One leader of the makeover is Son Pham Quang, who runs some of Vietnam's trendiest restaurants, like the Club Opera in Hanoi and the Mandarin in Ho Chi Minh City.
In rural Quang Ngai province the authorities are seeking hoteliers to develop its golden, palm-fringed and empty beaches, and dream of building spa resorts around the hot-water springs that bubble up through the province's rice paddies.