When honored with the title "UNESCO Creative Director 2025" by the Japan Federation of UNESCO Associations and the Vietnam Federation of UNESCO Associations, Thu Hoai said that she did not see it as a destination, but as a milestone to continue contributing.
The award honors artists who have contributed to preserving and spreading cultural heritage through contemporary creative language. For Thu Hoai, it is both a great honor and a great pressure.
Director Nguyen Thi Thu Hoai received Honor from Professor Yuji Suzuki - General Director of the Japan Federation of UNESCO Associations
"This award is not only for me, but for all the people behind the scenes - those who have created every moment on stage with me" - she shared - "those are the cultural and artistic consultants, the brothers and sisters in the crew from scriptwriters, editors, musicians, sound and lighting staff, choreographers, visual artists, stage designers, technical crew, assistant crew... and especially the artists who have sublimated on stage to bring the audience the most wonderful emotions, conveying the most meaningful values.
After being honored as "UNESCO Creative Director 2025", Thu Hoai revealed that she is nurturing a series of art projects with the theme "Living Heritage" - connecting Vietnamese cultural regions with international audiences through creative multimedia performances.
Director Nguyen Thi Thu Hoai in a program in Bac Ninh
She believes that art is not only for entertainment, but also to preserve national memory and inspire pride.
"I dream that Vietnam's heritages recognized by UNESCO as intangible cultural heritage of humanity will become "soft power", playing an important role in Vietnam's cultural industry development strategy to attract domestic and international tourists to Vietnam, especially my hometown Bac Ninh with 7 types of heritage recognized by UNESCO, helping to improve the material and spiritual life of the people," she confided.
The man behind many big stages
Born and raised in Bac Ninh – the land of sweet Quan Ho songs, Thu Hoai was nurtured by Kinh Bac traditional culture early on. Graduated with a Bachelor of Literature, but she chose the performing arts as her lifelong career.
For her, a director is a storyteller through light, music and emotions. Not chasing after glitz, each program she produces is a cultural message, containing love for her homeland and the desire to spread Vietnamese values.
"I always think that the stage is not only for performances, but also for storytelling, so that the audience can feel the beauty and national pride," director Thu Hoai shared.
Over two decades in the profession, Thu Hoai has staged a series of major programs that have left an impression on audiences across the country.
Folklore in programs directed by female directors
The series of programs "Beauty of Kinh Bac" in 2012, 2014, 2016, 2019 and the program "Beauty of Muong" under the direction of her and her crew contributed to honoring the beauty of Bac Ninh women, associated with the Quan Ho heritage, the Muong heritage has created its own mark among a series of beauty contests across the country.
In 2016, she took on the role of production director of Miss Sea Vietnam. Not stopping at cultural and tourism programs, Thu Hoai was also chosen for many international political events.
In 2023, she will perform the Dedication Award Ceremony of the Sports & Culture Newspaper; mark the 50th Anniversary of Vietnam - Japan Diplomatic Relations; Closing Ceremony of National Tourism Year 2024... The programs she is the general director of all impress with the harmonious combination of modern stage and profound humanity.
"I always want each program to be a 'work' and not just an 'event'. Viewers may not remember all the content, but they must be able to retain their emotions, understand the message conveyed by the art, and be proud of the cultural heritage of their country across the country."
In her programs, culture is always the soul. Whether it is a beauty pageant, a tourist festival or a political-diplomatic event, she always incorporates Vietnamese elements: folk songs, the Ao Dai, the sound of festival drums, the sound of the zither, the image of Vietnamese people in labor and creativity.
"To do art in Vietnam, you have to understand the Vietnamese people. I always try to make the audience see themselves in the program - feel proud of their national identity" - she shared.
Source: https://vtv.vn/dao-dien-sang-tao-unesco-2025-mong-dua-di-san-viet-ra-san-khau-quoc-te-100251021184856274.htm
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