Promoting culture through Youtube: A new direction to take the image of Xu Lang far away

– Along with traditional forms, in recent years, the trend of promoting culture through social network Youtube is gradually developing in Lang Son. This is a good and creative way to do it, suitable for the current 4th industrial revolution, contributing to bringing the image of the Xu Lang far away.

“Huong Sac Xu Lang” is one of the typical Youtube channels, attracting a large number of views in Lang Son. As of February 2022, the channel has posted 414 videos, attracting more than 8.1 thousand subscribers, each video has an average of 60,000 to 100,000 views. The content of the channel mainly introduces the cultural features of festivals, customs, folk songs… of Lang Son.

Mr. Hoang Viet Chien (57 years old, Tay ethnic group), block 10, Tam Thanh ward, Lang Son city, owner of Youtube channel “Huong sac Xu Lang” said: “On average, I make 10 videos per month, mainly about then singing. Spreading the cultural values ​​of my homeland is the purpose and motivation for me to set up the channel and produce videos every day.”

The owner of the Youtube channel “Huong Sac Xu Lang” processes videos on specialized software before posting

Like Mr. Chien, Mr. Duong Xuan Thai, Hoang Dong commune, Lang Son city is very famous on social media as the founder of the channel “Thai Lang Son”. Currently, his channel has more than 145,000 subscribers and reached the silver button of Youtube. Some of the videos he posted have attracted millions of views such as: “Lon quay nguyen con Lang Son, da gion com cop” ( Lang Son roasted pig, crispy skin) attracting 9 million views or the video “Earning 2 million a day thanks to a family roasted pork and That Khe specialty roasted duck” attracts 2.3 million views. Mr. Thai said: I started the channel in 2017, the original purpose was to save the moments of my experience about my homeland Xu Lang, fortunately attracted many people. To date, I have produced 757 videos, in the future, I will create more quality products so that everyone knows the cultural beauty of Xu Lang.

Not only channels “Huong Sac Xu Lang” and “Thai Lang Son”, now, when accessing Youtube to search for the phrase “Lang Son Culture” there are hundreds of channels with the above content. Some typical channels are “Lang Son Life” (2.25 thousand subscribers); “Dac San Mau Son” (8.17 thousand subscribers); Lang Son Tourism (361 subscribers)…These Youtube channels are all established by individuals and organizations living and working in Lang Son. In addition, tourism units and businesses in the province have also been taking advantage of this to promote the culture and tourism of Xu Lang. According to statistics from the Department of Culture, Sports and Tourism, currently, the province has 7 tourism and travel businesses and 259 accommodation establishments serving tourism activities. In which, more than 90% of units apply the form of advertising via youtube channel, thereby creating positive effects.

Mr. Ly Xuan Thach, Director of Thanh Vu Trade and Tourism Company Limited (Tam Phat travel), Nguyen Du Street, Vinh Trai Ward, Lang Son City said: Taking advantage of Youtube social networks, since the end of 2020, our business has established a youtube channel “Thomas Cook VNM”, currently the channel has 240 subscribers, over 100,000 views and comments, among which are from foreign tourists. After watching our videos, many visitors have contacted us to provide contact phone numbers as well as advice on experience travel programs. In order to effectively operate this Youtube channel, we have visited many tourist attractions of the province, surveyed the locations, from there, cooperated with tourism businesses in provinces and cities across the country to build the idea of ​​forming tours. Some of the videos we have posted have received a lot of attention and feedback from the audience such as: “Dao foot bath medicine in Lan Luong, Binh Gia”; “Conquering the top of Phia Po – Mau Son mountain”… I find the promotion of culture through Youtube is a useful method that tourism business units need to approach to promote the development of the province’s tourism sector.

The trend of promoting culture on social media sites, especially Youtube, has helped attract a large number of tourists to tourism in the province. For example, in 2021, the total number of tourists to the province will reach over 1.6 million, an increase of 1.2% compared to 2020, of which domestic tourists account for over 98%. In the first 2 months of 2022, the number of tourists coming to tourism in the area reached about 145,500 turns, the revenue is estimated at over 64 billion VND.

Ms. Tran Thi Kim Ngan, 32 years old, living in Lien Chieu district, Da Nang city said: I am originally from Lang Son, but I have lived in Da Nang for a long time, rarely have the opportunity to return to my hometown. Earlier this year, when I had the opportunity to bring some friends back to my hometown, I researched some tourist and culinary places on Youtube, so our whole trip was very smooth, visiting many attractions such as: Tam Thanh pagoda, Ky Lua night market, Huu Lien community based tourism village (Huu Lung district) … and enjoy some special dishes of their hometown such as roasted duck, kiu nyuk…

Ms. Le Hai Yen, Deputy Director of the Department of Information and Communications said: In recent years, social media sites, especially Youtube, have actively contributed to building a beautiful image of the Xu Lang. In the coming time, we will continue to issue documents to guide the content of media products posted on social networks. In addition, we also strengthen the inspection and supervision of the content of activities of social networking sites; strictly handle cases of taking advantage of cultural promotion to create inappropriate and illegal content.