In celebration of World PR Day 2025, EloQ Communications is pleased to reshare this article as a way to promote a spirit of learning and passion for the profession, particularly from the next generation, where fresh perspectives meet real-world experiences in a practice-oriented academic environment. The following piece presents a student’s perspective from the class of Dr. Clāra Ly-Le, Managing Director of EloQ Communications and university lecturer.

Cultural heritage is an invaluable asset of a nation and an integral part of global heritage. These values are not only a source of national pride but also offer great potential in brand building and promoting a country’s image. Vietnam is proud to possess a rich culture with numerous valuable heritage items. As of May 2023, the country had eight world heritage sites and 15 intangible cultural heritages recognized by UNESCO, in addition to hundreds of traditional architectural structures, festivals, and craft villages. However, a pressing question remains: how can heritage be effectively integrated into communication strategies to make traditional values appealing and relatable to modern audiences, especially the younger generation?

Decoding the “Outdated Curse”: Why Do Traditional Values Feel Distant to Today’s Youth?

The disconnect between younger generations and cultural heritage can be explained by various complex factors, from generational gaps to the impacts of globalization and limitations in traditional communication methods.

The “generation gap” refers to the profound differences in thinking, behavior, and worldview between age groups, primarily due to rapid societal, technological, and environmental developments. While older generations tend to value patriotism, community spirit, and kinship, the younger generation, particularly Gen Z (born between 1995 and 2012) is characterized by technological fluency, open-mindedness, and a global outlook. Research shows that Gen Z in Vietnam still respects traditional principles such as patriotism, solidarity, and compassion, but also prioritizes modern values such as individualism, initiative, accountability, and diversity. This difference can make cultural heritage seem irrelevant to their contemporary needs and lifestyles. Some even exhibit disrespectful behavior that distorts or damages heritage, such as graffiti on historical monuments or inappropriate attire and conduct at cultural sites.

Hanoi Flag Tower defaced by graffiti, affecting its aesthetic value

International integration and globalization have led to a form of cultural invasion, where values and cultural products from the West and other Asian countries have rapidly flooded in, especially over the past few decades. These influences have significantly impacted Vietnamese lifestyles, entertainment preferences (movies, music, rock, rap), education (English language, critical thinking), and core values. Easy access to foreign cultures through information and communication technology risks diluting local cultural values. This cultural blending has triggered an “identity crisis” for traditional heritage. Without strategic efforts to connect with contemporary life, beautiful traditions like tò he figurine-making, chèo folk singing, tuồng classical theatre, or symbols like dragons risk being labeled as “old-fashioned.”

Urban lifestyles, academic and career pressures, and social media-driven entertainment have changed young people’s preferences and consumption habits. Fast-paced lives require concise messaging, dynamic visuals, and high applicability. Heritage brands and festivals that rely on conventional media (television, print) with little innovation often fail to engage youth audiences. The lack of feasible, cohesive communication strategies has made heritage storytelling fragmented and short-lived. Older generations, despite their passion for preservation, often struggle to engage youth effectively, highlighting a shortage of communication methods suited for younger audiences. The absence of a “shared communication language” between generations creates a major barrier, turning heritage into a relic to be archived rather than a living legacy that can be interacted with and revived.

Heritage introduced only through one-way, traditional methods becomes alien and perceived as belonging solely to the past, valuable in a museum but lacking modern appeal. To transform it into a “living heritage,” it needs a new, interactive language that enables young people not only to receive but also to co-create and enhance its value, making it no longer something only for “grandpa and grandma.”

Breathing Life into Heritage: When Communications Becomes the Art of Storytelling

To break the “curse of obsolescence,” modern communication has become a powerful storytelling tool, turning traditional values into compelling symbols for younger generations. Many brands and communication campaigns have embraced creative storytelling approaches:

Storytelling strategies. Lifestyle and fashion brands are leveraging “narrative motifs” to embed heritage into their products. For example, the Vietnamese brand Maries, Cỏ Bàng Xứ Huế gifted a dragon-embroidered conical hat to G-Dragon, member of the global K-pop group Big Bang. This was not just a gift, but a bold marketing tactic rich in Vietnamese cultural identity.

