The Bà Phường Chào Festival is a distinctive and long-standing folk festival of the people of Da Nang.
The festival takes place annually on the 25th day of the second lunar month at the shrine of Bà Phường Chào in Khuong My Hamlet, Dai Cuong Commune, Dai Loc District, Quang Nam Province (now part of Vu Gia Commune, Da Nang City).
This is an occasion for the local community to honor and express gratitude for the merits of Bà Phường Chào – the revered goddess to whom people pray for favorable weather, bountiful harvests, and a peaceful, prosperous life in their homeland.
The festival also stems from the aspiration for national peace and well-being, serving as evidence of the community’s spirit of solidarity and the cultural exchange among different regions of Quảng. With a history spanning hundreds of years, the Bà Phường Chào Festival has become an important spiritual and cultural event, deeply embodying the tradition of “when drinking water, remember its source” cherished by the people of Da Nang.
ORIGIN AND LEGEND OF BÀ PHƯỜNG CHÀO
Bà Phường Chào, also known as Bà Chợ Được, whose given name was Nguyễn Thị Của, was born on February 25, 1800, in Phường Chào Village, Phiếm Ái District (now Đại Lộc Commune). According to legend, she was a celestial being who descended to earth, and at the moment of her birth, an auspicious sign appeared with white clouds covering the sky. As she grew up, she practiced traditional medicine, curing illnesses to help the people while punishing evildoers, earning great respect and admiration. She lived in the mortal world for only 17 years before passing away, yet her spirit often manifested, continuing to protect the good people. Thanks to her blessings, the fishing hamlet of Phiếm Ái along the Vu Gia River became more prosperous and densely populated. In remembrance of her virtues, the villagers built a shrine to worship her in her homeland of Phường Chào.
Royal Conferment of the Title Thượng đẳng thần upon Bà Phường Chào
According to legend, after becoming deified in her homeland, Bà Phường Chào continued her spiritual journey to the Phước Ấm area (Thăng An Commune), where she helped the people establish a marketplace that soon prospered. From this, Chợ Được Market was formed (a colloquial name meaning “prosperous trade”), forever linked with her renown.
In gratitude, the local people built a shrine in her honor and submitted petitions to the imperial court requesting her canonization. Under the Nguyễn Dynasty, Bà Phường Chào was twice granted royal titles: first, in the 6th year of Emperor Thành Thái’s reign (1894), she was conferred the title of Trung đẳng thần (Middle-ranking Deity); and later, in the 4th year of Emperor Khải Định’s reign (1919), she was elevated with the honorific title of Thượng đẳng thần (High-ranking Deity).
In gratitude for her merits, two traditional festivals associated with Bà Phường Chào are held annually in Da Nang. In Phước Ấm Hamlet (Thăng An Commune), the Rước Cộ Bà Chợ Được procession takes place on the 11th day of the first lunar month. Meanwhile, in her native Khuong My Hamlet (Vu Gia Commune), a grand festival is celebrated on her birthday, the 25th day of the second lunar month.
Together, these two events form a sacred spiritual bond between Phiếm Ái (Vu Gia Commune) – the place of her birth – and Phước Ấm – where she manifested her divine blessings to aid the people.
TRADITIONAL RITUALS IN THE CEREMONY
The ceremonial part of the Bà Phường Chào Festival is conducted with solemnity, expressing the villagers’ deep reverence for the deity. The sequence of rituals usually begins on the 24th day of the second lunar month (during the festival period) and continues through the 25th day of the second lunar month. It includes numerous traditional rites rich in spiritual significance, such as:
- Âm Linh Peace Offering Ceremony: The festival begins with the Âm Linh ritual, dedicated to honoring wandering souls and praying for peace and prosperity for the nation. It is also meant to help the departed find deliverance and to bless the land with safety and abundance. This rite embodies the humanistic spirit of “harmony between the living and the departed”, conveying the community’s aspiration for a prosperous and harmonious life for all people.
- Procession of Bà’s Palanquin: In a solemn atmosphere, the villagers organize a grand procession of Bà Phường Chào’s palanquin around the shrine. The palanquin, lavishly decorated, carries her ancestral tablet (or statue) and is borne by village elders and young men. Leading the way are banners, parasols, and the resounding rhythms of drums and gongs. The procession, stretching for hundreds of participants, creates a majestic scene that draws a large gathering of villagers. This ritual symbolizes profound reverence and pays tribute to Bà’s virtues in the spiritual life of the people.
