Cultural Heritage Holidays for Gen Z in Vietnam: A Case Study. Môn Kỹ năng viết và thuyết trình bằng tiếng Anh | Đại học Trường Đại học Phenika.

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opic: Cultural heritage holidays to Generation Z in Vietnam (Case study of The Quintessence of Tonkin Showcase) OUTLINE 1. INTRODUCTION [Linh]
- (Chiếu video 30s) The Facebook page “Tinh Hoa Bac Bo - The Quintessence of
Tonkin” currently attracts the attention of 57 thousand people, most of whom are very
young. When this showcase opened for monthly ticket sales, although the cost was
not low (ranging from 400 to 800 thousand VND), it still received a lot of support
from tourists. The success beyond the imagination of this showcase shows that if
exploited effectively, cultural resources will bring enormous benefits to the
development of the country's tourism. - Main concept
Cultural tourism: According to Clause 17, Article 3 of the 2017 Law on Tourism:
Cultural tourism is a type of tourism developed based on exploiting cultural values,
contributing to the preservation and promotion of traditional cultural values, and
honoring new cultural values of humanity.
Cultural heritage: According to Article 1 of the 2001 Law on Cultural Heritage,
cultural heritage is a spiritual and material product with historical, artistic, and
scientific value, passed down from generation to generation in the Socialist Republic of Vietnam.
Generation Z refers to people born in the late 1990s and early 2000s, most frequently
being defined as people born from 1997 to 2012. - Background
+ According to the Institute for Tourism Development Research, Vietnam possesses a
huge source of cultural resources, with 5 tangible cultural heritages - 1 mixed heritage
- 14 intangible cultural heritages, and 7 documentary heritages recognized by
UNESCO. Along with more than 4,000 nationally ranked relics, with a community
throughout four thousand years of history that has created unique and distinct cultural
characteristics, our country is always assessed as having great potential for lOMoAR cPSD| 59416725
developing cultural tourism. Therefore, it is not surprising that in the three years from
2019 to 2022, Vietnam won the category "World's Leading Heritage Destination"
voted by the World Travel Awards.
+ When cultural tourism develops, traditional cultural values are preserved and
promoted, bringing economic value to the locality and the country. According to data
from the Institute for Tourism Development Research, total revenue from tourists
increased more than 5 times, from 96,000 billion VND in 2010 to 720,000 billion
VND in 2019, contributing more than 7-8% of GDP; creating more than 1.2 million direct jobs.
+ According to Mr. Vu The Binh, Chairman of the Vietnam Tourism Association,
“Among general cultural tourists, the number choosing to visit historical sites and
cultural heritages accounts for about 56%, much higher than attending traditional art
performances, according to research by the Organization for Economic Cooperation
and Development OECD. Therefore, some countries have invested in comprehensive
art programs to tell cultural stories through traditional-modern cultural performances
and achieved positive results”. That is also the reason why “Dance on the Clouds”
showcase with its bold Northwest imprint brings the position of “leading cultural
tourist destination” in the World Travel Awards 2022. “The Quintessence of Tonkin”
showcase is listed by CNN as a “must-see” when coming to Hanoi... These are
contemporary folk art programs that aim to create art experiences for tourists.
+ With the ability to use advanced technology, young people such as GenZ can join
hands to change the awareness and behavior of the community by spreading the
cultural tourism model from social networking platforms. With the trend of young
people increasingly interested in cultural tourism, this is also an opportunity for
businesses to develop creative and outstanding tourism products such as historical
showcases, night tours to learn about culture, etc., which will encourage a large
number of domestic and international tourists to visit and learn about Vietnamese lOMoAR cPSD| 59416725
culture. Cultural tourism is both a way to preserve and spread Vietnamese cultural
values and to develop the economy and culture.
2. Background of Tinh Hoa Bắc Bộ Showcase [Chi]
The Quintessence of Tonkin showcase is a breathtaking artistic performance located just
outside of Hanoi, Vietnam. Set on a natural lake at the foot of Thay Mountain, the showcase
beautifully captures the rich cultural heritage of Northern Vietnam. The show tells the story
of rural life, history, and ancient folklore in the Red River Delta through the combination of
traditional art forms, including water puppetry, folk music, and traditional dances.
The outdoor stage, with its natural elements such as water and lush greenery, adds an
immersive touch to the performance. Each scene is a vivid reflection of Vietnam’s spiritual
traditions, such as communal festivals, Buddhist practices, and farming rituals. With over 200
performers, including skilled actors and local farmers, The Quintessence of Tonkin showcase
is an inspiring blend of traditional and contemporary techniques, featuring a combination of
live action and advanced light projections, creating a magical atmosphere for viewers.
The significance of this showcase goes beyond entertainment. It plays a crucial role in
preserving and promoting Vietnam’s intangible cultural heritage, particularly in the context of
nearby historical landmarks such as Thay Pagoda and the ancient village of Đường Lâm. The
show not only introduces traditional art forms like chèo (traditional opera) and water
puppetry to a modern audience but also highlights important cultural practices like folk rituals,
village communal life, and ancient religious beliefs. These elements are key to understanding
and maintaining Vietnam’s cultural identity.
Moreover, the showcase helps to keep alive the region’s cultural heritage, listed by UNESCO
as part of the world's intangible cultural assets. Vietnam’s folk traditions and village rituals,
many of which are in danger of fading, are revived in this performance. By offering these
traditions in a modern format, The Quintessence of Tonkin showcase ensures their relevance
for contemporary society while creating a bridge between the past and the present.
