The brand Hue Legend officially made its debut on 16 November, at Ben Trang Cafe & Bistro (Boat Station No. 5, Le Loi Street, Hue City), marking the beginning of its new journey: Bringing the richness of Hue’s cultural heritage into contemporary life through thoughtfully crafted cultural products, gifts, and art that celebrate Vietnamese identity.

Organized by An Du Hospitality in collaboration with Foodmap Asia, the event gathered artisans, local producers, designers, and creative professionals from across Vietnam.

A highlight of the event was the unveiling of Hue Legend’s first product line, “Hue Tinh Hoa” (Essence of Hue) accompanied by an exceptional tasting experience featuring over 100 varieties of Tet jams, cakes, and regional specialties, offering guests an evocative journey through Vietnamese flavors, memories, and culinary culture.

Hue Legend - From heritage to creativity

Hue Legend was founded by Ms. Nguyen Thi Thuy An, Founder & CEO of An Du Hospitality, the company behind An Nhien Garden Vegetarian, Moon River Cruises, and Ben Trang Cafe & Bistro in Hue. Foodmap Asia, a leading platform for Vietnamese specialty production and distribution, joins the project as the brand’s Strategic Advisor.

Guided by the mission “From heritage to creativity”, Hue Legend seeks to reinterpret the elegance of Hue, from royal architecture and court arts to culinary heritage and refined lifestyle, transforming them into modern, aesthetic, and highly functional creations.

Founder Nguyen Thi Thuy An said: “Hue Legend is a continuation of our love for Hue. We want heritage not only to be preserved but to be lived, through gifts, designs, and experiences that people can touch, feel, and carry with them”.

Hue Tinh Hoa - Essence of Hue: A Tet gift line celebrating Vietnamese spirit

As Hue Legend’s inaugural collection, Hue Tinh Hoa is imagined as a miniature 3D portrait of Hue, where royal architecture, decorative arts, and traditional gastronomy meet.

Inside each box is a curated selection of more than 50 specialty items from Hue and regions across Vietnam, including lotus jam, royal tea, Hue salted coffee, traditional rice wine, dried delicacies, agarwood, ceramics, and Phuoc Tich handicrafts.

Developed with a fully customizable model, from logo and concept to budget, Hue Tinh Hoa offers a distinctive and personalized gifting solution for Tet, corporate appreciation, and partner relations.

A tasting journey of 100 Tet delicacies from Hue and beyondBeyond the product launch, guests were invited to savor over 100 types of Tet delicacies from Hue, Central Vietnam, the North, and the South. All products were created in collaboration with local artisans and producers.

Selections were made based on strict criteria, prioritizing regional authenticity, safe and responsible production processes, and the ability to tell the story of local agriculture, craftsmanship, and heritage.

Many showcased items reflected the dedication of artisans who aspire to bring the flavors of their homeland closer to diverse communities.

This was not merely a culinary display, it was an emotional journey, where each taste carried the soul of Vietnam and the stories behind its traditional crafts.

Mission: Sharing Vietnamese heritage with the world

Hue Legend aims to become a creative platform connecting artisans, producers, designers, and creative communities, working together to commercialize heritage in meaningful and sustainable ways.

Strategic Advisor Pham Ngoc Anh Tung, CEO of Foodmap Asia, said: “Hue Legend is more than a brand, it represents a model of ‘Heritage Commerce’, where heritage meets technology and market readiness. We believe that when Vietnamese stories are expressed through creativity, heritage no longer belongs to the past, it becomes part of the future”.

Looking ahead, Hue Legend plans to expand with additional product lines, such as Hue Legend Lifestyle & Souvenir(lifestyle items, creative souvenirs, and applied arts) and Hue Legend Boutique & Showroom (a cultural and creative experience space in the heart of Hue).