Hát Bội is a traditional art form in Vietnam, distinguished by its unique features, including intricate face painting, singing styles infused with local dialects, traditional martial arts dances, and music that incorporates both traditional and folk elements.
However, these local and ancient characteristics often pose significant barriers to attracting audiences, as they can be challenging to understand and appreciate.
To address this issue, We8 team partnered with the Hochiminh City Hát Bội Art Theatre to investigate the reasons behind this art form’s limited reach among contemporary audiences. Our project aims to develop solutions that make Hát Bội more accessible and appealing, particularly to younger generations.
Preserving national culture is not solely the responsibility of the government and organizations; each individual plays a crucial role in safeguarding and expressing their cultural heritage.
Younger generation today recognizes the importance of reconnecting with their roots and actively seeks ways to learn about and appreciate the rich cultural heritage of their country. However, understanding long-standing traditions poses significant challenges in the context of modern life and cultural integration. When traditional folk art becomes difficult to grasp or access, young people may lose the motivation to preserve it.
Hát Bội artists have also been making efforts to change to receive the acceptance of the general public, especially the young. However, finding the right direction is a challenging task for them.
The interactive film and programming industry is expanding rapidly, driven by evolving consumer demands and technological advancements. In response to this growing interest, platforms are investing in interactive narrative formats, creating new opportunities for producers and creators in the field.
Through our research and exploration, we discovered that today’s youth genuinely appreciate traditional arts. However, folk arts, particularly Hát Bội, are largely missing from their lives. This disconnect occurs because Hát Bội does not align with the interests and entertainment preferences of younger audiences.
To tackle these challenges, we framed the question “How Might We” to guide our exploration of potential solutions.
We aim to highlight visual and audio elements in the website title is essential for capturing users’ interest and curiosity from the very beginning.
The site will offer detailed information about the play, the actors, and audience reviews, providing users with a clear overview of what to expect and stimulating further curiosity.
Once users learn about Hát Bội, they can easily book tickets using the website’s ticket booking service.
The primary challenge for Hát Bội audiences is understanding the content of the performances. To address this, users can download the app to access relevant information before and during their Hát Bội experience. By simply scanning a QR code, they can instantly access the show’s content.
For those interested in the plot prediction feature, a quick registration with an email address is required. This registration also helps collect valuable data for future marketing campaigns.
The logo of the Hochiminh City Hát Bội Art Theatre has been redesigned as part of a brand identity campaign that emphasizes minimalism while highlighting the art form’s most distinctive feature – the mask.
This campaign not only seeks to modernize the theatre’s identity but also aims to raise awareness of Hát Bội among both audiences and the general public.
The core focus of our visual design for the Hochiminh City Hát Bội Art Theatre was placed on the aesthetics of the traditional art form, thoughtfully incorporating elements like color schemes, typography, and imagery.
By using these visual components, we sought to evoke feelings of pride, intrigue, and cultural connection. The design’s appeal is crafted to resonate with younger audiences, aiming to inspire emotions such as admiration, respect for tradition, and a renewed interest in the timeless beauty of Hát Bội.
Once we pinpointed the problem statements, we developed a simple yet effective flow to address the current challenges of the Hochiminh City Hát Bội Art Theatre. This solution offers customers a clear, comprehensive view while introducing them to an engaging and modernized experience of the theatre’s system.
As users explore the homepage, the design takes them on a smooth emotional journey, captivating their attention and igniting feelings of curiosity, excitement, and delight.
The website also integrates human elements and detailed information, ensuring visitors can not only book tickets but also learn more about this traditional art form.
The mobile app for the Ho Chi Minh City Hát Bội Theatre includes an innovative interactive storyline inspired by branching storytelling techniques. This interactive feature allows the audience to directly influence the plot development of the performance in real time, creating a unique and engaging experience that fosters a deeper connection with the show.
In addition to this interactive element, users can easily explore performance content and book tickets through the app, enhancing their overall Hát Bội experience.
Through our research, we developed a design solution that addresses three key requirements:
We express our gratitude to Lollypop Design Studio for crafting an engaging platform that enabled us to connect and foster memorable experiences while deepening our appreciation for Vietnamese traditional culture and art.
