Cham pottery from Lam Dong in the digital age.

In Binh Duc village, Bac Binh commune, Lam Dong province, the traditional pottery craft of the Cham people is experiencing a strong revival. This is not only thanks to the dedication of the artisans, but also to the harmonious combination of cultural preservation and digital transformation.

The villagers of Binh Duc pottery village, Bac Binh commune, are arranging their products in order to prepare for firing.

Preserving heritage in the age of technology.

For hundreds of years, pottery making has been an integral part of the lives of the Cham people in Binh Duc village, Bac Binh commune. From raw clay, through the skillful hands of the artisans, products such as pots, pans, jars, and stoves are created, not only serving daily life but also embodying the depth of their culture, beliefs, and national identity.

In the context of the country's accelerated digital transformation, Binh Duc pottery village is also undergoing a transformation. Preservation is no longer about maintaining the status quo, but about preserving the essence of tradition on a foundation of innovation, taking products to a wider market through technology.

Under the scorching sun by the kiln, artisan Lam Hung Soi diligently works on each batch of pottery. Having dedicated decades to the craft, he is one of the "veterans" of the village. His products are primarily traditional household items – seemingly simple objects that embody the essence of Cham culture.

Visitors will be immersed in the dramatic moments of open-air firing techniques amidst the hazy smoke at Binh Duc Cham pottery village, Bac Binh commune, Lam Dong province.

Mr. Soi shared: "Making pottery is extremely hard work, but we can't bear to give it up. Preserving the craft means preserving the roots of our ancestors. Machines can speed things up, but the soul of handcrafted pottery is irreplaceable." This perseverance has laid the foundation for the younger generation to continue the tradition, breathing new life into the craft village.

It is people like Mr. Soi who have contributed to realizing the Party's goal of preserving intangible cultural heritage and maintaining national identity in the process of integration. However, for culture to truly "live" in modern life, it needs the continuation of the younger generation, those who are ready to innovate their thinking and apply digital technology .

The younger generation brings pottery to the online space.

While previous generations kept the craft alive with their hands, today's youth keep it alive with digital thinking. Born into a family of generations of pottery makers, Ms. Xich Mai Chi was familiar with the smell of clay and kiln smoke from an early age. But instead of just selling to traders as before, she boldly launched her products on YouTube, Facebook, and Zalo to promote them.

Ms. Xich Mai Chi, a young Cham artisan, is introducing and promoting Cham pottery products on social media platforms such as Zalo, Facebook, TikTok, and YouTube.

Ms. Chi said: “My family has been involved in pottery making for quite a long time. Besides traditional items like pots, pans, rice cookers, teapots, etc., I also post articles and make videos introducing the products on social media. Thanks to that, more customers know about us. On average, I sell more than 200 orders nationwide each month.”

Ms. Xich Mai Chi, from Binh Duc pottery village, Bac Binh commune, often films videos of Cham pottery used in daily life to promote the products on social media.

Videos depicting the kneading of clay, shaping, and firing of pottery are not only a way to sell products but also a story about Cham culture. Digital technology has helped Binh Duc pottery transcend the boundaries of the village, reaching a larger and more diverse market.

Sharing that same aspiration, Ms. Dung Nguyen Thi Tuong Von, a daughter of the Cham pottery village of Binh Duc, decided to return and inherit the traditional craft of her mother and grandmother.

Ms. Dung Nguyen Thi Tuong Von, a young Cham artisan, often visits schools to participate in activities that provide hands-on experience with Cham pottery heritage.

“I grew up surrounded by pottery. Seeing my mother and the artisans in my family getting older, I felt I had a responsibility to continue the tradition. I both practice the craft and create new designs to suit customer tastes,” Ms. Vol shared.

Ms. Dung Nguyen Thi Tuong Von, from Binh Duc pottery village, Bac Binh commune, guided, advised, and introduced Binh Duc Cham pottery products to students from RMIT University.

Not content with just production, she also created an official fan page for Binh Duc pottery village and registered to sell products on e-commerce platforms like Shopee and Lazada. Her handmade products, with their more refined designs ranging from pen holders and coasters to decorative items, have opened up a new customer segment.

“Previously, pottery was only sold in markets through traders. Now, I’m putting it on e-commerce platforms and livestreaming sales. I’ve also partnered with several universities, including RMIT Vietnam, to provide products for students. I also plan to develop experiential tourism, allowing tourists to try their hand at pottery making and gain a better understanding of Cham culture,” Ms. Vol shared.

"

When handcrafted products elevate the experience.
And by telling it through cultural storytelling, its value will be far more sustainable than otherwise.
just selling a single household item

Ms. Dung Nguyen Thi Tuong Von, from Binh Duc Cham pottery village, Bac Binh commune, Lam Dong province.

According to her, when handcrafted products are elevated to a higher level of experience and told through cultural stories, their value will be far more sustainable than simply selling a basic household item.

Support from the government

The transformation of Binh Duc pottery village would not have been possible without the guidance and support from the local government. Mr. Tran Quoc Tuan, Vice Chairman of the People's Committee of Bac Binh commune, said: “Binh Duc pottery village has a long history. Over the past time, the commune has taken advantage of funding from the central and provincial governments, especially the national target program for the economic development of ethnic minority areas, to support vocational training, invest in infrastructure, and promote digital transformation.”

According to Mr. Tuan, in addition to teaching vocational skills to young people, the locality also focuses on equipping them with information technology skills, guiding them in livestreaming sales and promoting products on digital platforms. As a result, many young people, after learning a trade, have confidently started their own businesses right in their hometown.

"

Currently, the Cham pottery village of Binh Duc is experiencing positive development, with a wider variety of designs and an expanding market. Most importantly, the traditional craft is being preserved and continued through promotion and sales by young people on social media platforms.

Mr. Tran Quoc Tuan, Vice Chairman of the People's Committee of Bac Binh Commune, Lam Dong Province

From the blazing kilns of Binh Duc, one can witness a journey worthy of respect: a journey connecting the past with the present. There, the calloused hands of elderly artisans work alongside the touch screens of the younger generation.

When promoting Cham pottery products from Binh Duc, Bac Binh commune, Lam Dong province, all include QR codes to showcase the products.

When promoting Cham pottery products from Binh Duc, Bac Binh commune, Lam Dong province, all include QR codes to showcase the products.

The flames in today's pottery kilns not only shape the clay but also forge aspirations for progress and the preservation of identity amidst the flow of integration. When tradition is placed on a technological foundation, heritage no longer remains static in memory but continues to thrive, spreading and creating sustainable livelihoods for the community.

Source: https://baolamdong.vn/gom-cham-lam-dong-trong-dong-chay-so-hoa-436513.html