Promoting the image of Vietnam begins with spreading Vietnamese culture.

A strong national brand will create soft power for each country, serving as a foundation for Vietnam to attract investment and export goods more effectively, gradually concretizing the goal of becoming a developed, high-income country by 2045.

Pho Day, organized annually by Tuoi Tre newspaper, is also an effective activity to promote the image and culture of Vietnam - Photo: HUU HANH

The Prime Minister has just issued the Strategy for Communication and Promotion of Vietnam's Image Abroad for the period 2026-2030, with a vision to 2045.

Increase soft power index

Accordingly, from now until 2030, the Government aims to proactively, comprehensively, consistently, and effectively promote the image of Vietnam abroad through communication channels. This will enhance the awareness, goodwill, and trust of the international community towards Vietnam's country, people, culture, and development achievements; contributing to affirming Vietnam's position, prestige, identity, and national competitiveness in the region and the world .

Creating a favorable environment for expanding international cooperation, attracting investment, promoting tourism, developing socio -economic aspects, strengthening national defense and security, and achieving deep and sustainable international integration. By 2045, Vietnam aims to become a leading nation with a strong brand and image in Asia, ranking among the top 3 in ASEAN and top 30 globally in the National Soft Power Index.

In an interview with Tuoi Tre newspaper regarding the goals set by the Government in its strategy for promoting Vietnam's image abroad, many experts believe that to build a strong national brand and establish national soft power, the experience of many countries such as South Korea , China, and some Western countries shows that it is necessary to start by spreading Vietnamese culture.

And the crucial solution that needs to be promoted is the development of the cultural industry to spread Vietnamese values.

Dr. Nguyen Quoc Viet, a public policy expert and lecturer at the School of Economics (Vietnam National University, Hanoi), said that each country strives to build an image, primarily by creating a distinctive cultural image—an image of friendliness, openness, and integration with the global community.

The image and friendliness of each country are also factors that influence international investors' decisions when choosing an investment destination; and that of tourists when choosing a place to travel, visit, and relax.

Encourage large businesses to invest in culture.

Speaking to Tuoi Tre newspaper , director Viet Tu said that the Party, State, and Government's policy and determination to develop and promote the cultural industry is an unparalleled opportunity for those working in the cultural field.

However, to seize this opportunity, director Viet Tu believes it is necessary to urgently develop a short-term, medium-term, and long-term strategy for training personnel in the industry. In all three stages, it is essential to create mechanisms to attract talented Vietnamese individuals working in the world's cultural industries to return home and contribute, as they will be the key factor in effectively "accelerating the process."

Furthermore, there is a need for more stringent regulations to protect intellectual property in the arts (copyright, intellectual property rights, etc.), with artists and producers working in the arts sector being among the most actively involved.

In addition, it is urgent to develop a mechanism for public-private partnerships in the cultural industry to encourage large enterprises to invest in culture, specifically the three-party model - the State, enterprises, and creators - which I have mentioned many times before.

"Only when investments in culture yield the same returns as other industries will culture and public awareness have the foundation for sustainable development and continued improvement," director Viet Tu affirmed.

The organization of grand concerts featuring famous singers and tens of thousands of spectators in recent times is a nascent sign of the development of the cultural industry - Photo: NAM TRAN

Using cultural industries to build a national brand.

Discussing the development of the cultural industry to build a national brand, Associate Professor Dr. Nguyen Thi Minh Thai, a cultural expert, noted that the cultural industry has been proven effective in South Korea, China, and some Western countries, especially in the film industry.

"Last night I had to rewatch the Korean drama 'Crash Landing on You' for the third time. Besides that, I also rewatched several Chinese and Korean historical dramas multiple times. Notably, many music shows organized by Korean singers in Vietnam in 2025 attracted a large number of young people. Many young Vietnamese people are big fans and eager to see K-pop stars perform. "

Currently, the influence of South Korean and Chinese cultural industries on Vietnam is profound and widespread. Ultimately, a nation's cultural presence on the world stage is measured by whether it has a brand name. For example, our country has several concepts that have gained global recognition, which, in my opinion, demonstrate the development of our cultural industry, such as AODAI, PHO, and BANHMI.

These concepts show that in Vietnam, brands, objects, and material culture have emerged that contribute to building a national brand. The ao dai (traditional Vietnamese dress) has been featured in many major international beauty pageants .

