Where traditional values converge
Dac san Kinh Do - Songcentre Hue (Imperial Specialties – Hue Living Center) has officially started operations at the Songcentre (Living Center) building on Ba Trieu Street, Thuan Hoa District. Upon entering, both locals and visitors embark on a journey to experience Hue’s famous specialties-from tailor-made ao dai (Vietnamese traditional long dress) and Phuoc Tich pottery to Pho Trach mangrove mat products and Thanh Tien paper flowers, among others
Right at the entrance of Songcentre, the ao dai tailoring space is likened to a “touch of Hue,” conveying culture through every stitch and seam. Each ao dai tells a unique story, a blend of craftsmanship and pride in heritage. Visitors don’t just admire traditional and contemporary ao dai designs; they can also try them on, explore the tailoring process firsthand, and even participate in sewing workshops alongside artisans. Particularly remarkable is the two-hour express tailoring service, offering a fresh and authentic way for visitors to connect with Hue’s renowned tailoring tradition.
The deeper one goes, the more Hue’s identity emerges. This could be the culinary experience space, offering a wide variety of renowned local dishes-from banh lọc (tapioca dumplings), che (Vietnamese sweet soups), and bun bo (Hue-style beef noodle soup) to banh ep (pressed rice cakes) - each rich in the distinct flavors of Hue. The kitchens here are carefully curated, and every dish is treated as a vivid work of art, prepared using time-honored family recipes and clean, natural ingredients. As a result, diners not only satisfy their taste buds but also gain a deeper appreciation for the culinary essence of Hue with every dish.
These kitchens stay busy with fires burning throughout the day, but they are at their liveliest in the late afternoon and evening. Each dish takes visitors on a flavorful journey, offering a variety of tastes considered quintessentially Hue. “My favorite is che,” said Thu Huong, a visitor who couldn’t hide her delight. “Not just for its flavor, but also for the way it’s prepared and served here,” she added.
The highlight of this space is the display and sale of traditional products from Hue’s craft villages. From vases and teacup sets crafted in the renowned Phuoc Tich pottery village to handbags and conical hats woven from Pho Trach rush to elegant boxes of Hue lotus products-each item stands out for its eye-catching design, meticulous craftsmanship, and thoughtful presentation. All products are carefully curated to ensure quality while helping to promote the culture of the ancient capital to friends near and far.
When youth partner with craft villages
Many visitors to the space have been captivated by the products, each of which carries an engaging story from the craft village where it was made. "Stepping into this place feels like taking a journey through Hue’s craft villages," said Nguyen Tung, a resident of Thuan Hoa District, after purchasing several items to bring home as gifts. “I must say, the Hue-made products showcased here are not only high in quality but also striking in design,” he added.
Not many know that this space is run by young individuals deeply committed to entrepreneurship. Despite achievements across different areas, they share a common underlying goal: to showcase Hue through its products and connect them with consumers. They chose Hue’s traditional products and craft villages to tell the stories.
The creation of this space, in their view, is a way to partner with, carry forward, and develop the essence of Hue’s traditional crafts. At the heart of this effort is the role of young people—energetic, open-minded, and willing to partner with craft village communities.
The story of craft villages today, as we all know, unfolds in a market where sellers far outnumber buyers. It’s no simple matter to introduce products to consumers and earn their trust. When developing these products, we sought to create a historical narrative for each item from every craft village. “Those stories are what shaped our brand and played a part in breathing life back into the craft villages,” said Nguyen Duc May, COO and co-founder of Imperial Specialties, at the start of the conversation.
With over ten years of experience in diverse roles in the South, the 9X-generation co-founder of Imperial Specialties said that, to preserve craft villages, market access is essential—the more products sold, the better. That requires a shift: products can no longer be monotonous; they need strategic branding and packaging tailored to the market. That is the key to boosting output, lowering costs, and breaking into new markets.
Citing the story of banh loc and banh ep as an example, May said that most households, at best, can only produce a few thousand pieces a day. Once mechanized, production scales up severalfold. Even more crucial, however, is the uniformity it brings to each piece.
"As we partnered with local artisans, we set new benchmarks that pushed craft villages to adopt new technologies and invest more in production," May said. He hopes these changes will help Hue's craft villages thrive in the future.
“Integrity based on heritage”
Nguyen Thi Hue, also a co-founder of Imperial Specialties, believes that the team's core business philosophy is integrity rooted in heritage. By “integrity,” Hue refers to everything from selecting wholesome ingredients and mindful processing to nurturing passionate youth and helping local farmers thrive.“We only hope that when visitors come to experience it, the very flavor of Hue—the subtlety and depth of this land—will touch the heart of each person,” Hue confided.
There remain many strategic paths ahead that the young creators of Imperial Specialties brand are thoughtfully considering. However, they remain confident that one day, Hue’s traditional craft products will go far — reaching markets both at home and abroad.
Mr. Nguyen Dinh Anh Khoa, Vice Chairman of the Hue City Business Association, voiced his excitement over the impressive Hue specialty space right in the heart of the city. More than just a place with a modern business philosophy, this complex serves multiple missions as a multifunctional hub where modernity meets culture, gastronomy, retail, entertainment, and the exhibition of Hue’s specialty arts.
Mr. Khoa emphasized that preserving and promoting the value of Hue’s traditional products begins with identifying their core value through market evaluation processes. He added that he appreciates Imperial Specialties’ philosophy, which focuses on integrity rooted in heritage.
From the story of Imperial Specialties, Mr. Nguyen Dinh Anh Khoa said that building a brand is a long journey based on many criteria — from packaging and product quality imbued with Hue’s cultural identity, to sourcing clean raw materials, applying scientific techniques through modern production lines, and marketing via e-commerce platforms. Such a long-term approach is not only pursued by Imperial Specialties but also sets a direction for other Hue-based businesses in the future.