Extraordinary Endeavors in Turbulent Times: Asian Innovation, Inclusion, and Impact during COVID-19

ASIA BUSINESS COUNCIL HONG KONG UNIVERSITY OF SCIENCE AND TECHNOLOGY 2 2 DatVietVAC Group Holdings (Vietnam) Extraordinary Endeavors in Turbulent Times for Vietnamese and international content. Thanh explained that, for the first time in Vietnam, audiences were able to watch copyrighted content, local and global, through a single app. Just like DatVietVAC’s work with BlueZone, the company used its vast network of celebrities to promote its platform. In total, VieON was endorsed by more than 500 celebrities in Vietnam and enjoyed cross-promotion within the DatVietVAC Group’s network of 170+ social pages and channels, which average a combined total of 1.8 billion views per month. VieON’s launch was also covered by more than 400 online sites and all major newspapers in Vietnam. A Strong Belief in the Role of Entertainment in Times of Crisis Behind the accelerated launch of VieON is DatVietVAC’s strong belief in the crucial role of entertainment amidst the pandemic. As everywhere in the world, at the time of the June 2020 launch, COVID-19 had brought uncertainty and anxiety to the Vietnamese people, from concerns about a brittle health system only able to deal with a modest number of cases, to concerns regarding job security and the economy. DatVietVAC uses a particularly broad definition of “entertainment” that includes everything to do with the senses, such as sight, hearing, smell, and touch. It aims to bring a welcome relief to consumers and allow for a positive distraction, even if just temporarily. “Adults can have light-hearted laughter, and children, who suddenly must stay home away from school and friends, could be entertained. Families could also bond over a TV series,” Thanh explained. During the trying times of the pandemic, entertainment can help maintain a sense of familiarity and inspire hope that the future might not be so bleak. An Emphasis on Local Content Having said that, in contrast to global streaming platforms like Netflix, DatVietVAC emphasizes the importance of local content, which it has many years of experience in producing; VieON has the largest curated content library in Vietnam. DatVietVAC pledges to continue to secure top scripts for TV shows and series; engage successful actors, actresses, directors, and producers; and conduct research and development (R&D) on content that will thrive in Vietnam. DatVietVAC was able to initiate another groundbreaking cultural phenomenon that transformed the standing and influence of rap music in the country. First released on 1 August 2020, Rap Việt was the most-viewed program in Vietnam in 2020, reaching 2 billion views on VieON, YouTube and Facebook.