Leading the movement is Ksor H’Nram, 25, who left her teaching career in Ho Chi Minh City to pursue digital content creation.
Alongside her job at a media company, H’Nram produces short videos highlighting Jrai landscapes, customs, music, and cuisine.
Her clips, widely shared on Facebook and TikTok, have received strong engagement and positive feedback.
Her most popular works include videos explaining Jrai traditions such as inheritance practices and marriage customs.
She has also co-produced four short films on Jrai life, including ép hôn (forced marriage), which portrays a young woman resisting an arranged marriage to follow her heart.
Nay Thức, 31, who works in the travel industry, also promotes Jrai culture through bilingual social media content.
His vlogs feature gong performances, brocade weaving, village architecture, cuisine, and landscapes.
Narrated in English with Vietnamese subtitles, his videos aim to reach both domestic viewers and foreign tourists.
Food content creator Rcom Dam Mơ Ai, 35, has focused on preserving and promoting Jrai cuisine since 2015.
Drawing from traditional cooking methods taught by his family, he documents dishes such as crispy fried ants and grilled lizards.
His culinary storytelling has attracted international attention, including collaborations with global YouTubers and filmmakers.
In July 2025, Vietnamese artist and TV host Quyền Linh visited Mơ Ai for the program Gõ cửa thăm nhà (Knocking on the door to visit home), exploring Jrai food and cultural traditions.
Through these efforts, young Jrai creators are not only preserving their heritage but also ensuring that their culture resonates with audiences far beyond the Central Highlands.