However, they only wear the ao dai in competitions and cannot wear it in daily life like Vietnamese people, because they are not the country that originated the ao dai."

Associate Professor Dr. Nguyen Thi Minh Thai also believes that a very encouraging sign is that the development of the cultural industry has become a policy of the Party and the Government, using the cultural industry to contribute to building the national brand.

The grand concerts and live performances like "Tinh Hoa Viet Nam" (Essence of Vietnam) in recent times show nascent signs of the development of the cultural industry, attracting a large number of domestic and foreign tourists.

"What truly embodies Vietnamese performing arts is rooted in the cultural industry. However, our current approach to developing the cultural industry is still rudimentary, lacking a systematic and comprehensive theoretical framework. Other countries have undergraduate and postgraduate programs dedicated to the development of the cultural industry," said Associate Professor Dr. Nguyen Thi Minh Thai.

* Dr. Nguyen Quoc Viet:

"Strengthening investment and trade promotion"

From an economic and investment perspective, in recent years, ministries and agencies have organized investment promotion programs in many countries to attract capital. In addition, ministries, agencies, and industry associations have also organized domestic and international exhibitions and seminars to introduce export goods.

However, in the recently issued National Image Promotion and Communication Strategy, the Government has assigned the Ministry of Industry and Trade as the focal point to coordinate with the Ministry of Culture, Sports and Tourism, the Ministry of Foreign Affairs, Vietnamese trade offices abroad, and relevant localities to implement a program promoting Vietnam as a dynamic economy, deeply integrated, and a reliable destination for international investment and trade.

The combination of trade promotion (promoting the image of Vietnamese products) and attracting foreign investment is now "two in one" because more than 70% of export value in recent years has been generated by the FDI business sector.

Many of Vietnam's key products are now manufactured by FDI enterprises. Therefore, the more businesses we attract within the ecosystem and value chain of FDI enterprises to Vietnam, the more the image and products bearing the Vietnamese brand and labeled "made in Vietnam" will spread.

Bức Tường and Phạm Anh Khoa performing in Germany during their 2025 multi-country European tour - Photo: Provided by the artist.

The shift from publicity to brand building.

Regarding the shift in communication thinking, from one-way propaganda to building national image, brand, and soft power, Associate Professor Bui Hoai Son - a full-time member of the National Assembly's Committee on Culture and Society - believes this is a very important step, potentially a change in the "philosophy" of external information work.

In today's digital media landscape, the international public no longer receives information passively. They access information from multiple sources, compare, verify, and form perceptions based on real-world experiences and emotions. Therefore, simply providing information in a one-sided manner makes it difficult to build lasting trust and goodwill.

Building a national image and soft power requires a different approach: telling valuable stories, creating positive experiences, and most importantly, building credibility.

Soft power doesn't come from boasting about achievements, but from the quality of development, from culture, from how a nation treats its people, its partners, and its shared global issues. This is a modern approach, in line with the trend of competing for national image in the digital age.

This strategy is not only aimed at "introducing Vietnam," but more fundamentally at positioning Vietnam within the global development ecosystem as a stable, humane, innovative, and responsible nation.

* Given South Korea's success in building a national brand through its entertainment industry, films, and K-pop music, should Vietnam follow this path to build its own national brand?

- South Korea's success is a valuable lesson to learn from, but it shouldn't be understood that Vietnam needs to "follow" a specific model. The most important thing is not to copy the path of other countries, but to learn how they build long-term strategies based on their own advantages.

South Korea's success stems from its view of the cultural industry as a strategic economic sector, investing comprehensively in institutions, resources, human resource training, and mechanisms to support creative businesses. K-pop, film, and television are not merely entertainment products, but highly effective tools for disseminating the nation's image.

For Vietnam, the advantages lie in its cultural diversity, rich heritage, distinctive cuisine, friendly people, and a thriving creative life. The most suitable path for Vietnam is not to create a "Vietnamese version of K-pop," but rather to build a cultural industry ecosystem with a distinct Vietnamese identity – from film, music, design, digital games to cultural tourism.

When innovative products that tell the story of Vietnam are shared with the world, a national brand will be formed naturally and sustainably.

* The strategy aims to make Vietnam a leading nation in Asia with a strong brand and image by 2045; striving to be in the top 3 of ASEAN and top 30 globally in the Soft Power Index. This is a very ambitious goal. In your opinion, what immediate actions are needed to achieve this goal, as well as other objectives of the strategy?

