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.

Business intertwined with the promotion of Hue's traditional culture is a path that more and more young people are pursuing, asserting the creativity, identity, and spirit of self-reliance. Rather than chasing mass-market trends, “recalling the past to understand the future” has become the business philosophy for a segment of the younger generation, bringing cultural heritage into contemporary life naturally.

On those days, visitors to Diem Phung Thi Art Space (No. 17 Le Loi Street, Thuan Hoa Ward) can easily bump into the exhibition space titled “A Luoi Traditional Cultural Identity”.

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.

Held for the first time in Hue City, the International Tea Festival - Hue 2025 (taking place from December 10th to 12th) not only contributes to honoring Vietnamese tea culture but also is expected to serve as an important starting point, laying the foundation for the formation of a profound cultural, artistic, and tourism-oriented annual event, helping enrich Hue’s identity and enhance its attractiveness.

This belief was shared by Mr. Ho Dac Thai Hoang, Chairman of the City Union of Science and Technology Associations, in a conversation with a Hue Today Weekly correspondent about scientific research and innovation, which is seen as the foundation for promoting the city’s science, technology, and socioeconomic development.

On December 4th, Standing Member of the City Party Committee and Permanent Vice Chairman of Hue City People’s Committee Nguyen Thanh Binh held a meeting with Mr. Eric Soulier, the newly appointed Cultural Counsellor of French Embassy and Director of French Institute in Vietnam (Institut français du Vietnam - IFV).

Under the theme “Hue Spring Festival 2026 - Identity and integration”, Hue Spring Flower Festival 2026 will be held at Ly Tu Trong Park, Thuong Bac Park, Kim Long Park (the area opposite Kim Long communal house), 3/2 Park, and at various green spaces and streets in the city.

The melancholic sound of the khen flute drifts through the mist along the mountain slopes, whispering in harmony with the babbling streams and the rhythmic clatter of looms, creating a mystical melody that captivates travelers. The village of A Luoi today bustles with visitors from afar, as the local people have learned to leverage their cultural identity for tourism. Behind these transformations are the tireless footsteps of a Pa Co woman who loves her homeland - That is Ms. Le Thi Them, the former Head of the Culture and Information Department of the former A Luoi District, now the Head of the Party Building Committee of A Luoi 1 Commune.

On October 31st, the 2025 Golf Course Owners - Vietnam Golf Tourism Development Conference was held at Laguna Lang Co, marking a strategic milestone as government representatives, investors, and international experts agreed on a Vision 2030 for sustainable development of golf tourism - emphasizing identity and quality as the foundation of Vietnam’s national competitiveness.