In 2011, the Vietnamese government unveiled ‘The Strategy on Vietnam’s Tourism Development for 2020,’ a visionary blueprint aimed at propelling the tourism industry to the forefront of the country’s economic growth. Subsequently, Vietnam witnessed an unprecedented surge in tourism, solidifying its status as one of Southeast Asia’s premier destinations, accompanied by a profound societal metamorphosis. However, the relentless pursuit of globalization and the frenzied drive to attract tourists have compelled Vietnam to navigate the delicate task of negotiating its identity and sovereignty.

At the pinnacle of Vietnam’s tourism priorities lies China and Chinese investors. In an endeavor to position itself as China’s favored destination, the Vietnamese government has embarked on a controversial path, selling lands at remarkably low prices. This pursuit, however, raises apprehensions about the gradual erosion of sovereignty and the accompanying loss of national identity.

SOuLD OUT, produced in Hanoi’s iconic French Quarter, stands as a poignant metaphor for Vietnam’s ongoing transformation. A leisurely stroll through the historic streets of this neighborhood offers a powerful glimpse into the pervasive standardization brought about by the tourism phenomenon. It encapsulates the arduous effort to reshape commercial offerings and personal appearances to align with Chinese standards, highlighting the complex interplay between economic aspirations and the preservation of cultural identity.