Challenges and Opportunities for Authentic Cultural Diplomacy: Analyzing Quan họ’s Cultural Values on YouTube Videos

On November 12, 2025, the Journal of Arts Management, Law, and Society published a research paper entitled "Challenges and Opportunities for Authentic Cultural Diplomacy: Analyzing Quan họ’s Cultural Values on YouTube Videos", conducted by Ph.D. Luong Thi Thu Huong, M.A. Tran Minh Ngoc together with student Le Nguyet Minh from the Falcuty of International Communication and Culture, Diplomatic Academy of Vietnam.

This study examines the impact of digitization on Quan họ, a Vietnamese folk music genre recognized as intangible cultural heritage (ICH) of humanity by UNESCO, and its implications for cultural diplomacy (CD). By analyzing the 100 most-watched Quan họ videos on YouTube, the research investigates how effectively the core cultural values of Quan họ are conveyed. The findings reveal a concerning trend: while these videos offer a visual glimpse into Quan họ, they often fail to capture the deeper cultural values. This disconnect has important implications for Vietnam’s CD efforts, as it risks presenting an incomplete and potentially misleading portrayal of Quan họ to a global audience. This study highlights the need for a more nuanced approach to preserving and promoting ICH, reflecting the depth and complexity of cultural traditions in CD efforts of emerging countries.

Check out the research paper here.