"Hue Imperial Palace, ao dai and flowers"

Many foreign visitors to Hue are captivated not only by its scenic beauty and heritage but also by the charm of its traditional ao-dai.

For over 20 years working as an ao-dai designer, Tran Thien Khanh has brought the images and spirit of Hue to numerous stages near and far. Yet in ‘Huong Ky Uc’ (Fragrance of Memories), he chooses not to portray Hue through grand symbols, but through the hands of his mother, baskets of loc cakes, and the simple, familiar memories of childhood.

On the evening of September 25, thousands of audience members, residents, and visitors gathered at the stage in front of Kien Trung Palace in Hue Imperial Citadel to enjoy the ‘Nhin nhung mua thu di’ (‘Contemplating Autumns Go By’) music program, one of the highlights of the autumn season as part of Hue Festival 2026.

Beyond learning the melodies and repertoire of Ca Hue (Hue-Singing), teachers who complete the training program are seen as an ‘extended arm’ for passing on this ‘signature’ art form of Hue.

Rather than focusing on sheer visitor numbers, the Hue Monuments Conservation Center is shifting its service strategy at the Imperial City and other heritage sites toward product selectivity and enhanced visitor experiences, to attract high-spending tourists.