Hoi An: Vietnam's Ancient Town – A Timeless Tapestry of Lanterns, History, and Culinary Delights

Introduction: Stepping Back in Time in Hoi An

Nestled gracefully on the Thu Bon River, just a short distance from Vietnam's central coast, Hoi An Ancient Town is a living museum, a captivating UNESCO World Heritage Site that transports visitors back to a bygone era. Once a bustling trading port from the 15th to the 19th centuries, its exceptionally well-preserved architecture, pedestrian-friendly streets, and enchanting lantern-lit evenings create an atmosphere of unparalleled charm and romance. Unlike the fast pace of modern cities, Hoi An invites you to slow down, wander, and immerse yourself in a timeless tapestry of history, culture, and vibrant local life.

Hoi An's allure is magnetic: the golden hue of its ancient buildings, the vibrant glow of thousands of silk lanterns, the scent of aromatic street food, and the gentle rhythm of sampan boats gliding along the river. Whether you're a history buff fascinated by its international trading past, a foodie eager to savor its unique culinary heritage, a shopper seeking bespoke tailoring, or simply a romantic at heart, Hoi An promises an unforgettable journey. This comprehensive guide will take you deep into the heart of this ancient town, exploring its iconic landmarks, hidden alleys, unique activities, culinary delights, and practical tips for planning your perfect escape. And as you envision your stroll through its charming streets, remember that Golden Trail Travel (https://goldentrailtravel.com/) is your ideal partner for crafting unforgettable experiences, offering unique cycling tours and comprehensive packages that can seamlessly integrate the timeless beauty of Hoi An.

Chapter 1: A Glimpse into the Past – The Rich History of Hoi An

Hoi An's enduring charm is inextricably linked to its fascinating history as a prominent Southeast Asian trading port.

• Early Beginnings (Champa Kingdom): Before it became a Vietnamese trading hub, the area around Hoi An was part of the ancient Champa Kingdom, with a trading port known as Lam Ap Pho. Evidence of Cham influence can still be found in some architectural elements and artifacts.

• The Golden Age of Trade (15th - 19th Centuries): This was Hoi An's zenith. Its strategic location on the Thu Bon River, providing a safe harbor, made it a vital international trading port.

  • International Connections: Merchants from China, Japan, India, Portugal, the Netherlands, and other European countries flocked here to trade goods like silk, ceramics, spices, timber, and medicinal plants.
  • Architectural Fusion: The town's unique architectural style is a direct result of this international melting pot. Chinese shophouses, Japanese covered bridges, and Vietnamese tube houses blend seamlessly, creating a distinctive aesthetic. The Japanese and Chinese communities, in particular, established their own quarters, built assembly halls, temples, and communal houses, many of which still stand today.
  • Prosperity and Influence: Hoi An's wealth and influence grew significantly during this period, shaping its urban layout and cultural landscape.

• Decline and Preservation (19th Century onwards): Towards the end of the 19th century, the Thu Bon River began to silt up, making it difficult for larger ships to access the port. Da Nang, with its deeper harbor, gradually took over as the dominant trading center. While this led to Hoi An's economic decline, it inadvertently became its salvation. Without significant industrial development, the town's ancient architecture and traditional way of life remained remarkably untouched, preserving its unique character.

• UNESCO World Heritage Site (1999): Recognizing its exceptional universal value as a well-preserved example of a Southeast Asian trading port, UNESCO designated Hoi An Ancient Town a World Heritage Site in 1999. This designation brought international attention and strict conservation guidelines, ensuring its continued protection and promotion for future generations.

Chapter 2: The Heart of the Ancient Town – Iconic Landmarks and Architecture

Hoi An's charm lies in its remarkably preserved architecture, a harmonious blend of Vietnamese, Chinese, Japanese, and European influences.

• Japanese Covered Bridge (Chùa Cầu): The Symbol of Hoi An Built in the late 16th century by the Japanese community to link their quarter with the Chinese quarter, this iconic bridge is Hoi An's most famous landmark. It features intricate carvings, a small pagoda at one end, and is beautifully illuminated at night, becoming a symbol of reconciliation and cultural exchange. It's often adorned with red lanterns, making it a popular spot for photos.