- This is a very ambitious goal, because soft power is the result of a long accumulation process. However, in my opinion, there are three things that need to be implemented immediately.

Firstly, it is essential to build a clear and unified national image positioning system, serving as a foundation for all communication, promotion, and advertising activities of ministries, departments, and localities to align towards a common narrative. Without this "axis of values," efforts will remain fragmented and struggle to make an impact.

Secondly, we need to invest heavily in sectors that generate international impact, especially cultural industries, tourism, international education, innovation, and the digital economy. A nation's image shouldn't be built solely on media coverage, but on products, services, and experiences that the world can truly access.

Thirdly, it involves developing a professional international media workforce with strong foreign language skills, technological expertise, and a global mindset, while also building a data system to monitor, evaluate, and respond quickly to media issues.

If these three platforms are implemented synchronously, along with policy determination and the participation of the entire society, the goal of enhancing the nation's soft power by 2045 is entirely achievable.

* In this strategy, Vietnam is identified as a developed, humane, innovative nation, a symbol of peace. What are your thoughts on this choice of Vietnam's brand image?

- I believe this is a very correct and insightful choice, because a national brand is only sustainable when built on the core values ​​of history, culture, and development. Vietnam is a nation that has experienced many wars but has always strived for peace, reconciliation, and cooperation.

The image of a peace-loving, stable, and responsible nation not only reflects its past but also aligns with Vietnam's increasingly active role in current regional and international mechanisms.

The "humanistic" element is linked to Vietnamese cultural traditions: valuing people, community spirit, sharing, and adaptability. Meanwhile, "creativity" and "development" reflect the image of a Vietnam undergoing a powerful transformation in the digital age, with a young workforce, a developing innovation ecosystem, and the aspiration to become a developed country by 2045.

National branding strategies of Asian countries

Tourists take souvenir photos at Wat Arun temple, Bangkok, Thailand - Photo: REUTERS

The approaches taken by Japan, Thailand, and India demonstrate that national branding is not limited to any single model.

The common thread among successful strategies lies in correctly identifying internal strengths and contexts, and knowing how to transform the national image into a leverage for development in the era of globalization.

* Japan: When mentioning contemporary Japan, the global public often associates it with anime, manga, video games, and other distinctive forms of popular culture. Since the 1990s, the adoption of these products has exploded in Asia and the West, making Japan a symbol of creativity and style, once described by international media as an "empire of coolness."

Soft power—the ability to shape other people's preferences through attractiveness and charisma—became a tool of choice for Japan with the emergence of the Cool Japan initiative.

This initiative has evolved into a long-term strategy, promoting not only tangible products like manga, anime, fashion, food, and technology, but also emphasizing intangible values ​​such as hospitality, diligence, and creativity.

This strategy focuses on building national strength and appeal, then spreading it outwards and leveraging international admiration to assert its position. As a result, Japanese cuisine has become widely popular, anime continues to break viewership records, and tourism has experienced impressive growth.

* Thailand: This country has chosen tourism as the centerpiece of its national branding strategy, persistently building the image of "the land of smiles." Following the 1997 Asian financial crisis, the Amazing Thailand campaign was launched, leveraging the depreciation of the baht to stimulate tourism and attract foreign spending.

With its concise yet emotionally resonant message, this campaign portrays the harmonious blend of nature, culture, and hospitality, becoming the foundation for promoting Thai tourism for decades. Subsequent campaigns continuously refresh the image, contributing to tourism becoming a key economic sector with nearly 40 million international visitors in 2019.

* India: This country has chosen to build its national brand directly linked to its manufacturing capabilities and economic reforms, through the "Make in India" program.

When introducing the program in his Independence Day speech on August 15, 2014, Indian Prime Minister Narendra Modi declared: "I want to say to people all over the world: Come, make in India. Come and manufacture in India. Take it to sell in any country in the world, but make it here."

"We have the skills, the talent, the discipline, and the drive to act. We want to give the world a chance: come and manufacture in India," he emphasized.

The message "Come and manufacture in India" reflects the ambition to make this South Asian nation a global manufacturing hub. Over the past decade, the Make in India initiative has provided a strong impetus to domestic manufacturing, boosting India's ranking on international charts and creating millions of new jobs.

Tuoitre.vn

Source: https://tuoitre.vn/quang-ba-hinh-anh-viet-nam-bat-dau-tu-lan-toa-van-hoa-viet-2026020908344994.htm#content-4