Hundreds of artists and dancers joined a storytelling performance on a well-lit, open-air stage at Hoi An Memories Land, launching a long-running arts programme designed to run through the summer.
The 60-minute show, staged daily at 8 pm, is expected to become a key nighttime attraction for visitors exploring the ancient town, according to communications manager Nguyen Xuan Ha.
The five-part performance explores the 400-year history and development of Hoi An during the Dai Viet state from the 15th to the 18th century. Combining design and dance-based performances, the show features drone displays, fireworks and 3D projections of the town’s Old Quarter.
Ha said the programme aims to boost tourism during the summer high season. The five segments highlight themes including new life, weddings, lanterns and the sea, trading ports and the Ao dai, offering a condensed narrative of Hoi An’s history.
Visitors can also explore pre-show activities from 4 pm, including mini performances that introduce Hoi An’s cuisine, crafts and cultural traditions.
The Hoi An Memories show has helped attract visitors to the UNESCO-recognised heritage site.
Hoi An Memories Land hosted more than 600,000 visitors in 2025 and has been named the world’s leading cultural tourism and entertainment complex four consecutive times at the World Travel Awards since 2022.
The show debuted in 2018 on the Thu Bon River and has even been featured on screens in Times Square in New York City.
Hoi An has remained crowded since the Lunar New Year holiday began in mid-February, with a series of festivals and street performances held across the Old Quarter and nearby craft villages.