Tu Linh Nguyen Dynasty : Symbolism and Memory of the Hue Community Applied Through Graphic Design to Promote Cultural Products

Abstract

The Process of Self Identity Construction of Vietnam on Nguyen Dynasty's Royal Attire Ppattern to be the Souvenir Products is a qualitative research. Its purpose is to study patterns of the Nguyen dynasty’s costumes in relation to the history of Vietnam and using such patterns to develop unique Vietnamese souvenir lanterns. The research focuses on three matters: the historical context and characteristics of patterns on the royal court clothes of the Nguyen Dynasty through the flow of history, the patterns in costumes in the Nguyen Dynasty's royal court reflects unique national identity in the context of globalization and apply patterns in the Nguyen Dynasty’s costumes into souvenir products to adapt to the needs of the society.

The results show that the Nguyen Dynasty is the last dynasty of Vietnam; the status of a monarch is explained through many different phenomena, including royal art, especially the royal attire of kings and royalties.

Patterns and costumes reflect feudal power, which also distinguish hierarchy and power in society. Cultural identity is expressed through power, ideology, belief and social system of Vietnam.

Vietnam is currently undergoing the comprehensive transformation of industrialization. Vietnam therefore seeks its national cultural identity. Many of today's designers have studied and used patterns from the Nguyen Dynasty and crafted their souvenir products. The patterns in the Nguyen Dynasty’s costumes which were once only used for royalties now are used to create many types of souvenir products to meet the demand of customers.

What makes the research unique is that the researcher use patterns in the Nguyen Dynasty’s costumes in souvenir lanterns and tailor them to fit the customers’ taste. The product samples are created in the form of blueprints and are surveyed by customers.

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