Reviving the Past, Captivating the Future: Vietnam's Youth Embrace Traditional Arts with a Modern Twist
In the bustling city of Hanoi, a unique fusion of old and new is taking place, breathing life into Vietnam's rich cultural heritage. Imagine a world where ancient folk singing, once performed by blind buskers, finds its way into the hearts of today's youth, thanks to a bold blend of modern music and traditional iconography.
"Xam," a centuries-old northern Vietnamese folk tradition, had almost faded into obscurity, overshadowed by the fast-paced rhythms of contemporary life. But here's where it gets controversial: a Vietnamese pop star, Soobin Hoang Son, dares to challenge this trend, infusing his latest hit, "Muc ha vo nhan," with a fresh, contemporary twist.
Le T.T. Huyen, a 35-year-old from Hanoi, was pleasantly surprised to see her son captivated by the song's unique sound. "He's usually into cartoon theme songs, but this time, he was curious about the instruments, the costumes, and the paintings. It's incredible!" she exclaimed.
With over 3 million views in just three days, Soobin's music video takes audiences on a journey back to the spirit of "xam," offering a glimpse into Vietnam's traditional countryside. "I want to bring these elements to life for young people," Soobin shared at his video's launch. And he's not alone in this mission.
This month, Soobin plans to launch "Xam to Schools," partnering with the Vietnam Center for Promotion and Preservation of Intangible Cultural Heritage. This initiative aims to bring the art of "xam" to students across three regions, ensuring its survival and appreciation among the younger generation.
But the revival goes beyond "xam." Different traditional art forms are being reimagined, sparking curiosity and engagement among youth. At FPT University, a student-led campaign called "Neo cheo" is breathing new life into Vietnamese traditional opera, or "cheo." Tran Duc Anh, a 21-year-old member of the team, explains, "We wanted to understand why something so beautiful seemed distant to young people."
Through surveys, the team discovered that young audiences craved a modern twist. They wanted to experience "cheo" through rap, electronic dance music, or acoustic arrangements. Taking this feedback, the team produced the animated music video "Duyen phan phai chieu," which resonated deeply with viewers, evoking emotional connections to centuries-old melodies.
Pop singer Hoa Minzy also sparked global interest with her video "Bac Bling," blending the UNESCO-listed "quan ho" tradition with pop and rap. With over 100 million views worldwide, it proves that folk traditions can captivate a global audience when presented through a modern lens.
Mai Van Lang, deputy director of the Vietnam Center for Preservation of Traditional Performing Arts, sees these experiments as crucial to national preservation efforts. Following the 2021 National Cultural Conference, traditional culture preservation became a priority, encouraging artists to revive folk heritage. "It's not a trend; it's a cultural shift," he enthused, referring to the younger generation's dedication to renewing traditional culture.
Even Prime Minister Pham Minh Chinh has recognized this movement, urging outstanding youth to lead the digitization of cultural data to safeguard traditions like "xam," "cheo," and "tuong."
So, what do you think? Is this a brilliant way to preserve cultural heritage or a controversial modernization of traditional arts? We'd love to hear your thoughts in the comments!
