Branding traditional festivals in Nghe An

To gain a better understanding of this issue, Nghe An Newspaper conducted an interview with Mr. Nguyen Duc Tang - Director of the Center for Research and Promotion of Cultural Heritage Values ​​(Vietnam Cultural Heritage Association).

PV: As someone deeply involved in heritage research, how do you view the significance of traditional festivals in the cultural life of Vietnam in general and Nghe An province in particular?

Mr. Nguyen Duc Tang:Traditional festivals are forms of community cultural activities closely linked to the history, beliefs, and traditions of each region. They are not only occasions for community gatherings and the honoring of spiritual values, but also "treasures" preserving national cultural identity. Festivals are formed from the profound relationships between humans and nature, and between deities – this is reflected in the unique rituals, customs, and traditions of each locality.

By participating in festivals, people not only demonstrate culturally appropriate behavior, reflecting the values ​​of "Truth, Goodness, and Beauty" in their daily interactions and actions, but also affirm their faith, national pride, and connection with the community.

In today's era, as society is constantly changing and integrating deeply, traditional festivals also serve as a "bridge" between the past and the present, helping us remember our roots and proudly showcase the beauty of our national culture to the international community.

Research and statistics show that Nghe An province has nearly 80 traditional festivals, many of which are large-scale events that not only preserve valuable historical memories but also contain sacred legends, closely linked to the construction and development of the locality and the entire nation. These include festivals associated with the names of national heroes such as Thuc Phan An Duong, Uy Minh Vuong Ly Nhat Quang, Hung Dao Dai Vuong Tran Quoc Tuan, Cuong Quoc Cong Nguyen Xi, King Le Thai To, and General Phan Da…

Furthermore, because Nghe An is a melting pot of six major ethnic groups, each region has its own unique traditional festivals. In the lowland areas, where villages and hamlets are primarily agricultural, cultural and festival activities are an indispensable need, deeply rooted in the community for generations. Typical examples include the Ong Hoang Muoi Temple Festival (Hung Nguyen district), the Qua Son Temple Festival (Do Luong district), the Cuong Temple Festival (Dien Chau district), the Gam Pagoda Temple Festival, the Duc Hoang Temple Festival (Yen Thanh district), and the Bach Ma Temple Festival (Thanh Chuong district). In the coastal areas, the Corn Temple Festival (Hoang Mai town), the Phuc Luc Ngoat Festival, and the Mai Bang Temple Festival (Vinh city) all possess distinct characteristics.

In ethnic minority areas in western Nghe An province, festivals such as the Thunder Welcoming Ceremony of the O Du ethnic group (Tuong Duong district), the Hang Bua Festival (Quy Chau district), the Nine-Room Temple Festival (Que Phong district), the Pu Nha Thau Temple Festival (Ky Son district), and the Buon Xao Festival (Tan Ky district) are still preserved and promoted, vividly reflecting the customs, beliefs, and lifestyles of the communities.

Currently, Nghe An province has 9 festival heritage sites that have been inscribed by the Ministry of Culture, Sports and Tourism on the list of National Intangible Cultural Heritage, including: the Nine-Room Temple Festival (Que Phong district), the Corn Temple Festival (Hoang Mai town), the Thanh Liet Temple Festival (Hung Nguyen district), the Qua Son Temple Festival (Do Luong district), the Ong Hoang Muoi Temple Festival (Hung Nguyen district), the Bach Ma Temple Festival (Thanh Chuong district), the Xang Khan Ceremony of the Thai ethnic group in western Nghe An, the Yen Luong Temple Festival (Vinh city), and the Nguyen Canh Hoan Temple Festival (Do Luong district).

PV: In the context of integration and modernization, what trends do you see strongly impacting the activities of traditional festivals in Nghe An?

Mr. Nguyen Duc Tang:Like many other localities, traditional festivals in Nghe An are currently undergoing significant changes according to four main trends. First is the trend towards socialization, communityization, and individualized experience. Previously, festivals were mainly events of the local community, organized according to fixed norms and rituals of the "village".

However, with the development of tourism and media, an increasing number of visitors from across the country and internationally are participating. This not only fosters new social connections but also transforms the festival from a purely traditional form into a multi-dimensional, personalized experience. Visitors come not only to rekindle their religious beliefs but also to enjoy cultural experiences through cuisine, folk games, and natural scenery.

In addition, there is a trend towards innovation and modernization. As the needs of audiences and tourists become increasingly diverse, many localities have come up with initiatives to innovate the rituals and scripts of festival organization. Modern technologies such as LED lights, lasers, and high-tech sound systems are being applied to revitalize the festival space.

