The Xoe dance performance has become a highlight at the programs and festivals of the Thai ethnic group.

The province currently boasts 18 intangible cultural heritage sites, most notably the Thai Xoe dance, which has been inscribed by UNESCO as a representative intangible cultural heritage of humanity. Alongside these are the Kin Pang Then Festival, the Hair Washing Festival, and the Xip Xi Tet Festival of the White Thai ethnic group; the Xe Pang A Festival of the Khang ethnic group; and the Lang Pang A and Xen Pang A Festivals of the La Ha ethnic group... These festivals not only hold profound spiritual significance but are also invaluable assets of the ethnic communities.

Mr. Pham Hong Thu, Deputy Director of the Department of Culture, Sports and Tourism, said: Recognizing culture as the spiritual foundation of society and a driving force for sustainable development, the Department has advised the province to direct the implementation of many activities to preserve and promote the fine cultures of ethnic groups, organize annual traditional festivals; encourage the establishment of folk art clubs; integrate cultural preservation with community tourism development; digitize ethnic cultural data...

A rehearsal session of the elderly performing arts group from Lao village, Chieng La commune.

In addition, the Department of Culture, Sports and Tourism focuses on training and developing the capacity of cultural staff, artisans, and key figures in grassroots arts and culture. From 2024 to the present, the Department has coordinated the organization of 7 training courses on cultural heritage transmission and 10 professional training courses on cultural preservation for nearly 900 participants, contributing to improving the capacity to disseminate, preserve, and promote the cultural values ​​of ethnic groups.

To date, the province has more than 3,000 regularly operating amateur performing arts groups, covering 100% of villages, hamlets, sub-districts, and residential areas, contributing to preserving and spreading ethnic cultural identity, with the core force being the younger generation. Ms. Lo Thi Quynh, Secretary of the Song Ma Commune Youth Union, said: The commune's Youth Union currently has over 2,000 members, 82% of whom are ethnic minorities. Every year, the Youth Union launches the movement "Youth Preserving Ethnic Cultural Identity" associated with building new rural areas. Since the beginning of the year, it has coordinated the organization of 7 activities to exchange and perform ethnic culture; and directed the branches to integrate the experiential activity "Preserving and promoting the beauty of the traditional culture of the Thai ethnic group" into their monthly activities.

Teaching the playing of the bamboo mouth organ and flute to members of the Youth Union in Song Ma commune.

Currently, the province has 2 People's Artisans and 33 Outstanding Artisans who have been awarded titles for their contributions to the preservation of intangible cultural heritage. Many folk artisans continue to diligently pass on traditional values ​​to the younger generation. They are "living treasures" that play a crucial role in preserving and spreading cultural identity.

A prime example is People's Artist Dieu Van Minh, 73 years old, from Hamlet 5, Quynh Nhai Commune, who has spent over 40 years collecting, researching, translating, and preserving the Then singing art of the White Thai ethnic group. Mr. Minh shared: "Then singing is the soul, the history, and the moral principles of our people. Each Then verse contains a philosophy of life, educating people to be virtuous, to love and respect their ancestors. I always tell myself that I must strive to pass on these beautiful values ​​to future generations."

Along with preserving its heritage, Son La is promoting community-based tourism linked to the exploitation of local culture. Many homestay models have been built in villages such as Hua Tat (Van Ho commune), Luot (Ngoc Chien commune), and Ang (Moc Son ward), providing new livelihoods for local people. In the first six months of 2025, Son La welcomed nearly 3,000 tourists, generating revenue of nearly 3.5 billion VND, with cultural and community-based tourism accounting for an increasingly large proportion.

Youth union members in Song Ma commune are learning to embroider Piêu scarves.

Mr. Nguyen Quang Huy, a tourist from Hong Ha ward, Hanoi city, shared: "I have traveled to many places, but I was very impressed with the campfire night in Ang village, Moc Son ward. Everyone wore traditional costumes, danced the Xoe dance, and enjoyed sticky rice cooked in bamboo tubes and stream fish... It was a very interesting experience."

Preserving and promoting national cultural values ​​has contributed to the preservation of traditional beauty, while also opening up a sustainable path for the development of tourism, economy, and education in the locality. When the community works together to cultivate these values, they will spread widely, becoming an important foundation for building an advanced culture in Son La, rich in national identity.