1. What makes Hoi An Ancient Town a popular tourist destination?
There are several reasons why Hoi An Ancient Town is a popular tourist destination:
1. Historical significance: Hoi An was once a major trading port during the 15th to 19th centuries and has a rich cultural heritage. Its ancient architecture, temples, pagodas, and bridges reflect the influence of various cultures such as Chinese, Japanese, and European.
2. Well-preserved ancient town: Unlike many other historic cities in Vietnam, Hoi An has managed to preserve its original beauty and charm. The streets are lined with centuries-old buildings made of clay tiles and wooden frames, giving visitors a glimpse into its past.
3. Cultural festivals and events: Throughout the year, Hoi An hosts various cultural festivals and events that showcase its traditional customs and practices. These include the Lantern Festival, Mid-Autumn Festival, Dragon Boat Racing Festival, and Tet (Vietnamese New Year) celebrations.
4. Street food paradise: Hoi An is known for its delicious local cuisine influenced by Chinese, Japanese, and Vietnamese flavors. Visitors can taste some of the best street food in Vietnam at affordable prices.
5. Shopping paradise: The narrow streets of Hoi An are adorned with boutique shops selling handcrafted items such as lanterns, silk clothing, pottery, paintings, and souvenirs.
6. Scenic beauty: Hoi An is located along the Thu Bon River with beautiful countryside views surrounding it. Visitors can take boat rides along the river or rent bicycles to explore the scenic countryside surroundings.
7. Affordable accommodation options: The town offers a wide range of budget-friendly accommodations from hostels to luxury hotels, making it an ideal destination for travelers on different budgets.
8. Relaxing atmosphere: Compared to other bustling cities in Vietnam, Hoi An boasts a peaceful atmosphere with little traffic making it an ideal place for tourists seeking tranquility.
9. Accessible location: Located just 30 minutes away from Da Nang International Airport, Hoi An is easily accessible, making it a convenient stop for tourists traveling to different parts of Vietnam.
10. Welcoming locals: People in Hoi An are known for their warm and friendly nature, making visitors feel welcome and at home during their stay in the ancient town.
2. How has Hoi An Ancient Town preserved its historical heritage?
Hoi An Ancient Town has preserved its historical heritage through various measures, including:
1. Conservation and restoration: The town has strict regulations on the preservation and restoration of its ancient buildings. Any renovation or construction in Hoi An must comply with traditional architectural styles, materials, and techniques to maintain the town’s authentic appearance.
2. UNESCO recognition: In 1999, Hoi An Ancient Town was recognized as a UNESCO World Heritage Site for its well-preserved urban fabric that reflects a fusion of indigenous and foreign cultures.
3. Historical monuments: The town boasts numerous well-preserved historical monuments, such as the Japanese Covered Bridge, Phuc Kien Assembly Hall, and Cantonese Assembly Hall. These landmarks offer visitors a glimpse into the town’s rich history.
4. Cultural festivals: Hoi An celebrates traditional festivals such as the Lantern Festival and Mid-Autumn Festival, featuring colorful lanterns and parades that showcase the town’s cultural heritage.
5. Community involvement: The local community plays a crucial role in preserving Hoi An’s heritage. Many residents are descendants of the town’s original inhabitants and continue to practice traditional crafts such as lantern making, embroidery, and wood carving.
6. Pedestrian-only zone: To reduce traffic congestion and preserve the town’s charm, vehicles are not allowed in certain areas of Hoi An Ancient Town, creating a peaceful atmosphere for visitors to explore on foot.
7. Balancing tourism development: The government has implemented policies to balance tourism development with heritage conservation efforts to prevent overcrowding and damage to historical sites.
Overall, these efforts have helped Hoi An Ancient Town preserve its historical heritage and retain its unique charm for future generations to experience.
3. What are the must-visit landmarks in Hoi An Ancient Town?
1. Japanese Covered Bridge: One of the most iconic landmarks in Hoi An Ancient Town, this bridge was built in the 16th century and features a unique blend of Vietnamese, Chinese, and Japanese architectural styles.
2. Old House of Tan Ky: This 18th-century merchant house is a popular attraction for its well-preserved architecture and traditional decorations.
3. Assembly Hall of the Fujian Chinese Congregation: Built in 1697, this charming temple complex is known for its beautiful courtyard and intricate artwork.
