Newday Media JSC, Hanoi, Vietnam: Muong Lo Cultural and Tourism Festival

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The Opening Ceremony of “Muong Lo Tourism and Culture Festival” on September 24, 2022 was organized to highlight the cultural values of the Thai ethnic group which plays an important part in the culture and tradition of the North Western area of Vietnam. It highlights the UNESCO recognition of the traditional dance and also raises awareness about the tourism potential of the land where 30 ethnic groups met in Yen Bai. 

The event was aimed to attract thousands of local and international tourists to enjoy fun and activities-packed days in the town, at the same time create a completely new experience and elevate Thai art & culture into a unique tourism product and tourist attraction.

After months of researching and learning, the event team, led by General Director Hai Yen Le, chose to organize the event in an unpreceded way using a real-life performance by real people and real instruments. Over 600 ethnic students and more than 2000 local residents were trained by professional choreographers within 2 weeks to perform some forms of activities in their daily lives on a musical and storytelling background. The highlight of the performance was a huge Xoe dance which was joined by thousands of people and showcased 6 ancient movements within the dance.

Local engagement and inspiration are key strategies. After the first communication campaign, the event received very positive support and help from the Thai community, from lending props, sending instructions & antique books, and teaching the dialects… The participation of the oldest Thai artist, Mr. Lo Van Bien, and many other local Thai dancers was the team’s great achievement.

To inspire young people and raise awareness about Thai culture, a photo competition was organized on Facebook, receiving almost 100 entries and over 5000 of likes, comments, and shares.

In terms of results:

• Before the event, thousands of people discussed how to watch or go to the event on social media.
• On the event day, the stadium was quickly filled up within an hour by 10000 spectators. 5 other big LED screens were installed outside of the stadium and other public places for thousands of people who couldn’t get free entry tickets to the stadium.
• According to a report from the Yen Bai Tourism Department, on the event day itself, the city received more than 28000 visitors who came to the festival and attended the opening ceremony. That number was the highest of the year and three times more than that of the year before. In September 2022, the city received 260200 visitors. The turnover of tourism reached 201 billion dongs, 150% higher than the previous month. In the last quarter of the year, the city received 1.3 million visitors, 18.7% higher than planned and increased by 120% compared to that of the year before. 
• More than 1300 articles featured the event and its success across big media outlets.
• More than 20 inclusive interviews of Mrs. Hai Yen Le, the performers, and Mr. Lo Van Bien... on national television - VTV1 and many other channels.
• The event was broadcasted live on VTV1, and many provincial television channels, Youtube channels, attracted millions of viewers.