Vietnam's Vibrant Street Dance: A Subcultural Marketing Goldmine for Authentic Engagement with Gen Z

Contributor: Bach Duong, Strategy & Insights, Phibious Vietnam

Vietnam's vibrant street dance scene is more than just an artistic movement; it's a cultural phenomenon that has captured the hearts and souls of the nation's youth. But beyond its artistic expression, Vietnam's street dance culture holds a hidden treasure for marketers – a subcultural marketing goldmine that offers the promise of authentic engagement with a dynamic and influential audience.

Get to know Street Dance in Vietnam

In Vietnam, street dance culture first emerged around the mid-1990s when the hip-hop dance group BigToe was established in 1992. From the early 2000s onwards, Vietnam experienced the peak of its hip-hop culture, with the emergence of numerous hip-hop dance groups. Some of the notable names during this period include groups like C.O.L.D (2001), Freestyle (2003), Milky Way (2004), and many others. 

Vietnam's street dance culture boasts a variety of sub-genres, catering to diverse tastes and styles. Notable genres include hip-hop, breaking, popping, locking, krumping, waacking, voguing, urban choreography, street jazz, and contemporary street dance fusion. This diversity adds to the dynamic and ever-evolving nature of street dance in Vietnam.

Subcultural marketing in Vietnam and why it can build authentic connection with the young

Subcultural marketing in Vietnam is more than just a strategy; it's a bridge to Generation Z, a cohort deeply committed to connectivity and community. As the first generation to grow up with the internet everywhere and easily at their fingertips, Gen Z lives in a world where even those with the most niche interests can find like-minded tribes (Marketing Dive 2022). Social media is a crucial part of their lives, facilitating social connectivity and community building. This digital landscape offers brands an opportunity to connect genuinely with this generation by aligning with their values of authenticity and inclusivity. Subcultural marketing in Vietnam embodies a cultural movement where brands engage with Gen Z on their terms, creating connections with a generation that values belonging and digital tribes.

Source: McKinsey 2023

Gen Z's deep connection to subcultures, from street culture to K-Pop, reflects their quest for authenticity and a sense of belonging in a fast-paced digital world. These subcultures are not just hobbies but lifestyles. Brands that genuinely engage with these communities become valued allies, forging authentic connections with this generation.

Why Street Dance can be a goldmine for subcultural marketing?

Street dance is all about being real and building a sense of community. It offers great opportunities for creating engaging content, collaborating, and empowering young people while aligning with their values and interests. This dynamic subculture ensures cultural relevance and serves as a comprehensive platform for subcultural marketing. Plus, street dance is becoming more accessible to wider audiences through social media and public events. Street dance may be niche, but its energy can captivate and immerse people completely.

This is how real street dance events look like

Freestyle Dance Battle Event “Thăng Long Fly Up” On Hoan Kiem Lake Walking Street, Open For Public Viewers 

Brands do the same things; same scene, same moves

Many Vietnamese brands often make the mistake of adopting a generic or "bland" approach when trying to tap into street culture without truly understanding its essence. They often do things that look cool, like having dancers doing breakdancing on the street in their ads. But here's the catch – it's just dancing, and it doesn't really capture what makes street culture special. Brands have missed all the best things in street dance, like dance practices, freestyling, dance battles, etc. which can generate authenticity. Brands tend to just copy and showcase what’s only on the surface. This ends up feeling fake and not very convincing. This not only fails to resonate with the target audience but can also come across as insincere and opportunistic which in the end is just a waste of effort and money.

Brands miss the most important things about Street Dance; togetherness & brotherhood

Street dance is more than just moves; it's about togetherness and brotherhood. Within this community, dancers support and uplift one another, creating a sense of unity that extends beyond the dance floor. Brands that grasp the essence of togetherness and camaraderie in street dance can connect authentically and resonate with this community. It's about celebrating the bonds and shared experiences that make street dance a profound cultural phenomenon, not just showcasing the dance moves.

Brands keep it basic, but Vietnam Street Dance goes above and beyond

Vietnam Street Dance has evolved beyond basic moves, becoming a unique fusion of global influences and rich Vietnamese culture. Dancers blend traditional elements with modern flair, creating a dynamic form of self-expression. Brands looking to engage authentically with this subculture must appreciate its depth and align with the fusion of tradition and innovation.

In this fusion, street dance becomes a canvas for storytelling, showcasing the diversity of Vietnam's cultural heritage. Dancers incorporate traditional gestures, attire, and musical motifs into their routines, infusing their performances with a deep sense of identity and history.

This cultural fusion goes beyond just dance; it's a reflection of the evolving spirit of Vietnam's youth. Street dance has become a powerful medium for self-expression, enabling the younger generation to assert their individuality and celebrate their roots. It's a celebration of both the past and the present, where the streets of Vietnam come alive with a vibrant blend of tradition and innovation.

Opportunities for Brands

McKinsey & Company 2023: Vietnamese consumer sentiment heading in 2023

The influence of social media on young consumers, particularly the tech-savvy Gen Z, spans across numerous categories, especially fashion, footwear, and food takeout and delivery services. These categories are intrinsically tied to street dance culture, presenting brands with a unique chance to harness this connection for authentic engagement with the youth.

In the world of apparel, street dance is a trendsetter. The culture has a profound impact on fashion, with dancers setting style benchmarks that resonate beyond the dance floor. Brands have the chance to not only tap into this trend but also become active participants by collaborating with street dancers, choreographers, and influencers. Footwear is another arena where the influence of street dance is prominently felt. Sneakers, in particular, are a staple for dancers and have evolved into iconic elements of street dance culture. 

In these categories, there's a chance for brands to authentically align with street dance culture, something Gen Z highly values. By acknowledging the profound influence of street dance and engaging with the subculture genuinely through social media, brands can establish authentic connections with the youth, creating lasting impressions and positioning themselves as supporters of a culture rooted in authenticity, creativity, and self-expression.