4. Quan Cong Temple: Dedicated to the Chinese general Quan Cong, this temple features elaborate dragon sculptures and vibrant red and gold colors.
5. Museum of Folk Culture: Located in an old French colonial house, this museum showcases artifacts and exhibitions related to the daily lives of local people.
6. Cau Pagoda: Dating back to the 17th century, this pagoda is known for its distinctive Chinese design elements and stunning views over the Thu Bon river.
7. Hoi An Market: A bustling central market where visitors can find local produce, handicrafts, souvenirs, and delicious street food.
8. Thanh Ha Pottery Village: Just outside Hoi An Ancient Town lies this traditional pottery village where visitors can see skilled craftsmen creating handmade clay pots using age-old techniques.
9. Tan Ky Old House: This historic house is a well-preserved example of a typical trading house during Hoi An’s golden years as a major trading port.
10. Phuc Kien Assembly Hall: A popular spot for tourists, this temple is dedicated to Thien Hau – the goddess of sea and fertility – and features ornate carvings and colorful rooftop tiles.
4. Can you describe the architecture of the buildings in Hoi An Ancient Town?
Hoi An Ancient Town is characterized by a fusion of Chinese, Japanese, and Vietnamese architectural styles. The town is laid out in a grid pattern with narrow streets flanked by two-story buildings. Most of the buildings are made of brick or wooden structures with tile roofs.The most prominent architectural style found in Hoi An Ancient Town is the traditional Chinese design, influenced by the many Chinese traders who settled in the town. These buildings often feature intricately carved wooden beams and columns, colorful decorations, and hanging lanterns.
There are also several well-preserved Japanese merchant houses scattered throughout the ancient town. These houses have distinctive tiled roofs, covered balconies, and open courtyards that reflect traditional Japanese designs.
The Vietnamese influence can be seen in some of the larger public buildings such as assembly halls and communal houses. These structures are typically adorned with detailed carvings and brightly colored paintwork.
One unique characteristic of Hoi An’s architecture is its use of natural materials such as wood and stone instead of modern materials like concrete. This gives the town a rustic and charming atmosphere.
Overall, the architecture of Hoi An Ancient Town reflects its history as an important trading port and showcases a blend of different cultural influences that have shaped the town over centuries.
5. What role did Hoi An play in Vietnam’s history and trade?
Hoi An played a significant role in Vietnam’s history and trade as one of the country’s major trading ports. Located on the Thu Bon River, Hoi An was strategically positioned for maritime trade between East and Southeast Asia.
During the Champa Kingdom (2nd century – 1832), Hoi An served as an important port for the Cham people to trade with China, Japan, India, and other European countries. The city was also a center for silk production and shipping. Under Vietnamese rule, Hoi An continued to thrive as a prominent trading port during the 16th and 17th centuries.
In the late 19th and early 20th centuries, Hoi An emerged as a key trading hub for goods such as tea, pepper, ceramics, spices, and textiles. Foreign merchants from China, Japan, Europe, and other regions would gather in Hoi An to conduct business.
The city’s economic significance declined after World War II due to changes in global trade routes and government policies. However, its well-preserved ancient architecture and historical sites have made it a popular tourist destination today. Hoi An also remains an important center for traditional crafts such as weaving and lantern making.
6. Are there any specific cultural events or festivals held in Hoi An Ancient Town?
Yes, there are several cultural events and festivals held in Hoi An Ancient Town throughout the year:
1. Hoi An Lantern Festival – This is a monthly event held on the 14th day of the lunar month, when the town turns off all its lights and instead lights up thousands of colorful lanterns to create a mesmerizing atmosphere.
2. Hoi An International Food Festival – Held in March, this festival celebrates the diverse cuisines of Vietnam and other countries, with cooking demonstrations, food stalls, and cultural performances.
3. Mid-Autumn Festival (Tet Trung Thu) – Held in September or October, this festival is celebrated with lion dances, lantern parades and traditional folk games.
4. Hoi An Silk Village Cultural Week – This week-long event in June showcases the beauty and significance of silk production in Hoi An through fashion shows, exhibitions, and workshops.
5. Full Moon Festival (Lantern Festival) – On every full moon night, locals light up candles and lanterns around town to honor their ancestors.
