Meet Lam, the creator of Hoi An Treasure Hunt

In Hoi An, between the temples, lanterns and UNESCO-listed streets, visitors don’t always think about families looking for something original to do.

That’s exactly what inspired Hoi An Treasure Hunt — an outdoor treasure hunt imagined by Lam, a Vietnamese artist and entrepreneur, also known for his humorous souvenir brand Xin Chao Vietnam.

We met Lam in Hoi An to learn more about his journey, his game, and his vision of creative tourism.

1. Hi Lam! Can you introduce yourself to our readers?

My name is Lam, I’m from Hoi An, and I’ve always loved creating things.

I studied visual arts in Hué, then worked in graphic design before launching my first brand, Xin Chao Vietnam — a collection of humorous products inspired by everyday Vietnamese life: postcards, magnets, and keychains.

I like to tell stories about Vietnam through simple, colorful objects with a touch of humor.

2. Where did the idea for Hoi An Treasure Hunt come from?

It all started with a simple observation: in Hoi An, there aren’t many family-friendly activities, apart from a bike ride or a lantern workshop.

People come, take photos, and leave. I wanted to create something more interactive, that encourages visitors to observe the details, talk to locals, and rediscover the old town in a different way.

That’s how Hoi An Treasure Hunt was born.

3. How does the treasure hunt work?

Players use their smartphones to access a web app, no download required — just a link to start the adventure. The goal is to solve riddles based on real places, symbols, and stories from the town.

Each clue leads to a new location — a hidden temple, an ancient house, or a scene of daily life that most people would walk past without noticing.

It’s an activity you can do at your own pace, without a guide or schedule — perfect for families, couples, or groups of friends.

4. Why did you choose Hoi An as the setting for the game?

Hoi An is a city full of history and mystery.

Its narrow alleys, pagodas, and colorful façades are perfect for a game like this.

It’s also small enough to explore on foot, which makes it ideal for walking and observing.

And of course, it’s my hometown — I wanted to share what I see every day, but through fresh eyes.

5. What was the biggest challenge in creating the game?

Finding the right balance between culture and fun.

I didn’t want something too educational or too lighthearted. We had to test it with Vietnamese and international families, tweak the puzzles, adjust the difficulty — it took time.

Now, I think we’ve found the right mix: a game that kids enjoy and adults find meaningful.

6. You’re also the founder of Xin Chao Vietnam. Is there a link between the two projects?

Absolutely. Xin Chao and Hoi An Treasure Hunt share the same idea: showing Vietnam differently, with humor, curiosity, and authenticity.

In my postcards and magnets, I illustrate scenes from daily life — a cyclo, a glass of iced coffee, a bustling market…

With Hoi An Treasure Hunt, I tell those same stories in real life, through an experience you live rather than buy.

7. How do tourists discover your game?

Mostly online, through Google, TripAdvisor, and travel blogs.

Many French, Belgian, and Canadian travelers love it because it’s independent, available in French and English, and easy to do with kids.

We’re also starting to get visitors from Korea and Japan through word of mouth and social media.

8. What do families think of the experience?

The feedback has been really positive.

People love the freedom — they can play whenever they want, learn about the city, and enjoy time together. Many families tell me the game helped them experience Hoi An in a more relaxed, meaningful way, without rushing from one attraction to another.

That’s the best compliment we can get.

9. Do you plan to expand to other cities?

Yes, that’s in the works.

We’d love to create versions in Hue, Da Nang, or even Hanoi. Each city has its own legends and secrets, so there’s plenty of potential.

But for now, we’re focusing on improving the Hoi An experience, with new riddles, updated visuals, and maybe a special edition for local schools.

10. Any final words for people visiting Hoi An?

Don’t just visit the old town at sunset.

Take your time to walk, observe, and connect with the place. And if you want to experience Hoi An in a new way, try the treasure hunt — you’ll see the city differently, even if you’ve been here before.

👉 More info: Hoi An Treasure Hunt

Available in French and English.