Bringing Vietnamese culture to the world.

(PLVN) - From traditional cultural festivals, international music events, beauty contests, major sporting events to large-scale multilateral diplomatic forums, Vietnam is gradually demonstrating its professional organizational capabilities and the appeal of a destination rich in cultural identity.

Beyond promoting the country's image, these events also serve as a "soft gateway" to spread Vietnamese culture to the world , while simultaneously opening opportunities for Vietnam to become a regional event hub in Southeast Asia.

From "country of heritage" to destination for major events.

In recent years, Vietnam has continuously hosted international cultural, entertainment, tourism, and diplomatic events. No longer simply a place to "welcome tourists," Vietnam is gradually becoming a destination for the international public to experience culture, participate in festivals, and immerse themselves in events with unique characteristics.

Notably, many localities have successfully leveraged their local culture to create their own unique "event brands." Hue has the Hue Festival, linked to its royal heritage. Da Nang makes its mark with the international fireworks festival. Hanoi develops cultural, music , and tourism festivals associated with its thousand-year-old heritage. Ho Chi Minh City has become a center for large-scale music concerts, exhibitions, and creative events…

Live performance art programs such as "Memories of Hoi An" or "The Quintessence of Northern Vietnam" also demonstrate the ability to transform traditional culture into high-class performance products for international tourists. This is not only entertainment but also a highly effective form of "exporting soft culture." The success of many major events shows that Vietnam possesses many advantages for developing the "event industry": a stable political environment, diverse natural landscapes, a rich cultural identity, friendly people, and more competitive organizational costs than many countries in the region. The trend of tourism combining cultural experiences, music, and festivals is developing strongly.

Cultural identity – a “soft economy gold mine”

Vietnam has a huge advantage in possessing a rich cultural treasure trove with 54 ethnic groups, thousands of folk festivals, traditional arts, and a vast system of internationally recognized heritage sites.

When international audiences remember an event in Vietnam through images of flowing ao dai dresses, the sounds of the zither, or folk dances combined with modern lighting, it is also the moment when Vietnamese culture is imprinted in their emotions. Many experts believe that Vietnam is facing a great opportunity to develop its brand as a "cultural and event destination" in Asia.

At the Vietnam Exhibition, Event and Advertising Industry Summit 2026, themed “The Era of Growth for the Cultural and Economic Industry,” recently held in Hanoi, Ms. Lam Thi Phuong Thanh, Minister of Culture, Sports and Tourism, assessed that in recent years, the business community in the fields of film, music, performing arts, advertising, exhibitions and events has demonstrated strong creative capacity and a spirit of integration, gradually affirming its important role in the cultural industry value chain, contributing to market connectivity, promoting the national image, and creating momentum for the development of many other economic sectors.

Mr. Can Van Luc, an economic expert and member of the Prime Minister's Policy Advisory Council, highlighted key policies supporting the development of the cultural industry. He emphasized that Resolution 80 laid the foundation by identifying it as a strategic economic sector, and Resolution 28 concretized that orientation, including ensuring a minimum 2% of the total state budget expenditure is allocated to culture. In addition, the policy of applying a preferential value-added tax rate of 5% to the fields of film, performing arts, exhibitions, and sports will directly alleviate financial pressure and stimulate market demand.

Aiming to become the new "event capital" of Southeast Asia, Vietnam is presented with a golden opportunity to make a breakthrough in the field of international cultural, entertainment, and tourism event organization. The strong development of aviation infrastructure, tourism, digital technology, and the growing appeal of Vietnamese culture are creating an important foundation for this goal.

Source: https://baophapluat.vn/dua-van-hoa-viet-lan-toa-ra-the-gioi.html