Abstract

This article examines the continuity and transformation of the Five-Element color system in contemporary Vietnamese gift-giving culture. Using document analysis, typological, symbolic, and contextual approaches, together with field observations and an in-depth interview, the study draws on Hàng Trống and Kim Hoàng folk paintings, traditional clothing, and selected religious practices. The findings show that the meanings of Five-Element colors are not confined to fixed correspondences between five colors and five elements but vary according to the gift, occasion, and cultural context. Their cultural value therefore depends on the appropriate relationship between color and the intended meaning of the gift, rather than on the use of all five colors. The study also identifies limitations, including culturally unsupported interpretations, inappropriate symbolism, and differences in audience reception. It consequently proposes several principles for applying the cultural values of the Five-Element color system to contemporary gift design.

Keywords: Acculturation, Five-Element colors, gift-giving, Vietnamese culture, Wuse (Five Colors).