Hanoi steps onto the global stage of tourism at Expo 2025 Osaka
Hanoi deepens tourism ties with Japan, spotlighting its cultural appeal and global potential at Expo 2025 Osaka.
THE HANOI TIMES — Amid the buzz of Expo 2025 Osaka in Japan, a colorful corner dedicated to Hanoi, Vietnam, drew crowds eager to explore the city’s heritage, cuisine and traditions.
Visitors paused in fascination as Vietnamese folk artists performed traditional music, including the delicate plucks of the dan tranh (zither) and the haunting tones of the one-string dan bau (monochord).
Delegations attend he Hanoi - Vietnam Tourism Days Program at Expo 2025, Osaka - Kansai, Japan. Photo courtesy of the Hanoi Department of Tourism
The aroma of lotus tea and local delicacies filled the air, mingling with the visual feast of silk, ceramics, lacquerware, and folk paintings, offering Japanese and international tourists an immersive taste of Hanoi’s culture.
Vietnam’s capital is making its mark on the global tourism stage, and the expo provided a vivid platform to showcase why. The event, titled Hanoi - Vietnam Tourism Days, spotlighted the city as a “Safe – Friendly – Quality – Attractive” destination.
Organizers aimed to introduce Japan’s travelers not only to Hanoi’s historic sites and traditional craft villages but also to the warmth and hospitality of its people.
In a welcoming speech, Ngo Trinh Ha, Consul General of Vietnam in Osaka, said Vietnam and Japan had built up their cooperation in many facets, including tourism, culture, education and heritage conservation.
“Japan is one of Vietnam’s most important tourism partners, with over 1.3 million travelers crossing annually, demonstrating the enduring connection,” said Ha.
He said the Hanoi Tourism Days program serves not only to promote the city’s attractions but also as a bridge fostering mutual understanding and collaboration. Through the event, Japanese audiences could appreciate Hanoi’s beauty and explore partnership opportunities, contributing to the ongoing friendship between the two nations.
Craft villages and culinary journeys
The Hanoi pavilion at the expo offers tourists an immersive experience of Vietnamese culture.
The Hanoi pavilion recreated the charm of its famed craft villages. Visitors marveled at the smooth, intricate ceramics of Bat Trang, traced the delicate patterns of Van Phuc silk and admired vibrant lacquerware and folk paintings.
Beyond visual appeal, hands-on experiences, brewing lotus tea, sampling classic Hanoi dishes, and trying on traditional attire such as the elegant ao dai (traditional long dress) or the four-paneled ao tu than (four-flap dress), brought the city’s traditions alive.
“Japanese tourists are especially drawn to our craft villages, historic relics, and unique night tourism products,” said Tran Trung Hieu, Deputy Director of the Hanoi Department of Tourism.
They include students, business travelers, retirees, and MICE tourists, all eager to experience authentic Hanoi culture.”
By offering interactive displays alongside comprehensive information on tourism products and services, Hanoi’s pavilion went beyond aesthetics to position the city as a gateway for visitors interested in wider Vietnamese journeys.
Expanding Hanoi-Japan tourism connections
Japanese tourists enjoy exploring Vietnamese culture at Expo 2025, Osaka, Japan.
Japan, and particularly Osaka, has long been a key market for Vietnamese tourism. In 2024, Hanoi welcomed approximately 270,000 Japanese visitors, reflecting strong interest in its cultural and historical offerings. Recognizing this potential, Hanoi has strengthened partnerships with Japanese localities across tourism, trade, and cultural sectors, creating deeper, long-term engagement opportunities.
Hieu said Expo 2025 is a valuable chance to elevate Hanoi’s profile globally. “It allows us to present the city’s history, modernity, and cultural richness, reinforcing its status as a destination that is both safe and captivating.”
Hanoi’s appeal lies in its layered heritage. The city hosts over 6,000 historical and cultural relics, 1,793 intangible cultural assets, and more than 1,300 craft villages.
UNESCO has twice recognized Hanoi as a “City for Peace” and a “Creative City,” affirming its role in preserving global heritage while embracing innovation. Its streets, temples, and markets offer visitors an authentic encounter with Vietnam’s past and present.
From the Imperial Citadel of Thang Long, travelers can venture to UNESCO World Heritage sites like the Trang An Landscape Complex in the northern province of Ninh Binh or Ha Long Bay in the northern province of Quang Ninh, connected by modern infrastructure including highways, airports, and luxury accommodations.
These experiences position Hanoi not just as a city to visit but as a hub for exploring northern Vietnam.
Hanoi's traditional handicrafts showcased at the Hanoi - Vietnam Tourism Days event.
Beyond heritage tourism, Hieu said Hanoi is increasingly a destination for global events. The city will host nationwide celebrations in 2025 marking the 80th anniversary of the August Revolution and Vietnam’s National Day.
“High-profile events and over 80 new tourism products aim to offer visitors unique, culturally immersive experiences, blending patriotism, contemporary creativity and traditional charm,” said Hieu.
By 2025, the city aims to welcome 31.8 million visitors, including 7.8 million international travelers, a 22.8% increase from 2024. International recognition follows, with awards like Asia’s Leading City Destination 2024 from the World Travel Awards and TripAdvisor naming Hanoi among the world’s top culinary destinations.
Welcoming the world
The Hanoi Pavilion is showcased in a visually captivating manner.
With the theme “An Inclusive Society Where People Are Centered”, the Hanoi Pavilion in Osaka reflects Vietnam’s vision of a world where tradition and innovation thrive side by side.
The city’s message at Expo 2025 is clear with its doors are open to travelers from across the globe. Whether it’s wandering ancient streets, tasting unforgettable dishes, participating in traditional performances, or exploring craft villages, every visitor can expect a deeply enriching experience.
Through strategic marketing, infrastructure investment and human resource development, Hanoi is positioning itself as a modern, professional, and globally attractive destination without losing its historical charm. As Japan and other nations watch, Hanoi is proving that tradition and modernity can coexist, offering travelers a journey that is both authentic and unforgettable.
“By blending heritage, culinary delight, and cultural innovation, Hanoi is not only welcoming the world, we invite visitors to experience the soul of Vietnam in every street, market, and performance,” said Hieu.
