Workshops such as pottery making, picture coloring, and “healing”-themed cafés (spaces designed to promote relaxation and emotional well-being) have become increasingly common in Hue in recent years. This trend reflects young people's growing desire to achieve mental balance amid academic and work-related pressures, as well as a lifestyle closely tied to social media. Beginning as an emotional concept, “healing” has gradually given rise to a distinct service market targeting young customers in Hue.

More than just souvenir products, many heritage sites in Hue are being “refreshed” with products that showcase the distinctive cultural identity of the imperial court.

Held under the theme “Flow of Heritage”, the first O Ly Artshow officially opened on the evening of June 6 at Hue Book and Cultural Space (23-25 Le Loi Street, Thuan Hoa Ward), on the banks of the Perfume River, attracting the participation of a large number of artists and art enthusiasts.

In recent days, the road leading to Ha Cang, now part of Dan Dien Commune (formerly Quang Phu Commune), has been busier than usual, as streams of visitors arrive to explore local golden cantaloupe farms. Coming here, visitors can enjoy free check-in opportunities, try freshly harvested melons right in the greenhouses, and leave with not only vibrant photos but also plump, fragrant cantaloupes to take home.

On May 30, the 2026 Imperial City Scientific Conference on infectious diseases was held at the University of Medicine and Pharmacy, Hue University. The event attracted nearly 250 delegates and almost 20 leading experts in infectious diseases, microbiology, and tropical diseases from across Vietnam.

On the morning of May 29, the Department of Tourism announced that Hue Lotus Festival 2026 will take place from June 19 to 21 under the theme “Ngu lien thuc thuy” (Royal Lotus Awakens the Water). Featuring a wide range of cultural, artistic, and culinary activities as part of Hue Festival 2026, the event is expected to become a vibrant summer attraction for both residents and visitors.

In the depth of Hue culture, gardens are not merely green zones, acting as supporting elements for architecture, but a constituent factor shaping the urban identity. Hue is famous for the Perfume River, Mount Ngu, the Citadel, royal tombs, pagodas, and noble residences, but Hue is also well known for its gardens. In Hue, gardens soften architecture, calm the everyday life, deepen poetry, and create a unique urban style: a garden city, a city of poetry, the harmony between man and nature, or “an urban poem” as said by M’Bow, former Director-General of UNESCO.

Traditional culture is now being embraced by young people in new, youthful, engaging and accessible ways through craft village workshop tours. This form of experience is becoming increasingly popular, attracting many young people and tourists who can directly take part in and create traditional handmade products themselves. More importantly, these activities help preserve and spread cultural and historical values while honoring the craftsmanship and dedication of people in traditional villages. ​

The launch of direct flights from Belarus to Vietnamese localities, especially Da Nang, is opening opportunities to attract Belarusian tourists to Hue along the Central Heritage Road.

On the evening of May 15, the Department of Finance, in collaboration with the City Young Business Association, and Soc do Joint Stock Company - socsdo.vn e-commerce platform, organized a program titled “Unlocking Revenue Growth with Zalo - AI - CRM Ecosystem”. The program attracted the participation of over 100 businesses and household enterprises in the area.