Cultural diplomacy: Soft power brings Da Nang to international level

Cultural diplomacy has become an important soft power to help Da Nang spread its identity to the world, while expanding investment opportunities, attracting tourism and enhancing the city's position on the international integration map.

The art of Bài Chòi was recognized by UNESCO as an intangible cultural heritage in 2017, a cultural beauty of the people of the Central region. Photo: T.PHƯONG

Building the Danang brand

According to researcher Bui Van Tieng, before the merger, Da Nang city and Quang Nam province both made great efforts and achieved many successes in cultural diplomacy activities, demonstrated in both aspects: absorbing the quintessence of world culture and preserving/promoting national/local cultural identity.

Among these, it is necessary to mention the efforts to preserve and promote so that more and more cultural heritages are recognized by UNESCO, including the ancient town of Hoi An and the My Son temple complex (1999), the art of Bai Choi in Central Vietnam (2017), Ma Nhai at the Ngu Hanh Son scenic spot (2022) and Hoi An as a global creative city in the field of crafts and folk arts (2023).

In addition, Hoi An also has the Cu Lao Cham biosphere reserve, which was included in the list of world biosphere reserves by UNESCO in 2009. The cultural heritages of this city, honored by UNESCO, are attractive tourism resources, contributing to spreading the cultural brand of Da Nang city and the former Quang Nam province to the world.

In addition, in recent years, the city has organized many international cultural and sporting events such as the Da Nang International Fireworks Festival (DIFF), Da Nang Asian Film Festival (DANAFF); Golf Festival and Asian Golf Tournament; Vietnam - Japan Festival, Vietnam - Korea Festival; Da Nang International Yoga Festival, Quang Nam International Yoga Festival, Quang Nam International Kite Festival... Each event is a "soft bridge" connecting the local community with friends from all over the world, contributing to making Da Nang become a leading event destination in Asia.

At the same time, actively participate in international cultural events held abroad; send Da Nang art troupes to perform abroad, welcome foreign art troupes to perform locally... That is also a way to absorb world culture and promote local cultural identity in the integration process.

Thanks to promoting the strength of cultural diplomacy, the image of Da Nang city is increasingly shining on the international tourism map.

In 2022, the city was honored as “Asia’s Leading Festival and Event Destination” at the World Travel Awards (WTA). In 2024, Hoi An was ranked 4th in the list of 25 most favorite cities in the world voted by Travel + Leisure Magazine. At the same time, Da Nang received the title of “Asia’s Leading Cultural City Destination” for 5 consecutive times at the World Travel Awards (WTA).

These awards are not only a recognition for the tourism industry, but also a vivid demonstration of the effectiveness of cultural diplomacy, an important pillar in enhancing position, attracting investment, expanding cooperation and building an image of Da Nang with rich identity and international integration.

The Vietnam - Japan Festival is held annually by the city to contribute to enhancing understanding as well as cultural exchange and interaction between the people of the two countries. Photo: T.PHUONG

Promoting soft power

Cultural diplomacy is not only a spiritual bridge but also a sustainable resource for Da Nang to affirm its position, connect with international friends, and promote comprehensive integration for the city.

Director of the Department of Foreign Affairs Nguyen Xuan Binh said that in the period of 2025 - 2030, the city has set out 5 basic goals and 5 key groups of tasks in foreign affairs and international integration. In particular, the third goal is to promote the value of local identity, create a difference to promote the image of friendly and hospitable Da Nang; thereby attracting investment, trade and tourism.

To realize this goal, the city is implementing three groups of solutions.

Firstly, actively promote cultural heritages recognized by UNESCO, thereby developing them into unique tourism resources and creating a spreading effect of Da Nang's cultural brand to the world.

Second, organize international cultural and sporting events locally such as the Da Nang International Fireworks Festival (DIFF), Da Nang Asian Film Festival (DANAFF), Ngoc Linh Ginseng International Festival..., and participate in international events abroad to directly introduce the city's outstanding cultural values.

Third, promote the "soft power" of literature and art by sending art troupes to perform abroad and welcoming international art troupes to exchange in Da Nang, contributing to promoting the image of the people and local cultural identity in a vivid and effective way.

Researcher Bui Van Tieng said that, on the threshold of the era of national growth, Da Nang city needs to promote the achievements of cultural diplomacy in recent years in both aspects: absorbing the quintessence of world culture and preserving and promoting national/local cultural identity; but more importantly, it is necessary to continue promoting the soft power of cultural diplomacy.

“Diplomatic culture focuses on the culturally imbued behavior of foreign affairs officers in particular and of each individual Da Nang resident in general when going abroad and when communicating with foreigners in their homeland, so that everyone is worthy of being a cultural ambassador of Da Nang,” said Mr. Tieng noi.l

Source: https://baodanang.vn/ngoai-giao-van-hoa-suc-manh-mem-dua-da-nang-vuon-tam-quoc-te-3305617.html