From age-old cultural material to modern digital music products
Just a few days after its release, Phuong My Chi's (born in 2003) "Paradise with Love" has risen to the Top 1 Trending YouTube Vietnam position, surpassing a series of music products of artists who are attracting attention on reality TV shows. This achievement is noteworthy not only because of the appeal of a young singer, but also because the music work that is in the "top trending" (trending trend) is a product inspired by Khmer culture in the South.
In the MV, the female singer transforms into a Khmer girl, telling a love story through many generations, and recreating music, dance, writing and spiritual life of the Southern Khmer community. The MV was filmed in Vinh Long and An Giang. At the same time, the performances "Ly Ngua O" recreating the traditional bridal procession and "Chim Sao ngay xua" honoring water puppetry art in the program "Anh Trai Vuot Ngan Chong Gai" also entered the digital music charts, arousing the interest of young audiences in national culture.
Previously, Hoa Minzy's "Bac Bling" (born in 1995), Phuong My Chi's "Co bay Universe" or Huong Tram's "Gai Nghe" (born in 1995) were examples showing that traditional culture is stepping out of its inherent space to create influence and spread strongly across platforms. This is a major change in the approach to heritage, music can guide audiences to understand culture through TikTok, YouTube, Spotify, concerts and MVs.
A person may never have been to Bac Ninh, but through "Bac Bling" learn more about Lim festival, quai thao hats, Do temple, Dau pagoda or Phu Lang pottery village. International audiences, even if they do not fully understand the words of "See Tinh", can still feel the colors, dances and cultural space of Vietnam. Music is therefore not only limited to entertainment but becomes a cultural "business card". When spread, these products can promote tourism, promote craft villages, inspire fashion, cinema, advertising, theater and games.
The power of music in the cultural industry
Korea is not only famous for technology and large corporations but also creates a global mark through Kpop, movies, fashion, and cuisine. Japan also builds soft power from anime, manga, design and culinary culture. These products create a national identity that promotes irreplaceable traditions.
Vietnam, with its rich and unique culture, also possesses a large resource to develop the performing arts industry and the cultural industry.
Resolution 80-NQ/TW identifies culture as a pillar, regulatory system for sustainable development and a source of national soft power. Vietnam sets a target that by 2030, the cultural industry will contribute 7% of GDP; by 2045 it will reach 9% of GDP, and at the same time be in the Top 3 ASEAN and Top 30 world in soft power. This is a shift in development thinking, when culture is not only considered a field that needs to be preserved but also a resource to create economic value, jobs, brands and national strength. The strategy for developing Vietnamese cultural industries to 2030, vision 2045 approved by the Prime Minister in Decision 2486/QD-TTg shows that this orientation has been concretized at the strategic level.
UNESCO assesses that Vietnam possesses a large cultural resource but has not been fully exploited. This organization is coordinating to promote the cultural industrial ecosystem in the period 2025-2030, focusing on human resource training, modernizing cultural institutions and expanding international cooperation. However, seeing culture as an economic resource does not mean commercializing all traditional values. If only using ao dai, communal houses, pagodas, bronze drums, quai thao hats or folk motifs as decorations, products can quickly become formulas. Resolution 80 also noted the requirement to overcome the trend of commercialization, only valuing economic benefits but underestimating social and humanistic benefits. A song can make listeners look for a place name. An MV can make audiences curious about a festival... That is when creativity takes the throne. Creativity will create new beauty and new vitality for national culture.
