Vietnam, with its rich cultural heritage and diverse festival system, faces a major challenge in the era of the market economy: commercialization. Transforming cultural and spiritual values into tourism products and services can generate enormous revenue, support conservation efforts, and promote the country’s image. However, the line between sustainable exploitation and “over-commercialization” is very thin, maybe leading to distortion and erosion of core identity, we would like to hear the opinions of three experts to gain a multifaceted perspective on this issue:
Dr. Le Thi Lien, Director of the Institute of Ethnic and Religious Strategy and Policy, Vietnam Academy of Ethnic Minorities, Ministry of Ethnic and Religious Affairs:
Many have expressed concern about the loss of sacredness and authenticity in folklore. Culture and festivals are not just performances; they are social practices and expressions of beliefs and community. When we commercialize a festival, such as a village festival, the main goal shifts from spirituality and community connection to attracting tourists, selling tickets and providing accommodation. This leads to the phenomenon of “theatricalizing” heritage. Sacred rituals may be shortened or modified to suit tourists’ schedules or easily digestible tastes. The emphasis on performance overshadows the sacred; if we are not careful, we will be left with only the empty shell of heritage, a glamorous tourism product lacking its core soul. The solution lies in establishing absolute “no-commercial zones”, or perhaps adopting a responsible tourism model where economic benefits are always subject to the control of the community and professionals.
Dr. Tran Thi Hang, University of Social Sciences and Humanities:
Viewing from a positive perspective, commercialization is an inevitable and beneficial force if managed effectively. We cannot preserve a heritage site in a state of poverty. Funding is crucial for the restoration of historical sites, the training of successor artisans, and the support of communities that preserve these heritage sites. Commercialization is a way to generate self-generated, sustainable capital, reducing the burden on the state budget. The issue isn’t whether or not to commercialize it, but how we do it. A prime example is the ancient town of Hoi An or the Ca Tru folk singing tradition, thanks to tourism, these artists have the motivation and income to pursue their craft, thereby preserving and promoting the value of traditional art. Controlled commercialization is the process of reviving heritage through economic means. Therefore, it is possible to propose the establishment of transparent benefit-sharing mechanisms between businesses, the state and local communities, developing high-quality products such as exquisite handicrafts and distinctive cuisine, instead of low-quality souvenirs that diminish the value of the original heritage.
Dr. Nguyen Quynh Tram, Central Committee of the Vietnam Fatherland Front:
From a management and legal perspective, the focus is on the legal framework and intellectual property rights for folklore. Much of cultural heritage, especially folklore, to be the common property of the community. Uncontrolled commercialization leads to cultural appropriation, where corporations or individuals outside the community exploit the economic benefits while the community that created the heritage does not receive the deserved advantage. The current Law on Cultural Heritage needs stronger provisions to protect the traditional knowledge and economic interests of local communities. To address the need for heritage planning and risk management, it is necessary to clearly define the management entity for each type of heritage; apply certification standards to heritage tourism products to ensure quality, authenticity, and community origin; strengthen the role of independent expert review boards to monitor and promptly adjust commercialization activities that risk harming core values.
According to experts, the commercialization of culture, heritage, and festivals presents a complex balancing act between preservation and development. Warning of the fading of cultural identity, experts point out the necessity of economic resources, and call for a solid legal framework. The optimal solution must be a harmonious combination of three elements: The community is the entity responsible for ensuring sacredness and authenticity; The economy is the driving force for generating intrinsic capital; The law is the protector to prevent appropriation and excessive commercialization. Only by controlling the speed and methods of exploitation can we transform culture and heritage into an inexhaustible “renewable capital”, enriching the economy while enhancing national identity.
