Vietnamese cinema is experiencing an unprecedented surge, with domestic films shattering box office records and redefining the cultural landscape. In the first two months of 2025 alone, four local productions have grossed over VNĐ100 billion (approximately US$3.9 million), a milestone dubbed the “hundred-billion club.” Among them, the horror flick Nhà Gia Tiên (The Ancestral Home), directed by Huỳnh Lập, has emerged as a standout, surpassing the coveted mark in less than a week with earnings of VNĐ114 billion (US$4.46 million). This rapid success signals a transformative moment for Vietnam’s film industry, reflecting evolving audience tastes, economic growth, and the rising confidence of filmmakers.
The numbers tell a compelling story. Alongside Nhà Gia Tiên, other hits include Bộ Tứ Báo Thủ (The 4 Rascals) by Trấn Thành, which raked in VNĐ331 billion (US$12.95 million), Nụ Hôn Bạc Tỷ (Money Kisses) by actress-turned-producer Thu Trang with VNĐ207 billion (US$8.1 million), and another horror title, Đèn Âm Hồn (The Soul Lantern) by newcomer Hoàng Nam, achieving VNĐ104 billion (US$4.06 million). For an industry once overshadowed by Hollywood blockbusters and regional competitors, this wave of success marks a turning point, highlighting a growing appetite for homegrown stories told on the big screen.
A New Era of Audience Engagement
Historically, Vietnamese films reaching the VNĐ100 billion threshold relied heavily on star power or the reputation of established directors like Trấn Thành, Lý Hải, or Victor Vũ. High-profile casts and aggressive marketing campaigns often guaranteed returns. Yet, the recent crop of successes challenges this formula. Đèn Âm Hồn, for instance, achieved its impressive haul despite featuring neither a renowned director nor household-name actors. Its triumph suggests that compelling storytelling and genre appeal—particularly in horror—can resonate deeply with local audiences, even without the usual trappings of celebrity. 
Horror, in particular, has carved out a significant niche. Films like Ma Da (River Ghost, 2024) and Quỷ Cẩu (Monster Dog, 2023) previously crossed the hundred-billion mark, bolstered by veteran performers such as People’s Artist Kim Xuân and Meritorious Artist Thành Lộc. However, Nhà Gia Tiên and Đèn Âm Hồn have accelerated the pace of earnings, with the former hitting VNĐ100 billion in under a week—a stark contrast to the two weeks required by Đèn Âm Hồn. This speed underscores a shift in audience behavior, with moviegoers flocking to cinemas sooner and in greater numbers for local releases.
Comedy, too, remains a powerhouse. Trấn Thành’s Bộ Tứ Báo Thủ and Thu Trang’s Nụ Hôn Bạc Tỷ have drawn massive crowds, the latter making a remarkable recovery after a slow start during the Tết holiday season thanks to savvy marketing. Thu Trang, known primarily as an actress, has proven her mettle as a debut director, illustrating how fresh talent is invigorating the industry alongside seasoned names.
Economic and Cultural Drivers
The box office boom is not merely a cinematic phenomenon but a reflection of broader societal changes in Vietnam. Rising living standards have fueled demand for entertainment, with audiences increasingly willing to spend on movie tickets for a shared big-screen experience. This shift mirrors the country’s economic development, as disposable incomes grow and cultural consumption becomes a priority for many households.
On social media and online forums, some have speculated that the success of these films owes to less discerning audiences. Yet, this view overlooks the nuanced reality: Vietnamese viewers are developing a genuine appreciation for local content that speaks to their experiences, fears, and humor. Horror films tap into cultural motifs and traditional beliefs about the supernatural, while comedies like Bộ Tứ Báo Thủ offer relatable satire and warmth. This resonance is key to the industry’s expansion, as audiences see their stories and identities reflected on screen.
For filmmakers, the financial windfall brings newfound confidence. High revenues attract investment, enabling larger budgets and higher production values. This virtuous cycle could elevate Vietnamese cinema’s global standing, encouraging directors to experiment with bolder narratives and innovative techniques. Young talents like Hoàng Nam and Huỳnh Lập, already part of the hundred-billion club, exemplify this trend, blending an understanding of audience preferences with creative marketing to deliver hits.
Challenges and Opportunities Ahead
Despite the optimism, challenges loom. The rapid influx of successful films risks market saturation, particularly in popular genres like horror and comedy. If too many similar projects flood cinemas, audience fatigue could set in, dampening enthusiasm for local productions. Filmmakers will need to diversify their offerings, exploring genres like drama, historical epics, or science fiction to sustain momentum.
Moreover, while domestic success is encouraging, Vietnamese cinema still faces hurdles in gaining international recognition. Language barriers, limited distribution networks, and competition from established film industries in South Korea, Japan, and beyond pose significant obstacles. However, the current boom could serve as a springboard, with increased investment potentially funding subtitled releases or festival entries to showcase Vietnam’s talent on a global stage.
There’s also the question of quality versus quantity. As budgets grow, maintaining artistic integrity alongside commercial appeal will be crucial. The success of a low-profile film like Đèn Âm Hồn proves that substance can triumph over spectacle, but striking this balance consistently across the industry will require careful nurturing of both talent and audience expectations.
A Bright Horizon for Vietnamese Film
As of 25 February, Nhà Gia Tiên continues to dominate Vietnam’s daily box office charts, showing no signs of slowing down. Its director, Huỳnh Lập, alongside peers like Hoàng Nam and Thu Trang, represents a new generation of storytellers who are reshaping the cinematic landscape. Their ability to connect with audiences through genre-driven narratives and effective promotion offers a blueprint for sustained growth.
Vietnamese cinema’s ascent is more than a fleeting trend; it’s a cultural awakening. With each hundred-billion milestone, the industry gains not just revenue but credibility, inspiring filmmakers to push boundaries and viewers to embrace local stories. As economic and social conditions align to support this growth, the future looks promising. If this trajectory holds, Vietnam could soon emerge as a cinematic force in Southeast Asia, blending cultural authenticity with universal appeal to captivate audiences far beyond its borders.
For now, the spotlight remains on films like Nhà Gia Tiên, a chilling reminder of the power of storytelling to unite and entertain. As Vietnamese moviegoers continue to vote with their wallets, they are not just watching films—they are building an industry.
