Kep Village: Preserving Jrai Heritage through Community Tourism
(TITC) – From the rhythmic clatter of the brocade loom on the porch of a stilt house to the echoing sound of gongs deep in the forest, Kep Village (Ia Ly Commune, Chu Pah District, Gia Lai Province) is quietly emerging as a shining example of how community tourism can preserve and revive ethnic culture. Here, the Jrai people are turning their traditional way of life into a vibrant tourism experience that honors both their heritage and their homeland.
Where Culture Becomes Livelihood
Nestled on the gentle slopes of the Central Highlands, Kep 1 and Kep 2 villages are home to generations of Jrai people who have long preserved their distinctive customs and crafts. Since April 2023, the launch of the community tourism model in Kep has breathed new life into the area, attracting thousands of visitors from across Vietnam and beyond.
What makes Kep stand out is its authentic approach – blending cultural preservation with thoughtful tourism planning. More than 95% of the traditional stilt houses remain intact, serving both as homes and welcoming spaces for travelers eager to explore Jrai culture.
Here, visitors can immerse themselves in the daily rhythm of village life: watching women weave colorful brocade patterns that reflect the spirit of the mountains and forests, tasting locally brewed jar wine, or learning the intricate art of bamboo and rattan weaving.
As artisan Ro Cham Phaih proudly shares, “Each brocade piece carries the soul of a Jrai woman. We weave not only to make a living but to keep our ancestors’ stories alive for our children.”
Living Heritage Amid the Highlands
Every corner of Kep tells a story. Near the village lies the sacred tomb area – an open-air gallery of wooden statues carved by local artisans. Each sculpture, from depictions of everyday life to symbolic figures of motherhood and nature, reflects the Jrai worldview and their profound respect for the connection between humans, spirits, and nature.
One of the most captivating experiences for visitors is witnessing the “mud ghost” ritual, an ancient ceremony that the locals have carefully recreated for cultural tourism. In the pulsating rhythm of gongs beneath the tall communal house, the ritual becomes a vivid expression of Jrai beliefs – both mysterious and deeply human.
Nurturing Sustainable Tourism
Recognizing Kep’s growing potential, the Vietnam National Authority of Tourism recently organized training programs to strengthen local expertise in hospitality, culinary service, and cultural storytelling. These efforts form part of Project 6 under the National Target Program on Socio-Economic Development of Ethnic Minority and Mountainous Areas (2021–2030), aiming to align tourism with cultural preservation and sustainable livelihoods.
According to Ms. Nguyen Thi Kim Chung, Deputy Director of Gia Lai’s Department of Culture, Sports and Tourism, “Kep village is becoming a bright spot in community tourism. We are working closely with travel agencies to design experiential tours that highlight the Jrai people’s unique traditions.”
A Model for the Future
Today, community tourism in Kep has become more than an economic activity – it is a movement to rekindle pride in cultural identity. The elderly pass down craft skills and legends; children learn the songs and dances of their ancestors; and visitors leave with a deeper understanding of the Central Highlands’ soul.
With strong community participation and consistent government support, Kep Village is not only preserving the essence of Jrai culture but also paving the way for sustainable, inclusive tourism across Vietnam’s mountainous regions.
As the sun sets behind the red earth hills, the gongs echo once again through the village – not just as a call of tradition, but as a rhythm of renewal, where culture and tourism walk hand in hand toward a brighter future.
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