On October 7, 2025, the ASEAN-Japan Centre (AJC), in collaboration with the International Cooperation Department of the Ministry of Culture, Sports and Tourism of Vietnam, hosted a dynamic tourism talk show at the Vietnam Pavilion during Expo 2025 Osaka-Kansai.
The event aimed to elevate Viet Nam’s profile among Japanese travelers by showcasing not only its well-known highlights but also presenting fresh perspectives on some of its most beautiful and culturally rich destinations. This talk show focused specifically on Danang and Hoi An, two cities that exemplify Viet Nam’s unique blend of historical charm and modern appeal.
Influencer-Led Storytelling: A Personal Journey Through Danang and Hoi An
The talk show featured 6151 (@6151), a popular Japanese influencer/photographer, who had previously visited Danang and Hoi An as part of an AJC-organized Familiarization (Fam) Trip. Through her personal experiences and stunning visual content, 6151 brought the essence of these cities to life.
During the talk, 6151 shared insights on:
- Danang’s Natural Beauty and Modern Charm: Exploring Danang’s breathtaking landscapes, from its pristine beaches to the stunning Marble Mountains.
- Hoi An’s Timeless Heritage: Diving into the historical richness of Hoi An, known for its preserved ancient town, unique architecture, and vibrant lantern-lit streets that offer a window into Viet Nam’s past.
- Gastronomic Delights: Highlighting the culinary experiences in both cities, from Danang’s café scenes to Hoi An’s famous street food and traditional dishes, providing a taste of authentic Vietnamese cuisine.
6151’s narrative was both informative and engaging, drawing the audience into a virtual tour of these two iconic destinations, making them feel as though they were experiencing the beauty and culture of Viet Nam firsthand.
Engagement and Impact: An Enthusiastic Turnout and Strong Desire to Travel
The event, which took place on October 7, 2025, was a resounding success. The talk show was held in a designated space at the Vietnam Pavilion, and despite relying solely on walk-in attendees and no pre-registration, the area quickly filled up with an engaged audience who remained throughout the session. Many visitors were visibly excited and expressed their newfound interest in traveling to Viet Nam.
The powerful impact was clearly reflected in the exit survey results:
- 198 persons (98.5%) of the survey respondents replied that they now want to visit Viet Nam.
This impressive feedback underscores the effectiveness of influencer-led storytelling in creating lasting impressions and encouraging potential travelers.
Conclusion: A Successful Strategy for Promoting Viet Nam’s Tourism
The tourism talk show at the Vietnam Pavilion during Expo 2025 Osaka effectively combined a strong physical presence at an international event with the power of digital media to promote Viet Nam as a must-visit destination. The collaboration between the AJC and the Ministry of Culture, Sports and Tourism of Vietnam ensured the seamless delivery and success of the event.
By leveraging the captivating content from the Danang and Hoi An Fam Trip, the AJC successfully introduced these two stunning destinations to a wider audience, positioning them as key destinations for Japanese travelers. The event demonstrated how influencer partnerships can amplify tourism marketing efforts and create strong connections with target audiences.
