To turn heritage into an asset.

Beyond mere preservation, Phu Tho Xoan singing is being "awakened" as a valuable cultural asset in socio-economic development. From restoring performance spaces and organizing performances for tourists to developing experiential products, the heritage has spread throughout community life and become a distinctive tourism highlight of the ancestral land. Furthermore, the promotion of digital communication, multilingual promotion, and the integration of Xoan singing into international relations activities have opened opportunities to bring the heritage to the world, becoming a "soft asset" that contributes to promoting the image and people of Phu Tho in the era of integration.

To ensure the longevity of Xoan folk songs from the ancestral land amidst the flow of integration.

Promoting the heritage value of Phu Tho Xoan singing in conjunction with tourism.

To promote and publicize the Xoan singing heritage, over the past five years, the Tourism Information and Promotion Center (Department of Culture, Sports and Tourism) has supported 50 media units in producing the music video "Ancient Xoan Singing of Phu Tho - Leaving the Set," and assisted nearly 20 Famtrip and Presstrip groups in surveying products, filming, and promoting Xoan singing at historical sites associated with the Xoan singing cultural heritage of Phu Tho province. Simultaneously, it guided 108 international groups with over 1,800 visitors and 847 groups with nearly 40,000 domestic visitors to tour and enjoy the "Ancient Village Xoan Singing" program in Hung Lo (Van Phu ward). The unit has collaborated with major travel companies (Vietravel, Saigontourist , Hanoitourist, etc.) to incorporate "Xoan Singing in Ancient Villages" into tour programs, designed flexibly to suit students, group tours, and international visitors interested in traditional Vietnamese culture.

Ms. Le Thi Xuan Huong, Deputy Director of the Tourism Information and Promotion Center, affirmed: "The active exploitation of the Hat Xoan ancient village tourism product by travel businesses has contributed to diversifying the province's cultural tourism products, while promoting the Hat Xoan heritage as a unique highlight in the tourism journey to the ancestral land."

International tourists experience the "Ancient Village Xoan Singing" product at Hung Lo communal house, Van Phu ward.

Along with "Xoan Singing in Ancient Villages," the "Hung Temple Night Tour" tourism program, the "Hung King Culture" performance, "Hung King Folk Tales," and "Heritage Night" programs serving tourists at the Art and Water Puppet Theatre - Hung Temple Historical Site; and the inter-provincial tour of the Northwest arc "Returning to the Ancestral Land - The Roots of the Nation" connecting localities from Ho Chi Minh City to Ha Giang... have attracted a large number of domestic and international tourists. These tourism programs are designed to combine Xoan singing performances, introduce culinary culture, folk games, and traditional craft products.

Over the years, localities in the province have also focused on developing educational tourism models linked to the Xoan singing heritage, organizing activities for students to learn about and experience the heritage at cultural relic sites such as the Lai Len Temple and Hung Lo communal house, thereby contributing to traditional education and promoting the heritage to the younger generation. In addition, organizing performance spaces and product display areas at relic sites associated with the original Xoan singing troupes to serve tourists ensures a harmonious balance between heritage preservation and community tourism development. In particular, guiding and supporting Xoan singing troupes in developing interactive tourism experiences such as participating in performances, learning to sing, learning about Xoan stories, experiencing performance costumes, and folk games creates attractive cultural tourism highlights.

Promoting Xoan singing to international friends.

Each Xoan folk song sung carries the sacred essence of the ancestral land, leaving a profound impression on international friends, overseas Vietnamese, and those who love Vietnamese culture. Through this, the image of "Phu Tho - the land of Hung Kings, the origin of the Vietnamese nation" is increasingly spread widely, contributing to honoring the people and cultural identity of Phu Tho on the international stage.

Over the past period, the Department of Foreign Affairs has closely coordinated with the Department of Culture, Sports and Tourism to include Xoan singing in performances at important foreign affairs activities of the province. Xoan singing has been introduced and disseminated on platforms such as the province's electronic information portal, the website of the Department of Foreign Affairs, the "Phu Tho and The World" fanpage, and the bilingual Vietnamese-English foreign affairs newsletter.

The Department of Foreign Affairs has also coordinated with press agencies inside and outside the province, as well as Vietnamese embassies and consulates abroad, to spread the image of Xoan singing to international friends. Many bilingual publications and videos have been released, allowing viewers not only to enjoy the smooth and profound melodies of Xoan singing, but also to feel the warmth, hospitality, and cultural pride of the people of Phu Tho.

Xoan singing has become a "cultural brand for foreign relations," featured in most international cooperation programs, investment promotion, and tourism initiatives of the province. This affirms 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.

The younger generation in the ancestral homeland actively participates in performing Xoan singing at important provincial events, contributing to promoting and preserving the value of this heritage.

In the context of globalization, many traditional cultural values ​​are at risk of disappearing. The government and people of Phu Tho deeply understand the importance of preserving cultural heritage, which is essentially safeguarding a part of the nation's historical values ​​and cultural identity.

In the coming period, it is necessary to continue promoting and publicizing the heritage; developing the value of Xoan singing associated with the Hung King worshiping belief in tourism and service development; and raising community awareness, especially among the younger generation. At the same time, it is necessary to improve policies to reward artisans; increase resources from the budget and social mobilization; and maintain teaching activities, especially for the next generation of artisans, in order to ensure the sustainable inheritance of the heritage.

From a folk song form associated with village communal houses, Phu Tho Xoan singing has become a representative intangible cultural heritage of humanity. Preserving and promoting the value of Xoan singing is a process that requires close coordination among all levels, sectors, and the community. This is not only an urgent task but also a responsibility towards the future of national culture. Therefore, Xoan singing will not only be preserved but also developed, becoming an indispensable part of the province's cultural tourism products, contributing to the sustainable development of the locality.

Hong Nhung

Source: https://baophutho.vn/ky-2-de-di-san-tro-thanh-tai-san-251888.htm