Reviving traditional folk paintings: How social media is bridging generations

A 400-year-old genre of painting facing risks of being forgotten

Founded in the 17th century, Dong Ho folk woodcut paintings represent a vibrant and significant part of Vietnam’s cultural heritage. Originating from Dong Ho Village in Bac Ninh Province, this traditional art form captures the essence of Vietnamese life, reflecting the everyday experiences, beliefs, and values of rural communities. The themes of Dong Ho paintings span a wide range, from depictions of livestock such as buffaloes, pigs, and chickens to scenes of daily activities and religious practices of farmers. These artworks serve as vivid snapshots of life in the northern delta region of Vietnam, offering insight into the socio-cultural landscape of the past and representing the dreams of Vietnamese people for a harmonious, prosperous, and happy life [1].

Dong Ho paintings' themes and intricate craftsmanship behind them make them incredibly unique. Each painting is created using hand-carved woodblocks—one for each colour, with the number of blocks matching the colours used in the artwork. The colours are all natural: black from charred bamboo leaves, green from indigo plants, yellow from umbrella tree flowers, and red from powdered stone or wood. These paintings are printed on “do” paper, derived from the bark of the do tree, coated with a unique mixture of scallop shell powder and sticky rice paste to ensure the paper’s durability and vibrant colour retention [1].

Despite its rich history and cultural significance, the Dong Ho painting tradition faces the imminent threat of fading into obscurity. Modernization, industrialization, and changing artistic tastes have contributed to a decline in the production and appreciation of this art form. Currently, the art of Dong Ho painting is kept alive by only two families in Dong Ho Village - the Nguyen Huu and Nguyen Dang families [2] - a sharp contrast to the once-thriving community of artisans that flourished in the past. As Dong Ho artisan Nguyen Huu Dao explains, “The complicated process of creating Dong Ho paintings, combined with diminishing demand, has led many artisans to abandon the craft.”. With each passing generation, the knowledge and skills necessary to keep this art alive are at risk of being lost.

Nguyen Huu Dao is a passionate young artisan dedicated to preserving his family's invaluable tradition, which is also an essential part of the nation’s cultural heritage.

In recognition of this danger, efforts have been made to preserve the craft. The Vietnam National Commission for UNESCO and the Bac Ninh Provincial People's Committee have submitted Dong Ho paintings for inclusion in UNESCO’s List of Intangible Cultural Heritage in urgent need of safeguarding in 2024 [3]. This acknowledgement highlights the critical need for preservation efforts to ensure that the stories, values, and artistry embodied in Dong Ho's paintings are not forgotten. However, to truly secure the future of this treasured art form, broader engagement - especially from younger generations - is essential.

Reaching out to the generation of the future

To ensure the preservation of Dong Ho paintings, it is essential to engage younger generations, particularly Generation Z. Generation Z, or those born between 1997 and 2012, will make up a significant portion of Vietnam’s population by 2025, with an estimated 15 million members, nearly one-fifth of the country’s total population [4]. Their influence is already reshaping household decisions, from entertainment choices to product purchases [5], making them a critical audience for the survival of traditional arts like Dong Ho.

Social media offers the most effective means of communication to engage this digital-native generation. Gen Z is known for their tech-savviness and fluency in social media [6]. They are adept at navigating digital platforms, and their keen interest in societal issues, including cultural preservation, makes them an ideal target for campaigns to safeguard traditional art forms [7] [8]. Furthermore, their high sense of individualism and desire for authenticity, as highlighted by Ernst & Young, drives their deep connection to cultural roots and heritage. For Gen Z, preserving traditions is not merely a cultural obligation but a way of expressing their identity [9].

Social media platforms such as Facebook and TikTok are key to effectively promoting Dong Ho paintings to Gen Z. As two of the most popular platforms among Vietnamese youth [10], these channels offer diverse and engaging content creation tools, perfect for promoting cultural heritage in new and exciting ways. According to a 2023 survey by Decision Lab, TikTok and Facebook dominate the social media landscape among Gen Z in Vietnam [11]. Furthermore, research from Morning Consult reveals that 35% of Gen Zers spend over four hours a day on social media, underscoring its potential as the ideal space to spark interest in cultural preservation [12]. Gen Z can actively appreciate and contribute to preserving Dong Ho paintings by creating visually appealing and interactive content that resonates with their values.

A video by F.Studio, which has garnered over 2 million views, draws inspiration from the artistic style of Dong Ho paintings.

Artisan Nguyen Huu Dao also emphasizes the younger generation's crucial role in reviving traditional art forms. He states, “Young people's creativity and bold movements can inspire their peers and create real change. Social media is a powerful tool that allows this information to spread easily, helping to revive and preserve our cultural heritage.” By showcasing their appreciation for cultural heritage, Gen Z can inspire a broader movement that revitalizes interest in Dong Ho paintings.

