"Social media is a bridge between young people and national culture. I use it to share cultural stories and disseminate historical values to the public, especially to this demographic Ngo Thi Quynh Giao, popularly known as Giao Cun, said during the Gen Z Telling Folk Tales talk show, part of the Creative Design Festival recently held in Vietnam’s capital.

The Hanoi-based TikToker with over 750,000 followers has captivated audiences on TikTok with her innovative and imaginative approach to storytelling. Her humorous and relatable style brings historical events and figures to life, making them more digestible and engaging for modern viewers.

Instead of sticking to academic historical narratives, Giao focuses on the everyday lives of historical figures, presenting them in a way that gives them an authentic and relatable feel. One standout video, "Dao, Pho, and Piano," features characters dressed in elegant traditional costumes along with depictions of Vietnam's historical dynasties. These stories have piqued the curiosity of viewers, especially Gen Z, encouraging them to explore Vietnam's rich cultural heritage in a fresh and meaningful way. Through her work, Giao has successfully bridged the past and present, combining traditional cultural elements with modern storytelling techniques to inspire a new generation to connect with their history.

Hanoi's youth and their passion for culture

Not only Giao Cun but also many young people in Hanoi are pursuing their passion for culture. From collecting traditional costumes and organizing parades to promote them, to learning how to prepare traditional dishes and retelling folk stories, they see this not just as a hobby but as a serious endeavor. They dedicate time and resources to preserving and developing cultural values that are in danger of passing into oblivion.

Vu Duc, another cultural enthusiast in Hanoi, is tirelessly working to preserve traditional values by collecting ancient costumes and using social media to instill this passion in the community. He is the co-founder of The Great Vietnam, a group dedicated to the research and restoration of traditional Vietnamese costumes dating back hundreds of years. Founded in 2019 and active since 2020, the group focuses on accurately reviving the beauty of Vietnamese ancient costumes through notable projects such as "Tinh Hoa Viet Nam" at Grand World Phu Quoc (2021) and "Nguoi Viet Xa La" in collaboration with the Vietnam Center.

Additionally, Vu Duc co-founded the group Bach Hoa Bo Hanh, a community passionate about Vietnamese traditional costumes which has run numerous activities to promote traditional attire, most notably a recent performance on the pedestrian street in Hoan Kiem District, Hanoi. With creativity and dedication, Vu Duc and his team are actively working to safeguard and elevate the significance of traditional attire, fostering a deeper connection between Vietnamese culture and the younger generations.

Social Media: Opportunities and challenges

Social media has revolutionized the upkeep and dissemination of cultural values, making the process much easier than in the past. Unlike previous generations, who accessed culture primarily through books or physical visits, today’s youth engage with culture via social media platforms. Short videos and clips shared by peers on platforms such as TikTok, Instagram, and YouTube have become powerful tools for exploring and sharing cultural stories.

These platforms offer diverse, accessible, and engaging formats, such as short videos, creative visuals, and interactive features that make cultural narratives more appealing and suitable for modern society’s fast-paced lifestyle. Additionally, social media’s two-way interaction capabilities transform these platforms into vibrant forums where creators and audiences exchange ideas, enriching cultural values through collaborative discussions.

Vu Duc noticed that young people increasingly enjoy expressing their thoughts and viewpoints on cultural topics. Platforms like TikTok offer the perfect setting for such interactions, allowing for both creativity and connection. This dynamic not only helps in disseminating cultural knowledge but also fosters a deeper engagement with heritage, bridging traditional values with contemporary approaches and perspectives. Social media’s accessibility and versatility ensure that culture remains relevant and resonates with future generations.

While social media offers unparalleled opportunities for spreading cultural values, its convenience and rapid dissemination,  also present notable challenges. A primary concern is the accuracy and comprehensiveness of cultural information shared on these platforms.

Many viewers worry that TikTok's short video format makes it difficult to capture the nuanced and interconnected nature of cultural elements. In response to this concern, Giao Cun emphasized that TikTok videos are not intended to serve as a complete source of knowledge but rather as a spark of curiosity. Their purpose is to inspire viewers, encouraging them to explore cultural topics in greater depth beyond the content of a single video.

Another significant challenge is the over-commercialization of cultural elements on social media to attract views and likes. This trend risks trivializing deeply meaningful aspects of culture, turning them into superficial entertainment that lacks substance and depth. Vu Duc highlighted this issue by pointing out that traditional costumes or religious rituals are sometimes misused or taken out of context to create appealing content. Such practices not only strip these cultural elements of their dignity but also fail to honor the core values they embody.

The challenge, therefore, lies in striking a balance between leveraging social media's reach and ensuring cultural authenticity. Creators must be mindful of their responsibility to present cultural elements respectfully while engaging audiences in meaningful ways. Only through such conscious efforts can social media continue to play a positive role in preserving and promoting cultural heritage without compromising its essence.

Cross-industry collaboration to preserve culture

Preserving and promoting cultural heritage cannot rest solely on the shoulders of content creators. Culture, being a multifaceted field interwoven with many aspects of life requires a collaborative effort across various industries to ensure its vibrancy and relevance.

In tourism, for instance, cultural experience tours, such as visits to craft villages, historical sites, or local festivals, provide opportunities for young people to engage directly with folk traditions. These experiences foster a tangible connection to cultural heritage that transcends digital interactions. In fashion, the revival and modernization of traditional garments like the  or Ao Ngu Than, using authentic materials and contemporary designs, have resulted in pieces that are both aesthetically pleasing and functional in modern contexts.

As society evolves and economic prosperity soars, there is a growing collective focus on safeguarding and enhancing cultural values. With their innovative spirit and fresh perspectives, Gen Z is leading a new wave of cultural storytelling, reinterpreting traditional values in ways that resonate with modern audiences.

The synergy of individual creativity and cross-industry collaboration not only preserves the essence of cultural heritage but also positions Vietnamese folk culture to flourish in the digital era. This blend of tradition and innovation ensures that culture remains a vital source of inspiration for generations to come.