Furthermore, there is a trend towards expansion and diversification. With the spread of media and the development of festival tourism, cultural events in Nghe An are becoming increasingly larger in scale, attracting a large number of tourists and cultural researchers. Beyond traditional forms, festivals are expanding to include many supporting activities such as exhibitions, food fairs, and cultural exchanges.

All of these factors contribute to a diverse and rich cultural landscape, clearly demonstrating the vitality of traditional culture in the new era. Finally, there is the trend towards economic and commercialization, where the development of festival tourism has created economic momentum for many localities, contributing to job creation and infrastructure development.

PV: In your opinion, what are the biggest challenges currently facing the preservation and development of traditional festivals?

Mr. Nguyen Duc Tang:We are standing at a crucial crossroads of tradition and modernity. One of the biggest challenges facing traditional festivals today is the encroachment of commercialization. As tourism develops, many festivals gradually become commercial "products," obscuring their spiritual and cultural values. Crowding, pushing, and fraudulent practices such as selling substandard goods and price gouging not only detract from the solemn atmosphere of the festival but also erode community faith in traditional values.

Furthermore, the lack of research data and authentic traditions is also a major problem. Many historical sites and traditional festivals in Nghe An have been forgotten or destroyed due to war and natural disasters, making it difficult to collect, research, and restore the original rituals and customs. As a result, some "reconstructed" festivals have lost their essence, becoming boring and lacking appeal to the community.

Furthermore, the conflict between innovation and preservation is also a major challenge. Innovation is necessary to keep up with the times, but if not balanced, it can cause festivals to lose their traditional identity. Many festivals, when incorporating sound and lighting technology, become "awkward," lacking harmony, thereby diminishing the solemnity, spirit, and cohesion of the ritual.

PV: Could you share more about the successful experiences in organizing and promoting the value of traditional festivals in Nghe An, as well as some lessons learned from practical experiences in other localities?

Mr. Nguyen Duc Tang:Through our research and observation of numerous traditional festivals in Nghe An and other localities, we have gained valuable experience. First and foremost is the spirit of "nationalization" and open integration. Some traditional festivals have made remarkable progress by expanding their scale and attracting participants not only from the local area but also from across the country. For example, the Cờn Temple Festival and the Quả Sơn Temple Festival are not only occasions for local residents to honor spiritual values ​​but also become attractive cultural tourism destinations by showcasing the beauty of the landscape, cuisine, and local lifestyle. The interplay between tradition and modernity here has created a unique cultural "event," contributing to promoting the image of Nghe An and its people.

Furthermore, it is crucial to enhance community participation in festival activities. Successful festivals are those where the local community is at the center. When people are involved in the planning, organization, and execution of festival activities, they not only feel proud but also responsible for protecting and promoting the festival's values. Active community participation creates a warm, cohesive, and sustainable atmosphere, preventing the "one-time visit" phenomenon among tourists.

Furthermore, building a distinctive image and brand positioning for each festival is a key factor in the development of cultural tourism. A festival with a clear brand not only attracts visitors but also facilitates linkages with economic and tourism activities, contributing to the economic development of the locality. However, this brand must be built on a foundation of core cultural values, avoiding being overshadowed by satirical elements or excessive commercialization.

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A well-branded festival not only attracts visitors but also facilitates linkages with economic and tourism activities, contributing to the economic development of the locality.

Mr. Nguyen Duc Tang - Director of the Center for Research and Promotion of Cultural Heritage Values ​​(Vietnam Cultural Heritage Association).

PV: Sir, what are your hopes for the future of traditional festivals in Nghe An and throughout the country, especially in the context of today's deep international integration?

Mr. Nguyen Duc Tang:I believe that traditional festivals always possess immense vitality when we cherish and preserve their core values. In the context of integration and modernization, our task is not only to preserve cultural heritage but also to know how to "renew" it to suit the needs of the times. Hopefully, in the future, traditional festivals in Nghe An and throughout the country will be organized professionally, with a harmonious blend of tradition and modernity, not only serving the spiritual needs of the people but also contributing to enhancing the economic and tourism value of the locality.

I hope that the people, especially the younger generation, will be equipped with knowledge about traditional cultural values ​​and understand the importance of preserving and promoting festivals as a precious heritage of the nation.

Furthermore, state management agencies and cultural organizations need specific policies to support the research, preservation, and development of festivals, ensuring that these activities are always organized according to cultural standards and have positive economic effects. Each traditional festival needs to be positioned and branded uniquely, becoming a cultural "highlight" that leaves a positive impression on tourists visiting Nghe An province.

Interviewer: Thank you for the interview!