Meticulous attention to detail
The MV is the result of a well-structured and thorough creative process by the singer and her team. From the outset, Hoa Minzy actively engaged in discussions, seeking consensus and support from local authorities and the community to ensure authenticity and cultural integrity in the production.
One remarkable aspect of this MV is that traditional culture and local artistry and scenery are not just decorative elements or a mere backdrop for a contemporary music product, but rather they are at the core of the creation. Traditional details were carefully selected and seamlessly interwoven into the "modern" aspects, resulting in a cohesive work that evokes a deep sense of familiarity while staying in tune with contemporary entertainment trends. With “Bac Bling”, viewers can feel the echoes of a glorious history, cherished customs, and the unique spirit of village life — all infused with the essence of traditional Vietnamese artistry. The musical arrangement subtly highlights traditional Vietnamese instruments such as the bamboo flute and drums, allowing them to stand out amid the rich layers of electronic sound. One of the most touching visual moments is the brief but powerful image of an elderly woman dressed in a traditional ao tu than (traditional five-flap long dress), with jet-black teeth like, chewing betel while offering a warm, radiant smile. Though she appears for only a few seconds, her presence is enough to stir countless hearts.
It comes as no surprise that thousands of comments on Hoa Minzy’s official YouTube channel express admiration and affection from audiences across Vietnam. Many viewers feel a deepened love for their homeland, even if only through the four-minute immersion in the sounds and imagery of “Bac Bling”. Foreign audiences have also shown enthusiasm. @sangminlim5384, a user from the Republic of Korea (RoK), commented that this is an emerging music trend in the RoK as everyone loves this song right now! Meanwhile, a Japanese fan emphasised the MV’s appeal as "the purity of Vietnamese sounds", adding that “even if you don't understand the lyrics, you can still sing along beautifully. I'm truly impressed by this song — I love Vietnam so much!" This comment was accompanied by a heart emoji placed between the letters "J" (Japan) and "V" (Vietnam). According to the latest YouTube statistics, “Bac Bling” has entered the top 12 and 22 trending music charts in the RoK and Japan, respectively, while also ranking highly in Singapore, Australia, and other international markets.
A qualitative shift from perception to action
It can be said that the MV “Bac Bling” represents a creative approach rooted in deep respect for traditional knowledge and cultural beauty. This is not only reflected in the MV’s entire presentation, but also in a small yet significant detail: among the 61 contributors listed in the credits, the role of “cultural consultant” appears at position number nine. This is among the rare MVs, if not the first, to formally acknowledge such a role.
Following the widespread social impact of the reality TV show “Anh Trai Vuot Ngan Chong Gai” (Call me by fire) in recent times, the resounding success of “Bac Bling” further underscores the boundless value of tradition when it is carefully refined and integrated into contemporary creations.
Encouragingly, there is a qualitative shift in the way traditional elements are being utilised to create modern products across an increasingly diverse range of fields. These include performing arts, fashion, music, handicrafts, and even multifunctional products in the tourism and service industries.
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A performance in the programme “Chao Show”. (Photo courtesy of the organisers) |
Recently, in Ho Chi Minh City, a unique programme integrating music, fine arts, photography, lighting, and traditional cuisine with a modern twist was introduced. The event, called “Chao Show”, featured a musical highlight — the orchestral suite Giang Sơn Cam Tu (Magnificent Landscape), composed by Tran Manh Hung. This 12-movement suite was performed entirely on traditional musical instruments from ethnic groups across Vietnam.
The audience was immersed in melodies inspired by the infinite beauty of the homeland while witnessing dozens of unique ethnic instruments in action — from the dan moi (lip (lip lute) and khen (flute) of the northern highlands to the dan nhi (two-string fiddle), dan nguyet (two-chord guitar), and dan bau (monochord) of the lowlands, and the dan da (lithophone) and dan T’rung (bamboo xylophone) of the Central Highlands. Accompanied by evocative images of landscapes and people, attendees were also treated to a selection of traditional dishes — prepared and presented with a contemporary flair.
This innovative blend of tourism and entertainment offers hope for establishing a fresh cultural destination for international visitors while also providing Vietnamese audiences with an experience that feels both familiar and refreshingly new.
On March 6, the Vietnam Institute of Culture, Arts, Sports, and Tourism under the Ministry of Culture, Sports, and Tourism hosted a national scientific conference on the current state and solutions for preserving and promoting the value of Vietnamese traditional arts in the context of a market economy and international integration. Once again, the conference reaffirmed the immense richness and timeless value of Vietnam’s traditional artistic heritage. This invaluable cultural treasure serves as a crucial resource in shaping the distinct identities of artists and content creators in today’s increasingly globalised world.
