When digitalization brings Vietnamese culture to the world

By 2030, cultural industry will contribute 7% of national GDP.

The National Assembly has just passed a Resolution on supplementing the socio -economic development plan for 2025 with a growth target of 8% or more. To achieve this goal, the cultural industry is one of the sectors that plays a very important role.

Cultural industry is becoming a trend and is identified as an important component contributing to the country's growth. The general goal of the "Strategy for the development of Vietnam's cultural industries to 2030, with a vision to 2045" is to develop cultural industries into important economic sectors. Thereby, contributing to promoting Vietnamese culture and affirming the national brand and position in the international arena... In particular, by 2030, cultural industries contribute 7% of the national GDP.

According to experts, that goal is completely feasible, 2024 marks a strong transformation in the cultural industry from policy to practice. This is a year in which the cultural industry witnessed a spectacular explosion with a series of major events such as the Hanoi International Film Festival; Hanoi Design - Creativity Week; concerts of the programs "Anh trai vu ngan cong gai", "Anh trai say hi"; the first international Jazz program... have created a positive effect. In addition, cultural tourism festivals such as the Ao Dai Festival, Da Nang Fireworks Festival attract millions of domestic and foreign tourists.

Along with that, cinema and music continue to affirm their position when many films have achieved revenue of hundreds of billions of VND and music concerts quickly "sold out" immediately after going on sale. A representative of Box Office Vietnam said that the total box office revenue in 2024 is the highest ever. The Organizing Committee of the show "Anh trai say hi" said that after 2 nights of performance, it welcomed more than 100,000 people and responded enthusiastically. This number has broken all concert records in Vietnam, including BlackPink's show in Hanoi (July 2023, with more than 30,000 audiences each night). In addition to ticket revenue, there is a large source of advertising revenue when "Anh trai say hi" is broadcast on HTV2 channel and "Anh trai vu ngan cong gai" is broadcast on prime time on VTV3. In addition, releasing music videos on channels such as Youtube, Spotify, Apple Music... after the performances also contributes to increasing revenue for producers.

Overall, in the cultural industry, the success of major shows and the breakthrough in box office revenue of Vietnamese films in 2024 are very encouraging signs of improvement. These successes have created a significant change in awareness of the role of cultural industries in sustainable development in Vietnam.

Cultural researcher Ngo Huong Giang said that the cultural industry can now be considered an emerging, spearhead field, contributing directly to the country's economic growth. In some Asian countries such as China and South Korea, the cultural industry is the main source of income and the driving force for GDP growth. In Vietnam, in the past 5 years, although the cultural industry appeared late and has not yet become a system, it has made a strong transformation. Some music products have shown growth and become a trend of the times, attracting the attention of many audiences and organizations, such as: Live show "Tinh hoa Bac bo", "Anh trai vuon ngan cong gai", "Anh trai say hi"...

According to Mr. Giang, in addition to directly contributing to economic growth, the cultural industry helps change the thinking and perspective of those working in culture. Culture is not only about restoring and recreating old values, but culture also needs to have a new, vibrant life through the application of modern technology.

At the same time, Dr. Pham Viet Long, former Chairman of the Board of Directors of the Institute for Cultural and Development Studies, stated that cultural development can create a spillover effect, promoting other economic sectors such as tourism, services and creative industries. These are areas with great potential and contribute significantly to the sustainable development of the economy. Accordingly, the cultural industry helps reduce dependence on traditional industries, thereby making the economy more diverse and sustainable. The cultural industry creates many new job opportunities in areas such as arts, media, entertainment and cultural tourism, thereby reducing unemployment and improving people's living standards. Cultural heritages, festivals and cultural events attract domestic and foreign tourists, contributing to increasing revenue for the tourism and related services industries.

Despite the great potential for economic development, many experts believe that there are still many barriers in terms of mechanisms, policies, resources, etc., which prevent the cultural industry from fully playing its role in the economy. In particular, the legal framework and policies for the development of the cultural industry are not yet consistent and do not keep up with reality, which is one of the biggest "bottlenecks" for the goal of developing the cultural industry...

And the story of traditional culture in the digital age

According to Associate Professor, Dr. Bui Hoai Son, Committee on Culture and Society of the National Assembly, if in the past, traditional cultural values ​​only existed in the tangible space (on the pages of books, in museums, on stage or through the stories of previous generations), now, thanks to the power of digital technology, we can bring all of that heritage into a new world: digitalization.

Reality of "Quintessence of the North". (Photo: VNA)

Hundred-year-old patterns on brocade fabrics are vividly recreated in virtual reality. Cheo melodies or royal court music can be heard across online platforms with just one click... That is when heritage is no longer confined to geographical space but can reach far and wide, touching the hearts of millions of people, regardless of borders. Instead of having to go to a museum to admire an antique, now, with just a smart device, we can observe every line and trace of time on that artifact. Traditional festivals are no longer limited to a fixed space, but can be broadcast live, recreated using 3D technology or virtual reality, bringing a vivid experience to the public wherever they are.

As art, music, film and publishing move into the digital space, cultural products are not only becoming more accessible, but can also be commercialized in innovative and sustainable ways. A painting can no longer be displayed in a gallery, but can become a digital asset that can be bought and sold on a blockchain platform. A literary work can no longer remain on paper, but can be transformed into an audiobook, a film, or digital content that can be spread across multiple platforms.

Associate Professor Bui Hoai Son stated that in the flat world of the digital age, creative spaces are no longer just traditional galleries, theaters or art studios. The explosion of information technology and digital transformation is demanding a modern infrastructure ecosystem where artists, designers, filmmakers, and cultural entrepreneurs can connect, create and bring the boldest ideas to reality...

And to have a strong cultural industry, according to Associate Professor Bui Hoai Son, there must be a generation of skilled human resources, who understand technology and have a long-term vision. Along with that, digital infrastructure is not only a high-speed internet connection, a data center storing cultural resources, but also a co-working space, a digital creative center, a digital studio where artists can freely experiment, combining art and technology. It could be a virtual creative workshop, where traditional fashion designers apply 3D technology to recreate every stitch of the Vietnamese ao dai. It could be a studio that uses artificial intelligence to restore historical documentaries with sharp, realistic images... When a cultural product is digitized, commercialized and spread through digital platforms, the value it brings does not stop at art but also becomes a driving force for sustainable economic development...

Resolution No. 57-NQ/TW has opened a strategic direction, affirming the role of science, technology and digital transformation as key driving forces to promote the breakthrough of Vietnam's cultural industry. Investing in digital infrastructure, transforming the model of production and distribution of cultural content, applying new technologies such as artificial intelligence (AI), virtual reality (VR/AR), blockchain or big data will not only enhance the value of cultural products but also create richer experiences for the public. At the same time, building a solid legal environment, protecting intellectual property and supporting creative startups in the cultural field will create conditions for digital cultural enterprises to develop strongly, contributing to the country's creative economy.

“Successful implementation of these orientations will not only help Vietnam promote its endogenous strength, but also elevate its cultural position in the international arena. When the cultural industry is properly invested in, when creativity is nurtured by technology and innovation, that is also the time when Vietnamese culture can confidently stand shoulder to shoulder with the world - both maintaining its identity and flexibly adapting to the digital age. It can be seen that, in the digital age, the development of the cultural industry is no longer a story of art and tradition, but a harmonious combination of creativity, science, technology and innovation,” Associate Professor Bui Hoai Son hopes...

Nguyen My

Source: https://baophapluat.vn/khi-so-hoa-dua-van-hoa-viet-ra-the-gioi-post547919.html