From the moment you step inside, the Precious Heritage Art Gallery Museum in Hoi An invites you into a quieter, more reflective side of Vietnam. Away from the bustle of lantern-lit streets, the atmosphere here is calm and immersive, where striking portraits and soft natural light guide your gaze and encourage you to slow down and truly observe.

More than a gallery, this unique cultural space reveals the richness and diversity of Vietnam’s ethnic groups through a powerful collection of photography and traditional costumes. Each image tells a story, each detail carries meaning, offering a deeper connection to communities that remain largely unknown to many travellers.

In this article, you will discover the story behind this remarkable museum, what makes it so distinctive, and why it deserves a place among the most meaningful things to do in Hoi An, Vietnam.

Practical information for visiting the Precious Heritage Museum

Located in the heart of Hoi An’s Old Town, the Precious Heritage Art Gallery Museum in Hoi An offers an accessible introduction to Vietnam’s rich cultural diversity. Dedicated to the country’s 54 ethnic groups, it was created by French photographer Réhahn Croquevielle, who spent years travelling across Vietnam to meet and document local communities.

Housed in a beautifully preserved 19th-century building, the museum is easy to explore through a series of rooms displaying striking portraits, traditional costumes and everyday objects. Together, these elements provide a clear and engaging insight into Vietnamese cultural identities that are still largely unknown to many travellers, without requiring any prior knowledge.

Thanks to its central location and free entry, it fits naturally into any itinerary and stands out as one of the most interesting museums in Hoi An. It’s an ideal stop to add a cultural dimension to your visit, offering a different perspective on Vietnam beyond the usual highlights and easily ranking among the meaningful things to do in Hoi An.

Quick facts: 

• Type: Museum and art gallery
• Address: 26 Phan Boi Chau, Hoi An
• Opening hours: Daily from 8:00 AM to 9:00 PM
• Entrance fee: Free
• Recommended visit duration: around 40 minutes to 1 hour 
• Best for: Culture and photography enthusiasts

Things to see and do at the Precious Heritage Museum in Hoi An

The visit is easy to follow, with a clear layout organised into different spaces. Each room offers a new perspective on the work of Réhahn Croquevielle and the cultures he encountered across Vietnam. Allow around 40 minutes to fully enjoy the experience, taking the time to observe the details and read the stories behind each piece.

The art gallery

The Art Gallery marks the starting point of your visit and immediately sets the tone for the experience. This space brings together some of Réhahn Croquevielle’s most iconic photographs, now internationally recognised. Through these portraits, you will discover not only the cultural diversity of Vietnam but also the photographer’s unique perspective. Many of these works represent key moments in his journey, shaping both his artistic vision and his approach to documenting ethnic communities.

👉 Among them, Hidden Smile stands out as one of Réhahn’s most emblematic photographs. Captured in Hoi An, it perfectly reflects his approach: capturing a simple, almost fleeting moment that becomes deeply memorable.

The Indigo room

Within the Precious Heritage Museum in Hoi An, this room offers a deeper immersion into the work of Réhahn Croquevielle and stands out as a key highlight for understanding Vietnam’s ethnic cultures.

Through a series of projected videos, visitors gain insight into his journeys to remote villages and the encounters that allowed him to document these communities. This approach adds a more human dimension to the experience, going beyond simple observation and bringing each story to life.

The films and explanatory displays also highlight the craftsmanship of artisans specialising in indigo dyeing, an ancestral practice that remains alive in certain regions of Vietnam. Each step is presented clearly, from hemp cultivation and the creation of natural dyes to the intricate batik patterns passed down through generations.

In this cultural space, indigo is far more than a decorative element. It represents an essential part of cultural heritage, closely linked to the identity and way of life of several ethnic groups. The pieces on display, created by Hmong artisans, reflect this richness through authentic objects, some of which are remarkably old.

Ethnic groups of northern Vietnam

At the Precious Heritage Museum in Hoi An, this section is dedicated to exploring the ethnic cultures of northern Vietnam through a visual and documentary approach by Réhahn Croquevielle. It highlights communities living in remote mountainous regions, where traditions remain deeply rooted in everyday life despite geographical challenges.

Among the ethnic groups featured are the Cong, whose cultural heritage has been partly impacted by their migration from Laos to Vietnam and the Si La, easily recognised by their distinctive costumes adorned with rows of silver coins believed to provide protection. Other communities, including the Dao, Pu Peo, Kho Mu and Flower Hmong, are also represented, each distinguished by its own language, traditional craftsmanship, and unique attire.

Through portraits and carefully curated objects, this part of the museum offers a nuanced and insightful look into the cultural diversity of northern Vietnam. It provides a deeper understanding of life in these mountainous regions, where isolation has helped preserve a remarkably rich cultural heritage.

👉 Tip: Take a closer look at the details of the costumes — embroidery, fabrics, and ornaments often reveal the identity, beliefs, and traditions of each ethnic group.

Ethnic groups of Central and Southern Vietnam

This part of the visit takes you into cultures that are often overlooked, far from the usual tourist routes. Through a curated selection of photographs and artefacts, the Precious Heritage Museum in Hoi An reveals the richness and diversity of ethnic communities from central and southern Vietnam.

Réhahn Croquevielle’s work is rooted in a long-term commitment. It took him several years to access some of these remote regions and build trust with local communities. Among the most remarkable encounters is the O Du people, considered the smallest ethnic group in Vietnam, whose population remains extremely limited today.