- Floating Lantern Ceremony: In the evening, villagers hold a ritual of releasing lanterns on the Vu Gia River beside the shrine of Bà. Hundreds of brightly lit floral lanterns are set afloat, drifting gently along the water, symbolizing prayers and gratitude offered to Bà Phường Chào. The shimmering lanterns dancing on the river create a sacred and poetic atmosphere, adding a spiritual beauty to the festival.
- Grand Ceremony of Offering to Bà: On the morning of the 25th day of the second lunar month, the main worship ceremony dedicated to Bà Phường Chào takes place at her shrine. The offerings are solemnly prepared, including incense, candles, fruits, and ritual items, with the possibility of sacrificial offerings depending on local custom. The officiating team consists of respected village elders, who recite ceremonial orations praising Bà’s virtues and praying for favorable weather and peace for all people. A distinctive feature of this festival is that the ceremonial attendants presenting the offerings are chosen from among virtuous young women of the village—unlike many other places, where the role is typically performed by men.
This unique custom originates from the legend that during her lifetime, Bà Phường Chào deeply loved children, music, dance, and boat racing. Therefore, later generations express their reverence for her by having virtuous young women serve in the grand offering ceremony. During the days of the festival, these girls are given leave from school or work by their families and schools (if they are still students) so that they may wholeheartedly participate in the worship of Bà, fully demonstrating their devotion while preserving this distinctive tradition of the village.
FESTIVITIES AND DISTINCTIVE FOLK ACTIVITIES
Following the solemn rituals comes the jubilant festival, where villagers and visitors alike immerse themselves in the vibrant cultural atmosphere. During these days, Khuong My Village is adorned with colorful flags and flowers, echoing with the resounding beats of drums and gongs, and filled with the joyous cheers of the crowd. A wide range of cultural, sporting, and folk games are organized, offering participants a rich and lively experience.
Highlights include traditional boat races on the Vu Gia River, attracting numerous rowers in spirited competition; Bài Chòi singing — a unique Central Vietnamese folk art that combines singing with a bamboo-hut-based card game; and exuberant lion and dragon dances that mark the grand opening of the festival. In the evening, the release of glowing lanterns on the river creates a mesmerizing spectacle.
Alongside these are many other fun folk games such as tug-of-war, swing games, and blindfolded goat catching. Visitors also have the chance to enjoy traditional folk performances, watch classical hát bội (Vietnamese opera), and explore local food stalls showcasing traditional cuisine. Together, these activities create a vivid cultural tapestry, leaving a deep and lasting impression on all who attend the Bà Phường Chào Festival.
ROLE AND CULTURAL–TOURISM VALUES OF THE FESTIVAL
For the people of Da Nang, the Bà Phường Chào Festival is not merely an ordinary spiritual practice but has become an indispensable part of their cultural life — a vital source of spiritual nourishment that plays an important role in the community’s religious and cultural identity.
The festival is closely tied to the Vietnamese Mother Goddess worship tradition, embodying the moral principle of “when drinking water, remember its source” and expressing heartfelt gratitude to the ancestors, while also conveying aspirations for peace, prosperity, and national well-being.
Through the festival, many precious traditional cultural values are preserved and passed down across generations — from ancient ceremonial rituals to folk songs and distinctive folk games — all of which help to strengthen neighborly bonds and reinforce the spirit of solidarity within the local community.
In terms of heritage, the Bà Phường Chào Festival was officially recognized by the Ministry of Culture, Sports, and Tourism as a National Intangible Cultural Heritage in 2020. This recognition affirms the festival’s significance within the cultural treasury of the nation and provides strong motivation for the locality to continue preserving and promoting its values in the new era.
Both the authorities and the local people regard this as not only a source of pride but also a shared responsibility, making constant efforts to safeguard and enhance the festival. Equal importance is placed on the tangible cultural heritage (such as the shrine and Bà’s tomb) and the intangible heritage (including the rituals, legends, and folk arts) associated with the festival.
At the same time, efforts to promote and introduce the festival have been strengthened, with the aim of making the Bà Phường Chào Festival a unique cultural and spiritual tourism product of Da Nang, attracting visitors from near and far to experience and explore the local cultural identity.
It can be said that the festival is not only an invaluable cultural heritage of the land but also holds great potential for sustainable tourism development, contributing to showcasing the image of Da Nang and its people — rich in tradition — to friends around the world.
DANANG CENTER FOR TOURISM PROMOTION
