Over the past few days, Gen Z singer Phuong My Chi has ignited national pride while competing in “Sing! Asia,” a music arena that brought together more than 30 young vocalists from nine Asian countries and territories.

Her impact extended beyond reaching the finals - she stood out for her efforts to showcase Vietnamese cultural identity through music.

All of Phuong My Chi's performances, produced in collaboration with the music group DTAP, reflect a sophisticated blend of national culture and modern musical sensibility. In Buon trang, she surprised the audience by reciting the famous poem This village of Vi Da by Han Mac Tu and performing Vovinam martial arts live on stage. In Rock hat gao, she delivered a powerful mix of electronic music and traditional Southern Vietnamese folk chants.

The 22-year-old singer left a strong impression by pairing ca tru with rap and electronic music in Vu tru co anh. Her emotionally charged performance of Bong phu hoa, inspired by the Vietnamese literary work The tale of Kieu’s southern counterpart, became a viral sensation on social media platforms.

In addition to her musical arrangements, lyrics, and choreography, Phuong My Chi paid careful attention to visual presentation. Her outfits and props featured distinctive Vietnamese cultural elements such as the four-part traditional ao tu than, flat palm hats (non quai thao), and symbolic motifs like storks and lotuses.

Her unique, humble, and profoundly patriotic artistic identity distinguished her at this international event, earning admiration from even the most discerning experts.

This is not only a personal success but also a testament to the growth and creativity of young Vietnamese artists who are ready to shine on the global stage by embracing and promoting national culture. Alongside Phuong My Chi, other prominent artists have shaped the current of modern music rooted in traditional culture.

Hoang Thuy Linh, for example, has released a string of hits including De Mi noi cho ma nghe, Duyen am, Keo ca keo ket, Em day chang phai Thuy Kieu, Gieo que, and See tinh. Meanwhile, Hoa Minzy has made waves with her songs Thi Mau and Bac Bling, both of which propelled the Kinh Bac-born singer to mainstream recognition.

These songs dominating music charts reflect a shift in the tastes of younger audiences and underscore the appeal of works that explore Vietnam's cultural roots. Heritage is not only a window into our origins but also a powerful engine for development, especially when it connects communities and bridges the past, present, and future. When heritage is combined with contemporary thinking and appropriate storytelling, it can become a competitive cultural product that influences and leads markets.

As Vietnamese culture crosses geographical and linguistic boundaries to reach international audiences, the nation’s brand will be more strongly recognized on the global stage. This, in turn, fosters deeper love and pride in traditional identity among Vietnamese people.

According to many experts, this “formula” is not limited to music - it can also be applied across other fields such as cinema, fashion, consumer goods, and cuisine. In a context of deep international integration, culture plays an increasingly pivotal role as the “key” to defining a nation’s unique identity.

However, succeeding long-term with culturally inspired creative products is no simple task. Understanding heritage is just the beginning - true success comes when one becomes both a guardian and innovator, transforming the values of the past into a force for the present.

Creators must learn to “tell the story,” delivering cultural narratives through modern expression and innovative thinking, with a spirit of responsibility to preserve and promote Vietnamese culture abroad. This means being both technologically adept and creatively bold.

As Vietnamese culture overcomes barriers of geography and language to reach global audiences, it reinforces Vietnam’s national brand and nurtures pride in traditional identity.

To further support international cultural integration, the Politburo has tasked the Ministry of Culture, Sports and Tourism with developing the National Project for the Internationalization of Vietnamese Culture and the Vietnamization of International Culture.

The project aims to transform culture into an internal strength driving rapid and sustainable national development, elevate Vietnam’s international standing, and develop globally competitive cultural brands. These brands will enter global markets and contribute to the export of cultural goods and services.

It is hoped that this initiative, along with open policies and supportive solutions, will nurture a thriving creative ecosystem - one that encourages a new generation of artists to create culturally rich, globally integrated, and distinctively Vietnamese works.

PV