Introduction
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CULTURAL PRESERVATION - POTENTIAL DEVELOPMENT
Vision
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HERITAGE CONNECTION - GLOBAL IMPACTS
Context
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WE ARE BORN FOR A REASON
Insights
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WE LISTEN
Goals
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WE AIM
How
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WE ACT
table of content
Phase 1 CULTURAL INHERITANCE CREATIVE INTERFERENCE
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Phase 2 CREATIVE INTRODUCTORY COMPETENCE IMPULSE
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INTRODUCTION
Cultural Preservation Potential Development Ethnicity is a Cultural Heritage preservation project in the form of digital art of patterns woven on brocade, is a long-standing characteristic of the culture of ethnic minorities in Vietnam. With the desire to promote understanding of ethnic cultures, we aim to promote these patterns in the media, interactive exhibitions and develop applications of patterns in the modern creative industry.
Along with the preservation mission, Ethnicity also focuses on developing ethnic youth through exchange and training programs to equip the necessary information, connecting them to the mentoring network so they can become those who lead and develop their communities, especially to save and preserve their own cultural beauties. We are here to connect with our heritage and promote mutual learning. 07
VISION
Heritage Connection – Global Impacts Our vision is to build a digital library of ethnic pattern vectors in Vietnam and apply them to the daily designs of Vietnamese. We also collaborate with partners in the field of creative and community development to provide opportunities for ethnic minority youth through the program “Ethnic Youth Leader Initiative”. In addition, we aim to become a model that can be applied to other ethnic groups around the world. 08
CONTEXT
We are born for a reason Vietnam has 53 ethnic minority groups and weaving brocade is one of their most prominent traditional crafts. The weavers are like a storyteller, who tell stories about their identity, history, culture, and daily activities by different patterns of brocades in shapes and colors. This diversity depicts the cultural beauty of ethnic minorities and has become a feature of their heritage. But modernization and poverty make them lose many activities to maintain and preserve this unique craft, so they are gradually forgotten and lost over time.
This leads to a gap of mutual cultural understanding among ethnic groups as well as among rural and urban areas, which is fundamental for sustainable development. And this is similar to many other ethnic minorities around the world with the same cultural beauty of traditional brocade weaving. That is why Ethnicity was born with the desire to preserve, spread and connect cultural values and beauty patterns to contribute to social and community development. 09
WE LISTEN
...
INSIGHTS
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The youth/cultural lovers I want to be identified by my national motifs and I want to introduce them to my friends around the world. I want to have a platform that helps me learning and understanding about the culture of different ethnic groups visually by artwork/videos/illustrate... ***In a developing society where young people are influenced by foreign cultures, they gradually lose contact with their traditional culture and identity. The Ethnicity Project aspires to lead young people to a lifestyle so that they can proudly present their cultural characteristics to the world through the application of ethnic patterns in everyday applications.
We provide a learning platform about the patterns and cultures of different Vietnamese ethnic groups through the digital art and design platform in the media.
Designers We provide a library of ethnic pattern vectors, applications, and guidelines on using them in many modern creative industries.
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I want a library of ethnic pattern vectors which can inspire and convey creative arts to me; most of all, I can apply it in my modern designs.
The ethnic minority youth I want to preserve the culture of the ancestors, the people and the desire to develop myself, from which I can develop the community where I live. But I don’t know what to do and where to start?
I love my culture but I don’t know what to do to be able to incorporate these elements into action.
Through the program “Ethnic Youth Leader Initiative”, we look forward to accompanying and contributing to the orientation of ethnic youth to become pioneers in preserving the cultural values of their own and more 13
GOALS
WE AIM
To Preserve this heritage by digitizing ethnic patterns, researching the meaning and stories behind each pattern; transmit and promote it to all ethnic groups in Vietnam in particular and the world in general through social media and interactive exhibitions, aim to promote mutual understanding among peoples.
To Develop a patterns’ application package in the modern creative industry and have it become a new trend/lifestyle.
To Establish relationships and connecting with creative and community development partners to provide scholarships to participate in youth leadership programs for ethnic minority youth, aim to contribute to providing career opportunities and preserving national culture.
