[The Southeast Asian Grave Excavation Craze④] Vietnamese in Their 20s Studying in Korea After Seeing 'Harsh Realities'

Interview with Ko Jaesu, Head of CGV Vietnam
59.9% of Viewers in Their 20s Say "No Cultural Gap with Korea"
"Easter Eggs Spark Discussions on Interpretation"

Vietnam is a land of opportunity for Korean films. It is easier to enter than other countries. Domestic companies have transformed the multiplex environment through massive investments. They have transparently managed the distribution and production markets, leading Korean films into mainstream culture. As the local economy rapidly grows, ticket prices have risen to about half the level of Korea. Comparable profits to those in Korea are expected in the future.

The success of 'Pamyo' is like a signal flare for this paradigm shift. Through continuous word of mouth, screenings are expanding not only in major cities such as Ho Chi Minh and Hanoi but also to provincial areas. The driving force is the empathy formed by subtly touching on imperialism, a scar shared by Asian countries. The efforts made in multiplexes cannot be overlooked either. The distributor Mockingbird Pictures supported promotion and marketing, fueling audience turnout. We met Ko Jae-su, head of CGV Vietnam, to ask about the secret to 'Pamyo's success and the local film market situation. The following is a Q&A.

-'Pamyo' is the first Korean occult film to succeed in Vietnam. Its background and various elements are distinctly Korean. Although it is said that 'the most Korean is the most global,' it would have been difficult to expect such results.

"Like most Southeast Asian countries, occult genres are mainstream in Vietnam as well. K-content has established itself as part of the local popular culture through global online streaming services (OTT). There is virtually no rejection or alienation toward Korean culture. People check and seek out successful Korean content through social networking services (SNS) and media. In the case of 'Pamyo,' news of its success in Korea before release was widely known in Vietnam. The advance booking rate was extraordinary, greatly surpassing Hollywood films."

-Did cultural and religious similarities between Korea and Vietnam influence the success?

"I believe so. Especially in feng shui and Buddhist elements commonly found in Vietnam, locals likely felt a sense of affinity. Folk beliefs and Buddhist culture hold significant weight in Vietnamese society and culture. However, practices like gut rituals and shamans are unfamiliar cultures, so most opinions were that they felt novel. It was not alienating. Vietnam also has various practices to ward off evil spirits, which are perceived as similar cultures."

-It seems difficult to understand historical backgrounds such as the Imjin War.

"Knowledge about the more recent Japanese colonial period is also lacking. Interestingly, after watching the film, people studied it online. A natural atmosphere formed where viewers exchanged interpretations and discussed 'Pamyo's Easter eggs (hidden messages by the creators). This will likely become a force for locals to understand Korea in the future."

-Are most 'Pamyo' viewers young people?

"According to CGV customer relationship management (CRM) data, those in their 20s make up 59.9%, overwhelmingly dominant. Early 20s account for 30.2%, and late 20s for 29.7%. People in their 30s follow at 24.8%."

-‘Pamyo’ was a big hit in Korea and Indonesia, where it was released earlier. How much did this news affect local success or screen allocation?

"I think it was considerable. The Korean phenomenon was widely exposed in Vietnam through articles and SNS. The heightened interest directly translated into advance booking rates. It easily outpaced Hollywood films released at the same time. As the success was anticipated, CGV and the entire multiplex assigned screens to ‘Pamyo’ comparable to Hollywood blockbusters. In fact, the popularity of the lead actors in Vietnam allowed early predictions of success. Especially Lee Do-hyun and Kim Go-eun have substantial fan bases through Netflix and others. Even long before release, posts showing interest in ‘Pamyo’ could be easily found on SNS."

This content was produced with the assistance of AI translation services.