Suggestions for solutions to develop cultural industry (*): Design ...

Creative design is one of the core elements of the creative economy.

As one of the 10 priority industries for development in the Strategy for the Development of Cultural Industries in Vietnam to 2030, with a vision to 2045 according to Decision 2486/2025 of the Prime Minister, creative design - with the fields of fashion design, architectural design, and fine art design - is an important component of the creative economy .

Creativity must be based on identity

In the strong development trend of cultural industry and creative economy in the world , creative design plays a role as one of the core. Design capacity is considered as one of the factors that create the competitiveness of products and services of individuals, companies, and corporations in the economy in general and the creative economy in particular.

The achievements of the Vietnamese fashion design industry in recent times are truly impressive. It is not only bringing the traditional Ao Dai closer to the world but also the rise of local fashion brands in the market, competing with international brands; it is the journey to bring Vietnamese fashion to the world's catwalks at famous fashion weeks.

Recently, designer Do Trinh Hoai Nam brought the collection "Tu Binh Hoa Lua" to international audiences within the framework of the Ao Dai Exhibition and Fashion Show in California - USA. This program honored Vietnamese Ao Dai, spread the value of cultural heritage, connect tradition and integrate on the international stage.

"Four vases of silk flowers" is inspired by 30 typical flowers of Vietnam. SVF silk material combined with drawing, printing, double-sided embroidery techniques and handmade silk flower art has created designs with subtle visual effects, clearly expressing traditional cultural values ​​through modern forms.

The above exhibition attracted the attention of the Vietnamese community in the US, international fashion enthusiasts and many artists. With the participation of models from the US, Europe and many other countries, the program created a colorful cultural exchange scene but still kept the focus on Vietnamese identity.

At the Miss Universe 2025 pageant, when Huong Giang appeared in the national costume competition wearing a white ao dai cut in a traditional style, many international and domestic audiences commented that "there are few costumes more beautiful than the Vietnamese ao dai". It was this ao dai that helped Huong Giang enter the top 10 contestants with the most beautiful national costumes.

Previously, at the ARCASIA 2025 Architecture Awards ceremony held in September 2025 in Korea, Vietnam made a strong impression with a series of awards, exhibitions and outstanding projects. Among them, the project "Grandworld Phu Quoc Welcome Center" by Vo Trong Nghia and Nguyen Tat Dat won the Sustainable Architecture award.

This 1,400 m² project uses up to 42,000 bamboo trees, the design is inspired by bronze drums and conical hats - familiar images of Vietnamese culture. This is considered one of the largest bamboo projects in Vietnam, both honoring traditional materials and affirming the trend of sustainable architecture, imbued with national identity.

Designer Minh Hanh acknowledged: "Developing the cultural industry requires ensuring cultural depth, national identity and humanity in each product. We introduce our creativity to the world, but for them to remember us, that creativity must be based on identity."

That was also the idea of ​​designer Mai Lam when she decided to join singer Ha Anh Tuan to introduce Vietnamese music at the Dolby Theater in Los Angeles - USA.

Bamboo project “Grand World Phu Quoc Welcome Center” wins Sustainable Architecture Award

Efforts to achieve goals

In previous decades, Vietnamese fashion came to the international stage mainly through cultural exchange and almost only included the traditional ao dai, ao tu than, and ao ba ba. Up to now, many Vietnamese brands have participated in major cultural and entertainment events in the world.

Contemporary Vietnamese fashion has gone beyond purely manufactured products to gradually establish its position as a creative industry. By converging many traditional techniques and modern design thinking, conveying cultural and historical values, Vietnamese fashion has conquered domestic and foreign consumers.

In the past 3 years, many international stars have chosen to use Vietnamese designs in film festivals, beauty pageants, music videos, global tours... The rise of domestic fashion brands shows that Vietnam is not only a manufacturing destination but can also be a source of creativity. The good news is that many designers have succeeded in choosing to exploit inspiration from traditional culture, using local materials, "telling" Vietnamese cultural stories through visual language.

Phan Dang Hoang is the first Vietnamese designer to debut a collection at Milan Fashion Week - Italy. Over the years, this designer born in 2000 has been inspired by cultural elements such as painting, architecture, sculpture, and ceramics. He is famous for his collections inspired by paintings by Nguyen Phan Chanh, Le Pho, or statues by Diem Phung Thi; bringing Vietnamese ceramics and Do paper to the fashion capital of Milan. Hoang admits that national pride is the endless source of his creations.

According to experts, the names of many Vietnamese designers have been known to the world fashion industry. However, to reach the standards of a true cultural industry, bringing economic and cultural benefits like other countries, the Vietnamese fashion industry still needs more efforts to change. Policy makers, businesses and especially the Vietnamese fashion industry need to have a strong transformation.

When creative design was identified as one of the priority cultural industries for development, applied arts were also present everywhere in life with many products. In particular, handicrafts were also an important export item. Decorations, household items, souvenirs made from lacquer, ceramic, porcelain, wood, fabric, rattan, metal... of Vietnam have long been appreciated for their diversity and sophistication.

Fine arts are not only applied in products but also brought into many public spaces to create creative cultural spaces. When the streets have their own stories, when familiar street corners turn into art spaces, when wild parks become sculpture areas... they have created interesting destinations, "check-in" places that attract many people and tourists.

According to artist Nguyen The Son, lecturer at the Faculty of Interdisciplinary Sciences - Hanoi National University, public art projects have made practical contributions to creative urban design, creating creative cultural spaces, contributing to the country's tourism development.

Many experts believe that applied arts is not an easy field to practice. People working in this field are required to have a very broad understanding and background knowledge of traditional culture and contemporary art; and have strong connections and interdisciplinary connections to create quality products, contributing to the development of the creative design industry in particular and the cultural industry in general.

In the Strategy for the Development of Cultural Industries in Vietnam to 2030, with a vision to 2045, the creative design industry aims to achieve a revenue of about 50,000 billion VND, equivalent to 2 billion USD. To achieve this goal, all parties involved need to make every effort.

Designer Phan Dang Hoang introduces Vietnamese fashion at Milan Fashion Week 2025. Photo: DUONG VU

The achievements of creative design in the fields of fashion, architecture and fine arts in recent times show the importance of using national cultural identity as a highlight.

Insiders believe that creativity is a personal story, but the final product must have its own identity. That is the national cultural identity. Many young designers today have told the story of Vietnamese culture, simple and rustic but with hidden appeal, through fashion products.

(To be continued)

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(*) See Lao Dong Newspaper from the November 21 issue

Source: https://nld.com.vn/hien-ke-giai-phap-phat-trien-cong-nghiep-van-hoa-thiet-ke-sang-tao-dinh-hinh-ban-sac-viet-nam-196251123221600941.htm