Images of foreign male tourists wearing traditional Hmong women’s dresses in Ha Giang (now part of Tuyen Quang) have sparked heated debate across social media in Vietnam.
Foreign male tourists wearing traditional Vietnamese ethnic dresses have gone viral online. Screenshot.

Recently, Lo A Loi, an ethnic Hmong resident of Sa Pa, Lao Cai, voiced his concerns in a widely shared social media post. He criticized the growing trend of tour guides encouraging male tourists to wear Hmong women’s traditional outfits purely for photos or to generate humorous videos on platforms like TikTok.

According to Loi, it is not uncommon to find short videos online showing foreign men donning Hmong women’s dresses. Some even drape the dresses around their necks like scarves and dance at popular tourist spots in Ha Giang.

Speaking with VietNamNet, Loi said, “As a member of the Hmong community, I care deeply about our culture, especially that of Hmong people in Ha Giang. After much thought, I decided to speak up in the hope that those working in tourism will join efforts to preserve and promote our cultural identity.”

He emphasized that traditional Hmong dresses are not only visually striking but carry deep cultural and emotional meaning. "They represent femininity, care, love, and sacrifice. Women can spend an entire year crafting one dress with patience and precision,” he said.

“These garments are also used in sacred ceremonies like worship rituals, weddings, funerals, and festivals. They are deeply meaningful to us. When I see tourists misusing these dresses for humor, I feel hurt. While foreign visitors may not fully grasp the cultural significance, it is the responsibility of local guides and tourism professionals to protect our traditional clothing and heritage,” he added.

Loi’s post has been widely shared across Ha Giang travel groups, drawing a flood of comments. Most people opposed the idea of male tourists wearing Hmong women’s dresses for comedic effect.

Many were further disappointed to see some Vietnamese bystanders encourage the act or comment positively on the videos as being “funny” or “lighthearted.”

“Hmong attire is beautiful and meaningful. Men and women have distinct clothing. It would be better if tourists were guided to wear them appropriately,” one commenter wrote. Another added, “I’ve seen those TikTok videos. It’s sad that people in the comments think it’s funny instead of recognizing the cultural misuse.”

However, some argued that in other countries, men also wear colorful skirts, so foreign tourists may simply be unaware.

Hoang Van Hoan, Director of Gio Ha Giang Travel and admin of the Facebook page Ha Giang Review - Amazing Things in Ha Giang (with over 100,000 members), said he has witnessed similar incidents in Tuyen Quang.

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Traditional Hmong garments are deeply cherished by the community. Photo: Lo A Loi

“In my opinion, this mostly stems from a lack of proper guidance. Tour guides may not explain the significance of the attire to visitors - either due to limited English skills or shallow cultural knowledge. Personally, I strongly disagree with the idea of encouraging male tourists to wear Hmong women's dresses for entertainment,” Hoan said.

From a sustainable tourism perspective, Dr. Trinh Le Anh, Head of Event Management at the University of Social Sciences and Humanities, Vietnam National University, stated that encouraging male tourists to wear Hmong women’s attire purely for laughs or viral content is inappropriate and culturally insensitive.

“Ethnic attire is not just fabric. It embodies identity, spirit, and community pride. Misuse can lead to commercialization, trivialization, and even offense,” he said.

He shared that during a visit to Japan, he was instructed carefully on how to wear a traditional kimono, including the meaning behind each layer and design, and etiquette such as bowing, standing posture, and even prohibitions like not sitting cross-legged while wearing it.

Similarly, in Bhutan, he was invited to wear the Gho - the national dress for men - at a festival. Before receiving the outfit, the guide told stories about its historical significance and how the king still wears it today as a symbol of national pride.

“Sustainable tourism requires mutual respect between visitors, tourism operators, and local communities. It’s time for local authorities to issue clear guidelines on using traditional attire in tourism experiences.

These garments are not ‘costumes to try on for fun’ but ceremonial bridges to help travelers connect with the spiritual and cultural world of the local community - through respect,” he emphasized.

“Tour guides and tour organizers also need better training to truly understand and properly communicate cultural values. Tourism should not only entertain, but also foster understanding, love, and preservation,” Dr. Trinh Le Anh concluded.

Linh Trang