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| Mr. Huy Tuan, musician and Music Director of Hue Wonderverse Music Fest 2026, delivering his remarks at the event |
According to the organizing committee, the festival took place as scheduled, highlighted by 2 major artistic programs, including the opening night, ‘Heritage Awakens’, taking place on August 30, and the music night, ‘Heritage in Integration’, held on September 1. The festival also featured a range of cultural, artistic, entertainment, and culinary activities, providing locals and visitors with a new playground and experience space.
The festival attracted over 300,000 visitors to its various activities. The opening night, ‘Heritage Awakens’, drew more than 70,000 spectators, while the ‘Heritage in Integration’ music night was attended by over 50,000 people in person.
The festival featured nearly 400 Vietnamese and international artists, supported by around 1,000 personnel from partner organizations, sponsors, production teams, and other relevant agencies and units. Over 500 hours were spent on stage construction, installation, and dismantling for the 100-meter-long stage.
The festival’s communications campaign was carried out across newspapers, television, social media, partner channels, and user-generated content. Across these channels, the campaign generated 200 news articles, 20 million online impressions, 30 million video views on social media, around 4,500 pieces of user-generated content, and more than 3 million engagements.
On the festival’s own channels, Facebook recorded over 7 million reach and over 115,000 engagements; Meanwhile, TikTok reached over 5.7 million people, generated over 4.4 million views, and recorded more than 172,000 engagements; while Threads recorded 145,660 reach and 8,909 engagements.
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| Certificates of merit from the Chairman of Hue City People’s Committee were presented to outstanding organizations and individuals |
Influencer-led communications and user-generated content generated over 4,600 links, attracting over 20 million views and more than 2 million engagements. Partner organizations also generated more than 1.3 million reaches, over 2.2 million views, and more than 43,000 engagements.
According to data from social media monitoring tools, the festival ranked among the leading branded events during the weeks it took place. In particular, Kompa ranked Hue Wonderverse Music Fest first for the week from August 24 to 30, with 107,144 mentions, and remained at the top for September 1-6, with 111,751 mentions. Socialite also ranked the festival first in the branded events/campaigns category for August 31-September 6, with 52,138 mentions.
The program’s audience was mainly aged 18-44, with the 25-34 age group accounting for the largest share. In terms of location, tourists from Hue City accounted for 47.1%, followed by those coming from Ho Chi Minh City at 9.8%, Danang at 5.8%, and Hanoi at 2.9%.
At the meeting, Vice Chairman of Hue City People’s Committee Tran Huu Thuy Giang noted 3 major highlights of the festival: a high turnout with safety ensured; well-organized preparations and implementation despite the short preparation time; and positive media coverage and public response.
However, several challenges remained in the festival’s organization. Vice Chairman Tran Huu Thuy Giang said resources for the festival were still limited. Since the program was free of charge, the number of visitors from outside the city could only be estimated mainly through accommodation and tourism data. The organizing committee had not fully anticipated the event’s appeal and level of public interest, while the available performance venues were also limited.
Coordination among some departments and units during the festival was also not fully smooth. Vice Chairman of Hue City People’s Committee called for lessons to be learned from these shortcomings and asked for plans for the 2027 festival by October 2026. The festival is expected to run for 5 days and 4 nights, allowing more time for early promotion, content development, and planning for future editions.
At the meeting, representatives of relevant departments, agencies, and units discussed issues concerning security and safety, as well as the reception, accommodation and services for tourists during the festival. They also assessed the use of the festival mascot in the program’s branding and promotion, and proposed early preparations to invite international art troupes to add greater variety to future editions.
On this occasion, Hue City People’s Committee presented certificates of merit to 14 organizations and 4 individuals for their outstanding contributions to the organization of Hue Heritage and International Music Festival 2026.