Hue is a heritage city, but Hue’s cultural strength does not lie solely in its citadel, palaces, royal tombs, or historic architecture. Behind these tangible forms of heritage lies a vibrant world of music, festivals, beliefs, traditional crafts, cuisine, clothing, and folk knowledge. This is the ‘soul’ that gives Hue its distinctive identity.

The exhibition, through the language of photography, aims to strengthen Hue City's cultural diplomacy and expand cooperation with diplomatic missions of ASEAN countries in Vietnam. It will also help promote Hue as a heritage city and a distinctive Festival City of Vietnam, as well as an attractive cultural and tourism destination in the Central region. ​

Among about 3,000 dishes documented nationwide, over 1,700 are believed to be prepared in Hue styles, bearing the distinctive hallmarks of the former imperial capital’s cuisine. This rich culinary heritage is one of the key reasons that Hue has chosen gastronomy as the focus of its application to join the UNESCO Creative Cities Network (UCCN).

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.

The highland district of A Luoi, Hue City, boasts the pristine beauty of the Truong Son mountains and forests, with the white cascade of the A Nor Waterfall standing out amid endless stretches of green. What draws visitors here is not only the natural scenery, but also the distinctive cultural values of the Ta Oi and Pa Co ethnic communities.

In the rhythm of modern life, cyclos still roll through streets, preserving the distinctive charm of gentle Hue and remaining tied to the experiences of visitors who come here. However, cyclos still serve primarily as a means of transportation, with little integration of diverse cultural experiences that could help create a distinctive offering for the Ancient Capital’s tourism.

Developing Hue-tuong in association with unlocking tourism potential offers a promising path to safeguarding one of Vietnam’s most distinctive intangible cultural heritage traditions while contributing to the growth of the local tourism economy.

In recent years, at many festivals and events in Hue city, Phan Huy Thanh has impressed music lovers with his distinctive songs composed and sung by the musician himself, such as Non (The Conical Hat), An gi o Hue? (What to Eat in Hue), Tu dien Co do (The Ancient Capital Dictionary), etc.

From June 26 to 28, at 62 Trang Tien Street, Hoan Kiem Ward, Hanoi, the distinctive products, specialties, and cultural values of the Ancient Capital came together in the ‘Hue Thuong’ program, part of ‘The Vitality of Vietnamese Goods’ programme No. 8. The program not only brought the essence of Hue to the heart of the Capital, but also created a space connecting local products with consumers nationwide through a combination of in-person experiences and e-commerce.