6. Vietnamese Traditional Crafts Festival – Held in August or September every four years, this festival showcases traditional handicrafts such as embroidery, pottery, wood carving, and more.
7. Hoi An New Year’s Eve Countdown Party – Ringing in the new year with live music performances and fireworks display by the Thu Bon River.
8. Cham islands festivaI- Held annually in late July or early August on Cham Islands (20 km from Hoi An), this festival celebrates the ecosystem conservation efforts on the islands by promoting local culture through music concerts and seafood festivals.
7. What is the significance of the Japanese Covered Bridge in Hoi An Ancient Town?
The Japanese Covered Bridge is a symbol of Hoi An Ancient Town and one of its most iconic landmarks. It is considered a historical and architectural monument, reflecting the cultural exchange between Japan and Vietnam during the 16th-17th centuries. The bridge was built by the Japanese community in Hoi An to connect them with the Chinese quarter and also served as a protective way to keep out water from entering the town during heavy rains.
Furthermore, the bridge has elements representing both Vietnamese and Japanese cultures, such as its curved roof resembling a Pagoda, its colorful decorations including Japanese-written inscriptions and statues of dogs (representing the years when it was built). This signifies the harmonious integration of different cultures in Hoi An.
Today, the bridge remains an important tourist attraction in Hoi An, offering visitors a glimpse into the town’s rich history and multicultural heritage. It also serves as a reminder of Hoi An’s past prosperity as an international trading port.
8. How has tourism affected the local community and culture in Hoi An Ancient Town?
1. Economic Impact: Tourism has played a significant role in boosting the local economy of Hoi An Ancient Town. The town’s close proximity to popular tourist destinations such as Da Nang and My Son has increased its appeal among travelers, resulting in a steady flow of income for businesses and locals. Hotels, restaurants, souvenir shops, and tour companies have flourished due to the high demand for services from tourists.
2. Employment Opportunities: With the growth of tourism, many employment opportunities have been created for locals in Hoi An Ancient Town. These include jobs in hotels and homestays, restaurants, tour companies, transportation services, handicrafts industries, and more. This has helped to reduce unemployment rates and improve the standards of living for the local community.
3. Changes in Local Traditions: The influx of tourists to Hoi An Ancient Town has brought about changes in local traditions and cultures. In order to cater to the diverse needs of visitors, some traditional practices have been modified or commercialized. This can be seen in certain cultural performances or rituals that are now performed more for entertainment purposes rather than their original cultural significance.
4. Preservation of Cultural Heritage: On the other hand, tourism has also played a crucial role in preserving the rich cultural heritage of Hoi An Ancient Town. The town’s unique architecture and traditional way of life has become a major attraction for foreign visitors, prompting locals to continue practicing their traditional crafts such as lantern-making, pottery making, and silk weaving.
5. Expansion of Infrastructure: In order to accommodate the growing number of tourists visiting Hoi An Ancient Town each year, there have been improvements made to its infrastructure including roads, bridges, public facilities like toilets and waste management systems.
6. Cross-cultural Exchange: With an increasing number of foreign visitors coming into Hoi An Ancient Town each year, there has been an exchange of cultures between locals and tourists leading to a greater understanding and acceptance of different ways of life.
7. Displacement of Locals: With the growth of tourism, there has been a surge in the demand for land, which has resulted in some locals being displaced from their homes to make way for new developments such as hotels and resorts. This can lead to a loss of identity and connection to their traditional way of life for some locals.
8. Strain on Resources: The steady flow of tourists to Hoi An Ancient Town puts significant strain on resources such as water, electricity, and waste management systems. This can be a challenge for the local community to manage, especially during peak tourist season when there is a higher demand for these resources.
9. Is there a specific time of day that is best to visit Hoi An Ancient Town?
The best time to visit Hoi An Ancient Town is during the early morning or late afternoon when the weather is cooler and the streets are less crowded. The town also looks particularly beautiful in the evening when the lanterns are lit up. However, be aware that some shops and attractions may close earlier in the evening compared to daytime hours.
10. Are there any famous temples or pagodas located within Hoi An Ancient Town?
Yes, there are several famous temples and pagodas located within Hoi An Ancient Town, including the Japanese Bridge Pagoda, Phuc Kien Assembly Hall, Quan Cong Temple, and Chuc Thanh Pagoda. These ancient structures serve as important religious and cultural sites for the local community.
