Phu Tho’s Xoan Singing: A “Cultural Ambassador” Reaching the World

In the enduring flow of national culture, Phu Tho’s Xoan Singing exists as a priceless treasure and a source of pride for the people of the Hung Kings' Ancestral Land. From ancient melodies rooted in communal houses and banyan trees, Xoan Singing underwent a spectacular journey to be inscribed by UNESCO as an Intangible Cultural Heritage of Humanity in 2017. In that success, foreign affairs and cultural diplomacy played the role of a “soft lever,” significantly bringing the heritage’s value beyond national borders to become a bridge connecting Phu Tho with international friends.

International tourists enjoy Phu Tho’s Xoan Singing at Hung Lo Communal House.

Looking back at the 2020-2025 period, the province’s foreign affairs were not merely tools for economic cooperation but became a channel for natural and sustainable cultural promotion. The Department of Foreign Affairs proactively coordinated with relevant sectors—particularly the Department of Culture, Sports, and Tourism—to integrate Xoan heritage into almost all major political and diplomatic events.

The image of artisans in traditional costumes, singing smooth Xoan melodies, appeared at high-profile events such as “Vietnam Culture Day” in Laos, France, and Japan, or the "Ancestral Land Culture and Tourism Week in Hanoi.“Through these platforms, Xoan Singing has truly become the”external cultural brand" of Phu Tho province.

A notable highlight in promotion efforts is creating experiential spaces for international guests. Instead of merely watching performances on modern stages, many diplomatic delegations, press agencies, and international organizations from Japan, South Korea, France, and the United States were invited to ancient Xoan guilds like Mieu Lai Len. Here, they directly learned from artisans and participated in dances and songs within the spiritual atmosphere of the Ancestral Land. These authentic emotions were transformed into in-depth articles and reports in international media, spreading the image of a friendly and culturally rich Phu Tho.

Alongside physical activities, external information work on digital platforms has seen significant progress. In the digital era, heritage promotion is no longer confined to traditional printed materials. The Department of Foreign Affairs pioneered “Digital Cultural Diplomacy” through the fanpage “Phu Tho and The World,” the provincial e-portal, and bilingual Vietnamese-English newsletters. Elaborately produced videos and documentaries on Xoan Singing and the Hung Kings' Worship Belief allow the global public and the overseas Vietnamese community to access their heritage anytime, anywhere—an effort especially meaningful in connecting the younger generation of the diaspora with their roots.

However, amidst the requirements of deep international integration, promoting Xoan Singing in the next phase requires more breakthrough and professional steps. According to the province’s foreign affairs orientation, the top solution is to further integrate cultural diplomacy into investment and tourism promotion. Every international cooperation program should not only carry economic opportunities but also the “Xoan Impression” through multimedia, multilingual presentations, and diplomatic gifts.

In particular, applying modern technology to heritage preservation is an inevitable trend. The province plans to build a digital ecosystem with a dedicated website and application titled "Hat Xoan Phu Tho - World Heritage.“The use of Virtual Reality (VR) and Artificial Intelligence (AI) will create”Virtual Xoan Spaces," allowing users anywhere in the world to enjoy and learn about the meaning of each melody. This is the key for the heritage to reach younger audiences and tech-savvy international friends.

Besides technology, the human factor remains decisive. Enhancing the capacity of cultural diplomacy staff—from international communication skills and foreign languages to in-depth heritage knowledge—is a core task. Simultaneously, it is necessary to strongly promote public-private partnerships, encouraging businesses and overseas Vietnamese to participate in promoting Xoan Singing through sustainable socialized models.

With the joint efforts of the entire political system, the community of artisans, and the companionship of international friends, there is a firm belief that Phu Tho’s Xoan Singing will continue to shine in the new era. This heritage is not just a treasure of the past but also a powerful spiritual resource, contributing to affirming the position of a strong, culturally rich Vietnam that is always ready to connect with the world through the path of culture and peace.

Le Hoang