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.

Prestigious awards such as the Mai An Tiem Award and the CoopStar Awards, organized by the Vietnam Cooperative Alliance, are not only a recognition of innovative and creative efforts but also a driving force for cooperatives’ growth. This contributes to elevating the role of the collective economy, cooperatives, and the position of the Hue brand on the country’s economic map.

From mega music festivals attracting thousands of young audiences to community arts programs spreading across social media, Hue is revealing a new face as a heritage city.