VietNam
On July 30, 2025, the Vietnam Institute of Culture, Arts, Sports and Tourism, in collaboration with the Hội An Center for the Conservation of Cultural Heritage, held a meeting with selected local businesses, organizations, and individuals in Hội An to discuss and gather practical insights for developing the Project: “Establishing Ethical and Cultural Business Standards Rooted in National Identity and Informed by Global Business Culture.”
Participants included representatives from creative cultural entities such as Hoi An Lune Center, Hoi An Impression Theme Park, Thanh Ha Terracotta Park, Yaly Fashion, Madam Kieu Restaurant, Kieu Maily, the Tan Thanh Fishing Village Community Tourism Group, the Hoi An Innovative Start-up Association, and artist Nguyen Quoc Dan, among others.
Business representatives shared heartfelt and in-depth perspectives on key topics, including:
- Building sustainable business models connected to heritage and local identity
- Developing Hội An as a UNESCO Creative City
- Ethical business practices in a heritage context
- Approaches to engaging with global values
- And the formation of business standards that reflect both the gentle, human-centered spirit of Hội An and the broader Vietnamese cultural identity.
A representative from Hoi An Impression Theme Park emphasized that: “Resources are finite, but creativity is limitless.” He noted that sustainable development depends on the community’s commitment to trust and innovation, creating distinctive products for Hội An, such as themed and seasonal art performances. He highlighted happiness, creativity, and unity as core values, stating that serving tourists should come from sincerity, cultural behavior, and the ability to tell stories rich in local identity.
A representative of Hoi An Lune Center stressed the importance of creatives not only in product development and promotion but also in respecting and nurturing local culture. He emphasized the value of trust, built through integrity, authenticity, and the ability to inspire through business.
Meanwhile, artist Nguyen Quoc Dan called for organized and sustainable development and encouraged the use of Hội An’s culture not only for preservation but also for creative transformation. He stated that the people of Hội An are not mere merchants but visionary entrepreneurs who prioritize community values. He also suggested embracing digital transformation and developing regenerative art as new directions that could help position Hội An and Da Nang as creative centers of Vietnam.
A representative from Yaly Fashion spoke about the need to establish a culture of business etiquette. She noted that a deep understanding of Hội An’s culture is a strength, but if the community is not open to new ideas, it could become a limitation. She pointed out that the mindset of “enough is enough” and a culturally “closed” attitude could hinder innovation and adaptation to modern trends.
A young representative from the Hội An Innovative Start-up Association, speaking as a start-up entrepreneur within the heritage town, highlighted that experience and exposure are necessary to shape business standards. However, he also observed that young people in Hội An lack clear direction and a supportive ecosystem. He stressed that corporate culture reflects the personality of its founder, and that the younger generation should be empowered to embrace entrepreneurial challenges.
The meeting also gathered a wide range of perspectives from local businesses, painting a rich picture of business culture in Hội An. These shared insights not only reflect current business realities but also point to the need for building a collaborative, creative community that fosters mutual learning. Bridging generations, connecting enthusiastic youth with seasoned entrepreneurs, will be key to helping Hội An uphold its cultural identity in business while keeping pace with global innovation trends.
Hội An Center for the Conservation of World Cultural Heritage
