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.

Hue Festival has established the city as a prominent destination on the international cultural map. With Wonderverse Music Fest, Hue is taking a new approach: using music, technology, and creativity to tell the story of its heritage while aiming to build a distinctive festival intellectual property (IP) that will become a signature brand for the city.

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.

Hue Ao Dai Week 2026, featuring a series of cultural, artistic, and community activities to honor the values of Vietnam’s traditional Ao-dai and reaffirm the brand of “Hue - The Capital of Ao Dai”, will take place from July 3 to 10.

In Hue, the cultural value of Vietnamese tea will be honored and connected through cultural exchanges among artisans, tea masters, and brands from Japan, China, Thailand, Malaysia, Singapore, and Vietnam at Hue - International Tea Festival 2025, taking place from October 31st to November 2nd, 2025.

This is the theme of a talk aimed at spreading the cultural and spiritual values of the nation through poetry in the legacy of Emperor-Monk Tran Nhan Tong, presented interestingly by Mr. Nhat Chieu, the speaker and researcher. The event was co-organized by Legacy Brand, Hue Book and Culture Space, Tri Thuc Viet, and Lua Decor on Sunday morning (June 29) at Hue Book and Culture Space (at 23-25 Le Loi Street, Hue City).

The typical product of Ao Dai is one of the important elements making up the soul of the nation of Vietnam. Yet, for making Ao Dai truly a famous national brand name and a creative and cultural industry product, perhaps we still have to put in a lot of effort. What the Korean have done for their Hanbok is one of the good practices that we need to refer to.