In 2020, when male officials and civil servants of the Department of Culture and Sports wore ao dai during working days and the weekly flag-raising ceremony, it immediately sparked controversy online. Then, it was not just the cultural sector, at important events, the provincial leaders (now Hue City) and intellectuals also began wearing ao dai. The appearance of the traditional ao dai for both men and women at cultural and educational events made the ceremonies more solemn, elegant, and impressive.

On the afternoon of May 15, at the Hue City People’s Committee headquarters, a sponsorship signing ceremony took place between the Organizing Committee of Hue Festival 2025 and the Bank for Investment and Development of Vietnam (BIDV), marking BIDV’s collaboration in key cultural and tourism events during the National Tourism Year in Hue.

With the aim of contributing to the development of national-scale cultural events, Scavi and Corèle, members of the B'Lao Group (France), are honored to become the swimwear sponsors for the Miss Vietnam 2024 pageant.

In addition to their primary function of displaying artifacts, many museums and cultural-artistic spaces also fulfill another important role: organizing events for exchange, conversation, and discussion on related issues. These spaces have become destinations that creates connections between researchers, cultural experts, and enthusiasts.

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.

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.

In 2023, Thua Thien Hue's artists were actively engaged in various cultural and artistic events in parallel with significant developments in the province's literature and arts.

The two sides will coordinate to organize festival activities, cultural exchanges, sports, art performances, displays and exhibitions to celebrate major holidays and important events in the two localities, thereby promoting the culture and images of theirs.

Taking place from May 19 to 21, 2023 with various attractive activities, ‘Thuan An – the Call of the Sea’ Festival 2023 is a highlight in a chain of cultural events of the summer festival of Hue Festival 2023.

Participating in the festival, Hue tourism industry focused on promoting its events and festivals of this year; especially the Hue Traditional Craft Festival 2023 and a series of activities to celebrate the 30th anniversary of the Complex of Hue Monuments and the 20th anniversary of Hue Royal Court Music recognized as the world’s cultural intangible heritage.