Popular Hoi An has rows of old yellow houses, moss-covered tiled roofs, small streets along the Hoai River, and vibrant lanterns at night. Recognized as a UNESCO world heritage site, it attracts tourists with its slow pace, Asian-European architecture, and distinctive cuisine.
It has strong appeal for South Korean tourists, serving as a beach resort town favored by many Korean celebrities, including Son Ye Jin, Lee Byung Hun, Lee Jun Ki, So Ji Sub and Park Min Young.