The workshop took place against the backdrop of Da Nang being oriented to become one of the three key cultural industry centers of the country, and also a priority location for investment in the construction of a National Creative Design Center according to the Strategy for the Development of Vietnam's Cultural Industries until 2030. The city aims for cultural industry revenue to contribute approximately 7.5% to GRDP by 2030, becoming an important economic sector and creating new momentum for sustainable development.
The works are still in the form of "single pieces".
In his opening remarks, poet Nguyen Nho Khiem, Chairman of the Union of Literature and Arts Associations of Da Nang City, emphasized that the role of the city's artists and writers is not only as creators of works, but also as a core content producer for the entire cultural industry value chain.
“With nearly 1,500 members, spanning literature, music , theater, fine arts, photography, architecture, and folk art, many authors have won national awards and their works have left a lasting impression on the public. This is an important ‘content mine’ for the cultural industry if properly organized and exploited. However, the majority of creative achievements still mainly exist in the form of ‘individual works,’ and have not yet developed into a chain of cultural industry products with sustainable socio-economic value,” emphasized poet Nguyen Nho Khiem.
In terms of literature, Da Nang - Quang Nam has produced many novels, short stories, essays, and poems about history, urban memories, revolutionary wars, and the sea and islands… but the number of works adapted into feature films, documentaries, stage plays, audiobooks, e-books, comics, games, experiential tours… is still very limited.
In terms of music, there are many great songs about Da Nang, but the number of works that have been professionally produced with music videos, whose copyrights have been exploited, and which have been incorporated into tourism, festivals, and entertainment events, becoming the city's iconic "signature song," is still small.
In terms of fine arts and photography, there is a considerable amount of paintings, sculptures, and art photographs about Da Nang and Quang Nam, but most of them remain at exhibitions, award ceremonies, and displays; they have not been "redesigned" to become souvenirs, limited edition prints, digital products, or background content for creative design.
In particular, the cultural industry requires a complete value chain encompassing creation - production - distribution - marketing - consumption - reinvestment. This value chain currently only extends to creation and awards, lacking crucial links such as independent producers, media and entertainment companies, design studios, copyright holders, professional distribution and marketing channels, and a fair profit-sharing mechanism between artists, producers, and distributors.
While the national cultural industry strategy emphasizes the role of digital transformation, the majority of works and activities in the nine disciplines still depend on traditional print publishing, live stage performances, and physical exhibitions in museums.
Researcher Bui Van Tieng believes that the performing arts industry in Da Nang will develop more favorably when the Da Nang Traditional Arts Theatre gathers and properly utilizes its resources of scriptwriters, directors, and actors after the merger; however, in the cultural industry, branding plays an extremely important role, so it would be a strong brand if the Traditional Arts Theatre were renamed the Nguyen Hien Dinh Traditional Arts Theatre.
To meet the new demands for the development of literature, art, and the cultural industry, Dr. Vu Dinh Anh from the Regional Political Academy III proposed that the city needs to build a Vietnamese cultural policy for the new period that combines modern theory and national tradition, institutional development and a creative market, talent training and enhancing public aesthetic taste, investment in physical infrastructure and digital platforms, integration and preservation of identity, creative freedom and civic responsibility… Successfully implementing these requirements will contribute to making Vietnamese literature, art, and the cultural industry serve both social needs and the development of the state economy.
The role of traditional art needs to be established.
Da Nang city is home to two World Heritage sites: Hoi An Ancient Town and My Son Cham Temple Complex, along with hundreds of national and provincial-level historical sites; and various forms of intangible cultural heritage – the soul of Quang Nam's culture. In the national tourism development strategy, cultural heritage is identified as a pillar of cultural tourism.
The strong development of event tourism, experiential tourism, and night tourism in Da Nang - Hoi An opens up great opportunities for traditional performing arts. However, the exploitation of these values remains fragmented, lacking a strategic link between traditional art and tourism products. Therefore, re-evaluating and promoting the value of Tuong, Bai Choi, and Ba Trao singing has become an urgent requirement.
Researcher Ho Xuan Tinh, from the City's Folk Arts Association, suggested that the city needs a project to establish the role of traditional performing arts within the overall cultural planning. This project would not only provide direction for the cultural sector but also integrate it into the city's tourism development strategy. In this strategy, Tuong, Bai Choi, and Ba Trao singing are identified as three "pillars of performing arts heritage."
In addition, there is a need for support mechanisms and conservation-creation policies; encouraging young artists to participate in multimedia creation, combining traditional Vietnamese opera and folk theater with animation, short films, virtual theater, or smart tourism applications.
Regarding this issue, Dr. Hoang Thi Huong from the School of Language and Social Sciences at Duy Tan University argues that promoting folk arts in the context of the cultural industry requires a mindset that combines a traditional preservation model with a heritage management model based on a creative ecosystem.
“With this approach, heritage is not only preserved as cultural memory, but is activated through a chain of links: documentation - digitization - content creation - distribution - commercialization, with the participation of the State, the community, creative businesses and cultural and educational institutions. For Da Nang, creating such an ecosystem is a prerequisite for transforming folk art into a resource for cultural and economic growth,” suggested Dr. Hoang Thi Huong.
With a long-term vision, folk arts and culture can absolutely become a driving force promoting the image of a creative, humane, and distinctive Da Nang, while also making a practical contribution to the city's cultural industry development strategy. The important thing is that solutions need to be implemented consistently, with a focus, and flexibly adjusted according to the dynamics of cultural and economic life. In this way, folk values will not only be preserved as community memories but will also continue to be recreated, innovated, and disseminated, contributing to the cultural vitality and enhancing the competitiveness of Da Nang in the future.
Source: https://baodanang.vn/van-hoc-nghe-thuat-da-nang-voi-cong-nghiep-van-hoa-3313836.html
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