A group of young people who continue “the story of Hue’s lotus” by giving it new life beyond culinary products or the blossoms that brighten every summer, through decorative items, gifts, and unique accessories.

Starting with traditional rice paper, 9X entrepreneur Tran Thi Thuy Ha, Director of VN Flex Import-Export Trading and Manufacturing Co. Ltd. (VN Flex), has applied technology, introduced new production methods, and developed a line of rice-based snacks. Her journey has made her the only representative from Hue to be named among 86 Outstanding Young Startup Entrepreneurs.

Recent culinary events and festivals in Hue have emerged as popular gathering points, drawing crowds of visitors from near and far. However, what truly retains them is not merely the flavors or the festive atmosphere, but the live performances and the narratives behind each dish, offering tourists deeper insights into the history, culture, and people of Hue.

Ceramic mosaic inlay has long contributed to the beauty of Hue’s royal architecture. Continuing these values, young artisan Huynh Kim Nhat Minh, born in the 1990s in Phu Xuan ward of Hue City, has devoted great passion to creating new works, bringing the art of ceramic mosaic inlay closer to everyday life.

This is one of Hue City's aspirations and strategic directions for destination marketing and communications, as shared at a 2026 networking program for Multi-Channel Network (MCN) companies, content creator management agencies, and KOLs. Organized by Hue City People's Committee on the afternoon of August 14 under the theme ‘Converging Excellence - Spreading Hue's Identity’, the event was attended by Mr. Tran Huu Thuy Giang, Member of Hue City Party Committee and Vice Chairman of Hue City People's Committee.

Hue Festival has established the city as a prominent destination on the international cultural map. With Wonderverse Music Fest, Hue is taking a new approach: using music, technology, and creativity to tell the story of its heritage while aiming to build a distinctive festival intellectual property (IP) that will become a signature brand for the city.

The exhibition ‘Golden Heritage – A Convergence of Excellence’ is being held at Hue Museum of Royal Antiquities, showcasing more than 100 valuable artifacts and sets of artifacts crafted during the Nguyen Dynasty. Each object tells a vivid story of history, fine arts, and the royal life.

On the evening of July 25th, at Thuong Bac Park, the Department of Tourism, in collaboration with partner organizations, staged the "Bun bo Hue - The Legend of Van Cu and Huong Ngu Symphony" performance, a signature event of Hue - Culinary Capital 2026 program. The event was attended by Mr. Tran Huu Thuy Giang, Member of the City Party Committee and Vice Chairman of Hue City People's Committee.

Beyond a celebration of Hue Beef Noodle, the iconic dish of the Ancient Capital, the Hue - Culinary Capital 2026 program has become a vibrant showcase of culinary excellence from across Vietnam. From Hue’s traditional flavors to regional specialties from every corner of the country, each food stall and every dish tells a story of Vietnam’s rich cultural identity, taking visitors on a journey that awakens all their senses.

Preserving traditional crafts is about more than keeping a craft alive; it is about preserving the stories of people, culture, and values passed down through generations. By embracing fresh approaches, those who continue telling these stories are helping traditional craft villages become more relevant to contemporary life while preserving their authentic character.