Developing "soft power" through entertainment culture

In the context of a world undergoing complex changes, " culture must take a step ahead, illuminating the path, guiding, fostering resilience, strengthening confidence, and developing national soft skills ," as General Secretary To Lam advised at the 80th anniversary celebration of the cultural sector. And we have all the favorable conditions to do so, from the policy foundation to the determination of our leaders.

In May 1994, South Korean President Kim Young-sam was astonished to read a report from the entertainment advisory council. According to the report, the revenue from the film " Jurassic Park " (1993) was equivalent to the revenue from exporting... 1.5 million Hyundai cars. The total number of Hyundai and other South Korean car manufacturers exported in 1993 was 640,000, meaning the Hollywood film generated more than double the revenue of an industry that was once a source of pride for South Korea.

That report convinced Kim and South Korean officials to invest in and promote the entertainment industry as part of a national strategy. Three decades later, Korean culture has spread to every corner of the globe thanks to the influence of the Hallyu wave in the late 1990s and the K-pop music industry.

Statistics on the value of South Korea's cultural exports (in billions of USD). Data source: Bank of Korea

According to the IMF's " Soft Power Assessment " report published in October 2024, South Korea has risen to the top of the soft power rankings among countries, surpassing familiar names such as Japan, China, and the United States.

Someone who has never set foot in South Korea can readily name famous landmarks in Seoul, understand the local dialect, readily spend money supporting K-Pop idols, and is familiar with eating fried chicken and jajangmyeon (black bean noodles) on weekends. This is a consequence of "soft power" and demonstrates how much a nation can benefit when used correctly.

The performance of "Phu Dong Thien Vuong" by singer Duc Phuc.

The value of soft power

The term "soft power" was popularized by Harvard University scholar Joseph Nye in the late 1980s. According to Nye, soft power is " the ability to attract and persuade others without coercion . " Of the three pillars of soft power—"culture," "political values," and "policies"—"culture" is the foundation and soul of every nation, and it is also the easiest to create a natural connection and attraction.

It is no coincidence that cultural powerhouses like the United States, South Korea, China, Japan, and India all view the film and music industries as strategic spearheads in their soft foreign policy. These art forms are the most effective tools for a nation to tell its story and convey its message through images, sounds, and unique nuances, while also becoming increasingly accessible and integrated in the digital age.

In Vietnam, soft power can be clearly identified through artistic products with profound social influence in recent times. From major national celebrations such as the 50th anniversary of the Liberation of the South and National Reunification (A50) and the 80th anniversary of the August Revolution and National Day of the Socialist Republic of Vietnam (A80), the cultural life of the audience has been enriched with modern revolutionary songs carrying messages praising the country and people of Vietnam, such as " Continuing the Story of Peace ," " What Could Be More Beautiful ," etc., creating a sensation on music charts and social media, even reaching the top trending on YouTube in many markets outside Vietnam. The " Homeland in My Heart " concert attracted more than 50,000 live attendees at My Dinh Stadium and created a positive ripple effect that lasted for many weeks afterward on digital platforms. The concert film "Homeland in My Heart: The Concert Film" continues to be a sensation in theaters, providing endless inspiration for young people on social media platforms.

Young people enthusiastically attend film screenings and concerts about the homeland in their hearts.

On September 21st, singer Duc Phuc continued to bring pride to Vietnamese audiences by winning the Intervision International Music Award, held in Russia, surpassing contestants from 21 other countries. His winning song, " Phu Dong Thien Vuong," is deeply rooted in Vietnamese culture, composed by musician Ho Hoai Anh based on inspiration from the poem "Vietnamese Bamboo" by Nguyen Duy and the legend of " Saint Giong . "

On the cinematic front, among the top 10 highest-grossing Vietnamese films of 2025, there are three war-action films based on real historical events: " The Tunnel " (172 billion VND), " Battle in the Air " (246 billion VND), and " Red Rain " (714 billion VND). Of these, " Red Rain " is a rare combination of history, modern art, and media power, creating a strong cultural impact and becoming the highest-grossing film in Vietnamese history.

Film critic Le Hong Lam believes the success of the aforementioned films stems from a new approach that creates appeal for the public: “ I think historical films, not just 50 years old but perhaps several centuries old, can still captivate contemporary audiences if they are well-made and engaging. Firstly, they have the advantage of subject matter: they are often battles or events of historical significance, sources of national pride. Secondly, they easily evoke emotions and national pride in contemporary audiences. Asia has had resounding successes: 'The Great Naval Battle', 'Flag Flying High'… both are among the top-grossing films in South Korea of all time, or 'The Battle of Changjin Lake' in China .”

The success of " Red Rain " extends beyond the realm of cinema or the dominance of the film's-inspired song " What Could Be More Beautiful? " on music charts. The publishing industry also rejoiced as the number of orders for the original novel " Red Rain " by author Chu Lai surged, creating a rare phenomenon for a domestic book: demand far outpaced the printing press.

According to Mr. Nguyen Tuan Binh, owner of the Facebook page "Binh Ban Book," which specializes in online book sales, the number of customers ordering the book " Red Rain " has reached over 7,000 – dozens of times more than typical best-selling books. Besides the paperback version, the publisher also released a limited edition hardcover version of 2,000 copies at a higher price than the regular version, but it still sold out quickly. Not only " Red Rain " created a sensation, but books related to the Quang Tri Citadel, such as " Memories of Quang Tri " and " Letters from the Citadel, " also received significant attention from readers.

