Building a brand for traditional festivals in Nghe An

To better understand this issue, Nghe An Newspaper had 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 who is involved in heritage research, how do you perceive 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 a form of community cultural activities closely linked to the history, beliefs and traditions of each region. They are not only an occasion for the community to gather and honor spiritual values, but also a “treasure” preserving the national cultural identity. Festivals are formed from the deep relationships between people and nature, and between gods and spirits – this is expressed through the rituals, customs and traditions typical of the locality.

When participating in the festival, people not only perform cultural behaviors, demonstrating the values ​​of "Truth - Goodness - Beauty" in daily communication and actions, but also affirm their faith, national pride and connection with the community.

In the present era, when society is constantly changing and deeply integrating, traditional festivals also serve as a "bridge" between the past and the present, helping us remember our roots and proudly introduce the cultural beauty of our nation to the world.

Through research and statistics, it is shown that the whole Nghe An province has nearly 80 traditional festivals, many of which are large festivals that not only preserve valuable historical memories but also contain sacred legends, closely associated with the process of construction and development of the locality as well as the whole nation. It is possible to mention festivals associated with the names of heroes who have contributed to the people and the country 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, General Phan Da...

In addition, because Nghe An is the intersection of 6 main ethnic groups, each region has its own unique traditional festivals. In the plains, where villages and hamlets mainly live on agriculture, cultural and festival activities are always an indispensable need that has been attached for many generations. Typical examples are Ong Hoang Muoi Temple Festival (Hung Nguyen district), Qua Son Temple Festival (Do Luong district), Cuong Temple Festival (Dien Chau district), Gam Temple Festival, Duc Hoang Temple Festival (Yen Thanh district), Bach Ma Temple Festival (Thanh Chuong district). In coastal areas, Con Temple Festival (Hoang Mai town), Phuc Luc Ngoat Festival and Mai Bang Temple Festival (Vinh city) all have their own unique features.

In areas with many ethnic minorities in Western Nghe An, festivals such as the Thunder Festival of the O Du ethnic group (Tuong Duong district), Hang Bua Festival (Quy Chau district), Chin Gian Temple Festival (Que Phong district), Pu Nha Thau Temple Festival (Ky Son district) and Buon Xao Festival (Tan Ky district) are still preserved and promoted, reflecting the customs and beliefs of the community.

Currently, in Nghe An, there are 9 festival heritages that have been registered by the Ministry of Culture, Sports and Tourism in the list of National Intangible Cultural Heritage, including: Nine-Chamber Temple Festival (Que Phong district), Con Temple Festival (Hoang Mai town), Thanh Liet Temple Festival (Hung Nguyen district), Qua Son Temple Festival (Do Luong district), Ong Hoang Muoi Temple Festival (Hung Nguyen district), Bach Ma Temple Festival (Thanh Chuong district), Xang Khan Festival of the Thai ethnic group in Western Nghe An, Yen Luong Temple Festival (Vinh city), 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 strong changes according to four main trends. First of all, the trend is socialization, communityization and personalized experience. Previously, festivals were mainly events of the local community, organized according to fixed standards and rituals of the "village".

However, with the development of tourism and media, more and more visitors from all over the country and internationally participate. This not only increases new social relationships but also transforms the festival from a purely traditional form to a multi-dimensional, personalized experience. Visitors come here not only to evoke religious beliefs but also to enjoy cultural experiences through cuisine, folk games and natural scenery.

In addition, there is a trend of innovation and modernization. As the needs of audiences and tourists are increasingly diverse, many localities have had initiatives in innovating the rituals and scripts of organizing festivals. Modern technology is applied such as using LED lights, lasers, high-tech sound to renew the space of organizing festivals.

In addition, there is a trend of expansion and diversification. With the spread of media and the development of festival tourism, cultural events in Nghe An are increasingly larger in scale, attracting a large number of tourists and cultural researchers. Not only stopping at the traditional form, the festival is also expanded with many supporting activities such as exhibitions, food fairs, cultural exchanges, etc.

All of these contribute to creating a diverse and rich cultural picture, clearly demonstrating the vitality of traditional culture in the new era. Finally, there is the trend of economicization and commercialization, when 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 today in the process of preserving and developing traditional festivals?

Mr. Nguyen Duc Tang:We are at a crucial crossroads between tradition and modernity. One of the biggest challenges that traditional festivals face today is the encroachment of commercialization. As tourism develops, many festivals have gradually turned into commercial “products”, overshadowing their spiritual and cultural values. The scenes of jostling, pushing, and fraudulent acts such as selling poor quality goods, forcing prices, etc. not only destroy the solemn atmosphere of the festival but also make the community gradually lose faith in traditional values.

In addition, the lack of research data and authentic traditions is also a difficult problem. Many relics and traditional festivals in Nghe An have been forgotten or destroyed by war and natural disasters, making it difficult to collect, research and restore the original rituals and customs. As a result, some "restored" festivals no longer retain their soul, become boring and lack appeal to the community.

In addition, the conflict between innovation and preservation is also a big challenge. Innovation is necessary to keep up with the times, but if not balanced, it can cause the festival to lose its traditional identity. Many festivals when applying sound and light technology become "lame", lacking harmony, thereby reducing the solemnity, spirit and cohesion of the ritual.

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

Mr. Nguyen Duc Tang:In the process of researching and monitoring the activities of many traditional festivals in Nghe An as well as other localities, we have drawn some valuable experiences. First of all, the spirit of "nationalization" and openness to integration. Some traditional festivals have made great strides in expanding their scale, attracting participants not only from the locality but also from all over the country. For example, the Con Temple Festival, the Qua Son Temple Festival... are not only an opportunity for local residents to honor spiritual values ​​but also become attractive cultural tourist destinations thanks to the introduction of the beauty of the landscape, cuisine and indigenous lifestyle. The intersection between tradition and modernity here has created a unique cultural "event", contributing to promoting the image of Nghe An land and people.

In addition, it is necessary to increase community participation in festival activities. Successful festivals are those in which the local community is always at the center. When people are involved in the process of conceptualizing, organizing and implementing festival activities, they not only feel proud but also responsible for protecting and promoting the value of the festival. Active community participation helps create a "warm", cohesive and sustainable atmosphere, avoiding the phenomenon of "one-time come, one-time go" of tourists.

In addition, building a distinctive image and positioning the brand for each festival is a key factor in developing cultural tourism. A festival with a clear brand not only attracts visitors but also creates conditions for linking with economic and tourism activities, contributing to promoting local economic development. However, this brand must be built on the foundation of core cultural values, avoiding being overwhelmed by "satirical" or overly commercialized elements.

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A festival with a clear brand not only attracts visitors but also facilitates links with economic and tourism activities, contributing to promoting local economic development.

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

PV: Sir, what do you hope for the future of traditional festivals in Nghe An and across the country, especially in the current context of deep international integration?

Mr. Nguyen Duc Tang:I believe that traditional festivals always have a strong vitality when we know how to appreciate 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 across the country will be organized professionally, with a harmonious combination 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 people, especially the young 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.

In addition, state management agencies and cultural organizations need to have 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 efficiency. Each traditional festival needs to be positioned and built its own brand, becoming a cultural "highlight", leaving good impressions in the hearts of tourists when they come to Nghe An.

PV: Thank you for the interview!