Overcoming two major rivals from Hong Kong. Kong and China, Newday Media win Gold Cup for Best Arts & Cultural Event at international awards Event Marketing Awards 2023, with a creative and unique script in the 2022 Thai Xoe Dance Art Recognition Ceremony project.
Read more about the award. here.
On September 24, 2022, the "Ceremony to receive the UNESCO certificate recognizing Thai Xoe dance art & Opening of the Muong Lo Cultural and Tourism Festival 2022" with a groundbreaking idea of a grand folk dance and music performance on a stadium of over 6,000m2, with the participation of more than 3,000 performers, took place successfully and left a deep impression on 10,000 spectators watching live at Nghia Lo town stadium and millions of viewers watching on television.
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Difficulties piled up from the very first day of implementation.
Besides its important role in the province's tourism promotion and development campaign, the Thai Xoe Festival faces many challenges and difficulties in its preparation and implementation.
As a mountainous province, Yen Bai has extremely limited infrastructure. The lack of suitable local suppliers also drives up transportation costs significantly, due to the reliance on suppliers from major cities. Choosing to primarily use local actors, organizers face difficulties in terms of scheduling time for rehearsals and training, as well as the challenge of helping amateur actors quickly adapt to a constantly changing stage environment.
The weather in Yen Bai during the setup phase also presented challenges, with continuous heavy rains disrupting work, damaging some technical equipment requiring frequent replacement and repair, such as the Madrix LEDs. The Nghia Lo stadium – where the show was held – was constantly flooded, posing a significant risk to the performance.
The organizers decided to cover the entire 6000m2 stage with tarpaulins, making it easier for the performers to rehearse. Thanks to this, the festival was a success, despite the threat of a heavy two-hour downpour just before the show.
A feast for the eyes: a night of artistic transcendence with a unique approach.
Overcoming obstacles, the Thai Xoe Festival offers a unique cultural and artistic space on an unprecedented scale in Northwest Vietnam. It can be likened to a "living museum," where the thousand-year-old history and culture of the Thai people are preserved and vividly revived, recreating scenes that transcend space and time.
Choosing a completely different approach from traditional festivals, the Thai Xoe Dance Festival does not follow the structure of a typical event, but instead builds a unique grand dance drama entirely based on folk material. This is a different and pioneering solution for cultural festivals in Vietnam, offering a completely new experience for the audience.
Director Le Hai Yen chose to instill in viewers' minds a unique epic about the Thai people, where the history, people, culture, and life of the Thai are authentically recounted through stories that are both intimate and poetic, humble yet vibrant. With the concept of "letting the Thai people tell their own story," the creative team respected the original local culture instead of attempting to "stage" it, so that customs were staged to closely resemble the colorful life of the Thai people, honoring the cultural values of one of the most distinctive ethnic groups in Vietnam. The Grand Xoe dance, the centerpiece of the festival, is the result of the restoration and preservation of six ancient Xoe dances by 90-year-old folk artist Lo Van Bien, staged with highly symbolic imagery by artist Quach Thi Thu Nga.
Impressive results
Respect for and preservation of cultural identity has brought about a significant change compared to the Thai Xoe Dance Festival in previous years, allowing audiences to feel fully immersed in Thai life and creating unprecedented interaction between the audience and the events unfolding in the performance space.
The comprehensive and synchronized coordination of the Thai Xoe Dance Festival project has created a strong impact on the province's media and tourism industry, specifically through the following figures: in September 2022 alone, the province welcomed 260,200 visitors, including 6,600 international tourists, with estimated tourism revenue reaching 201 billion VND, an increase of 1501% compared to August 2022. On September 24th, 2022, the official day of the Thai Xoe Dance Festival, Nghia Lo town welcomed 28,000 visitors participating in various activities. This is an extremely impressive number for a mountainous town with only over 68,000 scattered residents.
A special feature for visitors is the high level of interaction when immersing themselves in the Thai Xoe Dance Festival. Spectators can freely participate in the dance circles easily, both during the festival itself and in the side activities. At the Thai Xoe Dance Festival on September 24, 2022, to meet the needs of both locals and tourists, in addition to the 5,000 seats added to increase the stadium's capacity to 10,000, many live cameras were set up at various locations outside for the audience to easily follow. When the large Xoe circles formed in the center of the stadium, many smaller circles were also formed by locals and tourists holding hands right at the viewing area, creating a unique experience and affirming the widespread influence of the distinctive folk dance art of the Thai ethnic group.
A prestigious award in the Asian Event & Marketing industry.
Demonstrating the depth of a completely different script, a unique idea, and boundless creativity in the 2022 Thai Xoe Dance Art Recognition Ceremony project, Newday Media completely convinced the judging panel, comprised of leading marketing experts from the Asia-Pacific region, surpassing many big names in the industry to officially win the Gold Cup in the Best Art & Cultural Event category at the Event Marketing Awards 2023 organized by Campaign Asia-Pacific.
13 years of experience in the field Event Organization, Newday Media is the first agency in Vietnam to win the prestigious Stevie Awards twice, marking professional, high-class events that meet international standards. We are at the forefront of applying the most advanced and modern event technology solutions, aiming to enhance customer experience and optimize the effectiveness of corporate events.
Thanks to its tireless efforts and team of experienced event organizers, Newday Media is currently a strategic partner of many large businesses/corporations: Deloitte Vietnam, PVI, Hoa Sen Group, CP Group, etc.
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