Instagram changes Vietnam village - 9th February 2024

Instagram tourism and a traditional craft have brought wealth and fame to a small village in Northern Vietnam. Quang Phu Cau has become celebrated as 'the incense village', thanks to the number of small businesses producing bundles and bundles of incense sticks. The striking displays of thin sticks have become a star attraction for those seeking the perfect photo opportunity.

Dang Thi Hoa's following in the family footsteps of the two generations before her.

Dang Thi Hoa: "I am proud of our family's traditional craft and I love my job. I also feel happy as our village has become more well known."

Traditionally, the sticks are coloured vibrant red or pink, but the demands of the new photo-loving tourists have seen the range expand to include yellow, blue and green, which is much appreciated by visitors like Sarah, from Belgium.

Sarah Vanmalderghim: "It's a perfect combination of the traditional craft that you can see here. And it's nice to take photos with all the colours. So it's wonderful."

The approach to the Lunar New Year, or 'Tet' as it's called in Vietnamese, is when locals either gather in temples to burn the sticks, or alternatively light them at home altars, in honour of their ancestors.

The tourists are now such a vital part of everyday life that businesses assign a member of staff to look after them. They help the holidaymakers locate the best position for their shots, and ensure that they don't disturb the bundles of drying incense sticks, ready for sale.

A mere $2 permits visitors to snap as many photos as they could wish for, and for 50 cents, they can also purchase a bundle of 20 incense sticks, all of which boosts local trade.

For Catherine, touring from the Philippines, the eye-catching scenes have taken her by surprise.

Catherine Caro: "I have never seen anything like this one. So in terms of experience, I think this is new for us. And then the place is very nice, very colourful, and it's, it's really an Instagram worthy place."