Young people love "Indigo"

Why did your group choose "Indigo", what specifically motivated you to do this project?

- Actually, the idea of “Sac Cham” came very naturally. When starting the Communication Project Implementation Practice course, our group faced two familiar choices: to create a campaign for a business or to build a project related to culture. After many previous group exercises revolving around businesses, the whole group wanted to try something more valuable, more in-depth and most importantly - related to Vietnamese cultural identity.

During our search, we accidentally learned about the indigo dyeing profession of the Mong, Nung, Dao ethnic groups… A beautiful, elaborate traditional profession, bearing a strong cultural imprint, but quite far from the lives of most urban youth, especially students in Hanoi like us.

Even in the group, there was a friend who had been to Ta Xua and really wanted to dye indigo himself but could not do it because time did not allow him to experience and fully understand this traditional craft. That made us ask the question: "Such a beautiful craft, with such rich identity, how can we preserve and spread it more widely to the community?"

It was this curiosity, regret and desire to explore that motivated the group to choose “Indigo”. We not only want to spread the value of the profession, but also want to help young people - those who have not had many opportunities to come into contact with it - to be able to touch that pristine color, in a more intimate and modern way.

When working on a project, what makes the team passionate about pursuing it? And what is the biggest challenge in bringing the product to the community?

- The deeper we delve into the study, the more fascinated we are by the subtlety and mystery of indigo. From the preparation of indigo leaves, the cultivation of indigo, to each time of dipping, wringing, and drying the fabric - all require patience and a special love for the profession. That is something we cannot feel through pictures or articles, but can only see clearly when we directly experience it in Hoa Binh and meet real artisans.

Our passion grew as we witnessed the skill of the dyers, the way they talked about their profession with pride mixed with worry - because the profession is gradually disappearing. Each of those stories made us feel that this project was not just an exercise, but a small mission to contribute to preserving a cultural value that is facing the risk of being forgotten.

The biggest challenge was bringing indigo back to Hanoi and finding a way to practice it again. Indigo is a “living organism” - it requires technique, experience and luck to maintain its color. When we tried dyeing in Hanoi, the group completely failed despite doing everything right. That moment helped us understand that cultural values cannot be simply copied, nor can they be reduced to instructions. They lie in the hands of the craftsmen and the breath of the land. Conveying that to the community in an attractive, easy-to-understand and authentic way is a huge challenge.

Indigo fabric is not yet popular among young people. What ideas does the group’s communication program have to make this color more attractive?

- It is true that indigo fabric is not yet popular with young people, partly because of its rustic style, and partly because of cultural distance. Therefore, the group's communication strategy focuses on "bringing indigo closer to young people", through more modern and interactive forms.

We are implementing a series of activities including: Experiential exhibition: where young people can directly touch indigo products, watch the dyeing process through videos and images, and feel the sophistication of the fabric with their senses.

Mini indigo dyeing workshop: bringing a part of the highland experience to Hanoi. In just a few hours, young people can understand a profession that normally requires hundreds of kilometers to access.

Fashion photo series using indigo material: to dispel the misconception that indigo is “old” or “difficult to wear”. We combine indigo outfits with modern, youthful styles to create a fresh look.

Art mini-show: inspired by the two lines of To Huu’s poem “Ao cham duong hoi chiang…”, combining music and stage to bring the story of cham closer emotionally. The goal is not to make young people “have to love cham”, but to help them know, feel, and then find the beauty of this color in their own way.

The success of the project depends on how people accept it. Was the journey to get that acceptance difficult?

- Actually, when we first started, we didn't dare think that the project would be so widely accepted. Because the content about traditional culture is sometimes not as attractive as entertainment or trending topics. But we chose to tell the story sincerely and emotionally, using the things we saw and heard during the actual trip.

The most difficult part of the initial phase was getting people to understand that indigo is not just “a deep blue”, but a cultural ecosystem with a lot of depth. When the first articles were published, the group was surprised that they spread faster than expected. Within two weeks, the project had reached 100,000 views. Many young people sent messages expressing that they had never known that indigo dyeing was so interesting, or asking about a dyeing workshop.

The reception from everyone does not come from our massive promotion, but from the sympathy and curiosity of the public when seeing a cultural value being respectfully recounted. When “Sac Cham” was invited to participate in the exhibition on the occasion of November 23 - Vietnam Cultural Heritage Day, it was truly a milestone that moved the whole group. It shows that the journey of sowing cultural seeds, no matter how small, can still sprout.

As young people from the Red River Delta, when approaching the indigo of our fellow countrymen, who supported us the most?

- The group's greatest luck was finding two real craftsmen, born and raised with the indigo dyeing profession, to join us throughout the project. Ms. Trang Vuong - also the project's professional advisor - a Nung An in Cao Bang and Ms. Hang Y Co - a Mong in Hoa Binh supported us with all their enthusiasm and sincerity.

The ladies guided us through the dyeing process step by step, explained each stage of indigo cultivation, and shared the difficulties that the artisans encountered. Their spirit - gentle, persistent, and proud - was a great inspiration for the group to understand more deeply about the profession. In addition, we received professional support from To Huu Museum, which helped the group connect the cultural story and the artistic space in the mini-show.

It is impossible not to mention the help of teachers, advisors and friends who gave advice, supported communication and accompanied the group when practicing the most difficult steps. This project was successful in large part thanks to those who believed in us and were willing to support us when we were still confused.

Do you want the project to continue to grow into a strong brand after you finish college?

- The answer is yes and not only me but the whole group wants that. “Sac Cham” was initially just an exercise, but the more we do it, the more we realize its long-term value. If there is an opportunity to develop further, the group wants to turn “Sac Cham” into a more sustainable platform: a cultural brand that combines handmade experiences, art education and applied products from indigo materials.

However, we also understand that to become a strong brand, the project needs more time, resources and management knowledge. But the desire is there, the direction has been formed and most importantly - the love for indigo is growing. We hope that after graduation, even though each person goes their own way, they can still contribute to make "Indigo" not just stop at the scope of a subject, but become a truly vital, valuable project that continues to accompany the community.

Thank you and wish the project success and sustainability!

The “Indigo Color” project was planned and implemented by a group of students from the School of Interdisciplinary Sciences and Arts, Vietnam National University, Hanoi. The project focuses on providing interesting knowledge about the indigo dyeing craft of ethnic minorities in the mountainous areas. Ms. Vuong Trang - professional consultant of “Indigo Color” shared: “The fact that young people proactively learn about the traditional indigo dyeing craft really surprised and touched me. As a person of the same generation, I feel happy to see that in the midst of modern life, there are still young people who devote all their heart to learning, preserving and spreading these cultural values. Following your journey, I realize that I am not alone in the path of preserving indigo - I even feel small in front of the meticulousness and enthusiasm that the project brings. You have also given me the motivation to continue to try harder and persevere in the journey of spreading the story of indigo color”.

Source: https://baophapluat.vn/nguoi-tre-me-sac-cham.html