11. Is it possible to take a guided tour of Hoi An Ancient Town? If so, what does it include?
Yes, it is possible to take a guided tour of Hoi An Ancient Town. These tours can vary in length and content, but most will generally include stops at major landmarks and historical sites, as well as a walk through the town’s famous Ancient Quarters.Some tours also include visits to local workshops where you can watch traditional handicrafts being made, such as lantern making or silk weaving. Some may also offer the opportunity to try local dishes at street food stalls or visit markets.
Guided tours are typically led by knowledgeable local guides who can provide insight into the history and culture of Hoi An. They may also share interesting stories and anecdotes about the town and its people.
The cost of guided tours can vary depending on the duration and inclusions, but they usually range from around $10-$30 per person. Some hotels or travel agencies in Hoi An offer package deals that combine a day tour with other activities such as cooking classes or boat rides on the river.
Overall, joining a guided tour is an excellent way to fully immerse yourself in the rich heritage and charm of Hoi An Ancient Town.
12. How far is Hoi An from other popular tourist destinations in Vietnam such as Da Nang or Hue?
Hoi An is approximately 30 km (18.6 miles) from Da Nang and 135 km (84 miles) from Hue.13. Can you take a boat ride through the canals of Hoi An Ancient Town?
Yes, visitors can arrange boat rides through the canals of Hoi An Ancient Town. Boat rides typically start from Bach Dang Street and take passengers through the Thu Bon River and along the canals of the town. The boats used for these rides are often traditional wooden boats, and some even come with a local guide to provide information about the history and architecture of Hoi An Ancient Town. This is a popular activity among tourists, as it offers a unique perspective of the town’s beautiful scenery and architecture.
14. What types of local handicrafts can be found in the shops and markets around Hoi An Ancient Town?
Hoi An Ancient Town is famous for its unique handicrafts, many of which have been passed down for generations. Some of the most popular local handicrafts in the area include:
1. Silk Products – Hoi An is known for its traditional silk weaving techniques, and you can find a variety of silk products such as scarves, clothes, and home decor items in local shops.
2. Lanterns – The colorful lanterns that light up the streets and alleys of Hoi An are also sold in shops throughout the town. They come in different sizes, shapes, and designs, making them a popular souvenir for visitors.
3. Pottery – The pottery village of Thanh Ha is located just outside of Hoi An and is known for producing beautiful ceramic products such as vases, pots, plates, and bowls.
4. Woodcarvings – Skilled craftsmen in Hoi An create intricate wood carvings that can be seen on doors, furniture pieces, and decorative items.
5. Embroidery – Hoi An is home to many skilled seamstresses who hand-embroider traditional designs onto clothing, bags, and home decor items.
6. Bamboo Products – Bamboo is a versatile material used to make many items in Hoi An such as baskets, chopsticks, fans, and even furniture.
7. Coconut Products – Coconuts are plentiful in Vietnam and are used to create a range of products including bowls, utensils, jewelry, and candles.
8. Lacquerware – This traditional Vietnamese art form involves coating bamboo or wood objects with layer upon layer of lacquer to create vibrant patterns and designs.
9. Conical Hats – Also known as non la in Vietnamese, these iconic hats are made from palm leaves and are widely used by locals to protect themselves from the sun.
10.Dried Fruits – Drying fruits is a popular way to preserve them for longer periods, and Hoi An is known for its delicious assortment of dried fruits such as mango, pineapple, and bananas.
15. Are there any interesting museums or art galleries to visit while exploring Hoi An Ancient Town?
There are numerous museums and art galleries worth visiting in Hoi An Ancient Town, including:
– Hoi An Museum of History and Culture: This museum showcases the rich history of Hoi An, spanning from prehistoric times to present day.
– Museum of Folklore: Here, you can learn about the traditional customs, rituals, and beliefs of the people of Hoi An.
– Precious Heritage Art Gallery Museum: This gallery displays a stunning collection of black and white photographs showcasing ethnic minority tribes in Vietnam.
– Reaching Out Arts & Crafts: This shop is dedicated to promoting traditional handicrafts made by disabled artisans in Hoi An.
– Yellow Feather Gallery:
This art gallery features contemporary pieces from both local and international artists.
