On June 19, singer MONO was proposed to serve as the 'Heritage Ambassador' for Hue, aimed at enhancing the city's image among the youth both domestically and internationally. The proposal was made by Tran Huu Thuy Giang, Vice Chairman of the Hue People's Committee, during the launch event of MONO's new music video 'The Poet's Son' at the Duyet Thi Duong Theater located within the Imperial City of Hue.

Giang acknowledged MONO's efforts in promoting heritage through artistic products and expressed hope for the singer's collaboration with Hue in future cultural and tourism promotional activities. The launch event attracted a large audience, including fans, tourists, and representatives from cultural management agencies.

Choosing a significant royal architectural site in Hue for the music video premiere was seen as a distinctive highlight of this music project. Previously, MONO has expressed his admiration for traditional cultural values. In his newly released music video, the singer continues to explore elements of Vietnamese culture while blending them with modern musical styles to engage young audiences.

The proposal for MONO comes at a time when tourism in Hue is experiencing remarkable growth. In the first five months of this year, Hue welcomed nearly 3.6 million visitors, with tourism revenue estimated at around 8.3 trillion VND, a 1.7 times increase compared to the same period last year. The appeal of the ancient capital is evident through social media images of crowded tourist spots, leading many visitors to remark that 'half of Vietnam is in Hue.'

Hue not only attracts tourists with its heritage sites but also garners attention with a variety of new tourism products, nighttime activities at the Imperial City, and ongoing cultural, artistic, and culinary festivals. The significant increase in visitors reflects the growing allure of this destination and indicates a trend among younger travelers who are increasingly interested in local cultural experiences.

In this context, the proposal for a young and influential artist like MONO to become the 'Heritage Ambassador' is expected to help bring the image of Hue's heritage, culture, and tourism closer to the younger public through music and digital platforms.