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.

On the morning of September 1, the 2026 Khe Tre Highland Market (third edition) under the theme ‘Spirit of Great Forest - Colors of Independence’ officially kicked off at the Co Tu Ethnic Traditional Cultural Village in Thuong Lo Village, Khe Tre Commune. The event offers visitors a space to experience the unique culture, cuisine, and specialties of the highlands during the National Day holiday (September 2).

On the morning of August 30, over 4,500 delegates and residents gathered at the Hue City Culture and Sports Square to take part in the “Together with Vietnam, Moving Forward” walking program. The event shared the same atmosphere of excitement, enthusiasm, and solemnity with 34 provinces and cities nationwide, spreading the message ‘10 Billion Green Steps - For a Sustainable Vietnam’ and promoting the spirit of national solidarity.

On the morning of August 29, a series of cultural and educational events took place at the Ngo Mon Square, including a reenactment of the Truyen Lo Ceremony from the Nguyen Dynasty, the announcement of Hue’s Heritage Promotion Ambassador, and a ceremony honoring the ‘School Honor Students’ of the 2025 - 2026 academic year.

The 20th International Travel Expo Ho Chi Minh City (ITE HCMC 2026) officially opened on the morning of August 27th. Hue is taking part in the event with a joint stall shared by Quang Tri, Hue and Danang.

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.

As Da Nang rises to become a premier tourism destination with increasingly diverse and distinctive experiences, cultural events, festivals and community activities play an important role in creating the city’s unique appeal. Along this journey, HEINEKEN Vietnam and its Larue brand have consistently been active partners, contributing to the celebration of local identity, spreading pride in Da Nang and supporting the growth of the local tourism economy.

The 2026 Hue City Open Pickleball Tournament for the Uyen Phuong Cup opened on the morning of August 8 at Uyen Phuong Pickleball courts at No. 150 Nguyen Trai St. The event is part of Hue Sports Festival 2026, jointly organized by the Department of Culture and Sports and Uyen Phuong Sports JSC. Vice Chairman of Hue City People’s Committee Tran Huu Thuy Giang attended the opening ceremony and delivered remarks.

The second Sline Tennis Forum Tennis Tournament for the Sline Cup 2026 opened on the afternoon of August 6 at the Sline Tennis Center courts (Street No. 7, An Cuu City). The event is part of the Hue Sports Festival 2026 series, co-organized by the Sline Tennis Forum and the Vinh Infinity Tennis Forum.

For many years, discussions about the cultural industries have tended to focus on products, events, or specific sectors. However, as the global creative economy continues to evolve, one concept has become increasingly emphasized: branding.