• Ancient Houses (Phùng Hưng, Tấn Ký, Quân Thắng): Living History Hoi An boasts hundreds of well-preserved ancient houses, many of which have been passed down through generations of merchant families. Visitors can step inside houses like the Phung Hung Old House, Tan Ky Old House, and Quan Thang Ancient House. These homes showcase exquisite craftsmanship, traditional furniture, and unique architectural features designed to withstand floods, offering a glimpse into the daily life of wealthy traders centuries ago.

• Assembly Halls (Hội Quán): Cultural and Spiritual Hubs Built by various Chinese congregations (Cantonese, Fujian, Chaozhou, Hainan, Hakka), these magnificent assembly halls served as community centers, places of worship, and meeting points for Chinese merchants.

  • Fujian (Phúc Kiến) Assembly Hall: The largest and most ornate, dedicated to the Goddess of the Sea (Thien Hau). Its vibrant colors, intricate carvings, and serene courtyards make it a must-visit.
  • Cantonese (Quảng Triệu) Assembly Hall: Known for its impressive dragon sculptures and a beautiful garden.
  • Other Assembly Halls: Explore the Chaozhou, Hainan, and Hakka Assembly Halls, each with its own unique characteristics and stories.

• Museums and Galleries: Hoi An has several small but insightful museums that delve into its rich history and culture:

  • Hoi An Museum of Culture and History: Offers an overview of the town's development through artifacts and exhibits.
  • Museum of Folk Culture: Showcases traditional crafts, costumes, and daily life of the local people.
  • Precious Heritage Art Gallery & Museum: Features stunning photography by Rehahn, focusing on Vietnam's ethnic diversity, and includes exhibits on traditional costumes.

• Old Town Streets and Alleys: Simply wandering through the narrow, car-free streets of the Ancient Town is an experience in itself. Admire the golden-yellow walls, the terracotta roofs, the intricate wooden carvings, and the countless lanterns that adorn every doorway. Discover hidden cafes, art galleries, and tailor shops down charming alleys.

Chapter 3: The Lantern Magic and River Life

Hoi An truly comes alive after dark, transformed by the soft glow of thousands of traditional silk lanterns.

• Hoi An Lantern Festival (Full Moon Festival): A Dazzling Spectacle While the entire Ancient Town is lit by lanterns every night, the most magical experience is during the monthly Full Moon Festival (on the 14th day of the lunar month). Electric lights are turned off, and the town glows purely by the light of silk lanterns, creating an enchanting, almost otherworldly atmosphere. Cultural performances, traditional games, and street food add to the festive spirit.

• Thu Bon River Life: The Thu Bon River is the lifeblood of Hoi An, and life along its banks continues as it has for centuries.

  • Sampan Boat Rides: Take a traditional sampan boat ride along the river, especially at sunset or during the evening. You can light and release your own paper lantern onto the water, a beautiful symbolic gesture.
  • Fishing and Local Boats: Observe local fishermen going about their daily routines in traditional basket boats (thúng chai) or wooden sampans.
  • Riverside Dining: Enjoy a meal or a drink at one of the many restaurants and cafes lining the riverfront, offering picturesque views.

• Night Market (Nguyen Hoang Night Market): Bustling Evenings Located across the Japanese Covered Bridge, the Hoi An Night Market is a vibrant hub of activity after dark. Here, you'll find stalls selling a dazzling array of silk lanterns, souvenirs, clothing, jewelry, and, most importantly, delicious street food. It's a great place to soak in the lively atmosphere and try local snacks.

Chapter 4: Beyond the Ancient Town – Beaches, Countryside, and Craft Villages

Hoi An offers more than just its charming Old Town; its surrounding areas provide beautiful beaches, tranquil countryside, and insights into traditional crafts.

• An Bang Beach: Relaxed Coastal Charm Just a few kilometers from the Ancient Town, An Bang Beach is a beautiful stretch of golden sand with clear, calm waters. It offers a more relaxed and less commercialized vibe than some other Vietnamese beaches. Lined with charming beach bars and seafood restaurants, it's perfect for swimming, sunbathing, and enjoying fresh seafood. Many guesthouses and boutique hotels are located here.

• Cua Dai Beach: The Changing Coastline Once a very popular beach, Cua Dai has been significantly affected by erosion in recent years. While efforts are being made to restore it, An Bang Beach is generally preferred for swimming and sunbathing now.