A series of high-quality, well-invested music programs have brought a breath of fresh air, enriching not only the spiritual lives of the domestic public but also creating a buzz on the international stage.
Associate Professor, Dr. Bui Hoai Son, Member of the Committee on Culture and Society

This is the pinnacle of soft power, as Joseph Nye once concluded: " The best propaganda is not propaganda ." A segment of the audience—including many young people—who once held the prejudice that Vietnamese cinema or revolutionary music was "difficult to appreciate," "dry," etc., are now lining up to buy tickets, sharing their feelings on social media, and actively seeking out and researching the country's history. When the impact of a work goes beyond personal emotions and awakens national pride, motivates a desire to learn about history, and inspires a thirst for knowledge, this is a vivid manifestation of endogenous soft power that is gradually forming and spreading throughout society.

For soft power to spread globally, it must first take root within the heart of one's own nation. If young people no longer read, watch, listen to, or feel proud of their country's cultural symbols, no promotional campaign will be able to "export" cultural identity.

The successes and spread of Vietnamese culture over the past year are remarkable, but further attention and investment from authorities, creative artistic development from artists, and enthusiastic responses from audiences are still needed for Vietnam's soft power to develop sustainably, rather than being a fleeting phenomenon.

The concert film "Homeland in My Heart: The Concert Film" was among the top-grossing films at the box office in October 2025.

Cast of the movie Red Rain

Culture shapes national soft skills.

On August 23rd, at the ceremony commemorating the 80th anniversary of the Traditional Day of the Culture Sector (August 28, 1945 - August 28, 2025) and the awarding of the First-Class Labor Order organized by the Ministry of Culture, Sports and Tourism, General Secretary To Lam delivered a valuable speech on culture. According to the General Secretary, " in peacetime, construction, development, and innovation, culture remains a vanguard force on the ideological and spiritual front, " and affirmed that in the context of the country entering a new era and the world experiencing many complex changes, " culture must take an even greater step forward, illuminating the path, guiding, fostering resilience, consolidating confidence, and forming national soft power ."

The General Secretary directed that " Developing the cultural industry and creative economy should become a new pillar of growth " and expressed the wish that " every work of literature and art, every competition, every tourism product, every cultural space should be an 'ambassador' of Vietnamese truth, goodness, and beauty ."

The General Secretary emphasized: " The 80-year tradition is a spiritual treasure, but tradition only truly shines when we continue to write new chapters of history ." This is absolutely true when looking at how Asian countries deploy soft power using the language of the new era. Not only Japan with anime, manga, films, J-Pop, or South Korea with K-drama and K-Pop music, but soft power can be expressed in countless forms in the digital age while still preserving its unique cultural identity.

" The 80-year tradition is a spiritual treasure, but the tradition only truly shines when we continue to write new chapters in its history ."
General Secretary To Lam

A prime example of this recent phenomenon is the video game " Black Myth Wukong, " developed by the Chinese game developer Game Science. Inspired by "Journey to the West," one of the Four Great Classical Novels of Chinese literature, the game was released in the third quarter of 2024. " Black Myth Wukong " quickly became a global gaming phenomenon, selling over 20 million copies across multiple platforms and generating $1.1 billion in revenue.

After experiencing the game, many Western gamers said they sought out the original novel and watched the 1986 television series " Journey to the West " to gain a deeper understanding of the story. Even more notably, the locations featured in the game saw a surge in tourism after the release of " Black Myth Wukong ." Many tourist sites recorded a threefold increase in ticket sales in a short period.

The aforementioned success demonstrates the path for soft power to spread globally in the digital age. It's the perfect combination of classic storylines, history, and the original culture of a nation with modern entertainment technology. Like the victory of Duc Phuc's song " Phu Dong Thien Vuong " at Intervision 2025: lyrics inspired by national culture, performed on stage with various lighting effects, modern choreography, and rap elements, easily create widespread appeal.

That's exactly how successful state-produced films in 2025 have achieved their goals, according to critic Le Hong Lam: “ The fact that three films in the historical/political genre – which had declined and fallen into decline over the past two decades – have returned to the spotlight of cinema is thanks to a change in the storytelling approach of contemporary directors. They have broken free from clichéd patterns or outdated narratives, reaching contemporary audiences with the storytelling style of international entertainment films: grand settings, elaborate productions, modern staging, and actors whose appearance is emphasized to enhance the entertainment factor .”

Vietnam possesses many favorable factors for developing soft power: a long history, rich cultural heritage, diverse cuisine, hospitable people, along with values such as compassion, resilience, and solidarity... which have been affirmed throughout the periods of nation-building and national defense.

However, for those values to be transformed into a "spreading force," it still requires the joint efforts of the entire social system: from high-level policies and strategic direction to the involvement of cultural and artistic creators, businesses, and public support.

In the " Global Soft Power Index 2025 " ranking by Brand Finance, Vietnam ranked 52nd, up one place from its 2024 ranking. This position still has room for improvement. More importantly, the upward trend reflects a shift in awareness and investment in national culture, arts, and media. The positive social effects of culture and arts over the past year show that, given the opportunity, Vietnamese values can spread powerfully and touch the hearts of the public, even beyond its borders.

If Vietnam continues on the right track, with synchronized efforts from policy to content creation and communication strategies, it can absolutely go even further. Because soft power is not a short-distance race, but a long journey requiring perseverance and steadfastness. Remember, from the day the report on Hollywood film revenue prompted South Korea to build a strong entertainment industry to the time "Parasite" won the Oscar for Best Picture, it was 27 years, not instant recognition.