These testimonies offer a rare opportunity to explore lesser-known cultures and understand their unique identities through portraits and authentic objects. Based in central Vietnam, the photographer continues to follow the evolution of these communities, giving the exhibition a living dimension that bridges cultural heritage and contemporary change.

What visitors say about the museum

The Precious Heritage Museum in Hoi An is consistently praised by travellers and ranks among the highest-rated museums in Hoi An. With over 5,000 reviews on Google Maps and more than 1,500 reviews on TripAdvisor, the vast majority rated 5 stars, highlighting both the quality of the exhibition and the meaningful experience it offers.

Many visitors describe it as one of the most memorable cultural stops in Hoi An. They particularly appreciate the depth of Réhahn Croquevielle’s work, which documents all 54 ethnic groups of Vietnam through powerful portraits and personal stories.

“We visited the Precious Heritage Art Gallery Museum in Hoi An, dedicated to the work of French photographer, Réhahn who has documented the cultures and crafts of all 54+ ethnic groups in Vietnam. His work is incredible and the museum has an hour long documentary about his experiences and in Vietnam. He splits his time between Hoi An and Honfleur, Normandy. This is definitely worth a stop. It’s a free museum and the staff is welcoming and helpful.” — Francine Laura

“What an amazing place. I highly recommend it, if you want to delve into the many different tribes in Vietnam. This is the work of a photographer who for years was travelling to reach each tribe and document their traditional, handmade attires. He has created a very good collection of stunning photography and traditional costumes on display. The exhibition is full of personal anecdotes and stories of the photographer’s encounters. There’s a documentary video playing too. An invaluable reference to local traditions. No entrance fee.” — Natalia Demetriou

Beyond the photography itself, travellers often mention the documentary film shown on-site, as well as the opportunity to better understand traditional crafts and cultural diversity in Vietnam. The free entrance further enhances its appeal, making it one of the most rewarding things to do in Hoi An.

If you’re planning your trip, consider adding this unique cultural stop to your Hoi An itinerary—it’s an experience that offers far more than a typical museum visit.

Tips for visiting the Precious Heritage Museum in Hoi An

Easily accessible from anywhere in the Old Town, the Precious Heritage Art Gallery Museum in Hoi An fits naturally into a day of exploring the city. Whether you visit in the morning or take a cultural break in the afternoon, it offers a peaceful contrast to the lively streets and remains one of the most enriching things to do in Hoi An.

How to get there

Thanks to its central location, reaching the museum is straightforward and convenient:

• On foot: If you are staying in the Old Town, the museum is just a short walk away. Strolling through Hoi An’s historic streets is part of the experience, making this the most pleasant way to arrive.
• By bicycle: A popular and relaxed way to explore the city. The flat roads and short distances make cycling an easy option, especially if you plan to visit several attractions in one day.
• By scooter: Ideal if you are staying outside the centre. Travel time is usually between 5 and 10 minutes, depending on traffic.
• By taxi or ride-hailing apps: A comfortable choice, particularly during hot weather or when travelling with family. Distances in Hoi An are short, making this option both practical and affordable.

Museum shop and souvenirs

In addition to the main exhibition, the Precious Heritage Museum in Hoi An features a small shop seamlessly integrated into the visitor experience. Rather than being a typical souvenir store, it feels like a natural extension of Réhahn Croquevielle’s work.

Here, you can find:

• Original photographic prints, featuring some of the most iconic works displayed in the museum
• Postcards inspired by the collection
• Photo books retracing the encounters and ethnic communities documented across Vietnam

👉 Good to know: Depending on the period and current initiatives, some visitors who share their experience (through reviews or social media posts) may receive a postcard as a small souvenir. While not guaranteed, this thoughtful gesture reflects the welcoming and personal spirit of the place.

What to see around the museum

One of the main advantages of the Precious Heritage Museum in Hoi An is its central location, making it easy to continue exploring the city on foot after your visit. The surrounding area is rich in cultural landmarks and local experiences, allowing you to fully enjoy the charm of Hoi An in a single walk.

Nearby, you can combine your visit with:

• Hoi An Ancient Town (UNESCO World Heritage Site): A beautifully preserved area of narrow streets lined with traditional yellow houses, colourful lanterns, and a unique atmosphere—especially magical in the late afternoon.
• Japanese Covered Bridge: One of the most iconic landmarks in Hoi An, dating back to the 16th century. It is easily recognisable for its wooden architecture and the small temple.
• Historic houses: Such as Tan Ky Old House and Phung Hung House, which reflect the city’s traditional merchant architecture and its rich trading history.
• Temples and assembly halls: Including the Fujian Assembly Hall (Phuc Kien), known for its vibrant decorations and its cultural importance within the local Chinese community.
• Art galleries and artisan shops: Along Tran Phu and Nguyen Thai Hoc streets, you will find many small boutiques offering handmade lanterns, local paintings, and Vietnamese handicrafts.
• Traditional cafés and local spots: Places like Mia Coffee, Little Hanoi Egg Coffee and other small local cafés are perfect for a relaxing break between visits.

FAQs about the Precious Heritage Museum in Hoi An

If you are looking for a meaningful cultural experience beyond the usual attractions, the Precious Heritage Museum in Hoi An is well worth a visit. Blending photography, storytelling, and authentic artefacts, it offers a deeper understanding of Vietnam’s ethnic diversity in a way that feels both personal and accessible.

Its central location and free entry make it easy to include in your itinerary, whether you are exploring the Old Town for a few hours or spending several days in the region. More than just a museum, it is a place to slow down, reflect, and connect with a different side of Vietnam.

Add it to your list of things to do in Hoi An and take the time to experience a quieter, more meaningful perspective of the city.