And here are some diverse perspectives from Gen Z on the The Quintessence of Tonkin liveshow. lOMoAR cPSD| 59416725
3. Impact of Tinh Hoa Bắc Bộ Showcase to GenZ [Chi làm => Linh bổ sung]
- Challenges and opportunities, analysis of GenZ ‘s interest (if any)
The Quintessence of Tonkin showcase is having a growing impact on Gen Z, the
generation born into the digital age but still seeking meaningful connections with their
roots. Although traditional cultural performances may initially seem less appealing to a
generation that thrives on fast-paced media, The Quintessence of Tonkin showcase
presents both challenges and opportunities when engaging younger audiences.
One of the main challenges is the perception that traditional culture may not resonate
with modern Gen Z audiences, who often gravitate towards globalized content such as K-
pop, digital entertainment, and social media trends. The pacing of traditional
performances, with their deep symbolic meanings and slower rhythms, might feel distant
from the fast-consumption habits of today’s youth.
However, the opportunities lie in the innovative presentation of the show. By integrating
modern sound and light effects, immersive storytelling, and using a dynamic outdoor
stage, The Quintessence of Tonkin showcase transforms heritage into a visually captivating
experience. The spectacle of combining traditional elements with contemporary
techniques has the potential to draw in Gen Z. The opportunity to experience Vietnam’s
rich culture in an aesthetically engaging manner could spark a newfound interest in
younger audiences, helping them appreciate the depth and beauty of their heritage.
Gen Z’s growing consciousness around identity and roots is an advantage in this case.
Many in this generation are keen on rediscovering and reconnecting with their history.
- The importance of Cultural heritage holidays
After the COVID-19 pandemic, the demand for tourism to interact with local
communities, and explore local culture and products is increasing. With this type of
tourism, instead of enjoying services at resorts, people prefer to learn about
Vietnamese culture. Tourism can be considered the most effective way to approach
cultural values, a bridge between peoples and cultures around the world. Taking lOMoAR cPSD| 59416725
advantage of the opportunity to develop cultural tourism will bring many great benefits.
For Gen Z, growing up in a world of constant digital evolution, cultural holidays are
essential to maintaining their link to the past. Events like Tinh Hoa Bắc Bộ, especially
when performed during heritage festivals, help solidify that connection. These
celebrations and performances remind younger generations of their role in preserving
the legacy of their ancestors while also inspiring them to innovate and carry cultural
narratives forward. In conclusion, Tinh
Hoa Bắc Bộ offers a meaningful contribution to the preservation of cultural heritage
and has the potential to resonate with Gen Z. By balancing the beauty of tradition
with the appeal of modern technology, it ensures that Vietnam’s rich history continues
to inspire future generations. Cultural heritage holidays and performances like these
are crucial in keeping the spirit of the past alive in an ever-changing world.
- Strategies to develop Cultural heritage holidays
+ Vietnam's tourism development strategy for 2030 emphasizes "focusing on
developing cultural tourism products, associated with preserving and promoting the
value of traditional cultural and historical heritages of the nation". In addition, the
Government has issued a Resolution on key tasks and solutions to accelerate the
recovery and effective development of tourism. In particular, the Ministry of Culture,
Sports and Tourism is assigned the task of "developing and renewing diverse and
unique tourism types and services based on potential and competitive advantages,
associated with promoting the value of heritage and national cultural identity". Some
specific solutions are as follows:
+ The first is to continue to invest effectively in exploiting and preserving the values of cultural tourism resources
The second is, to ensure the principle of sustainable tourism development in general
and cultural tourism in particular "exploiting and preserving the values of tourism resources"
The third is, to strengthen the relationship between culture and tourism to develop sustainable cultural tourism. lOMoAR cPSD| 59416725
Fourth is, to invest appropriately in preserving and embellishing cultural values;
invest in new cultural works of great stature and lasting appeal to participate in tourism development.
The Fifth is, to create vitality for cultural heritage, and promote the strengths of cultural heritage resources. 4. CONCLUSION + Slide [Linh]
+ In the context of globalization and strong international integration today, the
preservation and promotion of unique cultural values, rich in identity, need to be paid
more attention and focus. Cultural tourism activities will not only bring large revenue
to each country but also create opportunities to promote the image of Vietnamese
culture to the world. In 2016, the Prime Minister approved the "Strategy for the
Development of Vietnam's Cultural Industries to 2020, vision to 2030", cultural
tourism is one of 13 cultural industries. However, preserving diversity and originality
while eliminating negative issues and preserving positive values is not a simple thing
in the new context. In recent years, tourism has gradually become a cultural industry
and increasingly exploited and effectively transformed rich resources into Vietnam's
cultural power. Therefore, along with the increase in demand for cultural tourism
experiences, especially among young people, the development of life and social
networks, and especially in the era of the 4.0 industrial revolution, GenZ will play a
very important role in spreading and attracting the community to pay more attention
to cultural tourism in general and Cultural heritage holidays in particular. +
Recommendations: If you want to experience some cultural heritage holidays in
Hanoi at weekends, it is easy to see that night tours at cultural heritage sites have
breathed new life into the landscape throughout the operation, receiving strong
support from tourists, especially Gen Z. We would like to suggest some prominent
names such as "Đêm Thiêng liêng" of Hoa Lo Prison Relic, "Giải mã Hoàng Thành
Thăng Long" night tour to experience going back in time to explore ancient spaces or
"Chữ Tâm, chữ Tài" literature tour at the Vietnam Literature Museum. Additionally, lOMoAR cPSD| 59416725
the night tour of the Temple of Literature - Quoc Tu Giam named "Tinh hoa đạo học"
is also one of the tours worth looking forward to.