The "Song ruc ro" (Living Brilliantly) Digital Content Creation contest, part of Vietnam iContent 2026, encourages creators to share authentic stories about people, culture, and positive values in life. Among the submissions, many entries chose traditional craft villages as their creative material. They documented the skills of artisans, long-standing daily routines, and concerns about passing on these crafts through generations.
For instance, the video "Touching the over 800-year-old heritage of the Cham people" by Nguyen Truong Dang Khoa takes viewers to Bau Truc pottery village in Phan Rang, Khanh Hoa, where pottery making is integral to the Cham community's cultural life.
Through the lens of this journey, the creator recorded stories from artisans and the process of crafting handmade pottery. Viewers not only learn about the history and value of the craft but also observe artisans guiding each step, gaining an opportunity to create a product themselves. This approach brings the heritage to life through practical activities and experiences, rather than just through narration.
The entry "Touching the over 800-year-old heritage of the Cham people". Video: Nguyen Truong Dang Khoa
In Bac Ninh, Le Thi Nhi's work, "Phu Khe Dong traditional woodworking village", explores the story of a traditional craft facing challenges in its preservation and the search for the next generation of artisans.
According to the creator, once, the sounds of chisels and carving echoed from many woodworking shops in Phu Khe Dong's small alleys. Woodworking served as a livelihood for many families and a source of pride passed down through generations. However, after the Covid-19 pandemic, orders declined and profits shrank, while some young people left their hometowns seeking other work.
Through her video, Le Thi Nhi hopes to tell the story of artisans who persistently uphold their craft. The work also expresses hope that young people will return, learn the trade, and find ways to bring tradition closer to modern life.
The entry "Phu Khe Dong traditional woodworking village". Video: Le Thi Nhi
Also exploring the story of a craft at risk of fading, Pham Thi Thuy Tien's (Ho Chi Minh City) video "The lantern lighter" documents a traditional lantern-making neighborhood that has existed for over half a century in Saigon. From hundreds of households once involved in the craft, only a few families remain, continuing to make handmade lanterns associated with the Mid-Autumn Festival memories of many generations.
The entry tells of artisans who dedicated most of their lives to preserving the craft, while also acknowledging the efforts of the Khoi Dang Tac Khi group, young individuals seeking to restore old lantern and Mid-Autumn toy designs using traditional methods. This convergence between seasoned artisans and a generation actively seeking to reconnect with tradition shows that heritage preservation is not just about keeping memories alive, but also about engaging new practitioners.
The entry "The lantern lighter". Video: Pham Thi Thuy Tien
Beyond long-standing craft villages, Trieu Phong Son's entry from Hanoi, "The 36-year-old mooncake shop in the heart of the capital", tells the story of a family-run bakery. While not a traditional craft village, the shop offers a glimpse into how a craft is maintained through the skilled hands and dedication of its practitioners.
In their small kitchen, the husband handles the dough kneading, crust making, and baking; the wife prepares ingredients and mixes the assorted fillings. Each stage requires meticulous attention to preserve the familiar flavor of Hanoi's autumn delicacy.
The three entries employ different storytelling approaches, from pottery making experiences and woodworking to a baking kitchen story. Their common thread is placing people at the center, demonstrating that traditional value lies not only in the products created but also in the skills, memories, and passion of those who preserve the craft.
The entry "The 36-year-old mooncake shop in the heart of the capital". Video: Trieu Phong Son
The "Song ruc ro" contest is one of the activities under Vietnam iContent 2026, open to Vietnamese citizens both domestically and abroad, as well as foreigners legally residing in Vietnam. Participants can submit entries in three categories: Video, Photo, and Article, with content revolving around people, culture, positive actions, initiatives, and societal values.
The organizers will accept submissions until 12h on 31/10. The preliminary round will select 45 entries for the final, comprising 15 entries from each category. Entries are judged based on their content and message, creativity, presentation quality, and spreadability. Through the contest, relatable stories from daily life gain an opportunity to reach the public through creative digital content formats.
Thai Anh