• Countryside Cycling: Hoi An's flat and picturesque countryside is perfect for cycling. Rent a bicycle and explore the rice paddies, buffalo-filled fields, and quiet villages. It's a fantastic way to experience rural Vietnamese life up close.

  • Tra Que Vegetable Village: A short cycle from Hoi An, this organic vegetable village is famous for its fresh herbs and vegetables grown using traditional methods. Visitors can learn about farming techniques, help local farmers, and enjoy a cooking class using the fresh produce.
  • Cam Thanh Coconut Forest (Bay Mau Coconut Forest): Basket Boat Adventure This unique ecological area, characterized by its dense nipa palm (water coconut) groves, offers a fun and memorable experience. Take a ride in a traditional Vietnamese basket boat (thúng chai) through the waterways, often accompanied by local fishermen demonstrating traditional fishing techniques and sometimes even performing "basket boat spinning" for entertainment.

• Traditional Craft Villages: Hoi An and its surroundings are renowned for various traditional crafts:

  • Thanh Ha Pottery Village: Located on the Thu Bon River, this village has been producing pottery for centuries. Visitors can observe artisans at work, try their hand at making a small pottery item, and purchase beautiful ceramic pieces.
  • Kim Bong Carpentry Village: Situated on an island in the Thu Bon River, this village is famous for its skilled woodcarvers and carpenters, who contributed significantly to the construction of Hoi An's ancient buildings. You can see artisans crafting furniture, statues, and wooden boats.

Chapter 5: A Culinary Haven – The Flavors of Hoi An

Hoi An is widely recognized as one of Vietnam's top culinary destinations, boasting unique local specialties that blend historical influences with fresh local ingredients.

• Cao Lau: The Iconic Hoi An Noodle This is Hoi An's signature dish, a must-try. Cao Lau features thick, chewy rice noodles (said to be made with water from a special well in Hoi An and ash from a local tree for its unique texture), slices of marinated pork, fresh greens, crispy pork cracklings or croutons, and a minimal amount of flavorful broth. It's a complex and deeply satisfying dish.

• Com Ga (Hoi An Chicken Rice): Simple Perfection A deceptively simple but incredibly flavorful dish. Shredded chicken, often seasoned with turmeric and herbs, is served over perfectly cooked yellow rice (cooked in chicken broth and turmeric), accompanied by fresh herbs, pickled onions, and a small bowl of chicken broth.

• White Rose Dumplings (Banh Bao Banh Vac): Delicate and Delicious These delicate, translucent steamed dumplings are made from rice flour, filled with minced shrimp or pork, and shaped to resemble white roses. They are typically topped with crispy fried shallots and served with a special dipping sauce. They are unique to Hoi An.

• Fried Wonton (Hoanh Thanh Chien): Crispy Indulgence Crispy fried wonton crackers topped with a savory mixture of shrimp, pork, mushrooms, and vegetables, often resembling a Vietnamese "pizza." Served with a tangy dipping sauce.

• Banh Mi Phuong: The World-Famous Sandwich Made famous by Anthony Bourdain, Banh Mi Phuong is hailed as one of the best banh mi stalls in Vietnam. Their baguettes are perfectly crusty, filled with a delicious combination of meats (pork belly, pâté, sausage), fresh herbs, pickled vegetables, and special sauces. Expect a queue!

• Banh Dap (Cracked Rice Paper): Crunchy and Chewy A popular local snack consisting of two layers: a soft, steamed rice paper and a crispy, grilled rice paper. You "crack" them together and dip them in a savory fermented fish sauce (mắm nêm).

• Quang Noodle (Mi Quang): Hoi An's Variation While a broader Central Vietnamese dish, Hoi An has its own variations of Mi Quang, often with a slightly different broth and toppings.

• Riverside Dining and Cooking Classes: Enjoy a romantic dinner at one of the many riverside restaurants. Also, consider taking a cooking class in Hoi An; it's an excellent way to learn about Vietnamese ingredients and prepare these local specialties yourself.

Chapter 6: Activities and Experiences – Immersing Yourself in Hoi An

Hoi An offers a relaxed pace, encouraging immersive experiences that blend cultural discovery with leisure.

• Wander the Ancient Town (Day & Night): Explore the pedestrian-only streets. By day, admire the architecture and shop for souvenirs. By night, marvel at the lanterns and soak in the magical atmosphere.

