EXPLORING AND EVALUATING THE STORYTELLING ELEMENTS IN THE VIETNAMESE ART TOY COMMUNITY AND MARKET

Abstract

This study focuses on exploring and evaluating the storytelling elements in Vietnamese Art Toy, an emerging art segment in the domestic market. Through an in-depth analysis of the role of storytelling in Art Toy, the research aims to gain a better understanding of how these elements influence the perception and popularity of Vietnamese Art Toy within the domestic collecting community. This study employs a qualitative research methodology, conducting in-depth interviews with Vietnamese and Thai toy artists, as well as Vietnamese collectors, to gather comprehensive data. The inclusion of Thai toy artists allows for comparative analysis, investigating narrative approaches in both regions. This methodology aligns with the study's scope of analyzing the Vietnamese art toy market while gaining valuable insights from Thailand to better understand narrative elements and the evolution of this subculture in Vietnam. The research results provide insights into how storytelling elements shape the perception and popularity of Vietnamese Art Toy. The study also explores the role of narrative components in the development and evolution of this niche culture in the local market. These findings not only enhance understanding of Vietnamese Art Toy but also have broader implications for the industry. This study enhances knowledge of Art Toy and provides insights for independent artists and organizations in developing this art form. By gaining a deeper understanding of how storytelling elements influence audience behavior, this research offers valuable guidance for creators.