Featuring a series of diverse and vibrant cultural and artistic activities, the event created a space rich in ethnic identity in the heart of the dynamic, modern coastal city, leaving a deep impression on visitors about the beautiful land of Son La.

The event took place at East Sea Park, Son Tra district. Alongside the picturesque My Khe beach, a vivid cultural space showcasing ethnic brocade products, traditional “com” shirts, “pieu” scarves, and rattan and bamboo handicrafts captivated many tourists.

As night fell, the atmosphere became even livelier with community cultural performances by artists and artisans from Son La. Traditional dances such as tha khenh, xoe, chuong, and sap (bamboo) were performed, immersing both locals and tourists in the rich spiritual life of Son La’s ethnic communities.

In addition to the cultural showcases, Son La also introduced a specialty agricultural booth, presenting outstanding OCOP (One Commune One Product) items from local businesses and cooperatives. These included tea, coffee, glass noodles, fresh and dried fruits, and ethnic delicacies such as smoked sausage, dried meat, sticky rice, and “cham cheo” dipping sauce. Thousands of visitors stopped by to browse and shop.

Jame Bancone, a tourist from Denmark, shared his thoughts that he was really impressed by Son La’s exhibition space. The local agricultural products and specialties are diverse and carry distinct flavours. He said he especially enjoyed the hau plum and the smoked dried meat as they were delicious and unique. He plans to visit Son La soon to explore more of its culture and cuisine."

The highlight of the event was the art performance show titled "Sac mau Son La" (The Colours of Son La). More than 50 artists and performers from the Son La provincial Song and Dance Theater delivered 14 elaborately staged performances. The programme introduced the rich cultural tapestry of Son La’s ethnic groups, their unique customs and traditions, and promoted iconic destinations such as Moc Chau, Van Ho, Quynh Nhai, and Bac Yen to tourists.

Nguyen Huyen Anh, a resident of Son Tra district, said: "I’ve never been to Son La or the northwestern region, but after enjoying the performances, I felt as though I had taken a journey there. It’s a destination well worth experiencing—my family and I will definitely plan a trip to Son La."

Alongside cultural promotion, the event also served as a platform for investment and tourism cooperation, paving the way for the development of new tour routes and unique travel experiences between Son La and Da Nang.

Tran Xuan Viet, Deputy Director of the Son La Department of Culture, Sports and Tourism, noted this is an opportunity for local governments, tourism authorities, and businesses to discuss and assess potential and strategies for developing and linking tourism products. The goal is to build a high-quality, professional tourism product system that can attract visitors.

The “Colours of Son La” event left a strong impression on the people of Da Nang and tourists alike, highlighting the majestic beauty of Son La and the broader northwestern region, as well as its warm and hospitable people and captivating destinations. The event also opened up new opportunities for tourism promotion and cooperation, inviting more travelers to come to Son La.