– Lune Performing Center: Operated by the renowned cultural entertainment company Lune Production, this center offers mesmerizing performances that combine elements of traditional Vietnamese culture with modern technology.
16. Has any Hollywood movie been filmed at historical landmarks in and around Hoi an ancient town?
Yes, there have been several Hollywood movies filmed at historical landmarks in and around Hoi An ancient town. Some notable examples include:
1. “The Quiet American” (2002) – This political thriller starring Michael Caine and Brendan Fraser was partly filmed at the Phung Hung Old House in Hoi An.
2. “Kong: Skull Island” (2017) – This blockbuster monster movie filmed scenes at the Golden Bridge in Ba Na Hills, just outside of Hoi An.
3. “The Nightingale” (2020) – This war drama directed by Mélanie Laurent was filmed at My Son Sanctuary, a UNESCO World Heritage Site located about an hour from Hoi An.
4. “Pan” (2015) – This fantasy adventure film used locations such as Cua Dai Beach and Cam Thanh Water Coconut Village near Hoi An for filming.
5. “Badlands” (1973) – The iconic final scene of this film directed by Terrence Malick was shot at Marble Mountains, a popular tourist attraction located near Da Nang, about 30 minutes from Hoi An.
17. Are there any famous restaurants or food stalls that are a must-try while visiting Hoi An Ancient Town?
Some famous restaurants and food stalls that are a must-try while visiting Hoi An Ancient Town include:1. Morning Glory Restaurant: This restaurant is known for its authentic Vietnamese cuisine, including local specialties like Cao lau and Banh xeo.
2. Bale Well: Located near the Market, this small eatery offers delicious local dishes at very affordable prices. Their specialty is grilled pork skewers served with herbs, rice paper sheets, and peanut sauce.
3. Ba Le Well: Another popular street-side restaurant specializing in com ga (chicken rice).
4. White Rose Restaurant: A family-owned restaurant known for its signature dish, white rose dumplings.
5. Ms Ly’s Cafe: This cafe serves up excellent Cao lau, a traditional Hoi An noodle dish, as well as other Vietnamese favorites.
6. Nu Eatery: A trendy spot serving up modern Vietnamese fusion dishes with a twist.
7. Reaching Out Tea House: A unique dining experience where all communication is done through handwritten notes to create a serene and peaceful atmosphere.
8. Street Food Stalls: There are numerous street food stalls scattered throughout the town offering a variety of tasty local snacks such as banh mi sandwiches, banh beo (steamed rice cakes), and seafood dishes like grilled scallops or cockles.
9. Hoai River Square Night Market: This bustling night market is filled with food vendors selling everything from grilled meats to fresh seafood to sweet treats like banh bao vac (dumplings).
10. Central Market Food Hall: Located in the heart of the Central Market, this food hall offers an array of cheap and tasty lunch options like noodle soups, fried spring rolls, and fresh fruit shakes.
18. How has modernization impacted traditional life and customs within and around Hui an ancient town over the years?
Modernization has had a significant impact on traditional life and customs within and around Hui’an ancient town. Some of the major changes include:1. Changes in Occupation: In the past, people in Hui’an mainly relied on farming and fishing as their primary source of livelihood. However, with modernization, there has been a shift towards other occupations such as working in factories or opening tourist-related businesses like hotels and restaurants.
2. Infrastructure Development: With modernization came the development of better infrastructure such as roads, bridges, and public transportation, which have made it easier for people to travel within and around Hui’an. This has also led to an influx of tourists which has brought economic opportunities to the town but also changed the landscape.
3. Cultural Shift: As people have moved away from traditional occupations, there has been a decline in traditional customs and practices that were once an integral part of Hui’an’s culture. Instead, there is now a mix of traditional customs and more modern lifestyles.
4. Changes in Architecture: Modern buildings and structures have been built alongside ancient monuments and historic buildings, changing the architectural landscape of the town.
5. Influence of Tourism: With modernization came an increase in tourism to Hui’an. While this has brought economic benefits to the town, it has also led to changes in local traditions as businesses cater to tourist interests rather than preserving traditional practices.
6. Technological Advancements: The use of technology has become widespread in Hui’an, leading to changes in daily life and communication methods for residents.
7 . Education: Modernization has also brought better access to education for residents of Hui’an, leading to a more educated population who may have different values and ideas than their ancestors.