The conical hat is one of Vietnam’s iconic cultural images, closely associated with the graceful figure of Vietnamese women. Maries elevated this traditional item by combining it with dragon embroidery, a symbol of power and spirituality in Vietnamese culture. This blend of tradition and modernity turned the gift into a potent communication message: embedding Vietnamese identity into products while connecting traditional culture with contemporary icons, thereby gaining global attention.

G-Dragon’s international influence made him a bridge to the world. His act of wearing the conical hat during his performance in Hanoi garnered widespread attention online and enhanced Maries’ brand recognition internationally.

The Vietnamese dragon-embroidered conical hat worn by G-Dragon during his concert in Hanoi became a viral sensation in Vietnam and impressed international fans

Digital content and social media. Deputy Minister of Culture, Sports and Tourism Tạ Quang Đông praised the growing trend of youth and influencers sharing traditional culture on social media. Short videos, visuals, or creative stories that fuse heritage with modern elements (cuisine, travel, music, customs) are increasingly popular among local and international audiences. For instance, the music video “Bắc Bling” remixes Northern Vietnamese folk music with modern beats, reaching hundreds of millions of views and drawing global attention to Vietnamese culture. The viral impact of platforms like YouTube and TikTok has proven their power in connecting younger generations with heritage through highly shareable digital content.

Singer Hòa Minzy in the music video “Bắc Bling”

Contemporary cultural events. Many entertainment shows now feature heritage elements as part of their performances. Events such as the Ao Dai Festival and major Vpop concerts like “Em Xinh Say Hi” or “Anh Trai Vượt Ngàn Chông Gai” combine music, costume, and stage design to celebrate Vietnamese identity. Deputy Minister Đông noted the success of these shows lies in harmonizing entertainment with cultural education, using traditional art forms (like the Ao Dai or ceremonial imagery) in a modern context. These performances appeal to both domestic audiences and overseas Vietnamese communities, promoting heritage to international viewers.

Singer Phương Mỹ Chi performing “Hề” during the show “Em Xinh Say Hi”

All these strategies aim to retell heritage through modern-day language, using contemporary platforms and art trends to rekindle appreciation for traditional culture.

From “Outdated” to “Trendy”: Making Heritage a Cultural Trend

Vietnamese cultural heritage has evolved from being perceived as outdated to becoming a trendy symbol, thanks to strategic alignment with market trends and the dynamic application of digital technology. Several branding and design efforts now successfully integrate heritage with modern consumer preferences:

The Xuân Ca Ao Dai from DINGDANGVIETNAM, inspired by traditional Vietnamese textiles

Fashion and creative products. Modernized versions of the Ao Dai, silk scarves, or traditional pattern clothing are now popular. Young designers are reimagining the Ao Dai with youthful silhouettes, folk-inspired prints, and modern styling. Handcrafted accessories, like lotus-embroidered raffia bags or ceramic-inspired prints on T-shirts, have become fashion statements. When traditional designs are adapted to suit younger tastes (vibrant colors, freer tailoring), heritage becomes fashionable. This shows that heritage need not be confined to museums or festivals, but can absorb modern trends and, conversely, add cultural depth to contemporary fashion.

Digitalization and interaction. Young people often seek cultural experiences online. Brands and organizations can tap into this by digitizing heritage (such as virtual museums or interactive smartphone tours), organizing online games and quizzes about cultural knowledge, or creating social media campaigns with classic-pattern filters and hashtags to drive engagement. Platforms like Instagram and TikTok influence youth behavior, and if heritage is framed in trendy formats (even as memes), it becomes easier for young people to embrace.

People and community. Successful strategies also involve community-building. National competitions and social projects encourage young people to explore traditional craft villages, establish youth heritage clubs, or collaborate with influencers to share their experiences. These efforts bring heritage to life, turning it into a living resource for community development and helping younger generations view it in a fresh, positive light.

The Social Pioneers 2025 national marketing competition spotlighting heritage from Phú Xuyên craft village in Hanoi

The key to success lies in creativity in both messaging and delivery. Rather than just explaining historical facts, effective campaigns bring heritage into the digital world through engaging videos, livestreamed festivals, and behind-the-scenes content while aligning with youth interests (travel, entertainment, globalization) to create relevance. Social media platforms such as TikTok, YouTube, and Facebook play a vital role in promoting and scaling the image of Vietnamese culture globally.

