Vietnamese Soul: A captivating art performance to enrich Hanoi tourism offerings

On the evening of September 26, the Vietnam Tourism Association, in collaboration with Golden Palm JSC.Co and Van Show hosted a folk art program titled Hon Viet (Vietnamese Soul) at Sol 8 Live Stage in Ba Dinh District, Hanoi to meet the cultural needs of international tourists visiting Hanoi while also celebrating World Tourism Day that falls on September 27. 

World Tourism Year 2024 highlights “Tourism and Peace”

Vietnamese Soul art performance captivates the hearts of local and international audiences. Photo: Jenna Duong

According to Cao Thi Ngoc Lan, Vice President of the Vietnam Tourism Association, the newly launched art program themed “Tourism and Peace” partly promotes peace and understanding between nations and cultures, as well as supporting reconciliation efforts as expected by the United Nations World Tourism Organization (UNWTO).

“This topic is especially significant in the context of the numerous global conflicts currently unfolding,” Lan said. 

“Hanoi, in particular, and Vietnam, in general, are proud to be recognized as friendly tourist destinations where all visitors are guaranteed safety. Through the Hon Viet show, we hope to share this spirit with the domestic and international tourist community,” she shared with The Hanoi Times.

Beyond economic benefits, the greatest strength of tourism lies in its ability to bring people together. “Tourism has the potential to contribute to peace in many ways, and these opportunities must be explored and assessed appropriately,” she affirmed.

Additionally, the representative from the Vietnam Tourism Association stated that Vietnam tourism has met all conditions to firmly establish itself as a crucial economic sector in the country.

Vietnamese artists Hoang Anh Tu and Xuan Ton performed the Xam folk singing entitled "Hang Muc Vo Nhan".

Data from the General Statistics Office shows that in the first eight months of 2024, Vietnam welcomed nearly 11.4 million foreign tourists, a year-on-year increase of 46%. Meanwhile, the number of domestic tourists reached 89.5 million. Total tourism revenue was estimated at VND586 trillion (US$23.56 billion), a 1% increase compared to the same period in 2019, before the Covid-19 pandemic.

Experimental Art Show showcases Vietnamese culture

Held in the inviting atmosphere of Sol 8 Live Stage, the folk art program “Vietnamese Soul” features a variety of unique traditional performances, including the traditional music ensemble “A Circle of Vietnam,” a monochord solo of “Hotel California” by People's Artist Hoang Anh Tu, Cheo singing “Dao Lieu” by People’s Artist Minh Phuong, a Ca Tru performance of “Tay Ho” by Meritorious Artist Thuy Hoa, and Xam singing “Muc Ha Vo Nhan” by Artists Hoang Anh Tu and Xuan Ton, among others, all leaving a lasting impression on the audience.

John Smith, a tourist from England, shared with The Hanoi Times that he had seen a few small folk shows before but felt truly overwhelmed by this extraordinary performance presented on such a large and modern stage.  

“All of the art pieces are fantastic. The rich melodies of Vietnamese folk lyrics are elevated by the modern lighting, excellent sound, and beautiful stage decoration,” he stated.

According to Nguyen Trung Hoang Nam, production director of the Vietnamese Soul Art Program, promoting and introducing Vietnamese culture is a shared responsibility among all organizations and individuals.

The vivid stage of the art performance.

“Through the art performance, we aim to share the love for Vietnam's unique folk music with both local residents and international tourists while enriching Hanoi's tourism offerings,” he stated.

However, Nam noted that building up a cultural performance that truly “touches the audiences’ hearts” is quite a challenging task. As a result, the organizers have to consult numerous experts in the field of stage performance.

“We focus on utilizing folk music elements and crafting performances that all audiences can ‘absorb,’ including foreign tourists who may not understand Vietnamese,” he stated.

The organizers aim to bring Vietnamese folk music closer to the audience by performing internationally renowned pieces of music using unique traditional instruments like Dan Bau, Dan Nhi, and flute, among others.

Vice President of the Vietnam Tourism Association, Cao Thi Ngoc Lan, echoed this sentiment, stating that Hanoi is lacking in traditional cultural performances.

The Hanoi tourism community has been interested in developing traditional music performance programs for many years, however, have not achieved success yet, according to Lan.

The performance that draws a significant number of international tourists is Water Puppetry, renowned for its uniqueness as a Vietnamese traditional folk art form.

“To build up such a high-quality folk art performance, the organizers need great effort and patience, as well as cooperation from all sectors: the audience, tourism policymakers, event organizers, and local tourism businesses,” she emphasized.

“Vietnamese Soul” is the first show of its kind in a series of cultural tourism products designed to meet tourists' interest in Vietnamese culture. This small yet meaningful event serves as a warm welcome, inviting international audiences into the diverse world of traditional cultural arts imbued with Vietnamese identity.

It is hoped that after “Vietnamese Soul,” more Vietnamese folk art performances will be held, enriching Hanoi's tourism offerings and spreading Vietnamese culture among locals and international friends.