Painter, fashion designer Le Si Hoang: Connecting Tradition and Modernity to Keep Cultural Heritage Alive and Everlasting

Painter - Fashion designer Si Hoang is a lecturer of the Fashion Design Department at the Industrial University of Ho Chi Minh City and President of the Institute of Vietnamese Costumes.

In 1989, he revolutionized the Áo dài by incorporating patterns inspired by the cultural traditions of Vietnam’s 54 ethnic groups. These designs brought new artistic dimensions to the Áo dài and elevated it as a cherished symbol admired by global audiences and influential personalities.

His latest cultural project Xin Chào Vietnam (Hello Vietnam), exemplifies his commitment to blending tradition with modernity. In an interview with Saigon New Day, Si Hoang shared his journey of protecting and promoting Vietnam’s cultural heritage dynamically and sustainably.

What are your thoughts on Vietnam's Cultural Heritage?

Vietnam’s cultural heritage faces great opportunities and significant challenges.

Opportunities:

Vietnam is a country with a diverse and rich culture, hosting thousands of festivals nationwide every year. These festivals reflect not only cultural and religious life but also bear the distinct characteristics of each region. People and authorities are increasingly aware of the value of both tangible and intangible cultural heritages, as an essential part of national identity.

According to the Ministry of Culture, Sports, and Tourism, Vietnam holds approximately 8,000 large and small festivals annually, such as: Folk festivals reflecting local traditions and customs; Historical festivals commemorating figures like the Hung Kings Festival (in Phu Tho) or Go Dong Da Festival (in Hanoi); Religious and spiritual festivals like Vu Lan, Vesak Day (Buddhism), Christmas (Catholicism), Huong Pagoda Festival (in Hanoi), or Ba Chua Xu Festival (in An Giang); Modern festivals such as Hue Festival, Dalat Flower Festival, culinary festivals, and music festivals.

With the development of tourism and media, many Vietnamese cultural heritages have been vigorously promoted worldwide. Heritage like Hoi An Ancient Town, the Complex of Hue Monuments, and the Hue Royal Court Music recognized by UNESCO helped elevate Vietnam’s position internationally.

The State has also developed numerous policies to preserve and promote heritage values, such as the Cultural Heritage Law and programs for safeguarding intangible cultural heritages.

Challenges:

- Urbanization and economic development have distorted or destroyed many heritages. Numerous ancient architectural works have been replaced with modern buildings, eroding cultural and historical values.

- The boom in mass tourism, coupled with inadequate management, has led to the over-commercialization of some heritages, stripping them of their unique essence.

- In some areas, community awareness remains limited (price gouging, littering, poor hygiene), resulting in the misuse or damage of heritage.

- Preserving heritage demands significant financial and human resources, yet many localities face budgetary constraints and a shortage of experts.

It is known that you founded the Áo Dài Museum and are soon launching the “Xin Chào Vietnam” project. Could you kindly share more about these two projects?

Ao Dai Museum is the result of 12 years of dedication, transforming a heavily saline-affected wasteland into an elegant cultural space deeply imbued with ecological and traditional values. The artifacts are displayed within ancient wooden Rường houses, crafted from precious wood from Quang Nam Province, and meticulously restored by skilled artisans from the renowned Kim Bong carpentry village.

As part of Vietnam’s network of 200 museums, the Ao Dai Museum is dedicated to preserving and sharing the rich history of the traditional long dress. It holds a collection of documents, images, and artifacts, showcasing the dress’s evolution and its role in Vietnam’s journey of nation-building and defense, particularly highlighting the remarkable contributions of Vietnamese women in military, diplomacy, and cultural development.

Building on the success of Diem Mot Thoi program (2002–2007 and 2017–2019), which fully embodied the value of a venue dedicated to showcasing Vietnam's traditional cultural arts and was once selected as a site for hosting international diplomatic and state delegations, I am now nurturing a new project called “Hello Vietnam.” This initiative aims to leverage the strengths of various investors to establish a cultural landmark that will become a renowned brand. There will be performances every night that vividly recreate Vietnam’s traditional culture, offering top-tier artistry and entertainment.

