When Experiencing Culture Becomes the Right Approach for the Youth
Despite the growing demand for cultural engagement, many heritage products still feel distant to young people: beautiful yet inaccessible, intricate but lacking interaction, and traditional narratives often feel too heavy for their modern language. This creates a gap in the market: how can heritage remain authentic while becoming more relatable and tangible?
“Touch of Essence” by Minh Long was created to bridge this gap. More than just a showcase of exquisite porcelain masterpieces, the event is designed as a multi-sensory journey. Visitors can directly touch the glaze, observe unique flower vases and art sculptures, and participate in creative workshops. The modern display language transforms heritage into an experience where the timeless beauty of porcelain art can be felt.
Workshop “Journey of Touch – From Flame to Blossom” at Minh Sang Showroom
Revitalizing Heritage Through an Ecosystem of Experiences
What sets “Touch of Essence” apart is how Minh Long integrates porcelain into daily life, making it a vibrant and inspiring experience. Each piece goes beyond functionality, becoming a cultural highlight in living spaces, reflecting personal taste and individuality. This aligns with the youth’s trend of “collecting essence”: choosing refined, sustainable Vietnamese products with stories that naturally fit into everyday life.
Each Minh Long piece becomes a cultural highlight in living spaces
“Touch of Essence” is part of Minh Long’s long-term strategy: elevating Vietnamese porcelain from household items to symbols of lifestyle. Instead of traditional displays, the brand is developing an ecosystem of experiences: interactive spaces to engage with products, hands-on workshops for visitors, contemporary visual displays, and subtly presented Vietnamese cultural narratives.
Workshop “Touch of Green – Sowing Luck” at Minh Dat Showroom
This new approach helps Minh Long connect with younger audiences, the fastest-growing and most influential consumer group in future shopping trends.
A Minh Long representative shared: “We want the younger generation to see porcelain not just as utensils, but as a part of a deep lifestyle. If heritage is told in a language suited to the times, it truly resonates with them.”
When Experiential Events Become a Brand Development Strategy
For a porcelain brand with over 55 years of preserving and spreading Vietnamese identity, continuously innovating how cultural stories are told is crucial to maintaining appeal in a competitive market. Events like “Touch of Essence” are not just experiences but models that help the brand reposition heritage in a modern way, add value to products, increase customer interaction, and open new growth avenues.
Touch the timeless beauty of porcelain art at “Touch of Essence”
If this experiential model continues to prove effective, Minh Long could help shape a new trend for the Vietnamese porcelain industry: competing through quality, emotion, and cultural value, rather than just price.
“Touch of Essence” will take place at the following Minh Long showrooms:
Minh Long I Showroom – Ho Chi Minh City (888 Dai Lo Binh Duong, Binh Giao Ward, Thuan Giao District): November 14 – 30.
Minh Long I Showroom – Ho Chi Minh City (17 Ba Huyen Thanh Quan, Xuan Hoa Ward): November 19 – December 5.
Minh Long I Showroom – Hanoi (1st Floor, VinaFoam Building, 01 Vu Duc Thuan Lane, Viet Hung Ward, Hanoi): November 21 – December 7.
