Static heritages" in a dynamic world
For decades, the ultimate mission of the cultural sector has been to preserve it so as not to lose it. That is a commendable effort in the context that traditional values are facing the risk of being eroded by urbanization. However, excessive focus on "static preservation", which is prioritizing preservation, restoration and protection of the original state, is creating an increasing gap between heritage and real life.
When culture is separated from the current flow, it gradually becomes difficult to access, especially for the younger generation. For Gen Z or Gen Alpha, heritage cannot just be silent artifacts or distant anecdotes. They require interaction, experience and the breath of the times. Once heritage does not find common ground with modern language, it will be pushed to the margins of attention, only existing as an abstract concept in books.
At the National Assembly forum, delegate Tran Thi Van (Bac Ninh delegation) directly identified this paradox. She pointed out: The static approach, although retaining identity, lacks a mechanism to transform into economically valuable products, making culture mainly dependent on the State budget and lacking sustainability. This is not just a story of the management sector alone, but a problem about the survival of identity in a volatile market economy. A cultural entity that is unable to support itself and regenerate itself will sooner or later become a burden of development.
When heritage "knows how to speak" in the language of creation
Vivid reality shows that culture only truly "lives" when it becomes a part of the modern enjoyment and creation needs. If it continues to maintain conservative thinking in the old way, culture will forever be a "savings" in memory. Conversely, when placed in the flow of creativity, old values will find a new "shape", full of vitality.
We have seen inspiring examples. The movie "Red Rain" exploits the historical material of the Revolution with a modern cinematic perspective; or the MV "Bac Bling", where traditional materials are molded by the hands of young artists, creating a strange resonance between the old and the new. In particular, in the field of digital content, Vietnamese animated films such as the movie series "Little Wolfoo" have reached international level with an impressive number: 3 billion global views per month. Talking numbers have affirmed that traditional culture can completely become an attractive creative material, if we know how to tell stories in global language and digital technology.
The issue here is to turn heritage into a resource for creative industries. Once culture becomes a material for cinema, music, graphic design or experiential tourism, it is no longer an entity that needs to be "rescued" but becomes an intrinsic economic driving force. When heritage brings profit, that profit will return to nurturing and protecting heritage in the most sustainable way.
Searching for financial motivation and "national cultural special zone
However, from the aspiration for creativity to economic efficiency is a road full of barriers that the personal will of artists cannot overcome. The biggest bottleneck today lies in the policy mechanism. Current cultural development policies are mostly still at the level of "encouragement", lacking strong enough "pushs" to attract strong participation from the private sector and international investment resources.
Delegate Tran Thi Van's concern at the National Assembly about quantitative figures is a wake-up call about the lack of clear targets. After 5 years, 10 years, how many true cultural businesses will we have? How many "national cultural special zones" will be formed to become the cradle for artists and artisans to freely create? And most importantly, how much percentage will culture contribute to the gross domestic product (GDP)?
If there are no quantitative goals and breakthrough financial mechanisms such as tax incentives, credit support for innovative startup projects, culture will forever be a "money-consuming" field in the eyes of economic managers, instead of an industry that brings soft power and wealth to the nation. "Cultural special zones" should not just be landmarks on the map, but must be complete ecosystems, where heritage is protected and exploited in the most scientific way.
Digital transformation, the central pillar of the new ecosystem
In this game, digital transformation should not be considered just a technical support tool or a temporary trend. It must be the "central pillar" as suggested by delegate Tran Thi Van. Digital transformation is the only way to "break the barrier" for heritage, bringing culture out of the limited display space to reach the global public in the most flexible way.
Digital transformation requires a new management mindset, where cultural data becomes a digital asset that can be exploited and protected. This requires a solid legal foundation for copyright and intellectual property in the digital space. Only when creators feel secure about their intellectual achievements will they focus on investing in national cultural materials. Otherwise, digital transformation will only stop at the form, creating "noisy" products but lacking in depth value.
From resources to assets, the revolution in awareness
The shift in thinking from considering culture as "heritage to be protected" to considering it as "renewable and profitable resources" is an inevitable step. But for cultural resources to become national assets, we need sophisticated management hands. Cultural governance in the new context is the art of balancing the sacredness of heritage and the reality of the market.
The opinions contributed in the hall about bringing culture into the market flow are not only economic issues, but also issues of identity survival. The biggest challenge today is how to make breakthrough policies not only based on resolutions, but must truly create a new breath of life for artistic life.
We need mechanisms so that artists can live well on heritage land, so that cultural businesses become economic locomotives, and so that every citizen, especially young people, feels proud to touch the culture of their ancestors through the most modern forms.
Because in the end, the most frightening thing is not a damaged communal house or a forgotten ancient tune, but the emotional breakdown of contemporary people towards their own roots. Culture only truly lives when it is breath, joy and pride present in every moment of today's life.
