PRESSCON: "MODERNIZING DONG HO PAINTING"

In addition to apricot and peach blossom branches, playing Wishing Dong Ho in Tet is indispensable in every Vietnamese family. Dong Ho paintings that contain meaningful blessings, beautiful things and desire of "Health - Prosperity - Happiness" in new year occasion has become nostalgic. Then a lot of young Vietnamese people today are no longer understand the values of national folk paintings.

With endless love for Vietnamese culture, Highlands Coffee always desires to preserve and develop the traditional culture and arts of the country, especially the Vietnamese Dong Ho Folk Painting. It is not only the historical identity of the nation but also the embodiment of the whole country handed down from generation to generation.

In December 2017, Highlands Coffee took the first step of conveying Dong Ho painting to young people through the use of Modernizing Dong Ho images on product packaging as well store decoration. With the enthusiastic support of young people, Highlands Coffee strongly believes that once traditional values and young people are connected with each other, we are not only able to preserve our traditions, but also help them to live forever. Therefore, the campaign "MODERNIZING DONG HO PAINTING WITH HIGHLANDS COFFEE" is the next step that Highlands Coffee desires to implement to preserve Vietnamese culture. Highlands Coffee was honored to have Dong Ho artist Nguyen Dang Che and young artists to join hands to make the collection of "MODERNIZING DONG HO PAINTING".

On 7th February 2018, Highlands Coffee held a press conference announcing the event "Modernizing Dong Ho Painting with Highlands Coffee" at Crescent Mall, District 7, Ho Chi Minh City.

Representative of Highlands Coffee, Artist Nguyen Dang Che and young artists in the press conference