In recent years, at many festivals and events in Hue city, Phan Huy Thanh has impressed music lovers with his distinctive songs composed and sung by the musician himself, such as Non (The Conical Hat), An gi o Hue? (What to Eat in Hue), Tu dien Co do (The Ancient Capital Dictionary), etc.

From mega music festivals attracting thousands of young audiences to community arts programs spreading across social media, Hue is revealing a new face as a heritage city.

At cultural festivals, exchange events, or student programs in Hue, it is not uncommon to see young people dressed in Japanese attire, moving in synchronized formations to vibrant music. They are members of Mirai Yosakoi Club, a yosakoi dance team comprised of students from the Faculty of Japanese Language & Culture, University of Foreign Languages, Hue University.

For Hue Ancient Capital, Ao dai is a unique cultural heritage that has been formed, developed, and existed for over 300 years. In recent years, Thua Thien Hue has launched and promoted the revival of the traditional ao dai (including both male and female versions) in connection with the implementation of “Hue - The capital of Ao dai Vietnam” project. Ao dai has been integrated into daily life, cultural festivals, sports events, and flag-raising ceremonies in offices.

Thua Thien Hue is a leading locality in organizing the contemporary form of national and international festivals. After more than 24 years of existence and development, the Hue Festival has become a noteworthy event in the system of festivals worldwide.

Alongside the festive atmosphere of the 2024 festivals taking place in the province, the People's Committee of Hue City organizes Hue Traditional Food Week 2024 with the theme “Hue Cuisine with all Localities” at Thuong Bac Park, Tran Hung Dao street, Dong Ba ward.

With an average room rate of 43 USD, Hue ranks third in the top 8 cities with the best hotel room rates in Asia in April and May, the time of many festivals and holidays in countries.

Since 2022, the Hue Festival has been developed with a four-season orientation through a series of continuous events and festivals throughout the year, making the most of unique cultural - geographical - historical factors from royal festivals, folk festivals, religious festivals, etc.

Landscapes, festivals, cultural activities, and beliefs of ASEAN countries through the art of photography are introduced to the Hue public through the exhibition named “Culture and arts of ASEAN countries - 2023”.

“Digital transformation, new technologies to support preservation and festivals” was the theme of the Conference on Connecting Reality and Digital in Thua Thien Hue Province. The event was jointly organized by Hue Monuments Conservation Center, Vietnam Association for Information Processing, and Hue Center for Information and Technology (HueCIT) on October 12th. This conference was one of the practical initiatives in celebration of National Digital Transformation Day.