Resolution No. 136/2024/QH15 of the National Assembly on the organisation of urban government and piloting a number of specific mechanisms and policies for the development of Da Nang is a fulcrum, foundation, launching pad, and extremely important political and legal basis for Da Nang to realise its strategy of comprehensive, inclusive development, smart urban areas and soon become "one of the major socio-economic hubs of the country and Southeast Asia at large with the role of a centre for startups, innovation, tourism, trade, finance, logistics, high-tech industry, information technology (IT), supporting industry; one of the centres of culture - sports, education - training, high-quality healthcare, science - technology development of Viet Nam; a center for organising regional and international events; seaport city, international coastal city with the position of the core of the urban chain and growth pole of the key economic region of the Central Viet Nam- Central Highlands regions; becoming an ecological, modern and smart urban area, a livable city…”. However, one thing that must be emphasised is that one of the consistent, constant and vital goals to create a “brand” for any city, of which Da Nang is no exception, is to preserve and promote urban cultural values, so that culture is truly a driving force for development but also a value that creates the character of Da Nang, a city “worth visiting and worth living”.

The Quan The Am Festival, Ngu Hanh Son District, Da Nang. Photo: H.S

To do that, first of all, we must deeply perceive the value and strength of culture in the entire historical process of Da Nang and conduct analysis, separation to “carve” those values into each area of social life, in each activity, project, and development plan; operationalise those values into measurable criteria to see that culture is not only and never only “spiritual value” but also material values, together with the economy, that can promote comprehensive development for Da Nang. To do so, it is necessary to implement some of the following measures.

Preserving and promoting traditional cultural values

Currently, the “Da Nang tourism brand” is formed through a series of modern, international cultural activities. Therefore, in addition to developing “modern cultural symbols”, it is necessary to preserve and develop the “traditional cultural symbols” of Da Nang that have been produced from living activities following the flow of history to the present such as craft villages (Nam O fish sauce, Cam Ne mat making, Non Nuoc stone carving, Cam Le sesame cake making, Duong Son flower growing, Hoa Vang conical hat making, Thanh Khe blacksmith, Hoa Nhon carpentry villages, as well as maintain systematically, scientifically and ensuring historical values of unique traditional festivals such as Quan The Am, Cau Ngu (Whale worshiping), Hoa My communal house festivals, Muc Dong festival in Hoa Vang, Dinh Bang Spring festival in My Khe village.

It is necessary to remember that the “attraction” and charm of a city lies not only in modern architecture, modern cultural values but mainly in the sedimentary layers deposited by many generations associated with people, with as the subject, the soul of that urban area. Therefore, traditional craft villages and festivals are not only places to preserve cultural quintessence but also a great resource and potential in developing tourism, especially experiential tourism, and enhancing economic value for the locality, connecting the community.

The Cau An (Peace Praying) Festival in Nam O Village, Lien Chieu District, Da Nang. Photo: KIM LIEN

Continuously improve spiritual and cultural life

Culture is the spiritual life of society. Therefore, it is necessary to promote community cultural activities, develop cultural and artistic movements in residential areas and create conditions, through specific mechanisms, policies, and finances, for all classes of people to have the opportunity to participate and contribute to the cultural life of the community.

It is necessary to deeply perceive that culture and the system of values form and mold the soul and character and are "carved" into the entire social life from survival activities, living activities, labour and production activities; exchanges and social activities, entertainment and recreation activities.

This is further enriched and "fortified" so that the cultural "stronghold" becomes more solid, richer, and more vibrant. In the context and requirements of sustainable development, the role of local communities in promoting cultural values must be identified, affirmed and appropriate mechanisms formed so that the community - an important subject - can continue to further promote its position and role.

Due to historical nature and requirements for survival and development, communities "produce" and create values in which culture and they themselves are the subjects enjoying the cultural values it brings. Culture can be likened to the "identity of the community".

From this approach, recognizing, promoting, shaping, and linking the role of the community in preserving and promoting cultural values is to "restore the role" so that each individual in the community "communifies responsibility" and shares and enjoys the material and spiritual values  that culture brings, contributing to promoting rapid and sustainable development.

In the conditions of Da Nang, it is necessary to first build and upgrade cultural infrastructure, develop the system of existing community cultural institutions; conduct statistics and scientifically evaluate the current status of cultural houses and cultural-sports centres in districts/counties (especially suburban areas); upgrade the system of libraries, museums, cinemas, and parks to meet the learning, entertainment and recreation needs of the people.

