However, behind that vibrant picture, there are still many stories worth discussing about the actual quality of the work, the phenomenon of "media worship" affecting the effectiveness and sustainability of promotion.
In recent years, Vietnamese literature promotion activities have shown positive signs. It is possible to mention the series of large-scale events of Vietnam Book and Reading Culture Day, book fairs, conferences, seminars, author-work exchanges... that are gradually appearing as an indispensable part of public life. Vietnam Book and Reading Culture Day 2025, which took place in April 2025, has expanded its activities nationwide, combining direct and online book fairs with more than 300 activities in localities, schools, and armed forces with many diverse activities, especially exhibitions of audiobooks, interactive books, AI applications, and virtual reality to support book promotion. In addition, many publishers have linked up with technology units to develop high-tech software to analyze reading behavior, increase accessibility, and promote.
In the past two years, the Vietnam Writers Association has continuously signed many memorandums of understanding with countries around the world to translate famous works; publish many selected bilingual books, proactively organize conferences, seminars, and talks; coordinate regional and international literary awards. According to the Department of Publishing, Printing and Distribution (Ministry of Culture, Sports and Tourism), each year, hundreds of publishers and book distributors participate in copyright negotiations, cultural exchanges, updating publishing trends and especially international promotion.
In addition, it is impossible not to mention the participation of a team of young writers who actively use social networks and superior applications to spread their works and interact with domestic and international readers. This creates a literary space that is dialogical, open, and lively.
Despite positive signs, at conferences and seminars, many opinions still emphasize the lack of long-term strategy, lack of professional staff and synchronous coordination between units, causing the promotion of literature to be fragmented.
Despite positive signs, at conferences and seminars, many opinions still emphasize the lack of long-term strategies, lack of professional staff and synchronous coordination between units, causing the promotion of literature to be fragmented. Poet Nguyen Quang Thieu, Chairman of the Vietnam Writers Association, commented: “Literature is an important factor in shaping cultural identity, building national image and creating internal strength for human development. Therefore, if promotion only stops at introducing books, it is an outdated approach. To promote properly, new thinking, new systems and new technology are needed to penetrate deeply into literary life and strongly reach out internationally.”
According to experts, the noteworthy thing in promoting literature is the imbalance between form and content. Specifically, many works are widely promoted but disappoint readers; some book introduction programs are still formalistic, superficial, and repeat expressions, for example: "this is a touching work", "profound writing style", "meaningful, humane story"... without really thorough and objective analysis. Besides, many opinions say that promoting domestic literature is mainly "seasonal" and lacks a long-term strategy for authors, works or literary genres. Not to mention, the media explosion and the pressure to "have to be present" in the international market are pushing some individuals and publishing units into a state of "admiring" promotion, overemphasizing form, promoting widely but lacking depth and quality. Worryingly, under the name of "internationalization", many works of poor quality are still translated and participating in foreign book fairs...
Lessons from many countries such as Korea and Japan show that promotion can only be successful when accompanied by a strategy of in-depth investment in the quality of works, a systematic translation system and a strict inspection mechanism before exporting literature. Writers cannot shorten the process by using the media if their internal strength is not enough to convince domestic readers.
To promote literature, it is necessary to have a multi-dimensional and synchronous approach from many sides, such as: Building a professional author-work brand; creating a media- education -publishing ecosystem; investing in the promotion team; taking advantage of technology and digital media... Experts also affirm that in the story of promoting literature, the writer is the first and last important subject.
“In the past, after completing a work, the writer would “leave it to” the publisher, critics or the media system, but in the digital age and personal media, they can become the first publisher. Therefore, the writer himself needs to build a unique, consistent and inspiring personal brand. The dynamism, diversity, courage and kindness of the writer contribute to creating good works, and at the same time contribute to the vibrant journey of literature, helping them conquer audiences at home and abroad,” poet Nguyen Quang Thieu shared.
In response to the question: Many newspapers no longer publish literary works, will it affect the promotion? Poet Tran Dang Khoa, believes that this does not mean that the number of writers has decreased in terms of interaction and "space" to publish. Specifically, everyone has their own "publishing house" which is social networks. Authors can self-publish their works, "one step straight out into the world", many authors who are good at foreign languages also translate their works themselves and publish them abroad. It can be said that promotion has never been as convenient as it is today.
According to him, the literary world has many talented writers who have quietly risen through their achievements. Reaching out to the international environment, identity is important, but the main thing is to write well, and you will surely have a position. To write well requires talent, a unique path, and serious training; to promote literature is a long story that requires investment, meticulousness, and impartiality.
Associate Professor, Dr. Nguyen The Ky, Vice Chairman of the Central Theoretical Council, emphasized that in addition to the domestic contingent, promoting the talents and enthusiasm of Vietnamese intellectuals and artists abroad so that they can become a bridge to promote the image of the country, culture and people of Vietnam through literature is equally important. It is necessary to focus on building a number of Vietnamese cultural and translation centers abroad, while at the same time building mechanisms and policies to develop foreign culture, support the promotion and export of cultural and artistic products abroad.
Promoting literature is necessary, but if we only focus on the surface without paying attention to the quality of the content, we can completely lose the real value. The digital age requires the literary team, from writers, critics to publishing units, managers, etc. to be more sensitive and courageous to promote literature, increase the value of understanding, appreciation and actively explore and connect.
Source: https://nhandan.vn/quang-ba-van-hoc-can-hieu-qua-va-ben-vung-post899340.html
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