Vietnam’s centuries-old practice of worshipping the Mother Goddesses of the Three Realms (Dao Mau Tam Phu), inscribed on UNESCO’s Intangible Cultural Heritage list in 2016, is increasingly going digital to reach broader domestic and global audiences.

Vietnam’s centuries-old practice of worshipping the Mother Goddesses of the Three Realms (Dao Mau Tam Phu), was inscribed on UNESCO’s Intangible Cultural Heritage list in 2016.

Nguyen Duc Hien, a spiritual medium, researcher and university lecturer, has pioneered the use of digital platforms to introduce the tradition to younger generations and international viewers.

Through YouTube and TikTok channels, Hien produces videos on the legend of Mother Goddess Lieu Hanh, ritual explanations, costumes and sacred objects, with each clip drawing thousands of views and positive interactions.

Nguyen Van Thu, former Chairman of the Nam Dinh Association for the Preservation and Promotion of the Mother Goddess Worship Heritage, said nearly all spiritual mediums now maintain active social media presence to document rituals and community events.

Experts, however, flag risks in the digital shift. Hoang Kim Duc, Chief of Office at the Institute of Religious Studies, warned that “while digital technology expands reach, it also risks commercialisation and distortion of heritage values, with some exploiting the faith for profit or spreading misleading information online”.

To counter this, he said Government and relevant agencies are advancing standardised digitalisation.

In former Nam Dinh province (now part of Ninh Binh province), the cradle of the tradition, the provincial People’s Committee approved a 2021 preservation and development plan focused on documenting, archiving and digitising relics to raise public awareness.

In early September, the Institute of Religious Studies successfully hosted the first annual forum on the worship rituals, and is planning the 2026 edition, with those from China, Japan, and the Republic of Korea taking part.

The institute is drafting a proposal for a Southeast Asian cultural museum featuring physical exhibits and virtual reality displays to showcase Dao Mau and Mother Goddess worship through immersive digital experiences.

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