DIGITAL APPLICATIONS IN CULTURAL INNOVATION AND PROMOTION: THE ‘TWELVE ZODIAC ANIMALS CHESS’ AS A CASE STUDY

The digital revolution and its applications have affected all spheres, including cultural preservation. Notably, intangible cultural values are now being perpetuated through a myriad of creative methods, as illustrated by the case of Co Thuy Tinh Chau (Water Crystal Chess), commonly known as The Twelve Zodiac Animals Chess – a new Vietnamese chess game coined from the passion and appreciation towards the country’s folk culture. Starting as a physical board game, Co Thuy Tinh Chau is now digitalising its product to expand its reach and strive beyond Vietnam’s borders. CTTC’s values and vision will thus be examined by the authors through the theories of glocalisation and cultural transfer, which hold great potential as a prime example for other entrepreneurs on their innovative cultural promotion and preservation journeys. Despite being an exploratory research paper, the article shows that digitalisation can foster curiosity and appreciation for Vietnamese cultural values and innovative products such as CTTC when utilised effectively.