With nothing but AI, woman in central Vietnam learns English to share brocade with the world

At 'Hoa Cua Rung' (Forest Blossoms), her workshop in Quang Tri Province, central Vietnam, Le Thi Chung Nhi, an ethnic minority woman from Pa Nho village in Khe Sanh commune, is breathing new life into traditional brocade while preserving the cultural stories and heritage of her community.

Learning English with AI to share culture with the world

Nhi's small showroom was bustling with visitors looking to buy or rent brocade garments representing two ethnic minority groups, the Van Kieu and Pa Ko. 

She greeted customers with a smile, walking them through the collection and recommending outfits based on their age, gender and personal preferences.

Growing up in the vast Truong Son mountain range, Nhi was familiar with seeing women in her community wearing traditional clothing and skillfully weaving brocade on looms.

But as modern lifestyles took hold, she noticed that traditional outfits were becoming increasingly rare among younger generations. Concerned that her community's cultural heritage could gradually fade, she was determined to find ways to preserve and share it.

After spending four years studying medical laboratory technology at the University of Da Nang Faculty of Medicine and Pharmacy, Nhi completed a month-long trial period at a workplace before realizing that her passion lay elsewhere.

She decided to change direction, starting a business selling clothing and Lao food in Hue to build up capital while taking online courses in fashion and costume design.

In 2025, Nhi began redesigning her first Pa Ko traditional outfit. Just two days later, she posted the finished dress on social media and received an encouraging response.

For Nhi, modernizing traditional clothing does not mean abandoning its roots. Her designs bring a youthful look suited to contemporary lifestyles while retaining the distinctive patterns and cultural values of the original garments.

She gradually built an online following by posting videos of herself wearing traditional brocade outfits. Some of her clips have attracted tens of thousands, and even hundreds of thousands, of views.

The growing online presence of her workshop, Hoa Cua Rung, has also brought in more international visitors. 

Nhi taught herself English through online resources, using AI to practise speaking, build her vocabulary and improve her communication skills. 

Starting with simple greetings, she gradually learned how to introduce traditional outfits, handicrafts and local attractions. 

She can now hold conversations in English and share stories about her community's culture with foreign visitors. She also speaks English in many of her online videos.

Nhi said she had sold around 1,500 Van Kieu and Pa Ko outfits, including approximately 900 modernized designs. 

Visitors from Germany, the United States and Japan have stopped by Hoa Cua Rung during trips to Khe Sanh to buy scarves and clothing as souvenirs.

She has also expanded her collection to include traditional woven and bamboo handicrafts, such as a choi (back baskets), pa dien (woven trays), tip (sticky rice baskets) and fish baskets.

To source these products, Nhi travels to remote villages and buys directly from local artisans. 

The effort not only broadens her product range but also creates more sales opportunities for craftspeople in her community.

Turning cultural heritage into a tourism draw 

Beyond running her workshop, Nhi also makes regular trips to Van Kieu villages that are developing community-based tourism. 

She helps residents receive visitors, showcase traditional products and prepare local dishes, sharing practical experience to help them make the most of their cultural assets.

Nhi believes that attracting tourists takes more than beautiful scenery. Villages also need to tell their own stories and turn everyday traditions into experiences visitors can connect with and remember. 

She hopes more local residents will take the initiative in introducing their culture and heritage to outsiders.

Thai Thi Nga, chairwoman of the Khe Sanh commune People's Committee, said Chung Nhi was an energetic and enthusiastic young woman whose work had contributed to promoting tourism in the area.

“What impresses me most is her passion and her ability to inspire others and encourage them to appreciate their ethnic heritage. Developing tourism requires young people with the same drive and enthusiasm as Chung Nhi,” Nga said.

For Nhi, promoting her homeland does not stop at selling handicrafts or making videos. Every product, video, and village visit offers another chance to share its story. 

She hopes the colors of traditional brocade, local languages and the cultural heritage of the Pa Ko and Van Kieu communities will continue to find a place in modern life and become better known around the world.