By Dr. Phạm Hà – Founder & Chairman, LuxGroup®
1. The Last Emperor, the First Luxury Traveler
Few figures in Vietnam’s modern history capture intrigue and elegance like Emperor Bảo Đại (1913–1997) – the last monarch of the Nguyễn dynasty and the nation’s first true symbol of refined living.
Educated in France at Lycée Condorcet and Sciences Po Paris, he mastered the codes of European aristocracy: sport, cars, art, and the joy of travel.
Upon reclaiming the throne at 19, he declared:
“I will do nothing but enjoy the pleasures of life.”
What seemed decadent to his contemporaries was in fact visionary – the mindset of Vietnam’s first gentleman traveler, who saw leisure not as indulgence but as a cultural art.
2. East Meets West – A Connoisseur of Sophisticated Pleasures
Bảo Đại lived where East met West, tradition met modernity.
• Cars & Speed: His garage rivaled Europe’s royals—armored Mercedes-Benz, Bentleys, Delahayes, and Ferraris. He was a jet-setter before the term existed.
• Yachts & Seaplanes: In 1930s Indochina, few owned such luxuries. Bảo Đại traveled from Huế to Đà Lạt, Buôn Ma Thuột to Nha Trang, creating Vietnam’s first luxury travel routes.
• Hunting & Nature: At Đắk Lắk or Cam Lộ, hunting was his way of reading the land. In Le Dragon d’Annam, he wrote of “the silence of ancient forests and the breath of the highlands”—the voice of a poet more than a politician.
3. Palaces & Architecture – The Blueprint of Vietnam’s Luxury Map
Bảo Đại curated a network of retreats across the nation:
• Đà Lạt: Dinh I, II, III – Art Deco masterpieces of Indochine elegance.
• Buôn Ma Thuột: A hunting residence amid wilderness.
• Nha Trang: Bảo Đại’s seaside villa – a precursor to today’s luxury resorts.
• Vũng Tàu: The White Palace, blending mountain and sea in perfect symmetry.
These landmarks today are heritage destinations, proof that his aesthetic shaped Vietnam’s luxury tourism long before globalization.
4. The Emperor as Art Collector
More than a hedonist, Bảo Đại was an art patron. He visited the École des Beaux-Arts de l’Indochine, befriended Nguyễn Gia Trí, Victor Tardieu, and collected lacquer paintings, silks, and sculptures.
His taste embodied Indochine Chic – a timeless balance between Western precision and Eastern calm.
5. From Monarch to Lifestyle Icon
Politically debatable, culturally undeniable: Bảo Đại founded Vietnam’s leisure culture.
He normalized travel between highland and coast, defined Vietnamese hospitality, and transformed scenery into a symbol of national pride.
6. Emperor Cruises – Reviving an Imperial Spirit
Inspired by his life, Emperor Cruises® was founded with the ethos:
“Live like an Emperor.”
Each vessel is a floating museum where heritage meets contemporary luxury:
• Story-driven experiences from sunset cocktails to cultural storytelling.
• Indochine design with lacquer, silk, and Art Deco details.
• Royal gastronomy merging Huế imperial cuisine, Nha Trang seafood, and French wines.
• Personalization first – every guest is treated as Emperor for a night.
7. Luxury with Purpose
In the 21st century, luxury must have purpose.
Emperor Cruises practices ESG tourism—minimizing plastic, supporting local artisans, and protecting coastal ecosystems. Here, luxury is responsibility, not excess.
8. A Bridge Between Past and Present
From Bảo Đại’s aristocratic travels to modern-day experiential luxury, a single thread remains: heritage as material, experience as product, emotion as profit.
When guests raise their champagne at sunset on Nha Trang Bay, they are not simply cruising—they are reliving a chapter of Vietnam’s cultural elegance.
Conclusion – The Emperor’s Enduring Legacy
Bảo Đại left no empire behind, but he left a lifestyle—refined, free-spirited, and full of grace.
Emperor Cruises inherits that legacy, blending cultural storytelling, ESG principles, and personalization to redefine modern Indochine luxury.
“Luxury is not about possession – it’s about experience.”
Every traveler is an Emperor of their own journey.