At the same time, it is necessary to create modern public cultural spaces such as developing green spaces and creative parks to organise community cultural events; forming outdoor art performance areas, book streets, and walking streets associated with cultural activities.

Strategically, it is necessary to consider forming a film studio complex of regional and national scale to develop the cultural industry, specifically film culture for Da Nang. Along with that, it is also necessary to have a research and summary strategy to "point out the characteristics" of Da Nang people, Da Nang character, Da Nang lifestyle in order to continue to foster and create the image of a city worth visiting and worth living associated with responsible inhabitants.

The Cau Ngu (Whale worshiping) Festival, Thanh Khe District, Da Nang. Photo: T.K

Promoting the role of the community and the people

Culture, cultural management in general, activities to preserve and promote cultural values - as an institution, an important field in social life, a factor promoting local development - also need to be oriented by the government's guidelines and policies. However, there is no doubt that the masses are the subjects of culture. In other words, there must be mechanisms and policies (especially financial ones) to promote people to participate in local cultural activities and events.

In fact, the "enjoyment" of culture does not stop at the level of "being known, being discussed, being done, being inspected" by the community, but also the responsibility to organize, implement and maintain activities (associated with living activities, spiritual activities, religious activities) where cultural values are located and "excavated". In this case, “enjoying” culture is also “consuming” and “transmitting” cultural values to continue to “extend” and strengthen the inherent cultural value systems associated with residential groups and local communities.

Therefore, for culture to truly be a resource for development, a “glue” that binds the community, a “catalyst” for Da Nang’s economic development, it is necessary to attract, facilitate, and call on individuals, organisations, and communities to participate in activities and events, promoting cultural values in a socialized, multi-subjective, and multi-faceted manner. Only then will cultural features be preserved, cultural values be promoted, and the cultural soul be preserved…

It should be added that, in the current digital transformation conditions, applying advances in science, technology, and the internet to the management of cultural activities is necessary, but superstitious phenomena have also appeared in cyberspace. This is an “indicator” and an “order” for cultural policy makers, managers and cultural activity organizers of Da Nang to call for the participation of local communities in promoting cultural values in “real life” and in cyberspace, avoiding distortion and trivialization of cultural values losing the true meaning of culture.

In the context of digital transformation as it is today, it is also necessary to consider developing a digital cultural platform and using virtual reality (VR) and augmented reality (AR) technology in the cultural field. With the current information technology platform of Da Nang, it is completely possible to “bring Da Nang culture” to the international community with “one touch” by creating virtual museums and online exhibitions so that people can easily access Da Nang cultural values.

‘Tung tung, da da’ traditional dance at Guol Co Tu house, Hoa Bac Commune, Hoa Vang District, Da Nang. Photo: XUAN TU

Linking cultural values with economic and tourism activities

The central region in general, and Da Nang in particular, has strengths in developing tourism economy associated with island culture, ethnic culture, architectural culture, and spiritual culture. In order for cultural values to be “realized”, preserved and promoted in an inclusive, green, and sustainable direction, they need to be “inlaid” into economic and tourism activities because these activities will convey culture and promote cultural development.

To do so, the Da Nang government needs to have a plan to transform the livelihoods of resident groups; gradually increase income and improve the living standards of specific resident groups. When people and communities “see” the benefits of cultural activities, they will be active participants. Da Nang has been developing tourism routes associated with ethnic culture such as tours to explore the Co Tu village in Hoa Bac Commune, introducing Cham relics.
*
For culture to truly become a resource in the overall development strategy of Da Nang, a comprehensive and synchronous approach is a must-do, combining the preservation of traditional values, creativity in exploiting and applying culture in the economic, tourism, educational and social fields.

This requires efforts from the government in building support policies, effective management and investment in developing cultural infrastructure, while encouraging the active participation of people, communities and businesses. Linking culture with economic activities, especially tourism, not only contributes to transforming livelihoods and increasing income for people but also enriches local identity, enhancing Da Nang’s position on the international cultural and tourism map.

When culture is recognised and exploited as a strategic asset, Da Nang will not only develop sustainably economically but also create a prosperous, civilised community, and be proud of its cultural heritage, contributing to realizing the city's development goals, towards a smart city, a livable city, a happy city.

Reporting by PHAM DI - Translating by A.THU