Colorful Sticks in Vietnamese ‘Incense Village’ Draw Tourists for Instagram-Worthy Photos

In the quaint village of Quang Phu Cau in northern Vietnam, Dang Thi Hoa and her family have been crafting vibrantly dyed incense sticks traditionally used for Tet celebrations. This age-old tradition has been passed down through three generations of Hoa’s family, creating scarlet red and magenta pink incense sticks in preparation for the Lunar New Year, known as Tet in Vietnam.

However, the “incense village” has adapted to cater to a new trend – tourists eager to capture Instagram-worthy photos. The once-traditional red and pink incense sticks have evolved to include vibrant hues of yellow, blue, and green, transforming the village into a hotspot for visitors seeking unique snapshots for their social media profiles.

In the picturesque village, bundles of multi-colored sticks are arranged in creative displays, such as forming a giant Vietnamese map in front of a village temple. This artistic presentation, along with the traditional craftsmanship, has turned Quang Phu Cau into a must-visit destination for tourists exploring the cultural richness of northern Vietnam.

Dang Thi Hoa, with her three decades of experience in crafting incense sticks, notes the increasing popularity of the village among tourists. Tourists are willing to pay 50,000 VND ($2) for the opportunity to take photos with the vibrant incense sticks, which themselves cost only 50 cents for a pack of 20. The village’s income from tourism has become a significant supplement to its traditional livelihood.

As the village attracts a growing number of selfie enthusiasts, creative additions have been made to enhance the visitors’ experience. Metal stairways are erected for overhead shots, and designated guides assist tourists in finding the best angles for their photos without disrupting the drying process of the incense sticks.

With Tet approaching, Nguyen Huu Long, another craftsman in the village, experiences a surge in orders as worshippers prepare for the traditional rituals involving incense. Even during the peak season, Long ensures that the influx of visitors does not interfere with the meticulous process of crafting and drying the incense sticks.

Tourists, like Catherine Caro from the Philippines, express their appreciation for Quang Phu Cau’s vibrant and colorful atmosphere, deeming it “an Instagram-worthy place.” The village, once known primarily for its traditional incense trade, has now gained recognition as a cultural and visual attraction, bringing joy and increased earnings to its residents.

Quang Phu Cau stands as a testament to the fusion of tradition and modern trends, showcasing the adaptability of age-old crafts to meet the demands of contemporary tourism. The village’s success in embracing its cultural heritage while catering to the preferences of a new audience reflects the evolving landscape of Vietnam’s cultural tourism. Visitors not only witness the traditional craftsmanship of incense making but also contribute to the preservation and prosperity of a unique cultural legacy.