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.

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.

Hue Monuments Conservation Center (HMCC) is managing eight items/sets of items that have been recognized as national treasures by the Prime Minister. The presence of these treasures not only enhances the appeal of the destination but also offers a chance for these valuable artifacts to "come alive" in contemporary life.

The value of Zen poetry throughout the history is again confirmed and spreading in the contemporary life at “The Vietnamese Zen Poetry Week” held in Hue at the end of March.

For the cultural heritage of Phuoc Tich Village to get a firm footing in the contemporary social life, there is a need to formulate the mechanisms, policies, and action plans to mobilize the strength of the residential community as the creators, owners, practitioners, beneficiaries...