination has a strong presence and an engaging voice in these spaces.

Think long-term when building loyalty: Even the most beloved pop culture phenomena started small, with entire fandoms taking months or even years to fall in love with a cultural product and find each other. But once this love for a show, musician, or sport is earned, it’s enduring. So, brands looking to make the most of pop culture-inspired travel should design their campaigns with longevity in mind. Think about nurturing a community from the ground up and find ways to keep them coming back. By consistently offering fresh experiences and maintaining relevance to fan-driven travelers, destinations can build loyalty and keep fans returning year after year. Consider developing annual fan conventions, recurring themed events, or partnerships with cultural icons that have long-term appeal.

Conclusion

Vietnam’s outbound travel is evolving rapidly, driven by the intersection of pop culture and social media. This transformation is not just about travel; it’s about fulfilling dreams and passions. Vietnamese travelers are now prioritizing experiences that resonate with their personal interests, such as attending concerts, visiting film locations, and witnessing sports events. This shift is supported by the growing middle class, whose increased disposable income makes such travel more accessible.

For brands, tourism organizations, and marketers, this presents a unique opportunity to engage a dynamic and media-savvy audience. By curating personalized experiences, partnering with influencers, and aligning with pop culture moments, stakeholders can tap into the vibrant and evolving landscape of travel in Vietnam. This approach ensures that their offerings remain relevant and appealing, capturing the hearts and minds of modern travelers who seek more than just a destination—they seek an experience that connects with their passions and interests.

ABOUT THE AUTHORS 

Hoang Ngoc Mai is a PR Account Manager focusing on travel and hospitality. Tram Vo is a Strategic Planner and self-confessed pop culture fan. Alyssa Hoang is a Senior Data Analyst who translates complex data into stories.