TikTok creators have received enthusiastic responses from young viewers for their content showcasing the culture of Dong Ho paintings.

Virtual channel, practical impacts

The rise of social media platforms has created a powerful channel for cultural preservation. Traditional arts like Dong Ho paintings can find new life by tapping into platforms where Generation Z spends significant time.

A standout example of social media’s impact is the event “Hoa net Dong Ho” (Painting Dong Ho Strokes), organized by National Economics University students under their lecturers' supervision. The event was designed as a hands-on workshop where participants could create their own Dong Ho paintings under the guidance of renowned artisan Nguyen Huu Qua - the father of artisan Nguyen Huu Dao.

The organizing committee used social media - primarily Facebook and TikTok - to promote the event, recognizing these platforms as key tools for reaching Generation Z. Their approach focused on delivering content in short videos, a rising type of content that is particularly well-received by Gen Z. This tactic proved highly successful: the event’s TikTok account generated over hundreds of views, with one video garnering over 80,000 views. This widespread engagement played a crucial role in the event’s success, resulting in hundreds of registrations within just a few days and reaching total participation capacity.

The success of “Hoa net Dong Ho” highlights how effectively social media can engage young audiences in cultural preservation. “Social media is indispensable for reaching Generation Z, as it allows young people to personalize their opinions on Dong Ho paintings. They share their thoughts and experiences through comments or direct messages,” explained Ms. Hang, a representative from the organizing committee.

Reflecting on the event’s communication strategy, Ms. Hang noted, “The committee learned that Generation Z prefers content that is brief, dynamic, and interactive. Short videos showcasing the painting process, the cultural stories behind the art, and hands-on experiences proved particularly engaging. Blending traditional art with modern social media trends—such as pairing Dong Ho painting videos with contemporary music—also helped increase relatability and appeal.”

The event “Hoa net Dong Ho" successfully engaged young participants.

Artisan Nguyen Huu Dao expresses his deep appreciation for young enthusiasts who actively engage in learning about traditional culture and work to share it with their communities. He believes this generational connection is vital, as young people often speak the same language and share similar interests, making communicating the value of traditional arts easier. “With the help of social media, the culture of Dong Ho paintings can reach thousands, even millions of other youngsters,” he notes.

Moreover, social media not only aids in cultural dissemination but also plays a crucial role in the sales of Dong Ho paintings. Young people are increasingly accustomed to online shopping, and platforms like TikTok and Facebook allow artisans to showcase their work to a broader audience. This visibility is a significant motivation for artisans like Dao, as he acknowledges, “Without the support from young customers, it would be challenging to sustain a traditional business.” He emphasizes that young customers represent the future of the business, as their engagement and purchasing power are vital for keeping traditional crafts alive. The synergy between tradition and modern technology offers a promising avenue for the revival and preservation of Dong Ho painting, ensuring that its rich legacy continues to thrive in the hands of future generations.

Prospects: lessons from abroad and applications for Vietnam

The revival of Dong Ho paintings through social media engagement illustrates a promising future for cultural preservation in Vietnam. Successful initiatives from other countries, such as Japan’s Kintsugi revival and the global popularity of Scandinavian design, provide valuable insights. In Japan, promoting traditional crafts through storytelling and online marketplaces has attracted younger consumers, allowing artisans to thrive while preserving their heritage [13]. Similarly, Scandinavian design's focus on minimalism and sustainability has captivated younger audiences, demonstrating that modern aesthetics can integrate successfully with traditional craftsmanship [14].

For Vietnam, these lessons highlight the importance of strategic marketing and education. Leveraging storytelling on social media platforms can enhance the appeal of Dong Ho paintings. This approach can involve sharing the art form's history and techniques and the artisans' personal narratives, thereby creating a deeper emotional connection with audiences [15].

Additionally, collaborations between artisans and influencers could amplify visibility and sales [16]. This strategy, effectively employed in other countries, harnesses the social media reach of influential figures to promote Dong Ho paintings, blending traditional aesthetics with contemporary lifestyles. Integrating e-commerce capabilities into social media platforms can facilitate online sales, making it easier for young consumers to purchase and engage with this cultural heritage [17] [18].

By adopting these practices and focusing on social media’s potential, Vietnam can cultivate a vibrant cultural landscape that preserves traditional art forms like Dong Ho paintings while allowing them to evolve and flourish in a modern context. This proactive approach can ensure that future generations remain connected to their rich cultural heritage, fostering a sense of pride and continuity.

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(*): Ngan Ha Nguyen - MSc Marketing, University of Huddersfield; Khue Anh Nguyen Hoang - Student of Chu Van An High School for the Gifted.

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