Southeast Asia Information Port News (www.dnyxxg.com) – The Vietnamese Ao Dai and traditional clothing are making a strong comeback in modern life, becoming a new carrier of cultural tourism. This trend enriches tourism products, awakens cultural pride, and promotes the sustainable development of the cultural industry.
Multiple local events ignite popularity. Hanoi has taken the lead in developing the Ao Dai into a distinctive tourism product. At the Hanoi Ao Dai Tourism Festival held in November 2025, a parade of 1,400 people swept through the streets, attracting tens of thousands of tourists to stop and interact. In the restoration and display of the ancient village's tailor ancestral worship ceremony, a procession wearing Ao Dai walked around Hoan Kiem Lake and other places, leaving a deep impression on tourists. Since 2022, the "Hundred Flowers Wedding" Vietnamese clothing parade has attracted thousands of young people to participate, helping to promote traditional clothing such as the Ngum Binh and the Four-Piece Padded Jacket; the "Touching Hanoi Autumn" sightseeing bus project allows tourists to stroll through cultural heritage sites while wearing Ao Dai.
The 11th Ao Dai Festival in Ho Chi Minh City in 2025 attracted 3.6 million participants within a month, including nearly 600,000 international tourists. The city launched a "Wearing the Clothing Culture Experience" project, encompassing photography sessions at French-style architecture complexes, design and tailoring workshops, and Ao Dai-themed cultural performances.
Policies and Associations Support Ecosystem Building
The Vietnam Ao Dai Culture Association was established in Hanoi on August 9th, marking a significant milestone in building a cultural tourism ecosystem and promoting related research, dissemination, and commercialization. Several regions have introduced incentive policies: the Hue Ancient Architecture Complex offers free admission to those wearing Ao Dai, and the Thang Long Imperial City has developed traditional clothing experience services. Experiences such as Ao Dai cyclo tours in Nha Trang and traditional clothing street photography in Hoi An Ancient Town are becoming increasingly diverse.
Industry Anticipates Intangible Cultural Heritage Status Recognition
Industry insiders point out that Ao Dai is a symbol of Vietnamese culture and can connect cultural tourism scenarios such as photography, handicraft exploration, and specialty shopping. Although not formally established as a national dress, Ao Dai is widely worn and has become an internationally recognized symbol of Vietnamese culture. The industry hopes that by recognizing its status as a cultural heritage and national costume, and establishing a legal foundation, it can facilitate its application for inclusion in the UNESCO Intangible Cultural Heritage list. (End)
