The Vietnamese Áo Dài (traditional long dress) is often referred to as a cultural ambassador, and with the aim of making the áo dài one of Hà Nội's distinctive tourism souvenirs, the capital's tourism industry has launched various activities and events to promote this product.

Promote cultural values

Hà Nội is home to many traditional craft villages associated with áo dài production, such as the Trạch Xá áo dài village, the Quất Động embroidery village, and the Vạn Phúc silk village, as well as streets famous for áo dài tailoring, like Cầu Gỗ Street and Lương Văn Can Street in Hoàn Kiếm District.

A folk dance performance showcases the áo dài, performed by 1,014 women from the Capital — a significant number commemorating the 1,014th anniversary of Thăng Long - Hà Nội.

Exploring the potential of áo dài, Hà Nội authorities have launched various activities and events to promote this tradition. Every year, the Hà Nội Tourism Áo Dài Festival is an opportunity for designers to tell the story of their city's culture.

The festival include displays of áo dài collections by designers from all over the country such as Đỗ Trịnh Hoài Nam, Đức Hùng, Quang Hòa, Cao Minh Tiến and brands like OZ Design House.

Over 1,000 delegates parade in áo dài from the Thăng Long Imperial Citadel Centre.

Designer Lưu Quỳnh Lan, the owner of the áo dài brand OZ Design House, are full of passion to create the collection 'Colours of Time,' which includes 22 designs blending traditional styles with the cultural essence of Hà Nội.

Through her skilled hands and those of artisans from craft villages, 'Colours of Time' breathes new life into each áo dài and áo ngũ thân (five-part dress) paired with the traditional conical hat, embodying the elegant and graceful beauty of Hà Nội women.

They parade to Ba Đình Square, passing through Hoàng Diệu, Hoàng Văn Thụ, and Độc Lập streets.

Not only is this collection an inspiring journey back to the cultural and historical values of the nation, but through her designs, Lan also conveys a message about sustainable development, emphasising the use of local materials and the folk knowledge passed down through generations of artisans in the silk weaving, embroidery, and other craft villages of Hà Nội.

Tourists take photos with the delegates participating in the parade.

Tourism potential

After four years of organisation, the Hà Nội Tourism Áo Dài Festival has become a highly anticipated annual event.

This year’s festival is even more special as it has been selected by the City as part of the activities to celebrate the 70th anniversary of Hà Nội’s Liberation Day (October 10, 1954 - 2024) and the 1014th anniversary of Thăng Long - Hà Nội (1010-2024).

Tourists not only have the opportunity to admire many beautiful áo dài collections, but also to learn about the process of fabric production, tailoring, and the meaning behind each pattern and design, offering a deeper understanding of various traditional crafts and the chance to purchase souvenirs that carry a strong cultural impression.

Many groups of young people, international tourists, and expats also take this opportunity to wear their favourite áo dài and capture memorable photos at architectural landmarks and along the beautiful streets of the capital.

"The Hà Nội Tourism Áo Dài Festival 2024 aims to preserve and honour the distinctive cultural heritage of the Vietnamese áo dài, while also promoting it as a souvenir for international tourists visiting Việt Nam," said Nguyễn Hồng Minh, deputy director of the Hà Nội Department of Tourism.

The parade features participation from numerous multi-generational families.

"It also acts as a source of inspiration for designers while fostering opportunities for collaboration and business growth between Hà Nội-based enterprises and both local and international partners. Above all, it plays a key role in promoting Hà Nội’s tourism as a 'Safe, Friendly, Quality and Attractive' destination, particularly during the stunning autumn season."

Vũ Văn Tuyên, Director of Travelogy Vietnam Tourism Company, recommended that the city needs to develop a tourism product associated with the áo dài through traditional craft villages and tailoring streets.

While travelling in Hà Nội, tourists would have the opportunity to explore the stories behind the áo dài’s history, highlighting the unique aspects of Hà Nội’s tailoring craft, such as the distinctive hand-stitching technique.

Alongside this, visitors could experience some of the production stages and receive a tailor-made áo dài as a souvenir.

The áo dài would not only become a tourism souvenir but also a cultural ambassador, leaving lasting impressions and beautiful memories of Hà Nội's people and culture.

Nguyễn Đức Bình, Chairman of the Ðình Làng Việt Club, said that Hà Nội has many tourist destinations with spaces that are perfect for the áo dài, such as the Imperial Citadel of Thăng Long andthe Old Quarter.

"At cultural centre, exhibitions, or craft villages, we can organise performances, displays of products, and provide information about the meaning and history of the áo dài. Fashion shows, photo tours, bike tours, and other activities can also easily be connected to tell the story of the áo dài." — VNS