The soft power of culture

In an era where a single song can become a global phenomenon overnight, national power is no longer defined by GDP figures or pure military might. Culture—with its ability to touch emotions, shape identity, and create empathy across all boundaries—is emerging as a lasting and far-reaching form of "soft power."

Undeniably, Vietnamese culture has recently shown many positive signs, spreading widely and touching the emotions of the public both domestically and internationally.

Young artists like Hoang Thuy Linh, Son Tung M-TP, Soobin Hoang Son, Hoa Minzy, My Anh… are striving to revitalize traditional culture using the language of their generation: modern, multi-layered, creative, and with a global feel. Products like "Gieo Que," "Bac Bling," or remixes of "See Tinh"... not only spread widely on digital platforms but also contribute to building an image of a youthful, adaptable, and integrated Vietnam.

However, we must face a sad reality: the majority of these successes still bear the mark of individual efforts, "lone swallows" unable to create the spring of "soft power" for Vietnamese culture. The lack of a sufficiently strong support system from state policies and systematic investment from professional cultural institutions means these successes remain largely spontaneous. This makes Vietnamese cultural "soft power" like a latent energy source – flowing underground but lacking the pressure to break through and become a widespread cultural force.

Culture is recognized as a pillar of development on par with the economy and many other sectors, requiring a separate strategy, adequate financial resources, and systematic planning like any other strategic industry. The practices of many countries such as South Korea, Japan, and China have shown that, with intelligent and visionary investment, culture can absolutely yield significant economic benefits. The explosion of Hallyu – the Korean cultural wave – is not a miracle but the result of a long-term strategic vision and close, systematic coordination between the government, artists, and technology corporations.

Although Vietnam's cultural industry contributes over 4% to GDP, this modest figure is only the tip of the iceberg of the country's immense cultural potential. In some areas, the domestic market is still dominated by imported cultural products, not because we lack talent or creativity, but because we lack a solid legal framework to protect copyrights, an effective distribution system to bring Vietnamese cultural products to the world , and above all, a comprehensive strategy, an "architectural hand" to connect the disparate links in the cultural value chain. A passionate film like "Underground Tunnels: The Sun in the Darkness" or the box office hits of Tran Thanh and Ly Hai during Tet cannot rely solely on the efforts of a few individuals. Behind a strong film industry lies a transparent policy system, a stable financial mechanism, and a professional distribution network reaching globally. French cultural scholar Dr. Frédéric Martel did not hesitate to warn: "Culture needs protection to counter the harsh effects of market forces." This does not mean turning one's back on globalization, but rather an intelligent act of self-defense, proactively adapting, recreating, and renewing cultural identity through approaches that are closer and more appealing to modern life.

Culture is the very "soul" that profoundly and uniquely defines Vietnam in the eyes of the international community. It's time for a long-term, comprehensive, and bold national cultural development strategy to unleash Vietnam's soft power. Only then will Vietnam's cultural "soft power" truly become a source of inner pride, a connecting energy that inspires the whole world.

MAI AN

MAI AN

Source: https://www.sggp.org.vn/suc-manh-mem-cua-van-hoa-post791547.html