Ho Chi Minh City is turning 50 in reunification years, and it’s celebrating the milestone in style with a new tourism campaign aimed at showcasing the city’s evolving identity – one that balances old-world charm with a youthful, energetic streak.
Launched by the city’s Department of Tourism, the Find Your Vibes campaign is a call for travellers to experience the destination “not just as a place on the map, but as a living experience full of energy, flavour, and cultural depth”.
Central to the campaign is a short film titled 50 Flashes, a visual collage of 50 moments from daily life in the city. The film touches on a mix of the familiar and the overlooked – from street-side food vendors and pink-walled churches to local dance performances and colonial landmarks. The idea, according to the organisers, is to “bridge past and present” through a more personal and emotional lens.
Photographer Cao Ky Nhan also contributes to the campaign with a series of images capturing 50 locations and experiences around the city, grouped under four themes: Tourism, Historical Sites, Spiritual Culture, and Culinary Arts. The collection spans incense-filled temples, steaming bowls of cơm tấm (broken rice), and a few hidden corners that might not make it onto every itinerary.
Alongside the visuals, a new anniversary logo has been introduced – a stylised heart formed from 50 landmarks, using bold blue and orange to reflect peace and creativity.