Hue leverages cultural heritage to drive startup innovation

The central Vietnamese city of Hue is positioning itself as an innovation and startup hub by leveraging its cultural heritage, education, and quality of life to attract young talent. The city aims to promote technology startups and digital transformation, helping entrepreneurs convert local cultural values into commercial products and services.

Hue possesses eight UNESCO-recognized World Cultural Heritages, alongside traditional craft villages and a distinct culinary scene. These assets provide a foundation for businesses to develop heritage-rooted products. For example, Vo Cong Tien, CEO of An Thu Home Garden, transformed a four-generation family property into a cultural tourism experience that offers visitors insights into local lifestyle and cuisine.

To facilitate this growth, the Thua Thien Hue Innovation Startup Centre provides incubation programs, training in management, and digital transformation support. The center assists between 10 and 15 businesses annually, primarily in the technology, traditional handicrafts, and gastronomy sectors, while connecting them with investors and experts.