Spotify brings Vietnamese folklore to life for 80th Independence Day

The streaming giant turned Ho Chi Minh City into a playground of massive folklore-inspired art and personalised playlists to mark the milestone.

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Photo: Installation featuring the Thánh Gióng Monument

To mark Vietnam’s 80th Independence Day, Spotify turned to national folklore for a campaign that blends digital engagement with larger-than-life public installations. Titled ‘Our Vietnamese Spirits’, the initiative invited Vietnamese youth to celebrate their heritage in a playful, personalised way.

On September 2, the country’s streets burst into red and gold for the largest military parade in Vietnam’s history. Against this backdrop of pride and pageantry, Spotify offered an in-app experience that sorts users into one of eight Vietnamese spirits, drawn from local legends, based on a fun ‘music personality test’.

Characters included Tấm (The Dreamer), Lang Liêu (The Old Soul), and Tiên Dung & Chử Đồng Tử (The Romantic). Each spirit came with a curated playlist and a personalised profile, giving users a shareable reflection of their musical personality steeped in folklore.

Creative partner Happiness Saigon, in collaboration with local Vietnamese artists, brought these spirits to life with eight OOH installations across several key destinations in Ho Chi Minh City. For the fun element, visitors who shared their encounters with the spirits on social media could receive symbolic keepsakes such as incense sticks or bandana scarves.

“Doing this campaign at such a momentous time in Vietnam is not just an opportunity, but a privilege. Spotify Vietnam is evolving into more than just a streaming platform, it’s becoming a brand that actively celebrates and nurtures Vietnamese culture,” said Nichi Gatdula, creative director at Happiness Saigon. “It’s this cultural relevance that sets Spotify apart, allowing us to be part of Vietnam’s story as it shapes its modern identity.”

The installations are larger-than-life works of art, impossible to miss. Take, for instance, the gigantic ‘love’ padlock on Mống Bridge, a replica of the Thánh Gióng Monument, the immortal mythical horseman, hoisted on a car, and an oversized letter showcased at Hiên Concept, a popular pottery space.