THE TRANSFORMATION OF MÔNG CULTURAL IDENTITY IN THE NORTHWESTERN HIGHLANDS (A Case Study of Tà Xùa Commune, Sơn La Province)

Abstract

This study conducted on the Mong community in Ta Xua Commune, Son La Province, a minority ethnic group
significantly impacted by modernization and tourism development. Using fieldwork and in‑depth interviews,
the research aims to identify transformations in lifestyle, customs, beliefs, festivals, language, attire, traditional
crafts, and community cohesion. Based on the survey findings, the author analyzes the underlying causes of
these changes, such as tourism development, mass media, migration, and education, and proposes several
solutions to preserve and promote the cultural identity of the Hmong in the current context.