The genre saw a significant breakthrough in January 2024 when Quy Cau became the first Vietnamese horror movie to surpass VND 100 billion (approximately USD 3.9 million) in box office revenue.
A scene in the Ma Da film which was released in 2024.
The second half of 2024 witnessed a surge of horror releases, including Ma Da, Cam, and Linh Mieu, performing well at the box office.
In early 2025, horror and ghost-themed films continued to dominate Vietnamese cinema in terms of volume. Sources told Dantri that at least four or five more horror titles are expected to be released in the second half of this year.
The genre's box office performance has also seen significant improvement. In September 2024, Ma Da grossed VND 125 billion (approximately USD 4.9 million), surpassing Quy Cau to become the highest-grossing Vietnamese horror film. However, in March 2025, Quy Nhap Trang broke that record with VND 139 billion (approximately USD 5.4 million), making it the most successful Vietnamese horror film. Several other titles have also joined the VND 100 billion club.
Quy Nhap Trang earns a record revenue of VND 139 billion (approximately USD 5.4 million), making it the most successful Vietnamese horror film.
Industry insiders and audiences alike attribute the recent success of horror films to their strong cultural roots and local themes. Many of the most popular films draw inspiration from Vietnamese folklore and spiritual beliefs.
For example, Ma Da explores the legend of river ghosts pulling people underwater. At the same time, Quy Nhap Trang is set in a northern mountainous region and delves into the myth of the dead returning to life after being prepared for burial. These culturally familiar elements resonate with Vietnamese audiences and offer a distinct appeal.
Film expert Nguyen Phong Viet commented to Dantri: "Over the past three years, Vietnamese horror films have strongly developed, creating a clear trajectory rooted in Vietnamese identity, stories you won't find anywhere else in the world."
He noted that horror is preferred among filmmakers due to its relatively low production costs and stable audience base.
"Once the market shows potential, more and more people jump in to make horror films. Some do well at the box office, but not all succeed," Viet said.
Signs of fatigue?
Vietnamese horror films have recently shown signs of waning audience interest despite a strong initial run.
Duoi Day Ho was released in cinemas in early June but failed to make a significant impact despite featuring prominent names in the horror scene. According to Box Office Vietnam, as of June 19, the film had earned just over VND 28 billion (approximately USD 1.1 million) after two weeks in theatres, modest compared to previous hits by directors Tran Huu Tan and Hoang Quan.
On June 13, director Tan Hoang Thong, Nam Muoi exited theatres with just VND 2.2 billion (approximately USD 85,000), the lowest gross for a Vietnamese film this year. International releases largely overshadowed it.
In April, Am Duong Lo by Hoang Tuan Cuong grossed VND 34 billion (approximately USD 1.3 million) after one month in cinemas, a figure considered underwhelming compared to earlier VND 100 billion blockbusters.
Experts say an oversupply of horror films is leading to audience fatigue, and inconsistent quality is driving viewers away.
Nam Muoi was criticised for its weak plot, unnatural storytelling, overly dramatic jump scares, and poorly designed sets.
Nguyen Phong Viet observed that the industry is prioritising quantity over quality. "Horror films used to be seasonal, typically released around Halloween. Now, they're released all year round. Unfortunately, the genre has reached a saturation point too soon after its boom. When filmmakers chase numbers instead of focusing on quality, audiences tire of repetitive and uninspired ghost stories."
He added that the recent slump could have a chilling effect on upcoming horror releases. "There are many horror films scheduled for release in the coming months. However, it's a risky period. Many of them may underperform."
The dream of a horror blockbuster
Cam has a revenue of VND 96 billion
Despite current market challenges, many experts still see horror as fertile ground for Vietnamese cinema due to the richness of local folklore and its cultural resonance with audiences. However, making the next blockbuster capable of breaking box office records will not be easy.
Producer Vo Thanh Hoa revealed to Dantri that he and his team have been preparing a series of folk horror films which will be released in the next five years. Asked about the risks, Hoa said he had planned a long-term roadmap for each project.
"Folk horror is not just about ghosts and spirits. Each story reflects cultural identity and human emotion. It's not merely about jump scares," he explained.
Nguyen Phong Viet also emphasised that folk tales and regional cultures offer an expansive source of inspiration. The challenge lies in transforming these stories into compelling, globally relevant films without losing their Vietnamese essence.
He urged filmmakers to invest heavily in quality, from scripts and visuals to costumes and acting, to create cinematic blockbusters.
"I still look forward to the day Vietnamese cinema produces a horror film that hits VND 200-300 billion in revenue (approximately USD 7.8 to 11.7 million). But the problem is that top-tier filmmakers in Vietnam are not drawn to horror. Big names with strong financial backing and established audiences like Tran Thanh, Ly Hai, and Thu Trang have chosen other directions," Viet expressed.