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HOW
WE ACT
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P H A S E
CULTURAL INHERITANCE CREATIVE INTERFERENCE
The Ma & Koho community as the beginning & initializing place Getting started from the Ma & Koho people Lam Dong Province is located in the Central Highlands of Vietnam, where there are many ethnic minorities living (accounting for more than 25% of the provincial population), especially the Koho and Ma people (accounting for 20%); this has created a characteristic identity for this basalt soil. Lam Dong is the land of ancient Ma, a mysterious kingdom located in the long history of Vietnam. Throughout different historical periods, the Ma produced many cultural treasures such as customs, practices, traditions that were not widely known. Those values still exist in their cultural characteristics and are waiting for you to discover them. Returning to the Koho community, they are known to be a
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long- s tanding ethnic minority group in the Southern Highlands , with the diversity of local groups including Koho Sre, K oho To Rinh (T’ring), Koho Filed (Tu nop), Koho Chil, Koho Lach, Koho Don; the K o ho Sre group had the large s t population, concentrated in the Di Linh Highland. The Koho people used to live mainl y on high mountains, the life was quite separate, so many t raditional cultural and customs still exist and need to be discovered‌ The longevity values in the cultural, historical and geographical characteristics of the Ma & Koho community inspired us to choose them as the beginning place and to initialize our long j ourney waiting f o r you and us to explore
Month 1st - 3rd
Researc h The research team will have field trips at Lam Dong and interact with the Koho and Ma ethnic minorities to collect patterns (including meanings and stories behind them). They also learn about their daily lives, especially with young people – the potential objects of Ethnicity project.
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Month 3rd - 6th
Illustra te & D eve lo p Vectorizing from collected patterns, create new patterns based on traditional patterns, develop applications in creative design. Simultaneously illustrate the life, culture, and history of ethnic minorities by digital arts.
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Month 6th - 12th
P romote & Apply Promote mutual cultural understanding with ethnic brocade patterns that contain stories behind them, creative works in digital form, illustration, graphic motion videos will be promoted in exhibitions and interactive activities. Applying patterns to creative industries through creative partners, communities, and businesses.
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TRACTION
250 01 03
WEBSITE
VECTORS
including meanings/ stories of an ethnic group every year
SOCIAL PLATFORMS Facebook Instagram Youtube
10000 3000
01
01
Developed vector package and their application in the creative industry each ethnic group
is applied to an ethnic group every year
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MODEL
DOLLARS
DOLLARS
FULLY-FUNDED CANDIDATES
EXHIBITIONS
in the 1st crowdfunding
Vector package sale every year
in “Ethnic Youth Leader Initiatives” every year
Each year/each ethnic group
HOW DO WE GET REVENUES
Funding
A Ready-to-use developed vector package
We use the available human resources to build the foundation of Ethnicity and then use the form of community funding, applying our project to non-profit organization funding.
250 developed vector files, 250 vector application files, a guide book on using the vectors, a project ebook.
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P H A S E
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CREATIVE INTRODUCTORY – COMPETENCE IMPULSE Phase 2 of our project will be launched after we achieved our target for phase 1
Most ethnic youth usually think of an agricultural as their only career option, the profession that most cannot help them have a good life. They have no reason, as well as the opportunity to leave their homeland to have a wide view of diverse lives elsewhere, especially in the city. Besides, due to modernization and poverty, they have no idea about the importance of preserving the culture of their own country. We will offer passionate and potential ethnic youth slots to join the workshop: “Ethnic Youth Leader Initiative” 28
The “Ethnic Youth Leader Initiative” is a shortterm program, aimed at contributing to the orientation and facilitating learning and training for young people in ethnic minority communities. At the same time, it is a stepping stone for them to have new perspectives in life as well as open opportunities to develop themselves and their homeland. During the 5 days of the program, attendees will be taken part in educational, cultural preservation, business and university activities, and listening to lectures and discussions in each activity.
OUR S US TAI NAB LE DEVE LOP M E N T G OA L S (Inspired by UN)
Our project contributes to SDGs
To obtain a quality education is the foundation for improving people’s lives and sustainable development (number 4)
To reduce inequalities, policies should be universal in principle, paying attention to the needs of disadvantaged and marginalized populations
To revitalize the global partnership for sustainable development (number 17)
(number 10) 29
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