This year, the Hùng Kings Commemoration Day, along with the Hùng Temple Festival and the Ancestral Land Culture and Tourism Week, takes place from April 17 to 26 (the first to the tenth days of the third lunar month) in Phú Thọ province, featuring a wide range of cultural, sports and tourism activities. The event carries special political and cultural significance, not only honoring the era of the Hùng Kings but also helping to educate the public about history, patriotism and the spirit of national unity. In line with this, authorities in Điện Biên have actively and comprehensively implemented communication and public awareness efforts, demonstrating a strong sense of responsibility in spreading national cultural values to officials, Party members and the wider public.

Communication efforts focus on introducing the origins and significance of the Hùng Kings Commemoration Day, emphasizing the contributions of the Hùng Kings in founding and defending the nation. They also aim to foster national pride and strengthen public confidence in the leadership of the Party and the State in national development and defense.

These efforts have been carried out through diverse and flexible forms, tailored to local conditions. From direct communication at Party cell meetings and community gatherings to grassroots information systems, visual campaigns, newspapers, radio and television. All serve the shared goal of embedding the values of this occasion deeply into social life.

In highland areas, where access to information remains limited, local loudspeaker systems and community meetings act as vital bridges, helping residents better understand the sacred meaning of the commemoration. In schools, traditional education is integrated into history lessons and extracurricular activities, enabling younger generations to better appreciate their national roots. Across agencies and institutions, thematic discussions and seminars on the history and culture of the Hùng Kings era are organized, providing forums for officials and Party members to exchange ideas and deepen awareness.

Despite being hundreds of kilometers away, the people of Điện Biên always turn toward the ancestral land with deep respect and pride. For them, the third lunar month is not only a time to honor the Hùng Kings but also an occasion to reflect on moral values and national identity. Nguyễn Thị Hoa, a resident of Điện Biên Phủ ward, shared: “Every year at this time, my family follows media coverage of the commemoration. It helps us better understand the contributions of the Hùng Kings, feel proud, and remind our children to preserve traditions, stay united and build a better life.”

For those whose roots trace back to the ancestral land, this period carries even deeper meaning. Trần Văn Lân, a resident of Mường Thanh ward who was born and raised in Phú Thọ, said he moved to Điện Biên for work in 1971 and has lived here ever since. When he was younger, he would return home every year to offer incense at Hùng Temple. In recent years, due to age and health, he can no longer make the journey. Even so, each commemoration fills him with emotion, as if he were once again returning to his homeland and the sacred temple.

The Phú Thọ fellow-countrymen’s association in Điện Biên has around 300 members working across various sectors, yet all remain closely connected to their roots. For them, the Hùng Kings Commemoration Day is not only a time for reunion but also an opportunity to revisit traditions and preserve and promote the nation’s cultural values. Over the years, activities marking the occasion have been maintained, becoming a meaningful and enduring cultural practice.

Beyond communication efforts, authorities in Điện Biên also pay close attention to public sentiment, promptly guiding information and countering false or distorted narratives related to the Hùng Kings worship belief. This is particularly necessary in today’s complex information environment, helping safeguard traditional cultural values and preserve the solemnity of festival activities. The application of information technology and digital transformation in communication has also been strengthened. Social media platforms and official online portals have become effective channels for disseminating accurate information about the commemoration, enabling people to easily access, update and share content. This not only expands outreach but also enhances society’s resilience against misinformation in the digital space.

The worship of the Hùng Kings has become a defining cultural identity and moral tradition of the Vietnamese people. Wherever they may be, Vietnamese people always turn toward their roots and ancestors with reverence and gratitude. In the context of integration and development, this connection to origins is not only an act of remembrance but also a foundation for cultural identity and a driving force for sustainable development. For a mountainous province like Điện Biên, which still faces many challenges, fostering unity and national pride is especially important, helping strengthen public trust and social consensus.