Cultural preservation does not mean "fossilizing" traditional values.

Linking craft villages to create differences in handicraft products. Photo: TTVH.HA

From what is to what is needed

As the owner of a tourist destination with many advantages, Hoi An people certainly do not want to stop and be complacent with what they have and are having. And so, preserving traditional culture does not mean "fossilizing" traditional values in an extremely serious manner.

Culture is a continuous flow, constantly changing in space and time. Therefore, we should accept this attribute naturally and gently.

That said, it does not mean that we should disregard or change their core values in an unethical and unethical way. What is worth mentioning is that on the established framework, we are confident and bold enough to let them put on new, more diverse and flexible "outfits".

Acknowledging the constant change of culture is the default way we can fine-tune the effect of what we have with what customers need.

Make a difference

It is necessary to boldly create a different quality on the core of original identity. With breakthroughs that suit the aesthetic tastes of tourists from many cultures, it is to create a new image of us in the eyes of others.

Why can't we decorate the impressive lantern background with images, patterns... or blessings that are close to the aesthetic of many tourists who are different from our culture?

Why don't we include images of Hoi An's monuments, landscapes, people, culture... in the card game, and create lyrics related to it, to have the opportunity to introduce and promote this land?

Multi-sectoral and multi-disciplinary cooperation in the same handicraft product is essential. The government and people of Hoi An need to respect and enhance the value of handmade products over industrial products with “tricks” that make customers acknowledge.

Multi-industry linkage in many production activities is currently a weak link and is not given much attention in many places. Right in Hoi An, pottery, bamboo, rattan, lanterns, textiles... are always confined to materials used according to traditional habits.

I think it is the convergence of diverse materials and techniques from many industries, connecting them on the same product and packaging that makes the difference.

Not to mention, being able to include a mini museum of materials and artisans' performances is what can be the most convincing in product consumption.

Diversify types of residence

Diversifying the types of accommodation and stimulating visitors' curiosity by recreating the cultural living space of a Vietnamese family in Hoi An is also something to consider.

The villages around Hoi An can all create the perfect “residence scenario” for tourists who love to explore the culture of the place they visit.

I feel that if a family welcomes guests like a child returning from afar and lets them naturally participate in production activities (agriculture, handicrafts, family business...) as well as customs, rituals, entertainment... it will leave a strong impression.

Many tourists share that what impresses them most when coming to Vietnam is the Vietnamese people's respect for family. Let foreign visitors experience and confirm this with a perfect real scenario. The issue of convenience, modernity, and luxury will no longer be the thing that visitors care about.

A creative city, for me, is the quality and difference from the ability to create new values or make better and more beautiful what already exists.