Following the Vietnamese Prime Minister’s directive, Da Nang’s leadership is urgently instructing the municipal Department of Culture, Sports and Tourism to draft the ‘Da Nang Cultural Industry Development Plan’. On the occasion of the upcoming 3^rd Da Nang Asian Film Festival (DANAFF), this article offers some reflections on the development of the film industry in the city by the Han River.

Although cinema arrived in Da Nang relatively early, its development has lagged behind the two major cultural hubs of Viet Nam – Ha Noi and Ho Chi Minh City – despite the city’s considerable potential. Geographically, Da Nang boasts a diverse natural landscape of mountains, rivers, plains and coastline, making it a vast, natural film set ideal for a wide range of cinematic backdrops.

Culturally and historically, the city lies at the heart of the whole Quang region, an area rich in heritage and revolutionary history, marked by resilience and patriotism. In peacetime, Da Nang has emerged as a vibrant, youthful, and dynamic urban centre.

The people of the Quang land, and Da Nang in particular, are known for their integrity, patriotism and a deep drive for innovation. These elements provide fertile ground for creative inspiration in all art forms, especially cinema.

In fact, locations featured in major films often experience a tourism boost after their cinematic debut. In Viet Nam, this has been seen in several cases: after director Victor Vu filmed ‘Toi thay hoa vang tren co xanh’ (Yellow Flowers on the Green Grass) in 2015, Phu Yen quickly became a magnet for visitors keen to explore its featured settings.

Likewise, tourists traveling through Ha Giang in the Northwest often seek out the old house that appeared in director Ngo Quang Hai’s 2006 film ‘Chuyen cua Pao’ (The Story of Pao). In Quang Binh, Yen Phu Lake gained popularity after being featured in the Hollywood blockbuster Kong: Skull Island, directed by Jordan Vogt-Roberts.

Despite these successes, foreign film crews have yet to show strong interest in filming in Viet Nam, including in Da Nang, even though the country’s landscapes rival those of neighbouring destinations. This hesitation stems from several key issues: first, the administrative process remains burdensome, requiring complete script submissions and imposing strict limits on stay duration; second, Viet Nam lacks competitive tax incentives, while many other countries in the region offer rebates of 20 – 35%; third, cooperative framework has yet to be fully developed for production services and logistical support for international film crews.

The amended Cinematography Law (2022) has relaxed two of the above-mentioned major barriers: now only a summary script is required for approval, and tax incentives have been introduced. However, when it comes to production cooperation and film-related services, local authorities must proactively create favourable conditions and empower capable businesses to meet the demands of international film production.

Establishing a dedicated film studio complex is another strategic move worth consideration. If the city can allocate approximately 50 hectares of land and attract investment partnerships to build a large-scale, modern film studio, the potential to draw both domestic and international film crews would significantly increase.

In the realm of documentary filmmaking, a genre rooted in real people and real stories, Da Nang has cultivated a strong, dedicated community of filmmakers. Many are members of the Da Nang Film Association and have earned national and international recognition. Prominent documentary filmmakers from the city include Doan Huy Giao, Ho Trung Tu, Huynh Hung, Tri Trung, Doan Hong Le, Truong Vu Quynh and Duong Mong Thu. Their works, often centred on local stories, fimed in Da Nang and screened at festivals, cinemas and on television, both in Viet Nam and abroad, effectively promoting the city to broader audiences.

It is crucial that Da Nang’s leadership continue to support and incentivize this group with appropriate policies, ranging from scriptwriting and production funding to film distribution support, awards and commissioned projects.

With the Han River winding through the city like a soft ribbon and a series of architecturally stunning bridges crossing it, Da Nang possesses an iconic visual identity. Utilizing technologies such as 3D mapping projections on the river at night could create a mesmerizing, dreamlike atmosphere, captivating both residents and tourists.

Da Nang also has the capacity and infrastructure to host major film festivals. The city successfully organised the National Film Festival (Golden Lotus Awards) in 1988 and again in 2017. More recently, in 2023 and 2024, Da Nang partnered with the Viet Nam Film Development Association (VFDA) to host the 1^st and 2^nd editions of the Da Nang Asian Film Festival (DANAFF) with great success.

Da Nang’s leadership has recently signed a memorandum of commitment with the Viet Nam Film Development Association (VFDA) to continue co-organising the Da Nang Asian Film Festival (DANAFF) for an additional five years. This raises the question: Should the city consider institutionalizing the festival as a permanent, city-owned cultural event, much like the Busan International Film Festival (BIFF) in South Korea?

Dr. Ngo Phuong Lan, the Chairman of the VFDA, recalled that the first edition of the Busan International Film Festival in 1995 was a modest affair in what was then a relatively unknown city. Over the past three decades, however, the event has grown in parallel with the rise of South Korean cinema, attracting world-class films and filmmakers. Today, Busan is recognised globally, not only as a cultural hub but also as one of South Korea’s top tourist destinations. This success story serves as a valuable case study for Da Nang as it aims to build a sustainable film industry.

According to a draft of the ‘Da Nang Cultural Industry Development Plan’ currently being developed by the municipal Department of Culture, Sports and Tourism, twelve cultural sectors have been proposed for inclusion in the strategy. It is hoped that cinema will be prioritised, in recognition of the unique potential and comparative advantages the Seventh Art holds in Da Nang’s broader cultural landscape.

Reporting by People’s Artist HUYNH HUNG – Translating by ANH THU