The requirements set for Newday Media
Xuan Truong Construction Company is the investor and developer of the Thung Ui Cultural Area in Ninh Binh, aiming to make it a large-scale cultural and spiritual destination in the region. In the context of the growing demand for experiential tourism, the challenge is how to promote Ninh Binh's cultural values in a unique, large-scale way that leaves a lasting impression on visitors.
Besides promoting cultural and spiritual tourism, the program also needs to recreate the Heaven Worship Ceremony associated with the Altar of Heaven, a symbol with special historical and spiritual significance in Thung Ui. This is not the first time the Heaven Worship Ceremony has been recreated in Thung Ui, so the challenge lies in transforming historical values, which are currently only found on paper, into an engaging experience for the modern public and creating a memorable difference from previous years' events.
The Grand Realm of the Ancient Altar of the Mysterious Heaven – a solution proposed by Newday.
Newday Media has developed a grand-scale live performance program for the 2026 Kính Thiên Altar Festival – Huyền Thiên Ancient Altar, with a narrative structure that transcends time. The story begins with the archaeological discovery of a skeleton dating back approximately 13,000 years, unearthed right in the area where the Kính Thiên Altar is being reconstructed. From there, it connects to the meeting between Zen Master Ngô Chân Lưu and King Đinh during the journey of establishing the capital and founding the nation.
The entire program unfolds as an immersive journey with two stages operating simultaneously, guiding thousands of viewers through multiple layers of time and space. Grand scenes such as prehistoric life, a large-scale military exercise, the Heaven Worship ceremony, or the Flower Fairy Feast are staged using modern real-life language combined with lighting, music, traditional costumes, and large-scale stage effects.
Newday Media has taken advantage of the unique architecture of the Altar of Heaven, stretching from the Earth-Human-Heaven gate to the altar itself, to build two creative stages; allowing the audience to not only appreciate the historical depth but also the majestic landscape of Thung Ui.
This concept directly addresses the project's communication challenge by transforming history into an emotionally rich cultural and entertainment experience. Instead of approaching culture through one-way displays or storytelling, the program immerses the audience in history as a character in the story. This approach also aligns with the edutainment trend, where educational elements are conveyed through vibrant theatrical experiences that are more accessible to younger audiences.
Communication results and effectiveness
Following the event, the 2026 Dan Kinh Thien Festival recorded approximately 43,000 interactions and over 1 million views across Newday Media and Thung Ui Cultural Zone's media channels. Hundreds of articles, television news reports, and social media pages also simultaneously covered the program, creating a strong ripple effect. Much of the unsolicited content (UGC) from attendees continued to spread naturally through live videos and check-in photos, contributing to the program receiving much positive feedback on social media.
In terms of experience, the program made a strong impression on Ninh Binh audiences and tourists thanks to its large-scale staging, high level of immersion, and emotionally rich storytelling. The grand, real-life scenes and the sacred space of the Altar of Heaven helped the program create a distinctive mark in the series of cultural and tourism events in Vietnam. (See more audience feedback at...) This)
Through the large-scale historical performance of Huyen Thien Co Dan, Newday Media not only implemented a large-scale performance program but also built an effective cultural storytelling campaign, contributing to promoting the image of Ninh Binh in a modern, distinctive, and experiential way.
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