Promoting Bài Chòi in the urban contexts of the South Central Coast Region

Abstract

The art of Bài Chòi in the Central region was recognized by UNESCO as an Intangible Heritage Of Humanity in 2017. Since then, types such as Hô Bài Chòi and Bài Chòi lớp have been revived, disseminated, and adapted to tourism development. Hô Bài Chòi has become a type of street art and a cultural product associated with tourism activities. Drawing on ethnographic fieldwork (in-depth interviews and participant observation) conducted in Hoi An, Da Nang, Binh Dinh, and Khanh Hoa in 2023, this paper analyzes the current practice and development of Bài Chòi in urban contexts of the South Central Coast, thereby providing findings on the adaptability and integration of Bài Chòi into contemporary life. The article addresses three key aspects: i) an overview of the characteristics of Bài Chòi in the South Central region; ii) the promotion of Bài Chòi as a form of street performance; iii) the adaptation of Bài Chòi to tourism development. Through a multidimensional analysis of the interaction between Bài Chòi art and contemporary urban life in the South Central Coast, the article contributes to debates on the promotion and adaptability of cultural heritage.