Overall, while modernization has brought economic growth and development to Hui’an ancient town, it has also led to changes in traditional life and customs that were once deeply ingrained in the community. The town continues to evolve, balancing the preservation of its history and traditions with the influence of modernization.
19.The Silk Village, where traditional silk weaving techniques have been preserved, is located near Hui an ancient town – Do tourists usually visit this village as well?
Yes, tourists often visit the Silk Village as it is a popular attraction near Hui an ancient town. Visitors can observe traditional silk weaving techniques and purchase handmade silk products at the village. It offers a unique cultural experience and is a must-visit for those interested in traditional Chinese handicrafts.
20. What are some tips for visitors planning to explore Hoi An Ancient Town, such as best time to visit and recommended activities or attractions?
1. Visit during the off-season: The best time to visit Hoi An Ancient Town is from February to April or August to October, when the weather is mild and there are fewer tourists.
2. Take a walking tour: The town is pedestrian-friendly and can easily be explored on foot. Joining a walking tour with a local guide can enhance your experience by providing historical and cultural insights.
3. Visit in the morning or evening: The town can get crowded during mid-day, so it’s best to plan your visit for early morning or late afternoon when there are fewer visitors. This also allows you to take advantage of cooler temperatures and better lighting for photos.
4. Explore the night market: The night market in Hoi An Ancient Town offers a wide variety of local handicrafts and street food, making it a popular place for both tourists and locals.
5. Try traditional dishes: Hoi An’s cuisine is known for its unique blend of Vietnamese, Chinese, and Japanese influences. Be sure to try some of the local specialties like cao lau (a noodle dish with pork and herbs), banh mi (Vietnamese sandwich), and com ga (chicken rice).
6. Visit the Japanese Covered Bridge: This iconic bridge is one of Hoi An’s most famous landmarks. It was built in the 18th century by Japanese merchants and features beautiful architecture and intricate carvings.
7. Attend a lantern festival: If you’re lucky enough to be in Hoi An during a full moon, don’t miss the magical lantern festival where thousands of colorful lanterns are lit up along the streets.
8. Take a boat ride on Thu Bon River: For a different perspective of Hoi An, take a boat ride along Thu Bon River which runs through the center of town. You can also stop at nearby villages to learn about traditional crafts such as pottery and fishing techniques.
9.. Relax at An Bang Beach: Hoi An is just a short bike or taxi ride away from the beautiful An Bang Beach. Here you can soak up the sun, swim in the clear waters, and enjoy fresh seafood.
10. Visit a tailor: Hoi An is famous for its skilled tailors who can create custom-made clothes in just a few days. Take advantage of this opportunity to get new clothes or have old ones re-tailored.
11. Explore the hidden alleys: While walking around Hoi An Ancient Town, don’t be afraid to wander off the main streets and explore the smaller alleyways and backstreets where you can find hidden gems and local life.
12. Learn how to make lanterns: Lantern-making is an important tradition in Hoi An and there are many workshops where you can learn how to make your own lantern using traditional methods.
13. Visit a local market: For an authentic experience, visit one of Hoi An’s local markets such as Cho Hua (Flower Market) or Cho Cau (Fish Market). Here you can see locals going about their daily lives and find fresh produce, spices, and souvenirs.
14. Attend a traditional music performance: Be entertained by traditional Vietnamese music performances that take place at various venues around town.
15. Visit the Museum of Folklore and History: This museum showcases the history of Hoi An through exhibits and artifacts that date back to ancient times.
16. Rent a bicycle: Cycling is a popular way to get around in Hoi An and it gives you the freedom to explore at your own pace while taking in the sights and sounds of the town.
17. Join a cooking class: Learn how to cook some of Hoi An’s signature dishes by joining a cooking class with a local chef.
18.. Climb Marble Mountains: Just outside of Hoi An are the Marble Mountains, which are five limestone hills with caves and temples. For a bit of adventure, climb to the top for a beautiful view of the surrounding area.
19. Experience a traditional water puppet show: This unique art form originated in northern Vietnam but can be enjoyed in Hoi An as well. Watch as puppets perform on a stage of water while traditional music plays in the background.
20. Take photos at every opportunity: Hoi An Ancient Town is brimming with photo opportunities, from its colorful buildings and lanterns to street vendors and bustling markets. Be sure to have your camera ready to capture all the unforgettable moments.