Vietnamese Ao Dai - From Folk Song To The World Stage

Raising the Profile of the Ao Dai as a "Cultural Artifact" in Diplomacy

According to associate professor/doctor Pham Van Duong, Deputy Director of the Institute of Cultural Studies, Vietnam Academy of Social Sciences, cultural diplomacy is different from political or military diplomacy. Cultural diplomacy is about sharing, sharing values, sharing beauty, and sharing emotions. This is why cultural diplomacy has many advantages that need to be strongly promoted. In this regard, the value of the Ao dai should not be limited to promotion or recognition by the world's friends, but should be elevated to become a "cultural artifact", through the donation and widespread use of the Ao dai in diplomatic events. The Vietnamese have a saying, "To love someone, take off your shirt for them." The act of giving a shirt is the highest expression of trust and affection, and should be widely used in diplomatic events.

“As I know, countries in the region such as Japan, Korea, and Thailand have done this very well. We, with our advantages in traditional handicrafts, need to continue to develop and learn from our friends to elevate the value of the Vietnamese Ao dai in cultural diplomacy. The Ao dai, at that time, will not only be a bridge of affection but also a place to convey the inherent traditional values and showcase the artistry of Vietnamese artisans, from the processes of weaving, embroidery, sewing, or dyeing fabric,” associate professor/doctor Pham Van Duong said.

“The Ao dai that is distilled from the quintessence of Vietnamese quintessence and tradition will be received with respect by international friends. And their images when wearing those clothes will have a strong spread.”

In an interview with us, Mr. Tran Nhat Hoang, Deputy Director of the International Cooperation Department, Ministry of Culture, Sports and Tourism, affirmed: "In international promotion, when it comes to Vietnamese culture and traditional costumes, international friends often mention Ao dai. Ao dai is considered a traditional costume with a long history of Vietnamese women, a unique cultural feature of Vietnamese people. Therefore, promoting the beauty of Vietnamese Ao dai is one of the priority contents in international programs. Most recently, Minister of Culture, Sports and Tourism Nguyen Van Hung chaired a promotion conference in South Korea, in which there were many meaningful activities to promote the image of Ao dai."

Every time Ao dai appears, it carries many messages, including the message of beauty and elegance. The ethnic minority motifs and unique features of Vietnam represented on the Ao dai have become a factor that affirms the difference between Vietnam and other countries. According to Mr. Tran Nhat Hoang, Ao dai has become an artifact to promote. In this regard, promoting Ao dai through artistic performances is very important and effective.

From the perspective of a cultural and promotional officer at the Ministry of Culture, Sports and Tourism, Mr. Tran Nhat Hoang believes that the Vietnamese Ao dai has played, is playing, and will continue to play an important role in building a positive image of Vietnamese women and Vietnamese culture.

“These messages can completely become “artifacts” to express Vietnamese culture. I believe that the Ao dai becoming a heritage or national costume would be a wonderful thing,” Mr. Tran Nhat Hoang said.

Preserving traditional villages to preserve the value of traditional Ao dai

Associate professor/doctor Pham Van Duong shares his concerns about the decline of traditional villages, including the Vạn Phúc village, and the trend of industrialization. Associate professor/doctor Pham Van Duong, a professor of Vietnamese culture at the University of Social Sciences and Humanities, shared his concerns about the decline of traditional villages, including the Vạn Phúc village, in an interview with us. He said that these villages are facing a number of challenges, including the aging of the artisan population, the lack of young people interested in learning traditional skills, and the competition from mass-produced goods.

Associate professor/doctor Pham Van Duong has visited many traditional villages in the region, including Japan, Korea, and Thailand. He noted that these countries are doing a good job of preserving the traditional values of their villages. The traditional costumes that they make are of very high value. This value is not measured in numbers, but in the essence of the intangible elements that are distilled into them. These elements are the soul of the nation. In his opinion, the decline of traditional villages is a serious threat to Vietnamese culture. He believes that the government should take steps to support these villages and to promote the value of traditional costumes.