A brand is not merely to introduce the name or to prove the origin of a product, but an “identity card” that affirms its credibility and quality to customers. Especially in the context of fierce competition, developing Hue brands is not only an economic challenge but also a way to preserve, honor, and spread the unique values of the former imperial capital.

On the afternoon of December 30, at Vietnam-Japan Friendship Association of Hue City, Vietnamese Haiku Poetry Club - Hue Ancient Capital held its 2025 year-end review ceremony while marking the fifth anniversary of its establishment.

In the not-too-distant future, the more than 120-hectare area south of Hue city center will move beyond being a newly developed site to take shape as a “university city” - a space for living, learning, and creativity, gathering the intellectual elite of Central Vietnam.

Tourism is increasingly becoming a key economic driver for many countries. However, the challenge lies in how to develop and capitalize on tourism without exceeding nature’s carrying capacity, while also contributing to its conservation.

On the evening of December 18, in Hue City, a ceremony was held to officially receive the national intangible cultural heritage title for folk knowledge related to Bun Bo Hue (Hue Beef Noodle Soup), alongside the opening of the International Culinary Festival “Hue - Culinary Capital”.

Once being the Imperial Capital under the Nguyen Dynasty, Hue has undergone many historical phases, and today the city is regarded as one of Vietnam’s few cities where multiple architectural traditions coexist. It brings together folk, royal, colonial, and modern styles, developing in a way that balances the architecture, landscape, and culture, forming a distinctive urban identity.

During a career orientation session at Byron Nelson High School in Texas, USA, my daughter and I had the opportunity to experience an exceptionally well-organized Culinary Arts vocational training model. In the U.S. education system, students are guided toward basic career paths as soon as they enter middle school, preparing them for vocational training in high school if they choose not to pursue a university pathway.

To the tune of soothing music, models and beauty queens from many countries around the world delivered an impressive and captivating fashion show right on the stage in front of the Noon Gate, inside Hue Citadel.

In celebration of Vietnam Cultural Heritage Day on November 23, Hue Monuments Conservation Center will organize a series of educational, exhibition, and experiential activities to honor the heritage values of the Ancient Capital. These activities aim to spread appreciation for cultural heritage within the community, especially among young people.

Coming to Hue as part of the “2025 International Art Workshop and Exhibition”, artists immersed themselves directly in the heritage life of the Ancient Capital to find material for creation. Through their lens, the heritage appeared differently: vibrant, transformative, and ready to accompany contemporary art.