Experiential event and social media campaign to create opportunities for HCMC young adults to relive childhood memories

Abstract

The idea of the project is inspired by the experience of reliving a part of childhood memories through the children's "Ngày Xửa Ngày Xưa 33" musical theater. After participating in the theater, many young people have shared their unforgettable moments, happiness and emotional feelings when get to experience childhood memories again through confession pages, facebook groups of “Ngày Xửa Ngày Xưa”. Along with the strong return of childhood "legends" such as figurine painting, children's “Ngày Xửa Ngày Xưa” musical theater, ... has created a trend of "reviving" childhood of young adults. Besides, events related to or recreating childhood such as “Childhood Concert”, “Đời của 2000s”, “Tuổi Thơ” exhibition... also attracted the attention and participation of many young adults, especially the Gen Z. After realizing that the subject of childhood is popular, capturing the attention of young people, including group members, and is a trend in recent months, the group decided to do a project to recreate childhood memories of the years 2007 to 2012 for young people aged 20 to 25. The team has conducted secondary and primary research to reinforce the scientific justification for the project's purpose and to learn more about the target's opinions, feelings, and thoughts on this subject.