At the conference, held at the Sheraton Saigon Grand Opera Hotel on August 14, delegates discussed regulatory frameworks shaping cultural industries amid digital transformation, issues related to artificial intelligence (AI), data governance, intellectual property rights, content transparency and corporate competitiveness.
The Van Xuan Awards is part of the national project “Building and Promoting the National Brand: Vietnam Creative Advertising Awards” for the 2020 - 2030 period, contributing to the implementation of Vietnam’s Strategy for the Development of Cultural Industries through 2030, with a vision toward 2045.
Addressing the event, journalist and director Nguyen Truong Son, Chairman of the Vietnam Advertising Association and Co-Head of the Organizing Committee, said that AI and data offer unprecedented avenues for cultural creation. He stressed that digital transformation should go hand in hand with technological mastery, human resource development and a connected ecosystem linking advertising, tech, media and culture.
Meanwhile, Ninh Thi Thu Huong, Director General of the Department of Grassroots Culture, Family and Libraries under the Ministry of Culture, Sports and Tourism, Head of the Organizing Committee, noted that digital adoption creates new business models and market spaces. In this ecosystem, advertising is a bridge connecting creativity, technology, brands and markets.
A highlight of the forum was a panel discussion titled "Driving Cultural Industries in the Digital Era." Panelists debated the opportunities and hurdles facing the sector, the role of AI in creative workflows, business adaptability and the essential balance between tech innovation and preserving Vietnamese identity.
A message emerged across all sessions: while technology expands creative boundaries, culture and identity remain the true core of value. When backed by modern tools, cultural heritage can be told through fresh narratives, reaching wider audiences and generating lasting social and economic value.
Practical applications were also showcased at the event, including Programmatic DOOH (Digital Out-of-Home), illustrating how data-driven technologies are replacing traditional billboards with flexible, measurable ad models.
More than a tech conference, Van Xuan Innovation 2026 served as a collaborative hub uniting culture, technology, creativity and advertising. The event echoed the overarching spirit of the Van Xuan Awards 2026 - "Culture Fuels Prosperity", demonstrating how technology and creative vision can elevate Vietnamese values on a broader stage./.
