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| A performance by the Park Sang-Yong Yung Dance Company (South Korea) during Hue International Music Week 2026 |
Heritage spaces and gathering places for young people
One of the clearest signs of change is the growing number of large-scale modern music events aimed at younger audiences.
In 2025, the Mega Booming music festival held at Ngo Mon Square created a scene rarely seen in the former imperial capital. Thousands of young attendees gathered in the Imperial Citadel area to enjoy live music in the middle of a heritage setting.
The event featured artists popular with younger audiences such as Isaac, Kay Tran, Quang Hung MasterD, Quan A.P, and Gemini Hung Huynh. Images of thousands of young people standing in the rain and filling the Ngo Mon area to join the lively atmosphere quickly spread across social media platforms.
Building on those positive signals, Hue Festival 2026 has continued promoting a younger, more contemporary direction by organizing Hue International Music Week along the Huong River, expanding outdoor performances, increasing social participation, and offering more free public programs.
According to Hoang Viet Trung, Director of Hue Monuments Conservation Centre and Deputy Head of the Organizing Committee of Hue Festival 2026, this is an inevitable trend to bring art closer to the public while complementing traditional performance spaces.
“Music has become an effective bridge connecting heritage with younger generations. A single performance by famous artists can attract thousands of visitors to Hue. Once they arrive in the heritage city, they continue exploring the Imperial Citadel, royal tombs, museums, and other distinctive cultural spaces,” Mr. Trung shared.
Notably, several recent community arts programs have also created positive momentum. One example is “Di mo nghe chi” (“Where to go, what to hear”).
According to Le Cong Thanh Tai, Director of the Public Service Center of Phu Xuan Ward, the program succeeded after only three editions without requiring grand stages or large budgets. Its appeal came from a close, youthful approach that brought art directly to people through open public spaces.
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| A royal court dance performance, “Trinh tuong tap khanh,” presented by the Hue Royal Traditional Arts Theater |
Toward a cultural economy
After more than two decades of organizing festival seasons, Hue now stands at a turning point: moving beyond cultural events alone toward developing a cultural economy rooted in heritage.
This direction is considered especially suitable because the city possesses an exceptionally rich cultural heritage system, including the Complex of Hue Monuments and numerous items of intangible cultural heritage recognized by UNESCO.
According to Mr. Hoang Viet Trung, preserving heritage alone is not enough; cultural values also need to become economic resources. Initial steps have already been taken, with creative products inspired by heritage entering the market.
Patterns and decorative motifs from the Nguyen Dynasty have been adapted into souvenirs, jewelry, ceramics, and exclusive handicrafts for visitors at heritage sites. These products have received encouraging feedback from tourists.
In the future, once digital museums and digital heritage archives are fully developed, fashion designers, creative businesses, and media organizations will be able to access and use digitized resources to create new products.
One major expectation is the development of a nighttime economy connected to heritage spaces.
The Director of Hue Monuments Conservation Centre noted that once the Imperial Palace lighting project is completed, more nighttime activities and services inside the Imperial Citadel will have stronger opportunities to grow. “However, sustainable attraction requires careful planning,” Mr. Trung emphasized.
Art performances, ao-dai showcases, technology-based historical storytelling, gala concerts, and cultural experience programs will need engaging content, modern technology, and participation from professional enterprises.
Achieving this will require coordinated efforts across sectors, from transportation infrastructure, urban lighting, and public security to commerce, tourism, and services.
Vice Chairman Tran Huu Thuy Giang stated that Hue currently has a major opportunity through a proposal to become one of Vietnam’s pilot localities for developing cultural industries.
This would support growth in event organization, performing arts, cultural tourism, film, fashion, creative design, and digital content industries.
Recently, Hue Party Committee issued an action program for cultural development in the new era, setting a goal of making Hue a distinctive cultural center for both the country and the region.
The city plans to continue preserving and restoring tangible and intangible cultural values while developing cultural industries linked to innovation and digital transformation.
By 2030, cultural industries are expected to gradually become a new engine of local economic growth, with priority areas including cultural tourism, film, fashion, cuisine, and creative services.
Large-scale cultural infrastructure projects are also under consideration, including an international convention center, a fine arts museum, and a professional performing arts center.
Looking further ahead, Hue aims to become a distinctive heritage city and a cultural hub for Asia, where cultural industries play a major role in the economy.