Ho Chi Minh City opens door to two-way partnerships with content creators

The message was delivered at a dialogue between the city’s Department of Culture and Sports and the digital content creator community on Saturday.

Content producers said they are eager to promote local culture, tourism and local products but often lack clear channels for cooperation with authorities.

Thai Phan Thanh Binh, founder and producer of the television program Mother’s Wish, said creators can help showcase local destinations, history and cultural values to large audiences but need clearer guidance on the city’s communication priorities.

Other participants argued that cultural industries should go beyond image promotion and transform cultural resources into marketable products and experiences.

They proposed pilot public-private partnerships to develop creative intellectual property linked to local destinations.

Le Truong Hien Hoa, deputy head of the Ho Chi Minh City Department of Tourism, suggested Con Dao, an island destination in the city, as a potential location for developing storytelling and tourism projects tied to history, culture and the night-time economy.

Responding to the proposals, Nguyen Ngoc Hoi, deputy head of the municipal Department of Culture and Sports, said the city wants to establish a two-way cooperation mechanism with the content creation community.

“The city commissions you, and you can also commission us,” Hoi said.

He added that the city’s newly-launched Multi-Platform Media Alliance will operate as an open network, allowing companies, platforms and creators to participate voluntarily and propose projects based on their strengths.

Hoi encouraged each creator or multi-channel network operator to register one flagship program for potential cooperation with the city.

The department's Electronic Information Division will serve as one of the contact points for receiving proposals and connecting them with relevant municipal departments and agencies.

The city is also working with digital platforms to develop professional guidelines for creators, explore AI tools that support content production and build training programs covering digital communications, culture, law and creative skills.

Police officials at the event emphasized that content creators can play an important role not only in promoting culture and tourism but also in raising public awareness about online scams, misinformation and cybercrime while ensuring information remains accurate and socially responsible.