This "fever" reflects an interesting reality: Culture is no longer a distant concept, but is vividly present in every Instagram frame, every TikTok clip..., and even trendy trends.
Extended space of culture and heritage
According to Dr. Le Thi Minh Ly, former Deputy Director of the Department of Cultural Heritage (Ministry of Culture, Sports and Tourism), now Vice President of the Vietnam Cultural Heritage Association, member of the National Cultural Heritage Council, the good news is that young people are increasingly interested in heritage in a natural and proactive way. Just a location that is checked-in, that place quickly becomes the center of attention. For young people, "beautiful is worth recording and sharing", and heritage is gradually becoming part of that trend.
Dr. Le Thi Minh Ly believes that checking in is not only for taking photos but also entails the need to learn. To write a good introduction, young people must call the place by its correct name, identify whether it is a relic, a craft village or an ancient architectural work. That process helps to naturally raise awareness and cultural appreciation.
Helly Tong, famous for her green lifestyle, often "flexes" elegance and closeness to culture through images wearing ao dai, ao ba ba in ancient places such as Hoi An, Ha Giang or traditional craft villages...
PHOTO: FBNV
Sharing heritage on social networks, according to Dr. Ly, is an effective form of dissemination, contributing to forming public awareness of values that need to be preserved. However, it is necessary to avoid turning it into a temporary movement.
"The important thing is to build a sustainable, in-depth movement that helps young people realize that heritage is not only a cultural destination but also a source of creative inspiration and potential for spiritual and economic development. To do that, we need the support of the State, experts, the community and young people themselves - the new subjects of digital age heritage," Dr. Ly emphasized.
"Flex" right - culture will spread strongly
"Heritage Flex" has a strong vitality thanks to the intersection between tradition and technology. When a young person wears an ao dai in Hue Imperial City or a dress of ethnic minorities on the Dong Van stone plateau (Ha Giang), it is not just a "check-in" but an act of transmitting culture to thousands of followers on social networks. Neat photo albums, short clips rich in information about relics, or trends of restoring traditional costumes and traditional musical instruments are strongly and sustainably inspiring the young community. They breathe new life into cultural spaces that have been forgotten.
Of the nearly 200 performances of the Youth and Children's Arts Festival that recently took place at Vietnam Television (July 10), nearly half were traditional cultural and artistic works.
PHOTO: Organizing Committee
Ms. Le Dieu Hanh, Executive Director of the 2025 Youth Arts Festival, said that the program is often filmed at heritage sites such as the Old Quarter, Kim Ngan Communal House, and the Guangdong Assembly Hall, with child artists wearing traditional costumes. Ms. Hanh commented: "Videos filmed in heritage spaces often go viral because they are beautiful, culturally appropriate, and evoke emotions."
Young director Nguyen Nhu Khoi commented: "The fact that artists choose heritage spaces to create is a positive signal, both honoring tradition and renewing heritage with contemporary art." He believes that when artistic products associated with communal houses, pagodas, and ancient villages are spread, heritage will no longer remain in books but become living material, close to and inspiring young people.
Dr. Le Thi Minh Ly commented that young people have a need to express their personality and increasingly focus on choosing culture and heritage as creative materials. If properly oriented, they will be the strongest spreading force. It is important to help them understand that heritage is not just a beautiful setting, but also the history, spirit and soul of the nation. Cultural "flex" is positive, but it is necessary to "flex" with knowledge and responsibility. This comment is even more true when more and more artists, designers and photographers take Vietnamese culture as sustainable creative inspiration.
It is important to build a sustainable, in-depth movement that helps young people realize that heritage is not only a cultural destination but also a source of creative inspiration and potential for spiritual and economic development.
Dr. Le Thi Minh Ly (Vice President of Vietnam Cultural Heritage Association, Member of National Cultural Heritage Council)
How to "flex" culture properly?
On the other hand, the development of the "heritage flex" trend also comes with consequences. Incidents such as the recent controversial ancient costume parade in Hue have raised questions about whether young people really understand culture and heritage, with mistakes often due to ignorance or misunderstanding of the trend, even if not malicious. Taking photos at relics is a freedom, but does not mean posing offensively or using inappropriate props.
TikTok channel promoting culture and heritage of Vietnam Cultural Heritage Conservation Support Fund attracts hundreds of thousands of followers
PHOTO: SCREENSHOT
According to experts, it is necessary to strengthen cultural education and communicate heritage values in a creative and youth-friendly way, starting from schools. Heritage centers should connect with the creative community, artists, and KOLs to build a code of civilized conduct and create a oriented cultural playground. At the same time, artists and influencers on social networks need to improve their responsibility, because making art with traditional culture is not only about aesthetics but also a commitment to respecting history and the community.
Culture is to be lived with, not just displayed. "Living with heritage" - through images, videos, fashion, culture will truly touch people's hearts, especially generations Z, Y... With the support of young artists, researchers and the online community, Vietnam can completely turn heritages into not only a source of pride in UNESCO's records, but also a living symbol in modern life. As Dr. Ly shared: "Understanding their culture and heritage, young people confidently step out into the world. And when young people know how to love properly, heritage will not be forgotten."
Source: https://thanhnien.vn/flex-di-san-khi-van-hoa-truyen-thong-len-song-va-buoc-ra-doi-thuc-185250720211015017.htm
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