The graduation project of a group of FPT University students made a strong impression by unlocking the cultural potential of Ung Hoa District, Hanoi, through creative communication initiatives.
The project, titled “Ung Hoa – The Suburban Heritage Land”, was carried out by K17 students majoring in Multimedia Communication at FPT University. Ung Hoa is a locality rich in tradition, home to 21 craft villages, over 130 historical relics, and 60 folk festivals. However, despite its cultural wealth, the district has long lacked effective communication to make it more accessible and appealing to the younger generation.
K17 multimedia communication students carried out the project “Ung Hoa – the suburban heritage land”
Based on the AIDA model (Attention – Interest – Desire – Action) combined with storytelling techniques and on-site research, the student team developed a communication strategy that highlights the cultural, historical, and scenic values of Ung Hoa.
They produced a podcast series titled “Keepers of the Flame”, published on Spotify, documenting the personal journeys, emotions, and daily lives of artisans in traditional craft villages. Through authentic stories, the podcast brings listeners closer to the cultural heritage of the region.
The team also leveraged social media platforms such as Facebook and TikTok to spread vibrant, modern visuals of the suburban area. These communication materials were tailored for a young audience—both aesthetically appealing and easy to engage with—helping foster cultural appreciation among the youth.
A highlight of the project was the “Ung Hoa – the suburban heritage land” cultural festival, held from December 27 to 29, 2024, at Van Dinh Bus Station, Ung Hoa District. Co-organized by the student team and the Ung Hoa District People’s Committee, the event spanned over 1,000 square meters of open space and attracted more than 5,000 visitors, including students, local residents, tourists, journalists, and content creators.
The festival featured a range of cultural activities such as incense making, áo dài painting, and tò he figurine crafting. The event also welcomed Miss Universe Vietnam runner-up Huong Ly and second runner-up Huong Ly from Miss Tourism World, along with the Top 30 contestants of the Miss Heritage Ao Dai Vietnam pageant. The participants donned graceful áo dài and performed an elegant walk to a blend of traditional and modern music. The áo dài performance served as a powerful reminder of the importance of preserving and reimagining cultural values in contemporary life.
Beauty queens showcased ao dai at the “Ung Hoa – the suburban heritage land” cultural festival on the evening of December 27, 2024.
Beyond event organization, the student team also engaged in a variety of cultural and educational activities. They coordinated the district-wide drawing contest “My Love for Local Heritage” for school students in Ung Hoa, and led an experiential tour titled “From the Incense Village to Sacred Sites”, taking visitors to explore Quang Phu Cau – the incense-making village – along with iconic cultural and spiritual landmarks across the district.
Other interactive spaces were carefully designed and professionally curated, including traditional craft demonstration zones, a heritage photo exhibition, and artisan meet-and-greet areas. Even after the festival, the team’s communication products—such as podcasts, videos, and photo collections—continue to be utilized by the Ung Hoa District People’s Committee as long-term promotional materials.
During the final thesis defense for “Ung Hoa – the suburban heritage land” at FPT University, Ms. Tuyen Le, representative of the Ung Hoa District Office of Culture, Information and Sports, praised the students’ creativity and dedication.
She shared:
“It brings me genuine joy to look back on the past seven months—a journey full of effort, learning, and heartfelt contribution from these students to our district. They continuously explored, researched, and devoted themselves to creating meaningful cultural values, helping bring Ung Hoa’s image closer to the younger generation.”
Quynh Huong