Ho Chi Minh City is expanding the role of modern media platforms in connecting the City with its residents and the international community. In support of the 3rd Ho Chi Minh City Friendship Dialogue 2026 (FD 2026), Goldsun Media is helping amplify the City’s spirit of innovation, creativity, and international integration through OOH/DOOH touchpoints.
LED Screens Are Becoming Increasingly Prominent in Ho Chi Minh City’s Media Landscape
Vietnam’s out-of-home advertising market is rapidly shifting from traditional display formats to digital platforms. According to Mordor Intelligence, Digital OOH accounted for 62.39% of Vietnam’s OOH and DOOH market in 2025. Hanoi and Ho Chi Minh City also accounted for nearly 70% of total OOH/DOOH spending nationwide, reflecting the central role of these two major cities in the market’s development.
In Ho Chi Minh City, this trend is evident in the growing number of large-format LED screens between 2024 and 2025. Media infrastructure providers are expected to continue expanding their networks at roundabouts and major intersections to increase coverage across the city. At the same time, a portion of advertising budgets is shifting from static billboards to LED screens.
The growth of LED advertising is therefore not simply a matter of increasing the number of screens. More importantly, it reflects the expansion of the touchpoint ecosystem, spanning major roads, commercial and office districts, and public transport spaces. When connected into a network, these display locations can deliver a message across multiple journeys taken by residents and the wider public.
At the same time, the digital nature of DOOH allows content to be updated flexibly, making it more visually engaging and better suited to different communication contexts. LED screens can therefore serve not only commercial advertising purposes, but also as a medium for conveying the City’s image, cultural information, events, and public messages.
From Advertising Medium to an Integral Part of the Urban Media Landscape
Market growth is also taking place alongside Ho Chi Minh City’s efforts to reorganize and replan its outdoor advertising landscape.
In May 2026, the Ho Chi Minh City People’s Committee approved the outline for the development of the Outdoor Advertising Master Plan through 2035. According to the direction published on the City People’s Council’s information portal, the plan will specify the locations, spaces, scale, and screens of advertising installations, while organizing them along road corridors and in central areas. The City also plans to pilot selected advertising hubs with high aesthetic and cultural value.
Notably, outdoor advertising is recognized as part of the urban cultural landscape, contributing to the development of Ho Chi Minh City’s image as a creative, smart city with a distinct identity. The City’s direction to modernize public communication media through advanced technologies also highlights the growing potential of LED screens and digital display platforms in communicating the City’s image.
This marks an important shift: from viewing LED screens simply as “advertising locations” to recognizing them as urban touchpoints where the City’s information, image, and identity can be communicated to residents, visitors, and the international community.
Supporting FD 2026 and Promoting the Image of an Internationally Connected City
FD 2026 took place from September 10 to 12, 2026, in Vung Tau Ward, Ho Chi Minh City, under the theme “Local Diplomacy: A Driving Force for Innovation and Sustainable Growth.” This international-scale, multilateral local diplomacy event, hosted by the Ho Chi Minh City People’s Committee, was expected to bring together approximately 500–700 domestic and international delegates and guests, including leaders of partner localities, representatives of international organizations and diplomatic missions, experts, and members of the business community.
Through friendship-building programs, the Mayors’ Conference, and thematic discussion sessions, FD 2026 aims to strengthen international cooperation, mobilize resources for innovation and sustainable development, and promote the image of Ho Chi Minh City as a dynamic, creative, welcoming, and internationally connected city.
For Goldsun Media, supporting FD 2026 is not simply about contributing to the communications for an international event, but also an opportunity to leverage the company’s strengths to share positive stories about the City.
Through its communications efforts, the key messages and values of FD 2026 can reach a wider audience, helping showcase Ho Chi Minh City not only as a major economic hub, but also as a city that actively builds connections, embraces new ideas, and expands cooperation with partners around the world.
FD 2026’s themes, including innovation, sustainable development, seaports, and logistics, also help highlight the City’s modern profile and long-term development vision.
Continuing to Support Meaningful Initiatives Across the City
With more than 30 years of experience in out-of-home advertising and a network of touchpoints covering 80% of the country, Goldsun Media aims to continue leveraging its OOH/DOOH strengths to support meaningful cultural, economic, social, and diplomatic initiatives.
As the urban media landscape continues to modernize, Goldsun Media hopes that every OOH touchpoint can serve not only as a place to display information, but also as a platform for telling the City’s story: a vibrant Ho Chi Minh City that continuously innovates and builds ever-stronger connections with the world.