Dedicated to introducing, spreading, and advancing Vietnam’s extraordinary cultural heritage, arts, and cuisine, this project embodies the concept of “ALL in ONE” – “ONE STOP”. Visitors will find a comprehensive cultural experience in one place, including Heritage Display Area highlighting Vietnam’s rare and treasured artifacts; Cultural and Artistic Stage presenting iconic performances that capture the spirit of Saigon and Vietnam; Culinary Zone featuring dishes inspired by royal banquets and the rich flavors of Southern Vietnam, Saigon, and other localities; and Gift Shop Area offering handcrafted souvenirs and artistic products.

You have just received a full-funded PhD scholarship at the University of Hamburg University. What does this achievement mean to you?

The University of Hamburg in Germany, renowned globally for its excellence in branding research and education, has awarded me a full scholarship to undertake my doctoral dissertation on “Identity and Cultural Values of Branding Through Vietnamese Ao Dai.” Receiving this honor on Vietnam’s Teachers' Day, November 20, 2024, holds a deep personal significance for me. I am privileged to have guidance from Professor Dr. Koenraad Tommisen, Associate Professor Dr. Nguyen Vinh Minh Thanh, and Dr. Do Van Phu.

This will be a meaningful topic for Vietnam and the international community. Ao Dai, a distinctive symbol of Vietnam’s culture and traditions, will be studied through the lens of global branding. This research will provide profound contributions to the sector of cultural heritage branding.

In your opinion, what are the essential elements of connecting and promoting cultural heritage to young generations and international audiences?

In my view, there are several key factors to consider:

1- Education and awareness:

Integrate cultural heritage content into school curriculums at all levels; Organize extracurricular activities, visits to historical sites, museums, and traditional festivals, as well as opportunities to experience cultural, and historical performances in schools.
Help the young people understand the value and meaning of cultural heritage, instilling pride and responsibility for its preservation.

2- Leveraging digital technology

Use virtual reality (VR) and augmented reality (AR) to recreate historical sites, festivals, or traditional art forms.
Develop websites, mobile applications, or social media channels to introduce cultural heritages impressively to young audiences in Vietnam and internationally.
Use platforms like YouTube, Instagram, and TikTok to share dynamic, creative stories and videos about cultural heritage, tailored for youthful audiences.

3- Cultural exchange events

Organize festivals and international exhibitions luring foreign audiences, such as Hue Festival, Gong Festival in Central Highlands.
Collaborate with other countries on cultural and art exchange projects
Promote Vietnam’s unique characteristics through music, cuisine, and traditional art forms.

4- Developing sustainable cultural tourism

Set up tours of heritage sites and traditional craft villages.
Combining traditional culture with modern services by offering homestays in cultural villages or art workshops, to meet the demand of foreign tourists.

5- Creating cultural content

Recreate heritage through music, films, stage performances, or games infused with traditional cultural elements to capture the interest of young audiences.
Incorporate traditional cultural motifs, colors, and materials into fashion collections as a creative way to promote cultural heritage.

6- International cooperation and global preservation

Vietnam should continue collaborating with UNESCO and other international organizations to preserve and promote cultural heritage.
Expand the reach of cultural products—films, traditional music, and folk art—by leveraging media platforms and joining global events.

7- Community and business involvement

Strengthen the role of communities, especially the young generation, in preserving and developing cultural heritage through creative projects.
Encourage businesses to support and sponsor activities that promote cultural heritage.

8- Preserving original values in the modernization era

Although the way how to convey the message of cultural heritage needs to be changed, its core values and authenticity must be maintained to protect cultural identity.
Avoid the distortion of heritage for commercial purposes.

Connecting and promoting cultural heritage to the young generation and international audiences is a shared responsibility of government agencies, communities, businesses, and individuals. This requires creativity, technology application, and a harmonious blend of tradition and modernity to ensure that Vietnam's cultural heritage remains vibrant and enduring.

To achieve these goals, the Government should ease and revise regulations on the use and leasing of real estate and land, providing more favorable and sustainable long-term conditions for cultural heritage projects. This approach should align with the priorities already given to domestic and foreign investment projects in manufacturing, agriculture, agro-aquatic processing, and high technology.

Economic development must always go hand in hand with maintaining and developing cultural heritage.