This research aims to investigate and improve music festival experiences for the Vietnamese audience in terms of music-listening flow, self-congruence, and a sense of community. Data were collected from Vietnamese Gen Z who attended at least one music festival in Vietnam. In-depth interviews, online probes and user testing for prototyping were employed. The findings revealed that a lack of seamless music-listening experience hinders attendees from actively engaging with the atmosphere and disrupts the conditions necessary for positive collective experiences, including the shared passion and interaction among attendees. The research proposes a new service to support festival attendees’ experiences towards seamlessness, active engagement, and a stronger sense of community through music.