In the context of globalization and the strong development of communication technology, Vietnamese cultural and entertainment products have more and more opportunities to reach out to the world. However, how to make these products not only attract international audiences but also preserve the unique traditional values of the nation is a big question, requiring serious investment and a long-term development strategy.
It can be said that the development of digital platforms has brought about profound changes in the way the young generation of Vietnam approaches entertainment culture. This is an inevitable trend in the technology era, with both positive impacts and many challenges in the formation of awareness and cultural aesthetics of the young generation.
First of all, easy access to cultural and entertainment content through digital platforms is a great advantage. Today's young generation has the opportunity to access a rich treasure trove of knowledge and culture from all over the world, thereby broadening their horizons, developing creative thinking and forming multidimensional cultural values. Digital platforms also provide a favorable environment for the young generation to express themselves, connect with people with similar interests, and participate in creating cultural content.
However, this development also poses many challenges. One of the worrying issues is "information overload" and the risk of accessing unhealthy content that is not suitable for one's age or national culture.
In addition, with the diversity of international content, many young people can be caught up in unfamiliar cultural values and forget or pay little attention to traditional Vietnamese cultural values. This has a significant impact on the formation of cultural aesthetics and national pride of the young generation.
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| Concert Brother Say Hi in Ho Chi Minh City. |
In order for Vietnamese cultural and entertainment products to compete and be recognized internationally while still maintaining unique traditional values, we need to implement many synchronous solutions, focusing on creativity, promotion strategies and identity preservation.
Firstly, improving the quality and creativity of cultural and entertainment products is a prerequisite. These products need to be invested in thoroughly, from ideas, content to expression, to both demonstrate the sophistication of Vietnamese art and meet international tastes and standards. This requires close cooperation between artists, producers and experts in the cultural field.
The application of modern technology is a great opportunity to enhance Vietnamese cultural products. New technologies such as virtual reality (VR), artificial intelligence (AI) and digital technology can help tell the story of Vietnamese culture in a more attractive and novel way. For example, the digitization of cultural heritage or the use of special effects in cinema can increase the appeal and value of the product.
In addition, building a national cultural brand is also very important. Cultural products need to be associated with the image of a Vietnam rich in identity, friendly and creative. This brand will help Vietnamese cultural products stand out and create a lasting impression in the international market.
An indispensable element is a systematic promotion strategy. I believe that we need to take advantage of all media channels and international cooperation to introduce Vietnamese culture to the world. International cultural events, film festivals, art exhibitions and online platforms are effective tools to bring cultural products to global audiences.
One of the important factors for Vietnamese cultural and entertainment products to be able to compete internationally is creativity in content. Producers and artists need to find ways to innovate cultural, historical, and folklore themes in a way that both retains traditional elements and is attractive enough and in line with international trends.
For example, movies, television series or video games can exploit historical stories, folk legends but are built with a modern perspective, using advanced production techniques.
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| The Quintessence of the North - a play about Vietnamese culture and takes natural scenery as the stage. (Source: TN&MT) |
It is necessary to have a creative team with a deep understanding of traditional Vietnamese culture, and at the same time, the ability to apply new technologies to production. Building educational products, promoting cultural heritage, or entertaining products that contain profound messages about national culture will help maintain traditional values, while attracting the attention of the world.
Another important factor is to encourage and develop young talent in the entertainment industry. Young artists and producers can bring new and creative ideas, but they also need to be properly trained in the culture, history and traditional values of the nation. Only when they understand and love these values can they convey them authentically and attractively in their products.
Preserving and promoting traditional values is an important foundation to ensure that cultural products do not lose their national identity. Producers need to focus on exploiting traditional cultural elements, from music, costumes, architecture to profound human values, while combining them harmoniously with modern elements. This not only preserves the national "soul" but also creates a unique difference in the international market.
Bringing our country’s cultural and entertainment products to the world is a big challenge but also a golden opportunity for Vietnamese culture to be honored and recognized in the international arena. Competition does not mean giving up one’s own identity, but rather a skillful combination of tradition and modernity, creativity and respect for national cultural values. Only when this is done, can our country’s cultural and entertainment products reach far and affirm their position in the international arena while still maintaining the unique traditional values of the nation.
Ultimately, consensus and cooperation between the State, businesses and the community are key to achieving this goal. The State needs to have policies to support and encourage creativity, while businesses and the community need to join hands to invest in and promote cultural products.
With the combination of creativity, technology, effective promotion and preservation of identity, Vietnamese cultural and entertainment products can not only compete in the international market but also become the pride and unique cultural symbols of the nation.
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