Abstract

In the context of globalization and the strong development of digital technology, new media has become a crucial multi-dimensional interactive channel for Hoi An's cultural heritage, creating an open space that helps its values transcend geographical and temporal limits, while also expanding public access on a global scale, especially attracting the attention of younger generations. Analyzing this from the perspective of the “Cultural Participation” indicator within Culture 2030 Indicators of United Nations Educational, Scientific and Cultural Organization, the article emphasizes that the digitalization process has promoted a fundamental shift in the role of the community. Instead of being passive recipients of heritage, they have become active and creative participants in the conservation effort. Online platforms, including social networks have created a dynamic environment where the public not only performs the task of widely disseminating heritage values but also actively participates in creating new content, providing constructive feedback, and engaging in direct dialogue with management entities and authorities. This extensive participation clearly demonstrates the democratization of cultural participation rights, contributing to the formation of a strong connection, a sense of co-ownership, and shared responsibility for the ancient town's heritage. The role of the online community is clarified through the three core aspects: promotion, conservation, and policy scrutiny related to heritage issues. In summary, the two-way interaction between heritage and the online community is an indispensable and firm foundation for the model of sustainable conservation in the digital age, ensuring that Hoi An is not only preserved but also continuously recreated in value within the contemporary development flow.