In recent years, alongside the rapid development of social media and e-commerce, many ethnic minority youths in Quang Ngai have boldly experimented with a new approach: promoting traditional cultural products and natural landscapes through digital platforms.

Beyond simply “posting images online,” they are gradually building structured content, telling cultural stories through videos and vivid visuals, thereby attracting interest from communities at home and abroad. Digital transformation not only helps culture reach wider audiences but also opens up new, sustainable livelihood paths for highland communities.

Bringing brocade to e-commerce floors

With boldness and innovative thinking, Y Jung (Ba Na ethnic group) in Plei Don village, Kon Tum ward has brought her ethnic group's traditional brocade products to e-commerce platforms, creating a promising new consumption channel. 

Besides, she has actively produces videos introducing the production process, fabric materials, and product designs to promote and sell through platforms such as TikTok and Facebook. The videos have given customers inside and outside the province the most realistic view of the diversity of brocade products.

“The videos introducing brocade costumes posted on TikTok and Facebook have attracted thousands of likes and hundreds of comments. Thanks to that, the products have quickly received attention from customers not only in Vietnam but also abroad.

Thanks to selling products on digital platforms, every year I consume more than 1,500 brocade products. Orders not only come from the province but also from Gia Lai, Dak Lak, Lam Dong and abroad. Hardworking weavers with good skills can earn VND3-5 million per month," she said. 

According to her, the most important thing is not just selling goods, but helping customers understand the cultural value hidden behind each piece of fabric.

At Dak Rang Community Tourism Village, Duc Nong commune, a place rich in cultural identity and home to friendly people, Bloong Muon (Gie Trieng ethnic group) has boldly invested in tourism that draws on traditional culture. Together with Meritorious Artist Brol Ve, he built a homestay and designed a space to display traditional musical instruments to serve tourists.

To help more people learn about the local nature, culture and people, Bloong Muon set up a Facebook page and YouTube and TikTok channels under the name Bloong Muon, where he posts videos he produces himself. To date, he has created more than 300 videos, attracting over 12,000 followers.

Bloong Muon said: “I sought out artisans in Dak Rang village to record images of distinctive cultural practices such as brocade weaving, wine making, folk songs, traditional musical performances, and community cultural exchanges. I share them online and they have attracted growing interest and appreciation”.

“I want to preserve the village’s cultural images while introducing them so more people know and come to experience them. When more tourists arrive, villagers can gain more jobs,” he added.

Attracting more visitors to experience local culture

About 300 km from Quang Ngai provincial center, Dak Sao commune is blessed with natural beauty, including pristine forests, the stunning Siu Puong waterfall, lush grass hills, terraced fields, and a rich cultural heritage preserved by the Xo Dang community. To tap into these local strengths, Y Gia Nhi, a Xo Dang woman, designed tours and built online channels to promote the beauty of her homeland.

Y Gia Nhi said that thanks to promotion on social media platforms, the natural scenery and traditional culture of Dak Sao commune have become widely known. The number of visitors coming to explore and experience the area has steadily increased. About 60 local residents benefit from tourism linkages with her through gong performances, transport services, food preparation and the sale of local specialties. 

On average, each tour brings residents an additional VND300,000 per person and each month VND1-3million.

According to Tran Cao Bao Viet, Chair of the People's Committee of Duc Nong Commune, the fact that ethnic minority youth actively participate in digital transformation has created a new approach in preserving and promoting traditional cultural values.

"Young people are becoming a bridge bringing ethnic culture closer to modern society. In the coming time, the locality will coordinate to open training classes on content creation skills, culture-tourism promotion, and support ethnic minority youth to start businesses from their own identity," he said.

Ngoc Chi