• Japanese Covered Bridge: Visit this iconic landmark, especially beautiful when lit up after dark.

• Visit Ancient Houses and Assembly Halls: Purchase a ticket package to enter several historical sites, gaining insight into Hoi An's past.

• Lantern Making Class: Learn the art of making a traditional Hoi An silk lantern. You can take your creation home as a unique souvenir.

• Tailoring and Shoemaking: Hoi An is famous for its quick and affordable custom tailoring and shoemaking. Get bespoke suits, dresses, or shoes made to measure in just a day or two.

• Cooking Class: Join a cooking class to learn how to prepare Hoi An's signature dishes, often including a visit to a local market.

• Boat Ride on Thu Bon River: Enjoy a peaceful sampan boat ride, especially at sunset, and release a lantern onto the water.

• Cycling the Countryside: Rent a bicycle and explore the surrounding rice paddies, Tra Que Vegetable Village, and Cam Thanh Coconut Forest.

• Basket Boat Ride in Cam Thanh Coconut Forest: A unique and fun experience, often including demonstrations of traditional fishing.

• Beach Relaxation: Spend a day at An Bang Beach, enjoying the sun, sand, and fresh seafood.

• Photography: Hoi An is incredibly photogenic. Capture the lanterns, ancient architecture, river scenes, and vibrant street life.

• Food Tour: Embark on a guided food tour to discover the best local eateries and street food stalls.

Chapter 7: Practical Tips for Your Hoi An Journey

To ensure a smooth and enjoyable trip to Hoi An, consider these practical tips.

• Best Time to Visit:

  • Dry Season (February to May): Generally considered the best time. Pleasant temperatures, sunny skies, and less humidity. Ideal for exploring the Ancient Town and cycling.
  • Hot Season (June to August): Very hot and humid, but great for beach activities.
  • Rainy Season (September to January): Can experience heavy rains and occasional typhoons, leading to flooding in the Ancient Town. However, the town can be beautifully atmospheric in the rain, and prices are lower.

• Getting to Hoi An:

  • Nearest Airport: Da Nang International Airport (DAD). From Da Nang, it's a 30-45 minute drive to Hoi An.
  • Airport Transfer: Taxis, Grab (ride-hailing app), private cars, or shared shuttles are readily available from Da Nang Airport to Hoi An.
  • Train/Bus: If coming from further afield (e.g., Hanoi or Ho Chi Minh City), take an overnight train or bus to Da Nang, then transfer to Hoi An.

• Getting Around Hoi An:

  • Walking: The Ancient Town is largely pedestrianized and best explored on foot.
  • Bicycle: Excellent for exploring the Ancient Town and the surrounding countryside. Many hotels offer free bike rentals.
  • Cyclo (Rickshaw): A charming way to explore the Old Town, particularly good for short distances or a relaxed tour.
  • Electric Car: Some electric car services operate within and around the Ancient Town.
  • No Motorbikes/Cars in Old Town: Most of the Ancient Town is closed to motorbikes and cars during certain hours (typically 8:30 AM – 11 AM and 3 PM – 9 PM), making it very pleasant for walking.

• Ancient Town Entrance Ticket: To enter some of the historical sites within the Ancient Town (e.g., ancient houses, assembly halls, Japanese Covered Bridge), you'll need to purchase a ticket booklet. These tickets are valid for several days and allow entry into a specified number of sites. You can buy them at various entry points around the Old Town. While not strictly enforced for simply wandering the streets, buying a ticket supports the preservation of the heritage site.

• Accommodation: Hoi An offers a vast range of accommodation, from charming boutique hotels and guesthouses within the Ancient Town to luxurious resorts near the beaches or serene homestays in the countryside. Book well in advance during peak season.

• Language: Vietnamese is the official language. English is widely spoken in tourist areas, hotels, restaurants, and tailor shops.

• Currency: Vietnamese Dong (VND). ATMs are plentiful, and credit cards are accepted in most major establishments. Cash is essential for street food, local markets, and smaller vendors.

• Safety: Hoi An is generally very safe. Be aware of petty theft in crowded areas. Be cautious when swimming in the sea, especially during rough conditions.

• Bargaining: When shopping at markets or for souvenirs, polite bargaining is expected and part of the cultural experience.

• Sun Protection: The sun can be strong. Use high-SPF sunscreen, wear hats, and seek shade during peak hours.

