Vlasta – Sam Son’s beach entertainment destination branding campaign continued to make a strong impact through the “SUMMER FEST – SEA THE SOUL” mega music festival (June 7–8, 2025). 

Serving as the event’s full-service operator, the organizing team successfully managed and ensured the safe flow of more than 10,000 attendees gathering along Sam Son Beach. Designed as an artistic experience connecting nature and people, the festival featured renowned artists including RHYDER, Phuong Ly, Yen Le, and DJ Nimbia, while incorporating musical elements inspired by Thanh Hoa’s local cultural identity. The emotional peak came as the song “Vietnam Trong Tôi Là” resonated across the venue alongside a spectacular fireworks display over the sea. 

The project further demonstrated the power of large-scale beachfront music festivals in creating unique destination experiences, enhancing brand value, and driving vitality for the Vlasta – Sam Son resort development.