The dream of "bringing Yen Tu back home"
Yesterday, April 24th, a seminar titled "Unleashing the Potential of Intellectual Property in Heritage Economy " was held in Hanoi. At the seminar, Ms. Du Thi Mai Linh, Strategy Director of Ann Group, shared the story of a little girl who wanted to "bring Yen Tu home." At that time, Yen Tu only had mass-produced plastic products, and her mother could only buy her a packet of biscuits. "We have a sacred spiritual heritage, the place where King Tran Nhan Tong practiced asceticism and founded Truc Lam Buddhism. But we have no way for a child to bring Yen Tu home… That's not a product gap, it's a memory gap. And memories, without a physical vessel, fade very quickly," Ms. Mai Linh said.
Jonathan Baker, Head of UNESCO's representative office in Vietnam, once shared: "I think the unveiling of the mascot (Linh Son elephant) at Yen Tu is a wonderful initiative."
PHOTO: PHAM MY
Later, Ann Group sought to fill that memory gap through a four-step intellectual property establishment process. The first step was to find the core of the heritage: a symbol, a story... that evokes emotion when "touched." At Yen Tu, they chose the legend of the white elephant that carried King Tran Nhan Tong up the mountain and created the Linh Son elephant. At Hung Temple, the core was the origin of the nation, and they chose the Lac bird on the bronze drum, naming it Lac Lac. At this time, the establishment of intellectual property rights was also carried out. The character was registered with its full name, design, copyright, etc. "This is the step of transforming creations from heritage into assets," Ms. Mai Linh said.
The next step for Ann Group is to develop its product line based on the principle: one IP, multiple items, one ecosystem. A 5-year-old child might need a commemorative elephant sticker so that every morning when they open the refrigerator, they see Yen Tu; parents might have a notebook telling stories about Truc Lam Buddhism… In the final step, the company creates an ecosystem for product consumption. This ecosystem can accommodate public-private partnerships, for example, the management company could collaborate with them in product manufacturing and profit sharing.
Multiple laws are being enacted to promote the heritage economy.
The story shared by Ms. Mai Linh at the seminar also reflected the thoughts of many participants. The question is: How can we create a process and a legal environment to foster the development of the heritage economy, transforming cultural heritage into a resource for development, in line with the Politburo 's Resolution 80 on the Development of Vietnamese Culture?
Regarding this, lawyer Le Quang Vinh, Director of Bros & Partners Intellectual Property Company, stated that it is necessary to recognize that the development of the heritage economy is not contained within a single law. "It lies at the intersection of many different laws: heritage, intellectual property, data, and public asset management," Mr. Vinh said. He also added that if heritage is not clearly classified as an asset, any discussion about the heritage economy becomes ambiguous.
Mr. Vinh argued that Vietnam needs a clear legal framework and a rational central authority for managing the economic aspects of heritage to avoid fragmentation and ensure a fair sharing of benefits. Simultaneously, building a system for measuring the economic value of heritage is an urgent requirement. "We could choose to pilot this model on 1-2 heritage clusters. Then, we could create a map of asset differentiation, including public assets, designate a central authority for commercial exploitation, and develop model contracts. Next, we could measure the level of participation of heritage stakeholders. Finally, we can decide whether this model can be scaled up," Mr. Vinh said.
Source: https://thanhnien.vn/mang-ve-mot-ky-uc-tu-di-san-18526042422455434.htm
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