The purpose of this paper is to understand the context of the consumption of Korean cultural content, particularly K-Pop, in Vietnam. Vietnamese people, who are experiencing a transitional period, have access to content from around the world, including Korea, due to digitalization and the growth of the content industry. At the same time, they accept or respond to the government's cultural industry strategies and policies. This case study explores how Vietnamese people perceive the consumption of cultural content while adapting to these changes. To this end, after reviewing survey data on Korean cultural content, keyword analysis was conducted using comments on articles related to the purchase of Blackpink concert tickets. The main keywords observed in the comments were money, youth, values, parents, criticism and so on. It was confirmed that the debate continued on topics related to economic awareness and generational differences.