From the old lady carrying a bag to the group of students holding cameras, everyone eagerly entered the space "Quintessence of Vietnamese culture" organized by the Ministry of Culture, Sports and Tourism.

A market imbued with the quintessence of Vietnamese culture

Located in the center of the 2025 Autumn Fair, the space "Quintessence of Vietnamese Culture" becomes a place where traditional culture and modern technology are present together, with 12 cultural industries (CNVH) vividly introduced on an area of ​​over 10,000m². This place is bustling with visitors' footsteps, echoing with the sound of conversation, applause amidst the colors of performing arts, fine arts, cinema, fashion , cultural tourism, handicrafts, publishing, entertainment games...

The activity has the mission of bringing culture into the economic flow, affirming creativity and Vietnamese identity in the integration period. The displayed products are carefully selected, many new creations imbued with the Vietnamese spirit.

Vietnamese culture shines at the Autumn Fair. Photo: Students visit the book display area at the fair.

In the center of the space "Quintessence of Autumn in Hanoi" recreates the scene of traditional craft streets. Bat Trang pottery, Van Phuc silk, Ha Thai lacquerware, Chuong conical hats... are performed by many talented artisans. The sound of shuttles and pottery knocking mixed with the scent of new rice create a gentle harmony of Hanoi's autumn. Each line, each movement of craftsmanship is a story of memory and heritage.

Equally attractive is the exhibition booth of the Vietnam National Traditional Theatre, where visitors can transform into artists, try on makeup, wear costumes for singing Cheo, Tuong, Quan Ho and learn about ancient musical instruments. Mr. Luu Phong Lan, Art Center of the Vietnam National Music, Dance and Dance Theatre, shared: “We bring original performances, but they are vividly staged to suit young audiences. The precious thing is that traditional art still has a strong vitality, when modern audiences find pride and connection in it.”

In the midst of that artistic space, many children attentively listened to the sounds of the panpipe and the monochord. The seeds of culture seeped into the souls of the new generation naturally and persistently, just as a river absorbs rainwater and becomes more vibrant.

Thai Hai Village booth, the village honored by the World Tourism Organization as “The World’s Best Tourist Village in 2022”, brings to the Autumn Fair the flavor of the mountains and forests with purple sticky rice, wild honey, dry wine hotpot... Next to it, many tourists are directly working with artisans weaving hats, weaving brocade, printing beeswax, and making fans at the Cao Bang tourism booth. In the sounds of Tinh lute and Then singing by artisan Nguyen Thuy Linh (Cao Bang Provincial Culture and Tourism Information Center), the highland cultural space seems to spread throughout the fair.

At the cinema area, a long line of people waited to see two free screenings of “Red Rain” and “Fighting in the Sky”. The elderly reminisced about the past, the young were curious to explore, the auditorium fell silent when the screen appeared, tears silently fell when seeing the image of the Fatherland, the sky in smoke and fire.

Besides performing arts, Binh Minh Art Gallery's booth also attracted art lovers. In the warm yellow light, paintings by Nguyen Gia Tri, Ho Huu Thu... were solemnly displayed as a delicate slice of Vietnamese painting. Not only an exhibition, the booth was also a forum for exchange between artists, collectors and businesses. The story of CNVH is no longer theoretical, but is vividly present in each booth and each creative product. Mr. Truong Van Thuan, gallery representative, shared: "We see that the public is increasingly interested in Vietnamese fine arts. In just the first two days, many businesses and collectors have expressed their intention to cooperate. This is a positive signal for the development of the domestic art market."

In the publishing and fashion design area, visitors stopped in front of contemporary clothing models, creative book covers, and a short film corner about old Hanoi. Virtual reality games designed by a Vietnamese startup group took players on a “tour” through Hoi An, Hue, Dong Van... with a light touch, demonstrating the attraction between cultural tourism and digital technology.

Affirming the power of culture in sustainable development strategy

Mr. Ho An Phong, Deputy Minister of Culture, Sports and Tourism, said that this year's Autumn Fair is the first national trade promotion event, with more than 3,000 booths, gathering 34 provinces and cities and many international enterprises. Deputy Minister Ho An Phong emphasized: "The participation of the cultural and industrial sectors is an opportunity to introduce the quintessence of Vietnam, and at the same time connect culture with production and business. When culture is recognized as a development resource, it will create dual economic and spiritual values."

Currently, the tourism industry has contributed 4.4% to the gross domestic product (GDP), with the target of contributing 7% of GDP by 2030, with a vision to 2045. This is a testament to the great potential of this sector in the sustainable development strategy.

Notably, art performances, Ao Dai shows, fundraising auctions to support the people of Central Vietnam... have contributed to spreading the message "Culture is soft power, a bridge connecting people".

The 2025 Autumn Fair, with an exhibition area of ​​12 cultural and industrial sectors, is not only a trade promotion event but also a vivid demonstration of the thinking of developing culture associated with the creative economy. The new organization has proven that culture is not just for nostalgia but is an endogenous resource of the future. Each festival season is like a gentle reminder: Let's preserve, renew and spread Vietnamese identity - the red thread connecting tradition with tomorrow.

    Source: https://www.qdnd.vn/van-hoa/doi-song/van-hoa-viet-toa-sang-tai-hoi-cho-mua-thu-1007499