Promoting cultural soft power to affirm the stature of the Vietnamese nation

Professor, Dr. Tu Thi Loan emphasized that building and promoting the soft power of Vietnamese culture is not only a goal, but also a path to affirm the mettle, intelligence and stature of the Vietnamese nation in the new era.

The draft documents of the 14th National Congress are widely soliciting opinions from cadres, party members and people, emphasizing: "Proactively and actively cooperate and promote the image of the country, cultural values and Vietnamese people to the world "; "Perfecting breakthrough mechanisms and policies to strongly develop the cultural industry; developing unique cultural products and types with widespread influence to promote and introduce to the world".

This is a new viewpoint, specifying the tasks for culture to truly be the soft power of the nation. The viewpoint has opened up new requirements for the work of building, managing and developing Vietnamese culture in the context of the fourth industrial revolution, information globalization and increasingly fierce competition for national image.

In her speech at the Scientific Workshop towards the 14th National Party Congress, Professor, Dr. Tu Thi Loan, former Acting Director of the Vietnam National Institute of Culture and Arts (now the Vietnam Institute of Culture, Arts, Sports and Tourism) deeply analyzed the new points in the Draft Congress Documents, especially emphasizing culture as an endogenous foundation, soft power and new requirements and tasks in the cause of national development.

Professor, Dr. Tu Thi Loan, former Acting Director, Vietnam National Institute of Culture and Arts (now Vietnam Institute of Culture, Arts, Sports and Tourism)

Vietnam has a rich cultural tradition and a treasure trove of unique cultural heritage.
According to Professor, Dr. Tu Thi Loan, Vietnam is a small country in terms of area, population and economic potential, and cannot compete with the great powers in military or economic strength. In the context of globalization, soft power has become an important tool to help Vietnam affirm its position in the international arena.

Ms. Tu Thi Loan analyzed that the soft power of Vietnamese culture is expressed in the following essential contents:

Firstly, it is the attractiveness of the system of values (national values, cultural values, family values, human values). Through the ups and downs of a heroic and tragic history, Vietnamese culture and people have created values that are known and recognized by the whole world. Vietnamese culture also creates persuasiveness with ethical and human values such as: humanity, loyalty, respect for morality, studiousness, diligence, loyalty.

Second, the attraction from the rich cultural tradition and unique cultural heritage treasure. Vietnamese culture is a colorful picture converging from the culture of 54 ethnic groups with a rich treasure of tangible and intangible cultural heritage. We have 9 world heritages, 16 heritages recognized by UNESCO as representative intangible cultural heritage of humanity and in need of urgent protection, more than 4,000 nationally ranked relics, nearly 500 heritages included in the National Intangible Cultural Heritage List. These are all attractive destinations for tourists and demonstrate the soft power of Vietnamese culture.

Third, the dynamism of contemporary art and culture, the achievements of the cultural industry. Contemporary Vietnamese art and culture are showing great attraction and dynamism. Many young talented artists have appeared, convincing the international public such as: Hoa Minzy, Duc Phuc, Hoang Thuy Linh, Son Tung M-TP,... Vietnamese cinema is increasingly flourishing, attracting more audiences than foreign "blockbuster" films and has high revenue such as: Bo Gia; Nha Ba Nu; Mai; Dao, Pho and Piano; Mua Do...

"Red Rain" is the highest-grossing war-themed film in 2025 (Photo: DPCC)

Fourth, the attraction of the names and prestige of cultural celebrities. Cultural celebrities are not only the vitality and quintessence of the nation, but also the symbol of culture, enhancing the national prestige in the international arena. Vietnamese cultural celebrities have been and will be honored by UNESCO not only to leave to posterity valuable literary, artistic and cultural works, but also to become ambassadors to spread and promote Vietnamese culture to the world.

Fifth, the appeal of cultural diplomacy in international relations. With the policy of “Vietnam makes friends with the world”, Vietnam is successfully using culture as a “language of dialogue” in its foreign policy. Culture becomes a bridge of understanding, trust and cooperation between nations. Vietnam conquers the world with its cultural, historical, artistic and national spiritual values.

Promoting cultural soft power is a national overall strategy.

Professor, Dr. Tu Thi Loan emphasized that building, consolidating and promoting the soft power of Vietnamese culture cannot be just the task of the cultural sector, but must be an overall strategy of the whole country. She also proposed a number of key solutions to promote the soft power of Vietnamese culture.

Firstly, raise awareness and responsibility of the entire political system and society. It is necessary to strengthen propaganda, education and raise awareness so that all levels, sectors and people deeply understand the role and importance of soft power in sustainable national development.

Second, create a breakthrough in institutions, mechanisms and policies. Thoroughly grasp the spirit of Resolution No. 59-NQ/TW (2025) on international integration in the new situation, continue to implement the issued Strategies in a new spirit (Cultural Development Strategy to 2030; Vietnam Cultural Diplomacy Strategy to 2030; Cultural Foreign Affairs Strategy to 2020, vision to 2030...) into policies, programs and practical activities, focusing on key tasks.

Art shows attract tens of thousands of spectators (Photo: V Concert)

Third, strengthen financial resources and public-private cooperation in cultural development. To build and develop cultural soft power, there must be appropriate investment. Restructure the state budget to prioritize investment in cultural infrastructure, digital transformation, and cultural and creative industries; attract the private sector, businesses, and communities to participate in cultural socialization.

Fourth, developing people and cultural creative human resources. People are the center and subject of culture, so training, nurturing, and investing in creative forces, artists, managers, and cultural experts with international qualifications is a decisive factor.

Fifth, promote the development of cultural industries and the export of cultural products. Developing cultural and creative industries is a strategic direction to turn cultural potential into economic resources, while spreading the soft power of Vietnamese culture to the world.

Sixth, enhance the effectiveness of cultural diplomacy. Enhance the effectiveness of cultural diplomacy activities, promote the image of Vietnamese culture and people abroad through media, arts, education, and sports channels.

Professor, Dr. Tu Thi Loan concluded that building and promoting the soft power of Vietnamese culture is not only a goal but also a way to affirm the mettle, intelligence and stature of the Vietnamese people in the new era. When culture becomes an endogenous resource and soft power of the country, Vietnam will have a solid foundation for rapid and sustainable development, and affirm its position as a country with both rich identity and positive influence in the region and the world.

According to Mai Trang/VOV.VN

Source: https://baovinhlong.com.vn/van-hoa-giai-tri/202511/phat-huy-suc-manh-mem-van-hoa-de-khang-dinh-tam-voc-dan-toc-viet-nam-3ec0e7f/