UNDERLYING REASONS
The reason behind this is that due to language and cultural barriers, foreign tourists experiences difficulty in understanding the meaning behind performances as well as each character of the traditional performing arts, leading them to confusion and boredom.
According to my observation, Vietnam continues to promote its traditional tourism in a conventional way, mainly through performances presented to audiences. While this approach may initially attract attention and evoke curiosity through visually appealing elements, it is not effective in the long term. The lack of immersive and hands-on experiences prevents audiences from fully understanding the performances and limits the creation of memorable experiences.
In contrast, other Asian nations such as China, Korea, and Japan have effectively overcome these barriers by creating immersive experiences that incorporate modern technologies such as AR, VR, MR, and XR, allowing them to promote and spread appreciation for their traditional cultures more widely.
“how might we” statement
How Might We incorporate immersive technology to create a hands-on design experience that allows foreign tourists to overcome language and cultural barriers when exploring Vietnamese traditional cultural performances?
USER INTERVIEW
To gain a deeper understanding of my target audience and gather valuable insights, I decided to create a five-question survey for my friends who have had the opportunity to visit Vietnam before.
user insights
Based on these 5 interview questions, several valuable insights were drawn to identify key opportunities for enhancing audience engagement and cultural understanding through immersive design experiences.
user persona
DESIGN PROPOSAL
Create an interactive public installation that incorporates AR technology to promote Tuồng (Vietnamese Court Opera), one of Vietnam’s most iconic traditional performing arts. Inspired by the household “Mix ‘n’ Match” game, the installation features three stacked boxes, each representing a different body part of a Tuồng character. Users’ mission is to spin and align the boxes correctly to form a complete character. Once assembled, scanning the image triggers an AR animation overlaid with additional information about the character, offering an engaging and immersive experience that helps international audiences understand and connect with Vietnamese traditional culture.
From Low-Fidelity to Reality
future potential
Through ARts of Vietnam: Tuồng (Vietnamese Court Opera), international audiences can gain a foundational understanding of this traditional performing art without encountering language or cultural barriers. The experience aims to evoke interest in Vietnamese culture and encourage further exploration of intangible heritage. By demonstrating how modern technology can create immersive and accessible cultural experiences, the project also highlights the potential for enhancing cultural tourism and increasing international engagement with Vietnam’s rich intangible cultural heritage.
