A prime example is the "Xam to School" program, initiated by singer Soobin Hoang Son in collaboration with the Vietnam Center for the Promotion of Intangible Cultural Heritage (VICH), bringing Xam singing to schools in the North, Central, and South of Vietnam, opening up a more accessible and vibrant way to engage with traditional art for "Gen Z" (those born between 1997 and 2012).
When the art of Xam singing enters the classroom
The launch of the "Xẩm to School" project, held last week in Hanoi, attracted a large number of students. In the university setting, the sounds of the two-stringed fiddle, the zither, the percussion instruments, and the simple yet captivating melodies of xẩm singing resonated, leaving many young people in awe of the charm of this traditional art form. During the program, the artists shared insights into the history, value, and spirit of xẩm singing, from its origins to its role in folk culture, in a relatable and authentic manner.
The highlight of the event was a performance of an excerpt from the song "Mục hạ vô nhân" by singer Soobin Hoàng Sơn, the initiator and ambassador of the "Xẩm to School" project. Previously, in November 2025, this young singer released the music video (MV) "Mục hạ vô nhân," exploring the Xẩm genre in a modern way and creating a sensation on digital platforms. Unlike the MV version, the live performance in front of the students offered a more authentic, profound, and emotionally rich experience.
The program also extends to interactive experiences, where students get to directly "role-play" as artisans. Young people hold cymbals and clappers, try their hand at each melody under the guidance of artisans, and together perform a segment of "Mục hạ vô nhân" in a very cohesive manner.
Sharing his thoughts on the project, singer Soobin Hoang Son expressed: “I love folk music, I love traditional musical instruments, and I want to incorporate those elements into my products in a way that suits the younger generation. I don't want folk music to be 'placed in a museum,' but I want it to be sung, modernized, and live on with young people.” From that thought, Soobin expanded his creative journey to the community. In collaboration with SpaceSpeakers Label and VICH, he initiated the “Xam to School” project, bringing Xam singing to schools in the North, Central, and South of Vietnam through workshops, exchanges, and direct experiences.
Attending the event, Phung Yen Nhi, a student at the Academy of Journalism and Communication, shared: “I didn't know about Xam singing until I watched Soobin Hoang Son's music video "Muc Ha Vo Nhan" and was captivated by its very special melody, both traditional and modern, suitable for young people. Attending this event and interacting with Xam artists, I love it even more and find Xam singing interesting, simple, and down-to-earth, not at all difficult to listen to,” student Phung Yen Nhi expressed.
Sowing the seeds of love for national culture.
Accompanying the "Xam to School" project, Deputy Director of the Vietnam Center for Promotion of Intangible Cultural Heritage (VICH), Dinh Thao, commented: "'Xam to School' is a timely encounter. According to Ms. Dinh Thao, this activity aligns with VICH's goals for 2025, having just completed the program of bringing Xam singing art to students from primary to high school."
The "Xam to School" project is special because it creates an interesting blend between traditional artisans and young artists, between traditional spirit and youthful energy. "The presence of influential artists helps traditional art become more accessible, appealing, and widespread among young audiences," shared Ms. Dinh Thao after years of organizing activities to bring traditional art to Gen Z. At the same time, the Deputy Director of VICH expressed her belief that each stop of the project will sow a seed of love in the hearts of future generations, so that love for national culture can blossom and spread.
Singer Soobin Hoang Son believes that spreading traditional art requires perseverance. He doesn't expect audiences to sing perfectly or perform according to standards, but hopes that young people will take the time to listen and understand the spirit and cultural stories hidden within each melody. For the male singer, simply being listened to and appreciated is a valuable start. "The younger generation of artists needs to continue preserving and creating, bringing traditional art closer to the public," Soobin emphasized when talking about his motivation for pursuing the project.
From an educational perspective, Associate Professor Dr. Nguyen Viet Khoi, Vice Rector of the School of Interdisciplinary Sciences and Arts, recognizes that art is a crucial element in nurturing the spiritual lives of students. In the context of rapidly developing technology, art helps people rediscover emotions, humanity, and depth of soul. Associate Professor Dr. Nguyen Viet Khoi emphasizes that incorporating traditional art activities into schools will contribute to the formation of sustainable values for the younger generation, while also opening up new approaches for the cultural and creative industries. With Vietnam's rich cultural heritage, elements like Xam (a traditional Vietnamese folk singing style) can certainly become a source of inspiration for creating products with unique identities, affirming the position of traditional culture in the modern flow.
The "Xẩm to School" journey has only just begun, and it is expected to continue to schools in Central and Southern Vietnam in the coming time. The project also opens up new avenues to bring traditional art closer to and spread to the younger generation.
Source: https://hanoimoi.vn/du-an-xam-den-truong-them-trai-nghiem-nghe-thuat-truyen-thong-cho-gen-z-728332.html
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