Weaving heritage into tourism in Jarai ethnic village
Hoang Quy -
(VOVWORLD) - Located 30 kilometers from Pleiku City, Kep village in Ia Ly commune, Gia Lai province, has become a favorite destination for both domestic and foreign visitors. Beyond its tranquil mountain scenery, the village is reviving the traditional brocade weaving of the Jarai ethnic group and breathing new life into it through community-based tourism.
 The brocade weaving cooperative team in Kep village, Ia Ly commune, Gia Lai province. (Photo: Hoang Qui/VOV–Central Highlands) |
In a small stilt house in Kep village, artisan Ro Cham Mlonh, now in her 70s, still sits by her wooden loom. Her hair has turned silver, but her hands move swiftly, weaving intricate patterns with remarkable precision. The rhythmic clatter of the shuttle blends harmoniously with the daily life of the Jarai people.
According to Ro Cham Suynh, a member of the village’s brocade weaving cooperative, the Jarai use black, red, and white as their main colors to create motifs that attract many visitors. “I learned weaving from my mother. From the brocade cloth, I can make bags, skirts, and shirts. Now, weaving also serves tourism—visitors come to watch and experience the craft. That way, we can preserve our tradition and earn extra income,” said Suynh.
 Scarves featuring delicate and intricate patterns. (Photo: Hoang Qui/VOV–Central Highlands) |
For Kep villagers, each handwoven brocade fabric is more than a product—it carries the cultural story and memory of their people. Local resident Ro Cham Hao told VOV, “We weave loincloths, bags, and scarves so we won’t forget our old customs. When tourists come, they can make their own small or large bags, scarves, and other items.”
Although handmade textiles were already popular among visitors, H’Uyen Nie, 38, who founded the Kep village brocade weaving cooperative, took things a step further by turning traditional fabrics into compact, affordable souvenirs. Nie recalled, “We’ve developed our brocade into souvenir products. One woven piece can be turned into bags, wallets, and other gift items. Visitors who come to experience the weaving can find products that fit their budget.”
 Ms. H’Uyen Nie in the traditional attire of the Jarai ethnic group (Photo: Hoang Qui/VOV–Central Highlands) |
Established in 2019 with 15 members, the weaving cooperative, now linked with community-based tourism, has doubled in size. It operates on a rotation system so every artisan gets an opportunity to guide visitors and earn income, said H’Uyen Nie.
“In our community tourism model, we rotate artisans — especially those in difficult circumstances — to give everyone a chance to participate and benefit. When women earn money from their work, they are more motivated to take pride in their cultural heritage,” Nie added.
 Teaching the traditional weaving craft to the village’s younger generation. (Photo: Hoang Qui/VOV–Central Highlands) |
The Ia Ly community tourism village welcomes 4,000 to 5,000 visitors a year. Though modest, that number signals a promising path to preserving cultural identity through sustainable tourism. That encouragement keeps elderly artisans like Ro Cham Mlonh devoted to their looms despite their age. Mlonh said he hopes “the younger generation continues weaving. It’s not easy, but by doing so, we can preserve our cultural beauty and also earn more income when tourists buy our products.”
According to Nguyen Tien Dung, Chairman of Ia Ly commune’s People’s Committee, the brocade weaving and community-based tourism model in Kep village has inspired community pride and self-reliance. “Community-based tourism creates jobs for locals. When foreign visitors come, we organize tours and sell brocade products. This helps develop tourism while promoting traditional culture,” said Dung.
 Tourists visiting Kep village to experience brocade weaving (Photo: Hoang Qui/VOV–Central Highlands) |
Kep villagers are now working with travel companies and expanding communal spaces for teaching, welcoming guests, and displaying their crafts. For them, every piece of brocade is a cultural message to be shared.
Hoang Quy