VHO - Starting from the Spring of At Ty 2025, Thua Thien Hue will officially become a centrally-governed city. This is good news as we enter the new year with expectations of positive changes and progress.
Those in the cultural sector, who participate in promoting the Hue Ao Dai movement, have more assessments and beliefs that the new situation will create more favorable momentum for the Hue Ao Dai Heritage to develop further, especially in terms of cultural industry.
Sketch an itinerary…
Mr. Phan Thanh Hai, Director of the Department of Culture and Sports of Thua Thien Hue, the "leader" of the Hue Ao Dai movement, acknowledged that after 4 years of campaigning, the project "Hue - Capital of Vietnamese Ao Dai" is receiving many positive responses, and especially starting to define a clear roadmap.
Mr. Phan Thanh Hai analyzed that, up to now, the locality has begun to promote the development of cultural industries, putting investment activities and cultural institutions into the direction of creating real values, helping economic growth. Cultural heritages, specifically the tailoring and wearing of Ao Dai in Hue, have applied many mechanisms and resources to create goods, serving the lives and activities of the people.
The design and tailoring of Ao Dai, as a craft industry, is also a creative design industry, creating impressive and highly popular products, and is being supported to develop. After this activity, there are a series of service industries, production economies such as souvenirs, toys, production of accessories, cinema activities, fine arts, etc.
“All of this is the direction of developing cultural industry, serving domestic and export needs, creating jobs, bringing revenue to businesses, increasing income for people, and preserving and spreading values imbued with Hue's cultural identity,” Mr. Hai assessed.
With this perspective, the tailoring and wearing of Hue Ao Dai has the opportunity to become an economic sector, attracting investment and developing products. Accordingly, organizations and individuals in Hue can develop tailoring and sewing workshops for Hue Ao Dai in both traditional and modern directions, both handmade and industrialized.
This experience can be learned from Hoi An city, where many tailor shops "on the spot" are developed, delivering finished products to tourists within the day, attracting many tourists and locals to come and have their products tailored, buy ready-made ao dai, different types of fashion, costumes...
According to Dr. Thai Kim Lan, applying these models, reputable tailor shops in Hue will quickly become major brand centers, making large quantities of clothes in a short time for consumers. Tourists and residents will find it very convenient to order and buy Ao Dai through these brands.
In particular, according to artisan Pham Van Tuyen, the opportunity to develop Ao Dai in the direction of "industrialization", creating industrial sewing lines and factories is feasible, if the locality has a policy to create favorable investment conditions.
Simply put, large local textile units, such as Hue Textile Joint Stock Company, if there is investment direction from the government and business leaders, will be able to take advantage of existing sewing lines to establish ao dai sewing factories, especially innovative ao dai designs suitable for young people.
These products will apply standard sizes and be mass-produced, helping to reduce costs and ensure product quality and durability. Thus, each year, Hue can produce and export tens of thousands of Ao Dai sets, creating great opportunities for local textile production and generating large income for the people.
Need to invest in depth!
According to Mr. Phan Thanh Hai, the long-standing problem of Hue is to view Ao Dai brands as effective traditional cultural items, and to promote their cultural and artistic values... However, along with the Heritage opportunity, Hue Ao Dai needs to be invested in, becoming meaningful goods and souvenirs for domestic and foreign tourists.
When considering Hue Ao Dai as a cultural "asset" for business and trade, the results obtained are financial resources to effectively reinvest in the national costume revival movement.
However, to make this direction a reality, Hue needs to receive and organize many investment solutions, attracting social resources. First of all, Hue Ao Dai is an intangible cultural heritage held by the community, so it is necessary to promote and position the role of the community in preserving, promoting and developing the heritage, as a subject. Therefore, the community must be aware of its role and responsibility, proactively participating in the journey of preserving and promoting the value of that folk knowledge.
Second, the government and functional management agencies need to clearly identify the needs and necessary planning orientations for promoting local heritage values, determining the preservation and promotion of two folk knowledge values, "tailoring" and "usage practices" in Hue Ao Dai Heritage, which are two values that need to be implemented in parallel.
Business organization activities and services promoting Hue Ao Dai, such as rental services for performance Ao Dai, costumes, tailoring services, design and repair services, etc., need to be supported and facilitated. The movement to wear Ao Dai must become a large movement, the more popular and closer to workers and young people, the more effective it is.
Cultural agencies, tourism activities, education... need to pay attention to promoting propaganda and information to support cadres and employees to get used to wearing Ao Dai, thereby creating a spread to the social community, becoming daily images for Hue people...
Third, using the advantages of the cultural industry, localities need to have appropriate mechanisms to promote the implementation of ideas and topics to apply Ao Dai design into practice, so that Ao Dai becomes a popular costume, with reasonable prices, suitable for people's consumption needs. The image of Hue Ao Dai when promoted in this direction will certainly spread strongly, so that the meaning of Vietnamese Ao Dai has more opportunities to reach international tourists and culture.
Source: https://baovanhoa.vn/van-hoa/bai-cuoi-manh-me-cung-cong-nghiep-van-hoa-114407.html
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