One of the most notable initiatives is Ngan Dieu Cheo, a project developed by students from the Academy of Journalism and Communication. The project aims to promote the traditional art form among young people through modern communication approaches designed to appeal to first-time audiences.
Over two months, the project launched a series of activities to make cheo more accessible to young audiences, including Teo Learns Cheo, which followed a newcomer learning and performing the traditional art form.
The series attracted more than 185,000 views on TikTok and generated strong engagement among young users.
Meritorious Artist Ngoc Anh said growing interest among young audiences was an encouraging sign for efforts to preserve and promote traditional performing arts. She welcomed projects that bring fresh approaches to introducing cheo to new generations.
Do Thanh Tien, deputy head of the project's organising board, said the team had deliberately adopted a youthful and light-hearted communication style to make cheo more accessible.
"We wanted to present cheo in a fresh and engaging way that would resonate with young audiences. The Teo Learns Cheo series was designed to give viewers a closer look at the experience of learning and performing the art form," he said.
The project selected The Magical Sticky Rice as its featured performance because of its accessible storyline and suitability for audiences with little previous exposure to cheo.
The decision was made following consultations with People's Artist Thu Huyen, director of Hanoi Cheo Theatre. The event was scheduled ahead of International Children's Day to attract young people and families.
Earlier in the day, audiences also took part in Hoi San Dinh, an interactive cultural experience featuring traditional folk games and activities. Many visitors arrived at Dai Nam Theatre hours before the evening performance to participate in the programme.
Speaking at the opening ceremony, Meritorious Artist Le Tuan, deputy director of Hanoi Cheo Theatre, said the theatre had recently completed a tour of schools as part of a programme introducing cheo adaptations of literary works to secondary school students.
He said The Magical Sticky Rice was inspired by the well-known Vietnamese folk character Thang Bom and was intended to convey meaningful lessons to young audiences through traditional theatre.
Featuring experienced performers and lively staging, the production drew strong engagement from many young audience members, including first-time cheo viewers.
According to the organising board, the strong response demonstrated that young people remain interested in traditional cultural values when they are presented through accessible and engaging formats.
The project is among a growing number of initiatives seeking to connect young generations with Vietnam's traditional performing arts and ensure their continued relevance in modern society.
