The year 2026 opens the 2026–2030 period, marked by increasingly fierce competition to attract resources, talent, and visitors, while Hue cannot pursue rapid urbanization or heavy industry. Hue’s path must be its own: taking heritage, culture, landscape, and ways of life as deep, distinctive, and sustainable advantages; taking creativity and experience as driving forces; and placing the people of Hue at the center of all development policies.

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.

For four consecutive years, Hue City has ranked among the top 10 provinces and cities nationwide in the Provincial Competitiveness Index (PCI). This is a remarkable achievement for Thua Thien Hue (now Hue City), especially in the context of increasingly fierce competition among localities to attract investment. The result not only reflects a stable business and investment environment, but also demonstrates a significant shift in governance mindset and the improved quality of the civil servants – a pioneering force in building a service-oriented government.

Overcoming fierce competition, many healthcare professionals from Hue City have earned scholarships for being trained abroad. After a journey of dedication and effort, they not only bring back advanced knowledge to innovate and improve the quality of medical examination and treatment, but also spread a spirit of continuous learning and self-improvement.

Although being aware that it was an uphill battle, the emergency response forces, combating the coastal erosion caused by the recent typhoon No. 6 (typhoon Trami), raced against time and fierce waves with the utmost determination to protect the coastline.

It turns hot when summer comes. Despite the fierce heat of the sun in Central Vietnam, the land of Huong River and Ngu Mount offers various fruits and flowers to serve tourists that remind those away from home.

Although the Huong River is just located humbly in the area of Thua Thien Hue, this river is still full of beauty from being fierce in the sections of waterfalls in the upstream of the old forest to being gentle and fond when flowing through the delta. Just like that, the Huong River has been an indispensable part in the deep spiritual life of Hue people and Hue culture.