Tuong is a time-honored yet gradually forgotten theatrical art. In its heyday in the Tran dynasty (13th and 14th century), Tuong was once widely appreciated by the peasantry and the nobility alike. Unfortunately, amidst the diversity of the modern entertainment industry, Tuong became unfamiliar to younger generations in Vietnam and elusive to foreigners.
Though travelers seek to bring home something unique as a memento of their journey. However, often lacking in aesthetic qualities or being mass-produced kitsch from China, local souvenirs often fail to deliver. To create unique and locally made souvenirs imbued with Vietnamese cultural identity is one utmost concern for any organizations and individuals in the tourism industry.
Abstract: Telling stories of Tuong is a key to create meaningful souvenirs that can express the Vietnamese identity and introduce the art to new generations.
A passionate project of Design Market
Timeline: 2016
Credit:
Creative Director: Bảo Kỳ
Illustrator: Dũ Đậu Hủ, Bảo Kỳ
