How young people tell traditional cultural stories

The “Hello Vietnam” project reaches the public on many platforms and in many forms to bring the best results. (Screenshot)

The project started in March 2024, carried out by a group of more than 10 young people aged 20 to 30, sharing a love and deep interest in national culture. Without noise or flashiness, “Hello Vietnam” quietly and step by step creates a space for approaching culture that is close, creative and clearly inspirational.

Mr. Pham Duc Long, Production Director of the project shared: We believe that traditional cultural values are what shape the identity and the Vietnamese people, that is the way we think, the way we live, the way we behave and communicate with the world . That is why we choose to return to those values to explain the Vietnamese people in the depth of history and identity.

This project builds a cohesive and diverse content ecosystem; in which historical, cultural-heritage, culinary -tourism content groups are designed to complement each other, creating a comprehensive experience for viewers. Historical stories are retold in a fresh and lively approach, helping young people feel closer and more accessible to the process of nation building and defense.

The cultural-heritage section is one of the most prominent highlights of the project with many elaborately invested videos , exploiting traditional art forms such as Cheo, Tuong, puppetry... expressed with a youthful but respectful perspective. In addition, the content about cuisine and tourism also brings many interesting experiences through authentic footage at unique destinations, special dishes associated with regional identity.

The project "Hello Vietnam" reaches the public on many platforms with many forms to bring the best results, especially through digital spaces such as websites, Facebook, TikTok, Instagram, YouTube, Threads... Thanks to the close and in-depth approach, the project's creative communication products quickly attract attention on social networks, creating a positive ripple effect in the community. Many young people who were not interested in traditional art have begun to change their thinking. Tran Duc Thuan (Thanh Hoa province) shared: "I was not interested in traditional art, but once I accidentally watched a clip of a cheo character transforming on TikTok, I had to stop and watch until the end. From then on, I started following the fanpage, reading articles and feeling proud of the heritage values of the nation".

Mr. Pham Duc Long added that the most important thing in the project's approach is to always start from the depth of information, looking for the essence. Each content is carefully researched, with consultation from official organizations to ensure accuracy and preserve the "traditional and native" values of national culture. The project also received support from many traditional artists. Meritorious Artist Dao Tuan Hai, Vietnam Cheo Theater commented: "I am impressed with the eagerness and seriousness of the young people in the project. You know how to make it closer, more lively and more attractive to the young audience".

The impact of the project’s media products is not limited to awareness. According to Mr. Long, the number of audiences coming to art performances has increased significantly. Reports from theaters show that some theaters that previously only performed one play per month have now increased to three to four plays after joining the project. Audience participation has increased from 30% to hundreds of percent.

A clear demonstration of this ripple effect is the cooperation between “Hello Vietnam” and the Vietnam Women’s Museum. Ms. Le Cam Nhung, Head of the Museum’s Communications and External Relations Department, said: “In order to diversify the form of promotion and attract young people, we decided to combine with “Hello Vietnam”. Videos such as “Women’s Museum - Untold Stories”, “Decoding 3 Special Artifacts”, “The Mystery of the Pine Cone on the A-Shaped Manhole Cover”, “Legend of Youth” program... have attracted hundreds of thousands of likes, thousands of interactions and shares. Thereby, the number of visitors to the museum and wanting to experience the programs is increasing (20% increase compared to before).

In order to expand its influence, the “Hello Vietnam” project is planning to develop content sections in English.

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Source: https://nhandan.vn/cach-nguoi-tre-ke-chuyen-van-hoa-truyen-thong-post894246.html