The "Born Pink" Fever and Marketing & Communication Lessons for Brands

There is no need to further discuss the hype surrounding the Born Pink concert in Hanoi late last July. News and posts mentioning the event flooded social media platforms from Facebook and TikTok to various news sites. On average, more than 140 discussions about Born Pink were posted daily from June 26 to August 1.

Alongside the emotional peaks, fan devotion, and controversial debates surrounding the Born Pink Concert, through discussion analysis, Kompa provides additional communication and Marketing insights that Brands can reference.

Join Kompa as we dive deep into the event to draw useful lessons for Brand builders through the following report.

Born Pink Discussion Overview

From June 26, when the Vietnamese online community was stirred by news that BLACKPINK would hold a concert (part of the BORN PINK world tour) in Vietnam, until the concert concluded, Kompa's Big Data measurement system recorded4,017,516 discussionsrelated to the Born Pink topic, attracting140,522,810 engagements.

Facebook and TikTok were the communication channels with the most widespread discussion volume, accounting fora dominant share of discussions: Facebook 74.2%, TikTok 18.3%.. Specifically, the volume of discussions on Facebook mostly came from contributions to posts on fanpages such as BLACKPINK, HÓNG 24/7, and Blackpink Fans.

The most discussed positive and negative topics revolved around the controversy regarding the concert organizer's support for the nine-dash line, ticketing and price issues, rumors of show cancellation before the performance date, and the fiery moments of the night, including the adorable Vietnamese fans' "hatred fire" fanchant. Despite many negative discussions, the community continued to closely follow the journey of the four girls, as evidenced bythe Sentiment Score reaching a high threshold of 80.8%.

The discussing audience was mainly concentrated in two major cities: Hanoi and Ho Chi Minh City. Among them, Hanoi, where the concert took place, accounted for 38.8%. The profile of social media users interested in the Black Pink night consists of Gen Z & Gen Y, including university students and office workers with a characteristic love for Kpop.

Event Timeline

As soon as news surfaced on June 26 that Black Pink would come to Vietnam, the online community was buzzing with discussion. Following that, a series of negative pieces of information about the show appeared, attracting community attention and interest with 2,595,068 discussions surrounding topics such as: "suspicions that the BlackPink event organizer is a Chinese company with views supporting the nine-dash line", "the number of songs in the Playlist changing close to the D-day, from the 13 songs previously announced to 23 songs", and ticketing issues such as "ticket prices are too expensive" and "scalpers". There were337,670 social media user accountsparticipating in discussions and80,157,159 interactions across the aforementioned topicsduring the periodfrom June 26 to July 28, before the opening night.

The peak occurred on the day of the event with a total of 1,586,006 discussions from 187,370 social media accounts, attracting 48,998,245 interactions, My Dinh Stadium was packed with spectators, all suspicions were completely cleared, and the concert was an incredible success. Social media was flooded with concert images and videos shared alongside live streams of the Born Pink event. The topics attracting discussion during this phase included the opening fireworks, the Vietnamese-style "hatred fire" version of Jisoo's Flower, Jennie dancing to See Tình, and Lisa's peak "silent" moment.

After the show, Born Pink remained hot, attracting 335,642 discussionssurrounding "post-concert syndrome" topics, leaving young audiences with many emotions regarding the happiness of being part of the musical night and a sense of regret over its conclusion. Notably, images of the stadium filled with trash after the show caused much controversy, attracting a wave of negative discussions.

Conclusion

The Born Pink Concert in Hanoi was a resounding success and also served as acase study in communication crisis managementthat Brand builders can learn from and apply. Additionally, the event demonstrated thetourism potentialof Vietnam and helped boost the influx of tourists from various countries to attend the concert, presenting anopportunity for travel and tourism companies to seize by building tours and travel itineraries combined with concert attendance.

Register and download the detailed report from Kompa to immediately pocket the data on the Born Pink "fever," along with insights from Kompa to apply to your Brand's MKT plans.