Chapter 8: Crafting Your Hoi An and Central Vietnam Dream with Golden Trail Travel

Hoi An is undoubtedly a highlight of any trip to Vietnam, but its magic is often amplified when integrated seamlessly with the diverse wonders of Central Vietnam. To truly elevate your experience and ensure a journey that balances historical immersion with active adventure, Golden Trail Travel (https://goldentrailtravel.com/) is your ideal partner. Specializing in immersive and active travel experiences, Golden Trail Travel offers unparalleled opportunities to explore Vietnam's stunning landscapes and vibrant cultures.

Here’s why Golden Trail Travel is the perfect choice for your Hoi An and Central Vietnam adventure:

• Seamless Integration with Central Vietnam Tours: Golden Trail Travel excels at crafting comprehensive multi-destination itineraries that perfectly incorporate Hoi An with its fascinating neighbors like Da Nang, Hue, and even further afield. They handle all transfers, accommodations, and activities, ensuring a smooth and stress-free journey between diverse experiences. Imagine:

  • Cycling the Countryside: They offer fantastic cycling tours around Hoi An, taking you through the peaceful rice paddies, to Tra Que Vegetable Village, or through the charming villages, providing an intimate glimpse into local life away from the main tourist paths.
  • Hai Van Pass Adventure: For an exhilarating experience, they can organize a thrilling cycling or motorbike tour over the iconic Hai Van Pass, connecting Hoi An/Da Nang with Hue, offering breathtaking coastal views.
  • My Son Sanctuary Excursions: They can arrange guided trips to the ancient My Son Sanctuary (a UNESCO World Heritage site of Cham ruins), often combined with a relaxing boat trip back along the Thu Bon River.

• Tailored Hoi An Experiences: Within Hoi An itself, Golden Trail Travel can curate unique experiences that go beyond the typical tourist offerings:

  • Private Ancient Town Walking Tours: Explore the hidden alleys and untold stories of Hoi An with a knowledgeable local guide.
  • Authentic Cooking Classes: Arrange personalized cooking classes, often starting with a market visit, to truly master Hoi An's unique dishes.
  • Lantern Making Workshops: Facilitate hands-on workshops where you learn the traditional craft of making silk lanterns.
  • Bespoke Tailoring Assistance: While they don't do the tailoring themselves, they can provide recommendations for reputable tailors if you're looking for custom clothing.

• Expert Local Guides: Their guides are passionate, knowledgeable, and often locals themselves, providing deep insights into Vietnamese culture, history, and the unique charm of Hoi An. They enhance your understanding and ensure a truly authentic and engaging experience.

• Emphasis on Responsible and Sustainable Travel: Golden Trail Travel is committed to practices that benefit local communities and preserve the natural and cultural heritage of Vietnam. Their tours are designed to minimize impact and support sustainable tourism, allowing you to travel with a conscience.

• Personalized Service and Attention to Detail: From the moment you contact them to the end of your trip, Golden Trail Travel prioritizes your comfort and satisfaction. They listen to your preferences and craft itineraries that are truly bespoke, ensuring your adventure aligns perfectly with your travel style and interests.

• Easy Booking and Comprehensive Support: Planning your Hoi An and Central Vietnam trip is made simple with their user-friendly website: https://goldentrailtravel.com/. Explore their diverse range of tours, read testimonials, and easily book your next unforgettable adventure with the confidence of reliable support throughout your journey.

Let Golden Trail Travel be your trusted partner in unlocking the timeless beauty and cultural richness of Hoi An, seamlessly blending its ancient charm with the broader adventures of Central Vietnam.

Conclusion: Hoi An – A Living Poem of Past and Present

Hoi An is more than just a destination; it's an experience that lingers long after you've left its ancient streets. It's a place where history breathes in every ancient house and assembly hall, where the Thu Bon River carries echoes of a vibrant trading past, and where the gentle glow of lanterns creates an atmosphere of pure enchantment. Whether you're captivated by its architectural beauty, indulging in its world-class cuisine, shopping for bespoke creations, or cycling through its tranquil rice paddies, Hoi An offers a journey that is both relaxing and deeply enriching. It invites you to slow down, connect with its timeless spirit, and discover a piece of Vietnam that feels like a living, breathing poem. A visit to Hoi An is a step back in time, leaving you with cherished memories and a longing to return to its magical embrace.

