The work blends modern music styles and folk melodies. The images in the video incorporate local cultural elements such as conical hats, four-panel shirts, crow-beak scarves, and introduce historical and cultural relics of Bac Ninh province such as Do Temple, Ba Chua Kho Temple, Dau Pagoda, Dong Ho folk paintings, Phu Lang pottery, phu the cakes, wrestling festivals, betel chewing customs, etc.
The work not only conveys the spirit of Kinh Bac culture but also strongly arouses and spreads pride in the beauty of national culture. It can be seen that folk culture and traditional art are a rich source of inspiration for artists applying art in film, music, fashion, and graphic design projects.
The harmonious combination of folk materials, indigenous elements, and modern music “genres such as rap, rock, EDM music, etc. creates many “made in Vietnam" cultural products with a new breath. Many artists such as Hoang Thuy Linh, Den Vau, Ha Myo, Phuong My Chi have left their mark with works bearing contemporary folk influences. In terms of fashion, young designer Nguyen Thi Quynh Nga is one of the pioneers in researching and bringing the value of ancient Vietnamese costumes into contemporary life.
Commenting on the trend of applying folk cultural elements in contemporary creative activities, some experts said that national culture is always a source of creativity and folk materials are valuable resources, especially in the context of Vietnam promoting the development of cultural industries associated with tourism promotion.
Commenting on the trend of applying folk cultural elements in contemporary creative activities, some experts believe that national culture is always a source of creativity and folk materials are valuable resources, especially in the context of Vietnam promoting the development of cultural industries associated with tourism promotion.
By founding the ancient Vietnamese costume brand Thuy Trung Nguyet and initiating the event “Bach Hoa Bo Hanh”, Quynh Nga has been persistent in her journey to honour ancient Vietnamese costumes. In the field of fine arts, young artist Nguyen Xuan Lam has made a name for himself through the project on “Redrawing folk paintings”, aiming to revive traditional cultural values with modern technology. Many art programmes have also made a strong impression with their musical creations, combining traditional costumes and traditional musical instruments.
The diversity of popular cultural products combining traditional and modern elements not only creates an attractive art playground but also shapes Vietnamese culture in the context of globalization. Many art products have conquered international audiences, spreading to many countries in the region. The MV “Bac Bling” has shown the initial achievements of the cultural industry in using music to promote culture and boost local tourism.
Applying folk materials is also a solution to preserve and effectively promote the quintessence of traditional culture in modern life. However, current creative fields only exploit folk cultural elements, lacking projects that connect and intersect between art forms.
At the same time, this trend has not yet become a sustainable direction, creating a positive contribution to the country’s cultural and artistic culture. With the rich and unique folk cultural treasure of the nation, the cultural sector needs to soon have specific orientations and strategies as well as build a professional production process for this trend to develop sustainably. From there, complete cultural products are formed, affirming the mark and identity of Vietnamese culture.
