YeaH1 and Experts “Storiestelling” About Tourism in Ho Chi Minh City

At the seminar “Ho Chi Minh City Tells the Story of Tourism Branding through Books, Music & Art” held on April 6, Mr. Nguyễn Xuân An, representative of YeaH1 Group, shared innovative approaches to integrating culture and media to enhance the appeal of Ho Chi Minh City as a travel destination, particularly in targeting the younger generation.

He also spoke about YeaH1’s journey in embedding cultural elements into premium content — from the raw authenticity of Anh Trai Vượt Ngàn Chông Gai and Chị Đẹp Đạp Gió, to fostering strong audience connections both locally and internationally through music concerts, and to the upcoming reality show Gia Đình HaHa. This program promises to vividly portray Vietnamese identity and culture through everyday, relatable yet emotionally rich experiences.

This approach is not only a testament to YeaH1’s creativity, but also a strategic vision by its leadership — harnessing the power of culture to create content that is both engaging and rich in identity, capturing the spirit of a generation that increasingly seeks cultural immersion not just through books and media, but through real-life interaction.

The seminar brought together esteemed experts such as journalist Vũ Kim Hạnh – President of the High-Quality Vietnamese Goods Association, journalist Trần Hữu Phúc Tiến – a veteran contributor to major publications like Tuổi Trẻ and Saigon Times, photographer Minh Hòa, and host Vũ Quý Tâm – CEO of CSMO Southern Region.

During the event, the speakers delved into the pivotal role of culture — from music and photography to literature and digital content — in building a strong destination brand. Their discussions contributed to positioning Ho Chi Minh City as a “Vibrant Cultural Hub” of the region.