Cultural experience– tax –

Vietnam's conical hat, the non la, appeared in streamer IShowSpeed's World Cup livestream, becoming a talking point. We organize practical info—the background of a souvenir reaching the world, the structure by which social media viral moments work for tourism PR, and where Japanese travelers can have a painting experience.

A "matcha exhibition" appears in a Thao Dien alley. Thao Dien area, District 2 (Thu Duc City), Ho Chi Minh City, 14 Tran Ngoc Dien street. In a corner of a residential district, a café with white walls and a matcha-green facade catches the eye. "By Lea Matcha & Bread"...

A Booking.com survey found that 78% of Vietnamese travelers changed their destination on the advice of a spiritual adviser. Star signs, Mercury retrograde, and feng shui have become the "fourth axis of judgment" in travel planning.

Trinh Thi Kim Oanh (33), who earned an MBA in Ho Chi Minh City, took over the only remaining sugarcane-sugar workshop in Thien Do hamlet, Binh Son commune, Quang Ngai province. Refining it through 3–4 hours of filtering into an “amber-colored clear syrup,” she won OCOP three stars.

On the site of “New Saigon,” beloved for about 40 years in Denver's Little Saigon, the five Nguyen sisters will open the Vietnamese restaurant “Re Tre (bamboo root)” in summer 2026.

Dinh Van Kien, a young man from Son Tay Thuong commune in Quang Ngai province, turned the vocal technique he learned at the Hue Conservatory into “a storyteller of cuisine.” At three stilt-house restaurants built from bamboo and natural materials, he's turning gong music and the Co Tu people's mountain table into a tourism resource.

The Hanoi brand "Phinoi" releases a titanium phin filter limited to 54 units at about 160,000 yen. The full story of a revival of Vietnamese coffee culture, started by a former finance man with a "pay what you feel" café.

A "camera crew of over 50" at a Hanoi café—the scene that surprised a Malaysian tourist. Stepping into a café in Hanoi's Tay Ho district, Malaysian traveler Nur Delima nearly turned on her heel. More than 50 young people and a "forest" of cameras packed the cramped interior...

The shock a Vietnamese-French man raised in Paris's 13th arrondissement felt on learning that "restaurants in Saigon have no soy milk." We introduce a Saigoneer essay depicting the gap between diaspora food culture and the local table.

Hue province drew 610,000 people (+73.7%) over the April 29-May 3 holiday, with tourism revenue of 5.1 billion yen. A thorough guide to the Hue Festival's shift to a four-season format, the free nighttime opening of the royal palace, and the imperial-cuisine space from April 24 to May 2.