Cultural ambassadors in the digital age

In the digital era, an increasing number of young people in Vietnam’s mountainous regions are becoming “cultural ambassadors,” using innovative online platforms to promote and preserve their ethnic heritage.

One notable example is Sung Manh Hung, a young Hmong man whose videos showcasing traditional culture have attracted millions of views on TikTok, Facebook, and YouTube. Through clips featuring traditional ethnic attire, folk dances inspired by daily agricultural activities such as grass cutting, rice pounding, and cornmeal sifting, as well as interactions with tourists, Hung has helped bring Hmong culture closer to the public, particularly younger audiences.

Sung Manh Hung performs and poses for photos with visitors at the Old Quarter Square in Dong Van Commune.

Beyond promoting culture on social media, many young people are also bringing traditional crafts into the digital space. In Lam Binh, members of a local brocade weaving cooperative have been using videos and online images to showcase weaving, indigo dyeing, and handmade textile products, helping expand their reach to customers and visitors.

Meanwhile, young artist Ly Mi Cuong has chosen to introduce ethnic music to international audiences. Recognized for performing in traditional attire while playing the Hmong flute and khen (a traditional reed instrument) on stages both in Vietnam and abroad, he has become a storyteller of indigenous culture through contemporary artistic expression.

Ly Mi Cuong performs on domestic and international stages.

Another path embraced by young people is community-based tourism linked to cultural preservation. A group of Tay youth in Thuong Lam Commune established a homestay model and actively promoted local landscapes, cuisine, and traditional lifestyles through digital platforms, attracting hundreds of visitors each month.

At the same time, individuals such as Nguyen Thien Ngay and Sung Minh Thanh are leveraging social media to introduce traditional festivals, ethnic musical instruments, and cultural values to audiences both at home and overseas.

Thanks to the enthusiasm and creativity of young people, coupled with advances in technology, cultural heritage is not only being preserved but also widely promoted. These efforts are transforming heritage into a valuable resource that contributes to tourism growth and local economic development in the era of digital transformation.

Vien Su