Planting seeds for the future: Challenges and solutions for Cham traditional medicine in the context of Vietnam's rapid modernization

The present study is an investigation of the indigenous Cham community of Vietnam, descendants of an ancient civilization, and their efforts to preserve traditional forms of knowledge related to plant diversity and its applications for health and personal wellness. The study was conducted over two years through ethnographic fieldwork in two Cham villages and employs a mixed-methods approach, combining observation, interviews, and linguistic analysis. The findings reveal the challenges faced by the Cham people in preserving medicinal plant varieties and indigenous knowledge amid Vietnam's rapid modernization and economic reforms. The linguistic practices surrounding the cultivation of medicinal plants and the movement of local vendors between rural and urban environments for the sale of traditional medicine are analyzed. The findings emphasize the importance of the Cham language in safeguarding both cultural practices and livelihoods, contributing to the broader discourse on indigenous knowledge and conservation. This work serves as a foundation for further exploration into how the Cham's medicinal practices could inspire community-based tourism, offering new perspectives on addressing contemporary challenges and fostering sustainable development.