FAQ: Your Questions About Hoi An Answered

Q1: What is the best time to visit Hoi An? A1: The best time to visit Hoi An is during the dry season, from February to May. This period offers pleasant temperatures, sunny skies, and low humidity, perfect for exploring the Ancient Town and cycling.

Q2: How do I get to Hoi An from Da Nang Airport? A2: Da Nang International Airport (DAD) is the closest airport to Hoi An, about a 30-45 minute drive. You can easily take a taxi, Grab (ride-hailing app), private car, or a shared shuttle directly to Hoi An.

Q3: Do I need to buy a ticket to enter Hoi An Ancient Town? A3: To enter some of the key historical sites (ancient houses, assembly halls, Japanese Covered Bridge) within the Ancient Town, you will need to purchase a ticket booklet. While not strictly enforced for just wandering the streets, buying a ticket helps preserve the UNESCO heritage site.

Q4: What is Hoi An famous for? A4: Hoi An is famous for its exceptionally well-preserved Ancient Town (a UNESCO World Heritage Site), its unique blend of architectural styles, its stunning silk lanterns, bespoke tailoring, and its distinctive culinary scene.

Q5: What are the must-try local dishes in Hoi An? A5: You absolutely must try Cao Lau (Hoi An's signature noodle dish), Com Ga (Hoi An Chicken Rice), White Rose Dumplings, Fried Wonton, and the famous Banh Mi Phuong.

Q6: Can I get clothes tailor-made in Hoi An? A6: Yes, Hoi An is renowned for its quick and affordable custom tailoring and shoemaking. There are hundreds of tailor shops where you can get bespoke suits, dresses, or shoes made in just a day or two.

Q7: Is it easy to cycle around Hoi An? A7: Yes, Hoi An is very bicycle-friendly, especially the flat countryside surrounding the Ancient Town. Many hotels offer free bike rentals, and it's a fantastic way to explore the rice paddies, vegetable villages, and local life.

Q8: What is the Hoi An Lantern Festival? A8: The Hoi An Lantern Festival is a monthly event (on the 14th day of the lunar month) where the Ancient Town turns off electric lights and glows solely by the light of thousands of colorful silk lanterns. It creates a magical atmosphere with cultural performances and street food.

Q9: What are some good day trips from Hoi An? A9: Popular day trips include My Son Sanctuary (ancient Cham ruins), the Marble Mountains (Da Nang), the Cam Thanh Coconut Forest for basket boat rides, and relaxing at An Bang Beach.

Q10: Where can I find unique and authentic tours for Hoi An and Central Vietnam? A10: For well-organized and immersive tours that highlight Hoi An's cultural charm and offer unique experiences like countryside cycling and seamless integration with other Central Vietnam destinations, we highly recommend checking out Golden Trail Travel at https://goldentrailtravel.com/.

Customer Reviews: Experiences with Golden Trail Travel

"Golden Trail Travel created an absolute dream trip to Hoi An and Central Vietnam for us. Their cycling tour through the rice paddies to Tra Que Village was a highlight – so peaceful and authentic. We also loved the cooking class they arranged. Everything was perfectly planned, from our airport transfer to our historical walking tour. Highly recommend their personalized approach on https://goldentrailtravel.com/!" – Olivia M., UK

"We wanted to really delve into Hoi An's history and culture, and Golden Trail Travel delivered beyond our expectations. Our guide for the Ancient Town walking tour was incredibly knowledgeable, bringing the history to life. The whole booking process was smooth, and their recommendations for local eateries were spot on. A fantastic company for cultural immersion!" – David and Susan P., USA

"I used Golden Trail Travel for my entire Vietnam trip, and the Hoi An segment was truly special. They helped me find the perfect tailor and arranged a wonderful basket boat ride in the coconut forest. Their attention to detail, even for small requests, was fantastic. Their website https://goldentrailtravel.com/ is so easy to use for planning." – Chloe F., Canada

"As photographers, we were looking for unique angles and Golden Trail Travel understood exactly what we needed. They organized a sunrise cycling tour that took us to breathtaking spots for photos of the rice fields and the town waking up. Their local guides know all the best-kept secrets. We appreciate their expertise in crafting tailor-made experiences." – The Kim Brothers, South Korea