When Heritage Meets Entrepreneurship
Reviving Cultural Values Through Products, Experiences, and Legacy Cruises
In an era where innovation drives growth across all sectors, a quiet yet powerful movement is unfolding in Vietnam’s business landscape: heritage is no longer a static relic of the past—it is becoming a living, creative force behind products, services, and tourism experiences with authentic Vietnamese soul and global appeal.
Rather than preserving heritage in glass cases, a new generation of entrepreneurs is choosing to live with it, build on it, and shape it into offerings that resonate with today’s market while honoring the past. From fermented fish sauces to imperial tea, from royal cruises to cultural workshops—each product is a story told with care, intention, and pride.
Returning to Roots, Building from Within
Nguyen Van Thien Vu, a former tech engineer and founder of AgriDrone, once led innovations in agricultural automation across the Mekong Delta. But when the pandemic struck, he returned to Hue with his family and discovered a deeper calling—home.
Joining a group of young entrepreneurs already working with Hue’s local artisans, Vu co-founded Kinh Do Specialties JSC. The company aims to breathe new life into the city’s iconic delicacies—lotus seeds from Tinh Tam Lake, sesame candy, sour shrimp, and royal tea—through thoughtful storytelling, premium packaging, and an unwavering commitment to authenticity.
Rather than “rescuing” traditional crafts, Vu and his team empower communities to thrive economically through sustainable trade rooted in culture. Their flagship showroom at Sống Centre offers more than just products—it curates immersive experiences where visitors can witness culinary craftsmanship, dress in traditional ao dai, wrap gifts by hand, and sip tea as emperors once did.
Crafting Fish Sauce, Preserving a National Soul
In Thanh Hoa, entrepreneur Le Anh left a comfortable engineering job to pursue a far more flavorful mission: reviving Vietnam’s traditional fish sauce craft. At Le Gia, he built wooden fermentation vats, perfected centuries-old techniques, and implemented modern hygiene standards.
Using only fresh anchovies and pure sea salt, Le Gia fish sauce ferments for two years, resulting in a golden liquid with deep umami and natural fragrance. Le Anh also designed specialized bottles with precise pour control and launched a chemical-free product line for children, meeting growing demands for clean-label foods.
But Le Gia is more than a producer—it’s a storyteller. Its “open workshop” model invites guests to explore the entire fermentation process, taste-test different batches, and engage in cultural activities like making shrimp floss or playing traditional games. Here, heritage isn’t just learned—it’s lived, savored, and shared.
LuxGroup: Elevating Heritage Through High-End Experiences
If Le Gia and Kinh Do Specialties channel heritage into culinary creations, LuxGroup—founded by entrepreneur and cultural visionary Dr. Pham Ha—brings Vietnam’s soul to life through luxury cruises, hotels, and curated travel.
With over 20 years in the tourism industry, Dr. Ha has pioneered a distinctive model: turning every journey into a cultural awakening. For him, each ship is not just a vessel, but a floating museum—where every meal, melody, and decorative motif carries the essence of Vietnamese history.
Emperor Cruises: A Royal Journey on the Sea
Inspired by Emperor Bao Dai’s regal lifestyle, Emperor Cruises Legend in Nha Trang offers an immersive voyage through Vietnam’s imperial past. Guests dine like kings, listen to royal court music, and navigate crystal bays while absorbing stories of a bygone era.
This is not merely leisure—it is experiential heritage, delivered with five-star finesse.
Amiral Cruises for Presidents: A Heritage Voyage on the Saigon River
Expanding from the sea to the river, Amiral Cruises for Presidents is LuxGroup’s latest boutique river cruise brand on the Saigon River, drawing inspiration from the historic French vessel Amiral Latouche-Tréville, which carried young Nguyen Tat Thanh (later Ho Chi Minh) on his fateful journey in 1911.
Designed for statesmen, business elites, and discerning travelers, Amiral Cruises is where legacy meets luxury. Guests embark on a curated cultural voyage—one that weaves together colonial history, national resilience, and Vietnam’s vibrant present.
Each cruise is a theatrical production of heritage: bespoke menus, traditional performances, storytelling through decor and music—all customized for intellectual enrichment and emotional resonance. “This is not tourism, it’s intellectual travel,” says Dr. Ha, “where every voyage enhances understanding, pride, and human connection.”
From Identity to Competitive Edge
When approached with reverence and creativity, heritage becomes more than culture—it becomes capital. It fuels innovation, inspires loyalty, and sets Vietnamese brands apart on the world stage.
From fermented anchovies to royal cruises, from Tinh Tam lotus seeds to Saigon river dinners—Vietnam’s entrepreneurs are building a new economy grounded in authenticity, artistry, and national identity.
“When Vietnam learns to tell its own story in a global language, we no longer need to borrow inspiration from anyone,” Dr. Ha affirms.
TheLeader.vn – A strategic forum for entrepreneurs shaping the future of Vietnam.
By Tung Anh (TheLeader.vn style)
