Throughout the holiday, the Vietnam Pavilion is hosting a vibrant series of cultural showcases, interactive digital experiences, and artistic performances. These activities aim to highlight Vietnamese traditions while enhancing the country’s tourism appeal and global cultural presence.

Officially opened to visitors on April 24, the Vietnam Pavilion adopts the sub-theme “An Inclusive Society Where People Are Centered.” Spanning 300 square meters, the pavilion features a distinctive design inspired by the traditional conical hat, seamlessly blending Eastern aesthetics with cutting-edge technology.

Visitors are treated to live traditional performances such as lotus dances, water puppetry, and instrumental showcases introducing the đàn tranh (zither), đàn bầu (mono cord), and t’rưng. A standout performance titled “The Beauty of Vietnam,” integrates traditional music with contemporary lighting, offering a vivid portrayal of iconic Vietnamese symbols like the áo dài (traditional long dress) and nón lá (conical hat).

For the first time at a World Expo, Vietnam is introducing a parallel virtual pavilion via the “Virtual EXPO – Yumeshima in the Sky” platform. Global users can navigate the exhibit space using avatars dressed in áo dài and nón lá, while interacting with multilingual digital content in both English and Vietnamese.

Inside the physical pavilion, advanced technologies such as touchscreens, augmented reality (AR), virtual reality (VR), holograms, and digital maps enable immersive cultural experiences. These innovations allow visitors to interact with Vietnam’s heritage, landscapes, festivals, and handicrafts in dynamic and memorable ways.

At this global forum, Vietnam also officially announced the theme for National Tourism Year 2025: “Hue – The Ancient Capital, New Opportunity.” It marks the first time this major national event has been introduced at an international venue, signaling Vietnam’s strategic linkage between culture, tourism, and technology in foreign outreach.

In addition to exhibitions and performances, Vietnamese creative enterprises are leveraging the platform to establish new collaborations in cultural industries, smart tourism, education, and design with Japanese partners. By showcasing both tangible and digital cultural assets, Vietnam aims to attract global interest in heritage-based tourism, digital tourism, and immersive travel experiences.

Vietnam Value Week (May 26–June 1) and Vietnam National Day (September 9) will be held at the expo to strengthen cultural diplomacy, boost international cooperation, and drive investment and tourism.

The World Expo 2025 has attracted the participation of more than 150 countries and international organisations and will last until October 13.

Vietnamese culture impresses international friends at Francophonie Festival

VOV.VN - Vietnamese culture made a hugely positive impression on many foreign friends through the introduction of a famous film and traditional food at the 2025 Francophonie Festival held in Chile from March 20 to April 8.