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| Scientists conduct hands-on experiments and interact with students at the Fort Worth Museum of Science |
Keeping pace with daily life
While covering the 2026 FIFA World Cup at AT&T Stadium in Arlington, Texas, I had a particularly interesting experience at the Arlington Museum of Art. As tens of thousands of fans turned their attention to the stadium, the museum next door hosted an exhibition titled ‘More Than a Match’. Football and art museums may seem to belong to two entirely different worlds, yet it was precisely this combination that made the exhibition so compelling.
Jerseys associated with Pelé, Diego Maradona, David Beckham, Johan Cruyff and Lionel Messi were presented as more than sports memorabilia. They were placed within broader narratives about history, culture, national identity, memory and the emotions shared by millions of fans. Visitors were therefore not simply coming to see a famous jersey; they were also being drawn into the stories behind the game.
What stood out was the museum's flexibility in choosing its themes. With the World Cup capturing public attention, the museum quickly found a way to bring the event into its exhibition space. This gave even those who rarely visit museums but love football a reason to step inside. The experience demonstrates that modern museums do not necessarily have to tell familiar stories in fixed, conventional ways. Current events, trends and issues of public interest can all serve as ‘gateways’ to engage audiences.
The museum's approach to communication also reflects this shift. Rather than simply posting opening hours, ticket prices and photographs of exhibits, it regularly publishes football-related content, turns still images into short videos and Reels, and creates material suited to the way young people use social media. Its social media pages are no longer merely electronic noticeboards; they have become tools for proactively generating public interest.
Another experience that prompted me to reflect more deeply took place at the Tvshkahomma Capitol Museum in Oklahoma. After being invited to attend the Choctaw Nation Labor Day Festival, I witnessed how Indigenous culture was preserved without being confined to the past, remaining instead a vibrant part of community life. Particularly striking was the sight of children wearing virtual reality (VR) headsets to explore Indigenous history inside the museum. It showed how technology is becoming an important tool for making history more accessible and engaging.
Thinking of museums in Hue
Reflecting on these experiences in the United States, I believe the issue in Hue is not a lack of stories to tell. On the contrary, Hue has an abundance of them, spanning royal court life, architecture, fine arts, history, archaeology, folk culture and urban life. What needs to change more substantially is how these stories are told.
First, museums need to treat digital communication as a professional activity in its own right, rather than simply a matter of posting updates. A Facebook page that features little more than event schedules, announcements and photographs of artifacts throughout the year will struggle to compete with TikTok, YouTube, games and countless other forms of content vying for young people's attention. A museum's social media page should be more than a place to announce opening hours. Every post or video should tell a story capable of sparking curiosity.
Second, museums could be bolder in connecting heritage with topics currently capturing public interest. The Arlington Museum of Art demonstrates that even football can find a place in an art museum. In Hue, meanwhile, each Festival could provide an opportunity to organize temporary exhibitions exploring topics such as the ao dai, cuisine, music or urban memories, incorporating digital technology and visual art.
When a historical drama attracts widespread attention, that, too, can be an opportunity to introduce audiences to the costumes, architecture and rituals of the Nguyen Dynasty. Following trends does not mean sacrificing substance, provided the ultimate goal remains to lead audiences toward a deeper understanding of cultural heritage.
Third, museums need to take the initiative in reaching beyond their own premises. This does not always require bringing original artifacts into schools. An educational kit, several artifact replicas, a VR set, an interactive game themed around the museum or one of its exhibitions, a storytelling session or a hands-on craft activity could all become part of a ‘mobile museum’. The key is to create an initial point of contact that helps children feel that museums are familiar and approachable.
Fourth, whether state-run or privately owned, large or small, museums and exhibition spaces should invest more boldly in promotion, using Facebook, TikTok, Instagram and YouTube Shorts as genuine tools for stimulating visitor demand. An engaging 30-second video can sometimes be more effective than hundreds of leaflets. Visitors today might discover a museum through a short clip, decide to visit after seeing an intriguing image, and then become voluntary promoters by taking photos, recording videos and sharing their experiences.
Hue has an advantage that many other places do not: beyond its already famous local specialties, the city possesses a rich and extensive heritage, hundreds of architectural structures, thousands of artifacts and countless distinctive cultural stories waiting to be explored further.
From Messi's number 10 jersey in the museum in Arlington, to children wearing VR headsets in the former Choctaw Capitol building, and science experiments brought directly to schools in Fort Worth, I have recognized a common thread: modern museums are not only responsible for preserving the past; they must also know how to spark curiosity about the present.