Lesson 3: Xoan singing reaches far and wide...

From a heritage in need of urgent protection, Phu Tho Xoan singing has now become a cultural and tourism bridge connecting Vietnam with international friends. Efforts to disseminate the value of Xoan singing have been strongly expanded through foreign relations, tourism promotion, and national-level management, affirming its status as a representative intangible cultural heritage of humanity.

Preserving and promoting the representative cultural heritage of humanity.

Cultural Diplomacy - Xoan "Ambassadors" Reaching Out to the World

With its profound artistic, religious, and community values, Xoan singing is not only a cultural treasure of the ancestral land but also a "cultural ambassador" contributing to bringing the image of Vietnam closer to international friends. In the journey of deep international integration, cultural diplomacy has become an important bridge, helping Xoan singing transcend the confines of the countryside and become a distinctive cultural symbol of the ancestral land.

Foreign tourists and students experience Xoan singing.

Over the years, the Department of Foreign Affairs has closely coordinated with the Department of Culture, Sports and Tourism to introduce and perform Xoan singing in many important diplomatic activities. Ms. Ta Thi Mai Hong, Deputy Director of the Department of Foreign Affairs, affirmed: “Cultural diplomacy is an effective way to bring Xoan singing to international friends. When overseas Vietnamese sing Xoan in Prague, it is not just a performance, but a way for us to affirm our national identity and pride.”

Phu Tho province actively implements various forms of promotion, showcasing Xoan singing through numerous media, programs, and events. Specifically, the province proactively introduces Xoan singing at major international events such as "Vietnamese Culture Day in Laos, France, and Japan," "Ancestral Land Culture and Tourism Week in Hanoi," as well as in programs welcoming diplomatic delegations, press groups, and international organizations. International guests are invited to enjoy Xoan singing in traditional settings – at Lai Len Temple and other ancient Xoan village communal houses – creating a profound impression of sacred space and origins. The province also organized a competition titled "Overseas Vietnamese with the Two Heritages of Hung Vuong and Xoan Singing," attracting nearly 100 overseas Vietnamese from 9 countries, helping Xoan singing spread within the global Vietnamese community.

Emphasis has been placed on promotion, with the province implementing multi-channel communication to introduce the cultural features and heritage of the ancestral land. Xoan singing is disseminated through the province's electronic information portal, the "Phu Tho and The World" fanpage, and the bilingual Vietnamese-English foreign affairs newsletter. Pioneering digital cultural diplomacy is applied through the posting of information and videos on social media platforms, bringing the heritage closer to the international public, especially young people. Collaboration in producing several bilingual documentaries about Xoan singing and the Hung King worshiping belief system helps to reach a global audience.

Xoan singing has become a "cultural brand for foreign relations" of Phu Tho. Many diplomatic delegations and international journalists from Japan, South Korea, China, France, the United States, Italy, Laos, and other countries have visited Phu Tho to learn about and experience this art form, producing articles and reports that widely promote it in international media. These results affirm that foreign relations activities have played a crucial role in transforming Xoan singing from a traditional Vietnamese village setting into a "cultural ambassador" of the ancestral land on the international stage.

Tourism Promotion - Xoan Singing

Integrating heritage with tourism is considered a key solution to create sustainable livelihoods and resources for conservation efforts, while transforming heritage into assets and a driving force for socio-economic development. Xoan singing has become a distinctive and attractive tourism product of the ancestral land.

Ms. Le Thi Xuan Huong, Deputy Director of the Provincial Tourism Information and Promotion Center, shared: “We consider Xoan singing to be the ‘soul’ of Phu Tho tourism. When tourists sit in ancient communal houses, watch artisans perform, and are invited to sing along… that is an experience that no other destination can offer.”

The center has made significant contributions to professionally integrating Xoan singing into tour routes, developing distinctive tourism products associated with Xoan singing such as "Xoan Singing in Hung Lo Ancient Village" - a product that attracts thousands of visitors every year. In particular, the "Hung Temple Night Tour" program, themed "Returning to the Roots - Sacred Ancestral Land," has placed Xoan singing at the heart of spiritual tourism experiences. Tourism programs are designed not only to watch and listen but also to combine Xoan singing performances with the introduction of culinary culture (making banh chung, pounding banh giay), folk games, and traditional craft products in Hung Lo ancient village. A model of educational tourism linked to Xoan singing has been developed. Xoan singing groups are supported in building interactive tourism experiences such as participating in performances, learning to sing, experiencing traditional costumes, and learning about Xoan stories.

Hundreds of Famtrip and Presstrip groups, music videos introducing traditional Xoan singing, and digital products have made the heritage more accessible to the public. The Xoan singing tourism product, attracting thousands of visitors annually, demonstrates the effectiveness of "transforming heritage into assets," generating direct income for the community and artisans.

Sustainable development orientation

For Xoan singing to spread sustainably, a national-level management vision is needed, along with the mobilization of social resources and the application of modern technology. According to Mr. Nguyen Viet Cuong, Deputy Director of the Department of Cultural Heritage (Ministry of Culture, Sports and Tourism), Phu Tho has done very well, systematically, and in compliance with UNESCO regulations. However, for Xoan singing to spread sustainably, it is necessary to continue mobilizing social resources, promoting digitalization, and linking heritage with tourism and education. This is a crucial direction for Xoan singing to become a cultural asset of the entire nation, not just Phu Tho.

Sharing her vision for promoting the Xoan singing heritage in the future, Ms. Tran Thi Minh Loi, Deputy Director of the Department of Culture, Sports and Tourism, emphasized: Government agencies and the community should focus on specific goals and solutions such as: Strengthening the dissemination and education of Xoan singing values ​​associated with the Hung King worshiping belief – creating an inseparable dual cultural strength. Enhancing information and educational activities to raise public awareness, especially among the younger generation, in protecting and promoting the heritage. Continuing to organize effective practice and transmission of the heritage in original Xoan singing villages and schools. Maintaining the teaching of Xoan singing within the community, especially among a high-quality group of successor artisans, while also implementing distance learning, video-based learning, and mobile applications to foster interest. Advising on the improvement of mechanisms and policies to reward People's Artists, Outstanding Artists, Xoan singing villages, and Xoan singing clubs. Increase resources and socialize the conservation and promotion of Phu Tho Xoan singing heritage by allocating state budget funds and mobilizing social resources from businesses and the community. Implement the digitization of data and documents on Xoan singing using modern technical means, build a standardized archive and a synchronized data management system. Develop tourism products related to Xoan singing with the perspective of both preserving and promoting the heritage's value in conjunction with tourism. Continue to prioritize investment and restoration resources for relics related to Xoan singing performance spaces and periodically conduct inventories and documentation of Phu Tho Xoan singing heritage in accordance with the mandatory requirements of the UNESCO Convention...

With its achievements and strategic vision, Phu Tho Xoan singing is not only preserved but is also continuing to expand, affirming its position as one of the quintessential values ​​of Vietnamese culture on the map of world heritage, a testament to the successful combination of traditional preservation and modern development.

Huong Lan

Source: https://baophutho.vn/bai-3-hat-xoan-vuon-xa-244332.htm