How Hoi An’s locals became global photography icons
DNO - In Hoi An, some of the most powerful storytellers are ordinary people - fishermen, boat rowers, and elderly villagers - whose faces have traveled the world through photography.
“The old woman with the most beautiful smile in the world”
At the heart of this story is Bui Thi Son ( also called as Bui Thi Xong), a 76-year-old woman whose life changed after a chance encounter with French photographer Rehahn.
His photograph “Hidden Smile”, featuring the portrait of Ms Song, bring the gentle spirit of Hoi An to audiences around the world.
Once a poor boat rower on the Hoai River, Song became internationally known after her portrait was widely shared and described as “the most beautiful smile in the world”.
Her deeply lined face and radiant smile captured something rare -authentic joy shaped by hardship.
Travellers began seeking her out, eager to meet the woman behind the image. Journalists followed. Photographers returned.
Her modest home gradually filled with framed portraits gifted by artists from around the world.
Yet beyond fame, the connection brought meaningful change. Rehahn returned to support her family, gifting a new boat and providing monthly financial assistance.
She is considered a piece of “living heritage,” helping shape and preserve the unique urban character of Hoi An. Her’s smile has travelled the world - a gentle emblem of Hoi An’s enduring warmth and humanity.
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From daily life to global art
Song’s story is not unique. Across the rural areas near the Thu Bon River, many locals have become unlikely subjects of award-winning photography.
One of them is Do Van Muoi, a 70-year-old fisherman living in Hoi An, Da Nang. “Fish Eyes”, a striking portrait of Muoi, has just been crowned the overall winner of the LCE Photographer of the Year 2026 competition in the United Kingdom.
This famous photo was captured by Sophia Spurgin, a retired teacher and amateur photographer from Hertfordshire (the UK).
Before that, Muoi lived quietly, earning a living through traditional fishing methods.
Today, Muoi participates in regular photo sessions. Each session lasts a few hours and provides additional income. But more importantly, it turns his everyday work into visual storytelling.
Scenes of pulling nets at dawn, rowing through misty waters, or simply sitting by the riverbank have become powerful artistic moments. What was once routine is now seen as cultural heritage.
Tourism through the lens
Photography tours are now a growing niche in Hoi An. Travel companies collaborate with local photographers to organize creative tours in villages, rice fields, and riverside communities.
Participants are not actors. They are real people living real lives. Elderly women, farmers, and fishermen become central figures in carefully composed scenes that still preserve authenticity.
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Local photographers such as Mai Thanh Chuong emphasise that each face tells a different story. Wrinkles, gestures,and expressions become artistic elements that no staged model can replicate.
For the community, this brings both income and pride. For visitors, it offers a deeper connection, beyond sightseeing, into lived experience.
These individuals may never call themselves ambassadors. Yet their impact is undeniable. Through a single photograph, they introduce the world to a peaceful, resilient and hospitable Vietnam.
Their stories resonate because they are real. No scripts. No filters. Just life, as it is.
Hoi An in Da Nang, central Vietnam and home to Hoi An Ancient Town, a UNESCO World Heritage Site, has been named Vietnam’s most welcoming destination for 2026 in the 14th edition of Booking.com’s Traveller Review Awards, which was announced in March.