Goldsun Media accompanies Ho Chi Minh City in promoting a dynamic, creative, and integrated image

LED Screens Increasingly Dominate HCMC’s Urban Space
Vietnam's out-of-home advertising market is rapidly shifting from traditional display formats to digital platforms. According to Mordor Intelligence, Digital OOH accounts for 62.39% of the country's total OOH and DOOH market share in 2025. Hanoi and Ho Chi Minh City together attract nearly 70% of total national OOH/DOOH expenditure, highlighting the key role of these two major metropolises in driving market growth. 
In Ho Chi Minh City, this trend is clearly reflected in the growing presence of large-scale LED screens. Media infrastructure providers continue to expand their networks across key roundabouts and major intersections to maximize citywide coverage, while advertising budgets are gradually shifting from static billboards to LED displays. 

The expansion of LED screens underscores the growing reach of an urban touchpoint ecosystem—spanning major arterial roads, commercial and office centers, and public transport spaces. When connected into a unified network, these display nodes can deliver a consistent message across the daily journeys of citizens and the public. 
At the same time, the digital nature of DOOH enables real-time content updates, enhancing visual appeal and relevance to specific communication contexts. As a result, LED displays serve not only commercial advertising purposes but also function as an effective medium for conveying cultural values, city events, and public messages. 
From Advertising Medium to an Integral Part of Urban Media
In May 2026, the Ho Chi Minh City People's Committee approved the outline for the HCMC Outdoor Advertising Master Plan through 2035. According to guidelines published on the City People's Council Portal, the plan will specify the locations, spatial distribution, scale, and screen types of advertising media, organized along key traffic corridors and central areas. The city also aims to pilot key advertising hubs featuring high aesthetic and cultural value. 
Notably, outdoor advertising is recognized as an essential component of the urban cultural space, contributing to building Ho Chi Minh City's image as a creative, smart, and distinctive metropolis. The policy direction toward modernizing publicity channels using advanced technology underscores the growing potential of LED displays and digital media platforms in promoting the city’s image. 

This represents an important shift: moving from viewing LED screens simply as "ad slots" to seeing them as urban touchpoints through which information, visual content, and city identity can be effectively conveyed to residents, tourists, and international guests. 
Contributing to Amplifying HCMC’s Image of Global Integration
The HCMC Friendship Dialogue (FD) 2026 takes place from September 10 to 12, 2026, in Vung Tau Ward, Ho Chi Minh City, under the theme "Sub-national Diplomacy: Driver for Innovation and Sustainable Growth." Organized by the Ho Chi Minh City People's Committee, this international local-level diplomatic event gathers over 500 domestic and international delegates, including leaders from partner localities, international organizations, diplomatic missions, experts, and the business community. 
Through programs such as Friendship Networking, the Mayors' Conference, and thematic discussion sessions, FD 2026 aims to strengthen international cooperation, mobilize resources for innovation and sustainable growth, and showcase a dynamic, creative, welcoming, and integrated Ho Chi Minh City. 

For Goldsun Media, partnering with FD 2026 is not only an opportunity to support the media efforts of a major international event, but also a chance to leverage its OOH/DOOH strength to broadcast HCMC’s dynamic image. Within the framework of the event, Goldsun Media simultaneously deployed FD 2026 content across LED networks at numerous prime locations throughout the city. Highlights include a synchronized 4-screen cluster along Nguyen Hue Pedestrian Street, a synchronized 2-screen cluster at Ben Thanh Market Square, as well as displays at 78 Khanh Hoi, 180 Nguyen Thi Minh Khai, the Dien Bien Phu – Cach Mang Thang Tam intersection, 6B Le Duan, Turtle Lake, Diamond Plaza, and Nguyen Kim Shopping Center. 
This synchronized presence across downtown touchpoints ensures high visibility for FD 2026 along key urban routes, bringing the event’s message closer to residents, visitors, and the international community. Through these efforts, Goldsun Media helps depict Ho Chi Minh City not only as a major economic center, but also as a proactive, open, and continuously collaborating city on the global stage. 
Continuing to Accompany Meaningful City Initiatives
With over 30 years of experience in the outdoor advertising industry and a reach spanning 80% of touchpoints nationwide, Goldsun Media plans to continue leveraging its OOH/DOOH capabilities to support meaningful cultural, economic, social, and diplomatic initiatives. 
As urban communication systems continue to modernize, Goldsun Media aspires for each outdoor touchpoint to serve not only as a channel for displaying information, but also as a storyteller for Ho Chi Minh City: a vibrant city that is constantly innovating and deepening its connection with the world.