BABYMONSTER's concert in Vietnam was ignored by the media, based on Blackpink's still flop

On the evening of May 31, BABYMONSTER's HELLO MONSTERS concert within the framework of the world tour of the same name took place at the Saigon Exhibition and Convention Center (SECC), Ho Chi Minh City. HCM. Contrary to expectations, almost all seats were full, V-MONSTIEZ covered the audience area.

Despite the lack of main vocalist Rami, the members still performed nearly 30 performances, from exciting hits such as SHEESH, Drip, Batter Up, Clik Clak to a series of solo stages where each person shined. BABYMONSTER also excited the audience by covering two of BLACKPINK 's hits, Kill This Love and As If It's Your Last, making the whole hall sing along in unison. This is also a characteristic feature of the tour when fans can't predict which hit group will perform by BLACKPINK or 2NE1.

Not only investing in the performance, the interaction with the audience also received attention. The members of BABYMONSTER enthusiastically communicated in Vietnamese, their cute "bitter" voices made the audience excited endlessly. In addition to a simple greeting, the girls also learned a few more Vietnamese sentences to surprise fans. Six members wore leaf hats, singing and dancing, while interacting, creating a close atmosphere. Asa shared that the group had time to enjoy many delicious dishes such as vermicelli and banh mi before having to board a plane to leave Vietnam right after the concert.

Netizens praised BABYMONSTER for singing and dancing well and pampering Vietnamese fans, calling the group "Vietnamese bride" and hoping that they would return soon. However, the media spread of the concert did not meet expectations. Despite being the top 5 gen female group, the event did not create a prominent effect, was rarely reported on social networks and mostly revolved around fans. Many people say that HELLO MONSTERS has not gone beyond the fandom, which is different from what BLACKPINK or 2NE1 have done.

BLACKPINK once created a "great earthquake" with two nights of Born Pink at My Dinh, not only attracting BLINK but also attracting the attention of the public and artists. Up to now, the event is still recalled as a memorable milestone of the Vietnamese concert market. Meanwhile, 2NE1, although no longer as active as before, still had a 15th anniversary show with thousands of V-BLACKJACK in February, maintaining a significant level of discussion for a gen 2 group.

Meanwhile, BABYMONSTER – YG's outstanding rookie, who has a large fan base on the digital platform, has not really created attraction outside the fandom. This partly reflects the changing tastes of the public, as new groups find it increasingly difficult to attract audiences other than their fans. The K-pop market is currently saturated, many new groups are constantly debuting, but before they have time to make a mark, the next generation has appeared.

Launched at the end of 2023, BABYMONSTER has only been active for more than a year when the concert took place. Compared to seniors like BLACKPINK or 2NE1, the group has not had enough time to build a loyal fan base in Vietnam. The group's music is considered to be heavily influenced by BLACKPINK, there is no hit that is strong enough, making even fans lack motivation to spend money on concerts.

In addition, BABYMONSTER has to compete with many well-known groups in a very vibrant Kpop market in Vietnam. The fact that YG does not promote promotional activities such as participating in entertainment programs and award ceremonies in the country also makes the group's recognition limited.

Concert ticket prices range from 2.8 million to 5.5 million VND, which is considered reasonable when compared to concert ticket prices of BLACKPINK or 2NE1. However, the minus point is that all tickets in Ho Chi Minh City. Ho Chi Minh City are all standing tickets, while concerts in Thailand have seats at the same price. After feedback from the audience, the organizers adjusted the ticket scheme, showing listening and receptivity.

Despite being backed by YG and owning many potential songs such as SHEESH or Like That, BABYMONSTER still needs more time and a clear strategy to establish a foothold in Vietnam. Focusing more on promoting and creating their own music imprint will be a decisive factor for the group to overcome the limitations of fandom and get closer to the masses.

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