Local people are willing to spend hours talking to tourists about local specialties. They can even take a whole time to prepare ingredients for visitors to experience making traditional dishes. Therefore, just enjoying a piece of ant egg cake or five-colored sticky rice, visitors feel the emotions of the upland people that make them nostalgic.

That's why the trend of highland tourism is becoming more and more popular, especially among young people. They like to experience new lands, mingle with the people of the highlands. They like to save rustic moments with the highlanders through intimate stories, frugally but warm meals, etc.

The enthusiasm and sincerity of upland people is first of all because they want to attract tourists, make a good impression. However, that rusticity and warmth also come from the cultural depth associated with living conditions, customs, practices and culture. This is a good point for the highland village to build its own tourism brand.