“VPBank Elevates Cultural Experience in Tailored Customer Service Strategy”

Journey to the Heart: A Musical Experience Like No Other

The White Palace auditorium in Ho Chi Minh City resonated with a unique and profound experience over the weekend. The Sound Healing Concert – Journey Into Silence transported attendees to a different realm, where music wasn’t just for enjoyment but also for healing.

For the first time in Vietnam, the legendary Himalayan monk-singer, Ani Choying Drolma, graced the stage, thanks to VPBank. Her soulful voice, described as “singing that touches the heart,” transcended language and cultural barriers, captivating millions worldwide.

VPBank presents the legendary monk-singer, Ani Choying Drolma, for the first time in Vietnam.

In a serene atmosphere filled with the gentle ringing of bells, soft lighting, and aromatic oils, Ani Choying Drolma’s profound voice echoed through the hall, silencing the audience. The chaotic turbulence of the mind gave way to a heart-felt tranquility. Her music and singing soothed pain and awakened a universal longing for love. The uninterrupted applause, accompanied by tears of empathy and joy, attested to the concert’s impact. The “Journey into Silence” wasn’t an escape from the noisy world but a pilgrimage into one’s inner self.

As one attendee, a businessman, shared: “Experiencing Ani Choying Drolma’s voice of compassion here in Vietnam is truly a once-in-a-lifetime opportunity. It evokes deep emotions and brings a sense of calm that transcends material value. VPBank has truly gifted us with an extraordinary spiritual experience.”

K-Pop legend G-Dragon returns to Vietnam, thanks to VPBank.

Earlier in June 2025, VPBank made headlines with VPBank K-Star Spark in Vietnam 2025, featuring the cultural icon G-Dragon. The event attracted over 40,000 attendees, with tickets selling out in just a few hours, generating millions of online discussions. VPBank’s concert wasn’t just a music festival; it became a media sensation, both domestically and internationally.

These two events, one vibrant and energetic, the other serene and tranquil, reflect VPBank’s diverse approach to serving its varied customer segments. While the K-pop concert catered to the youthful and energetic crowd, the Sound Healing Concert offered a moment of calm and balance for VPBank’s Private and Diamond Elite customers, who tend to seek inward reflection.

Industry experts agree that despite their contrasting tones, both musical events conveyed a unified message: VPBank understands its customers’ emotional needs and delivers experiences that resonate deeply with them.

Ani Choying Drolma, the voice of compassion, guides listeners towards tranquility and balance.

Embracing Emotional Connection: VPBank’s Foundation for Sustainable Growth

From the meditative stillness of the Sound Healing Concert to the explosive energy of the K-pop phenomenon, VPBank has woven its brand into the cultural fabric of its customers’ lives, rather than solely focusing on financial services. This strategy fosters a deeper connection and sets VPBank apart in the market.

International studies support this approach. Harvard Business Review indicates that “emotional drivers” are the strongest predictors of long-term customer value, surpassing demographic or purchasing behavior indicators. Additionally, research by Bloomreach and eMarketer in 2024 highlights that emotional connection is key to brand loyalty, outperforming short-term discounts.

VPBank caters to diverse customer segments by offering emotionally rich experiences.

While the K-Star Spark event boosted VPBank’s media coverage, solidified its brand positioning, and attracted a younger demographic, the Sound Healing Concert offered a unique experience for Private and Diamond Elite customers who seek introspection. This demonstrates VPBank’s unwavering commitment to serving diverse customer segments through exceptional artistic, cultural, and entertainment initiatives.

VPBank integrates its brand into its customers’ cultural experiences.

From sporting events like the VPBank Hanoi International Marathon and VPBank Đất Sen Hồng Music Marathon to artistic endeavors such as the Sound Healing Concert and K-pop extravaganzas, VPBank consistently builds its image as a brand that delivers holistic experiences. It nurtures both financial and emotional prosperity, laying the foundation for its sustainable growth in the years to come.