Bringing Vietnamese Identity to the World

Vietnamese cultural heritage has great potential for global reach. With its distinctive values and strong national identity, many heritage items recognized by UNESCO provide a solid foundation for global promotion.

Some brands inspired by heritage have successfully entered international markets. For example, Trung Nguyên Legend doesn’t just sell coffee. It tells a brand story tied to “life philosophy” and Vietnamese aspirations, helping it become a cultural symbol abroad. Airlines like Vietnam Airlines incorporate symbols such as the lotus and Ao Dai into their branding to showcase Vietnamese identity to global passengers.

Vietnam Airlines promotional image on the company’s official fan page

When entering global markets, Vietnamese companies promote not just products but culture. They participate in global expos and festivals, collaborate with UNESCO, and send cultural ambassadors to major events. According to Marc Knapper, the US Ambassador to Vietnam, soft power promotion through music, film, and fashion (e.g., V-pop, V-fashion) is an increasingly encouraged trend. Attractive cultural performances help international audiences better understand and remember Vietnam as a unique cultural destination.

Traditional Vietnamese instruments and costumes in the viral “Trống Cơm” performance from the show “Anh Trai Vượt Ngàn Chông Gai”

Heritage has expanded across fields: Đông Hồ folk paintings, Bát Tràng ceramics, Vietnamese silk (as seen in Folk Form), and lacquerware now have international partners and customers. Global consumers appreciate Vietnamese handcrafted products for their “originality,” deeply rooted in tradition. By combining cultural identity with global standards of design and quality, these products stand out. For instance, designer Đỗ Trịnh Hoài Nam’s Ao Dai collection inspired by Bát Tràng ceramics gained acclaim at both domestic festivals and international shows for its distinct Vietnamese aesthetic. Other examples include global media campaigns featuring folk-dance-infused pop music, Vietnamese restaurants using traditional music for ambiance, or culinary tours serving phở and bún chả to international guests—each a step toward “exporting” Vietnamese cultural values.

The “Hương Vân Long Mộng” collection by Folk Form tells the story of Vietnam through detailed designs

In conclusion, Vietnamese heritage is being revitalized through modern storytelling and vibrant imagery, making it more relatable to local youth and captivating to global audiences. These successes demonstrate that when heritage is paired with creative communication, it transforms from a relic of the past into an irreplaceable brand asset.

Questions for the Community

1. In your opinion, what should be considered when integrating cultural heritage into communication strategies?
2. What more can Vietnamese brands do to unlock the “goldmine” of heritage for both domestic and global markets? Can we expect to see more culturally rich Vietnamese products gaining global recognition in the near future?

References:

• Nguyên Thảo. (2022). Áo dài Đỗ Trịnh Hoài Nam lấy cảm hứng từ gốm Bát Tràng. NgoiSao.vn.
• Ngọc Hà. (2022). Giới trẻ với di sản văn hóa dân tộc. VOV2.
• Hazel. (2025). Thương hiệu Folk Form: Nơi họa tiết kể chuyện và văn hóa cất lời. Bazaar Vietnam.
• Lộc Phương Lan. (2025). Khuyến khích người trẻ đưa văn hóa Việt ra thế giới. Happy Vietnam.
• Vietnam Plus. (2023). Turning heritage into assets to build Vietnamese cultural brand. Vietnam Plus.
• Đặng Ngọc Kiều Anh Kiều Anh. (2025). Lòng yêu nước 4.0: Insight Gen Z và bài toán cho thương hiệu. Brands Vietnam.
• Hue Nhu Thi Nguyen. (2024). Educating a new generation: Blending traditional and contemporary standards for Vietnamese youth. ResearchGate.
• PGS, TS. Mai Hải Oanh. (2021). Toàn cầu hóa văn hóa và mô hình phát triển văn hóa Việt Nam đương . Tạp chí Cộng Sản.
• Nguyễn Thị Hồng Minh, Cường Nguyễn . (2024). Specific cultural values affect basic political activities in Vietnam. Taylor & Francis.

 

Source: Brands Vietnam