Within the framework of the International Conference “Cultural Industry – Strategic Driving Force in Sustainable Development” and the 81st Anniversary of the Founding of the Japan Federation of UNESCO Associations, Director General Thu Hoai was honored with the title “UNESCO Creative Director 2025” by the Japan Federation of UNESCO Associations and the Vietnam Federation of UNESCO Associations.
Born and raised in Bac Ninh - the land of sweet Quan Ho songs, Thu Hoai chose performing arts as her lifelong career path.
For her, a director is a storyteller through light, music and emotions. Not chasing after glitz, each program she produces is a cultural message, containing love for her homeland and the desire to spread Vietnamese values.
Over two decades of working, Thu Hoai has staged a series of major programs that left a mark in the hearts of audiences nationwide such as Miss Sea Vietnam 2016, the series of programs "Beauty of Kinh Bac" in 2012, 2014, 2016, 2019 and the program "Beauty of Muong land"...
Not stopping at cultural and tourism programs, Thu Hoai is also chosen for many international political events.
In 2023, she will host the Dedication Awards Ceremony of the Sports & Culture Newspaper (Vietnam News Agency) - a program that is considered to have a tight, emotional script and bring Vietnamese performing arts closer to the general public.
After that, she continued to make her mark at the 50th Anniversary of Vietnam - Japan Diplomatic Relations (broadcast live on Vietnam Television VTV2) - where performing arts were subtly combined between traditional Vietnamese elements and the spirit of international exchange, creating a strong ripple effect.
Also in that year, the Bao Son Awards Ceremony 2024 and the Closing Ceremony of the National Tourism Year 2024, which she directed, both impressed with the harmonious combination of modern stage and profound humanity.
“I always want each program to be a ‘work’ and not just an ‘event’. Viewers may not remember all the content, but they must be able to retain their emotions, understand the message conveyed by the art and be proud of the cultural heritage of their country across the country,” she said.
The highlight of Thu Hoai’s directing style is her ability to “tell stories with emotion”. Every detail, from lighting, music, narration to scene transitions, is calculated to create emotional “touch points” with the audience.
In her programs, the cultural aspect is always the most important. Whether it is a cultural, tourism or political-diplomatic event, she always incorporates Vietnamese elements: folk songs, the Ao Dai, the sound of festival drums, the sound of the zither, the image of Vietnamese people in labor and creativity.
She has mobilized thousands of people to participate in the staging of the program, combining outdoor Holograme performance technology, 3D mapping performance technology, shadow dance, dronelight performance, or building a stage that blends real and virtual, space and light - things that few female directors dare to do because the risk of performing outdoors depends a lot on the weather and objective factors.
She is also one of the few directors who "dare" to combine traditional art and modern technology, between folk heritage and international music such as the program: "Symphony in the homeland of Quan Ho", the performance of Central Highlands gongs with EDM music, World music in the program "International Conference on Creative Music City" in Da Lat - Lam Dong...
However, behind that "willingness to spend" is a disciplined and detailed thinking. Her colleague once said: "Ms. Hoai never accepts 'okay'. Everything must be done to the utmost emotionally and professionally."
Perhaps that's why every program she performs creates a ripple effect - not only on stage, but also in the hearts of viewers.
Besides her creative work, Thu Hoai is also an inspiration to the younger generation in the event and stage arts industry. Many directors, choreographers, MCs, and young technicians who have worked with her say that they learned from her dedication, discipline, and the spirit of “living with the stage”.
When being honored with the title “UNESCO Creative Director 2025” by the Japan Federation of UNESCO Associations and the Vietnam Federation of UNESCO Associations, Thu Hoai said that she did not see it as a destination, but as a milestone to continue contributing. For her, it was both a great honor and a great pressure.
“This award is not only for me, but for all those who silently work behind the scenes – those who have worked with me to create every moment on stage to bring the audience the most wonderful emotions and convey the most meaningful values,” the director shared.
After being honored as “UNESCO Creative Director 2025”, Thu Hoai revealed that she is nurturing a series of art projects with the theme “Living Heritage” – connecting Vietnamese cultural regions with international audiences through creative multimedia performances.
Source: https://nhandan.vn/tong-dao-dien-thu-hoai-duoc-vinh-danh-dao-dien-sang-tao-unesco-2025-tai-nhat-ban-post917079.html
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