Digital transformation and the storytelling rights of ethnic minorities.

Digital transformation only truly becomes meaningful when people can not only consume content but also own and make a living from their own stories.

Beyond being present in conservation programs or heritage records, thanks to digital transformation, the cultural identity of ethnic minority communities is confidently entering the digital space. From short videos showcasing local markets, traditional flute melodies, and local dishes to live streams of community tourism, many mountainous areas are transforming their cultural identity into digital assets and digital livelihoods.

But along with that opportunity comes an increasingly pressing problem: How to protect the ownership rights of community cultural values ​​in the online environment?

Nam Chang Stream is a highlight in the model of ecotourism , community tourism, and experiential resort tourism in Lam Binh commune, Tuyen Quang province - Photo: Lam Binh Commune People's Committee

Digital transformation from "livestream classes" in the mountains.

On April 30, 2026, Lam Binh commune (Tuyen Quang province) officially launched the "Digital Content Creation Village Project linked to tourism development, 2026-2030". The commune aims to have over 60% of participating households engaged in at least one digital economic activity and have access to basic digital infrastructure by 2028.

To achieve this goal, "livestream classes" have been opened in the mountains. In these classes, young people learn to shoot videos, edit clips, and livestream; while older people share stories of their villages in front of the camera.

The "Scouts" of the class are established digital content creators (TikTokers, YouTubers, etc.) who come from the villages of Lam Binh. Following a "hands-on" approach, they guide the villagers on how to use artificial intelligence to create videos, write titles, and livestream.

Tuyen Quang aims to have 5% of households engaged in digital economy.

The model of creating digital content to develop the digital economy in Lam Binh is being replicated throughout Tuyen Quang province. The province aims to achieve a minimum of 5% of households and individuals in its communes and wards engaging in the digital economy by 2030; and an increase of at least 1% per commune/ward each year during the 2026-2030 period.
(Official Letter No. 2617/UBND-KH&CN dated April 16, 2026, on promoting the development of the digital economy from the People's Committee of Tuyen Quang province)

According to Mr. To Viet Hiep, Secretary of the Party Committee of Lam Binh commune, through this project, the commune hopes that every resident of Lam Binh will become a digital citizen, directly telling the story of their village on digital platforms. This will not only preserve cultural identity but also create jobs and increase income for the people using cultural resources.

Regarding the roadmap, Lam Binh strives to attract over 3,000 tourists by 2028, and the income of households participating in creating digital content related to tourism development will increase by at least 30% compared to 2026.

For a commune with one of the most difficult socio-economic conditions in Tuyen Quang province, the goal of attracting tourists through digital transformation might seem ambitious. However, looking back at Lam Binh's past achievements, this is not just a theoretical figure.

According to the report from the People's Committee of the commune, in 2025, the total revenue from digital content production activities in the commune is estimated to reach over 34.6 billion VND, and in the first four months of 2026, it is estimated to reach 46 billion VND.

Currently, the entire commune has over 70 high-income digital content creators, contributing more than 23% to the commune's budget from personal income tax. By 2025, the personal income tax contribution to the commune's budget will exceed 1.5 billion VND.

From "object of conservation" to subject of digital creation.

The story of promoting "copyrighted" digital content creation in Lam Binh can be seen as a milestone in the awareness of using the cultural resources of ethnic minorities for commercial purposes in the digital space.

For many years, highland culture has often been presented in the media through the perspective of others. Images of ethnic minorities have become "cultural material," but the people themselves have had few opportunities to participate in the value chain that generates economic benefits from their own identity.

Lam Binh's approach is showing promising breakthroughs when placed within the overall framework of intellectual property protection regulations. This model is not simply about promoting tourism, but is touching on a deeper layer of digital transformation: empowering local people to retell their stories.

In the online space, the right to tell a story is also the right to create value. A short video about a highland market can attract hundreds of thousands of views, a clip demonstrating traditional fabric dyeing can become experiential tourism content… thereby creating economic value.

Khau Cau village in Lam Binh commune is a good example. According to village head Dang Ton Senh, the village has 129 households, and at one point nearly 50 households participated in creating digital content on YouTube (currently down to 15 households). Income from digital content creation has helped 100% of participating households purchase washing machines, refrigerators, and televisions; 6 households have built new, spacious houses, and 6 households have bought personal cars.

A view of Khau Cau village, Lam Binh commune, Tuyen Quang province - Photo: Lam Binh Commune People's Committee

From Khau Cau village, we can see that digital transformation is gradually turning culture into a digital asset for economic development. More importantly, people are no longer in the position of "objects to be preserved," but are gradually becoming subjects who create, exploit, and protect their own cultural resources in the digital space.

This also represents a significant shift in the development thinking of ethnic minority and mountainous regions. Instead of passively preserving heritage, communities are directly transforming their identity into livelihoods, while simultaneously fostering awareness of copyright, ownership, and the economic value of cultural resources in the digital age.

Unique advantages and copyright stories
Social media, with its artificial intelligence (AI) technology, is becoming increasingly saturated with similar content. Digital products are produced using formulas, images are excessively edited, or content that simply "copies trends" lacks individuality.

Therefore, real life, real culture, and real people become the content that audiences seek. In this context, people in ethnic minority and mountainous regions are holding a unique advantage in the creative economy: cultural authenticity.

As shared by Mr. Truong Van Quang - Chairman of the People's Committee of Lam Binh commune: "Audiences love people from the mountainous region for their honesty. We cherish that honesty as much as we cherish our own lives."

Individuals using social media must comply with and respect the intellectual property rights of digital products in the digital environment; they must not use words, sounds, or images that incite hatred, violence, or discrimination based on gender, region, ethnicity, religion, or culture.

(Code of conduct for cultural behavior in the digital environment according to Decision No. 423/QD-BVHTTDL dated March 5, 2026 of the Ministry of Culture, Sports and Tourism)

Conversely, when the cultural values ​​of ethnic minorities become digital content with the potential to generate revenue, the issue of copyright and intellectual property becomes even more heated. For many years, a significant amount of indigenous knowledge has been exploited almost free of charge because it has not been digitized, identified, or protected by appropriate mechanisms.

As we enter the digital environment, the risk of "cultural theft" can occur even faster and on a larger scale. This raises a major question: How can we protect the ownership rights of the cultural values ​​of ethnic minority communities in cyberspace?

Returning to Lam Binh commune in Tuyen Quang province to find the answer, we find that in Resolution 56-NQ/DU dated April 9, 2026, the Standing Committee of the Commune Party Committee requested that a code of conduct and digital content creation guidelines for Lam Binh commune be issued no later than 2030.

According to To Viet Hiep, Secretary of the Party Committee of the commune, this will be a guide to help people and digital content creators know what to do and what not to do when creating digital content related to tourism in the locality.

This "prevention" is absolutely necessary. If not identified in cyberspace in time, many indigenous cultural values ​​could continue to be exploited while the communities that own them remain outside the value chain.

From Lam Binh, the essence of digital transformation and the goal of "leaving no one behind" in the digital age were clearly revealed. More than just technology, digital transformation helps people retain their own voice in a digital world that increasingly values ​​original creativity.

Source: https://vietnamnet.vn/chuyen-doi-so-va-quyen-ke-chuyen-cua-dong-bao-dan-toc-thieu-so-2516769.html