Brian Jeffrey
The South Korean band BlackPink recently had an impressive performance in Vietnam, engaging with fans by speaking Vietnamese and donning traditional conical hats, which helped them earn over 333 billion VND (approximately $13.66 million) from two sold-out shows. In contrast, the TV series Walking Amidst the Brilliant Sky, which received substantial funding, faced backlash from the cultural community it represents.
At a recent seminar in Hanoi entitled “Policy Communication on Multiculturalism in the Context of International Integration,” Associate Professor Dr. Doan Trieu Long discussed two noteworthy narratives that incited discussion.
The first narrative pertains to the TV series Walking Amidst the Brilliant Sky, broadcasted by VTV3 during peak viewing hours. The show narrates the journey of a Dao ethnic girl, Pu, aiming to surpass traditional norms. However, it has been criticized by the Dao community for inaccurately representing their culture, attire, and practices.
“Dao individuals don’t wear ceremonial outfits while tending to buffalo. Seeing the male character, Chai, dance in a woman’s yếm (a traditional garment), is a significant distortion, akin to a Kinh man wearing a bra in public. Furthermore, lighting incense in front of the family altar is not permitted in Dao traditions,” stated Long.
Despite considerable investment and a 100-episode schedule, the series has drawn criticism from the ethnic group it aims to depict.
“Why do films that demonstrate genuine care from their makers still contain such glaring errors? Is our attempt to convey positive cultural narratives genuinely effective?” Dr. Long queried.
The second narrative involves the girl group BlackPink. Their 2023 concert in Vietnam received an enthusiastic response from local youth, especially as they interacted in Vietnamese and wore iconic conical hats. They managed to generate an impressive $13.66 million in just two nights, which is close to half of the target revenue set for Vietnam’s performing arts industry by the year 2030.
Long explained that BlackPink’s triumph and the success of South Korean culture overall arise from various elements. South Korea has skillfully nurtured its “soft power” through diverse media, encompassing films, music, and television.
“The effective combination of cultural legacy preservation, global cultural adaptation, and openness to international cultural exchanges significantly contributes to South Korea’s cultural influence abroad. This represents a critical lesson for Vietnam,” Long suggested.
He also compared the current success of South Korean films with the situation in Vietnam, recalling that in the 1980s, Vietnam held a strong position in cinema with the “instant noodle” genre featuring actors like Ly Hung and Diem Huong, who drew substantial audiences. However, the decline in this genre was due to diminishing perceptions and inadequate funding.
“We were once ahead in the game but couldn’t keep pace with our Korean counterparts,” Long lamented.
Dr. Nguyen Cong Dung, Editor-in-Chief of the Communist Party of Vietnam Online Newspaper, underscored the necessity of policy communication in enhancing Vietnam’s modernization and integration, particularly in boosting its international image and influence.
Associate Professor Dr. Pham Minh Son, Director of the Academy of Journalism and Communication, emphasized Vietnam’s rich cultural diversity, representing 54 ethnic groups within its population of 99.5 million, as a significant attractor for international investment.
“Multiculturalism serves as a form of national soft power, and effective communication of multicultural policies is vital for this power to thrive,” Son highlighted.
He noted that although the concept of multiculturalism is not broadly acknowledged yet, revitalizing policy communication is essential to creatively articulate its significance, especially in today’s digital landscape.
“Media and policy practitioners must guarantee respectful, comprehensive, and accurate communication regarding multiculturalism. Various communication modes—from journalism to television, social media, and film—should be explored to enhance understanding,” Son recommended.
Associate Professor Dr. Le Thi Thuc, Director of the Information and Research Center at the National Political Publishing House, acknowledged that despite multiple government efforts to uphold cultural values, outcomes have been less than optimal. She attributed this largely to the lack of resources and modern media technologies, calling for investments in infrastructure that resonate with the unique features of each community.
“South Korea has successfully leveraged technology to foster multicultural communication, while Vietnam still has limitations in this aspect. Investment in technology is crucial; nevertheless, elements like vision, leadership, and decisive action are equally paramount,” Dr. Long concluded.
