Vietnam.vn foreign affairs website becomes a platform to promote national image

The foreign information website Vietnam.vn was established under Decision No. 1914/QD-BTTTT dated December 31, 2009 of the Minister of Information and Communications (formerly) with the function and task of synthesizing news, providing world information to Vietnam; official information about Vietnam and information promoting the image of Vietnam to the world.

When it was first established, Vietnam.vn had 4 main sections, including: Panorama, Today's World, World and Vietnam, Territorial Sovereignty . Up to now, Vietnam.vn has been licensed as a general electronic information site/signed copyright agreements with more than 100 press agencies/happy Vietnam has been licensed as a social network/Vietnam.vn is a state management information portal for foreign affairs information (TTĐN). After its operation, Vietnam.vn has affirmed its role and position and opened a number of other sections to meet the requirements and assigned tasks.

In 2020, implementing Decision No. 749/QD-TTg of the Prime Minister approving the "National Digital Transformation Program to 2025, with a vision to 2030", the Ministry of Information and Communications issued a Digital Transformation Plan for the field of ICT, focusing on piloting the development of Vietnam.vn to become a platform for promoting the national image; developing digital content and building a digital database to serve ICT work.

A Tuan.jfif Mr. Pham Anh Tuan, Director of the Department of Grassroots Information and External Information, spoke at the launch of the Vietnam image promotion platform - Vietnam.vn.

Carrying out the tasks assigned by the Government, the Ministry of Information and Communications (now the Ministry of Culture, Sports and Tourism) manages and operates the foreign information website Vietnam.vn.

After 15 years of operation and development, thanks to the participation of digital technology enterprises in the recent pilot phase, Vietnam.vn has shown a new direction, suitable for the domestic context and the development trend of the digital media sector in the world and is in great need of continued investment and development to become a modern digital ecosystem, integrating a variety of services to promote the national image to the world. Specifically: Establishing a digital platform, integrating information sources from electronic information portals of ministries, ministerial-level agencies, government agencies, localities and press agencies with diverse and rich content, fully and promptly reflecting international information into Vietnam; official information about Vietnam, information to promote the image of Vietnam to the world, etc.; News and images of all localities are automatically aggregated on a common platform and widely communicated and promoted on cyberspace abroad, serving overseas Vietnamese, the investor community and international tourists who are interested in and learning about Vietnam in general and the localities in particular, while not having to invest many resources, saving the state budget.

Developing the social network feature ( https://happy.vietnam.vn ) to mobilize all Vietnamese people and foreigners to participate in the Happy Vietnam Online Contest, serving the communication work, promoting the image of Vietnam from many different perspectives, emotions and moments of many authors on the same topic of Happy Vietnam. This is also a valuable source of information contributing to the development of a very practical and effective photo and video database about Vietnam.

Performance of the Vietnam.vn Foreign Affairs Information Website through some current website data measurement and analysis tools. According to Google Analytics data, in recent times, the number of visits to the https://vietnam.vn platform has been constantly increasing. Since the launch of the new interface in April 2023 to May 2025, Vietnam.vn has reached 93 million views, 33 million users; the number of visits by month and quarter has had a large growth rate, increasing from 50% to 80% compared to the previous quarter. Of which, the proportion of users in Vietnam accounts for 26.6% (8.8 million people), the proportion of users abroad accounts for 73.4%, concentrated in some countries such as: Japan (6 million people), Korea (2.9 million people), the United States (1.8 million people), Thailand (2.5 million people), Germany (more than 1.2 million people), Russia (1.2 million people)...

Regarding the Website ranking in Vietnam evaluated by Similar in May 2025: Reached position 2303, an increase of 25,127 places compared to March 2023.

Regarding traffic: In March 2023, Vietnam.vn only reached more than 70 thousand pageviews. After 2 years since its launch, traffic has increased more than 100 times and continues to increase to the present time with the number of pageviews reaching about 7.3 million pageviews/month; 5.6 times higher than Malaysia's tourism website with 1.3 million pageviews/month.

Some other measurement results according to SimilarWeb:

Ranking index of Vietnam.vn and other portals - May 2025

Number of visitors to Vietnam.vn and other portals - May 2025

Traffic from Vietnamese and foreign visitors to Vietnam.vn and other foreign information sites - May 2025.

From the table above, it can be seen that the rate of access from abroad to Vietnam.vn reaches about 90% of access and reaches the largest rate from the following countries: Japan, Korea, Germany, Russia, Thailand... The rate of access from Japan to Vietnam.vn reaches 96.7%, the rate of access from Korea to Vietnam reaches 91.2%, the rate of access from Germany to Vietnam reaches 89%...

In the context of strong innovation and digital transformation, applying science and technology and digital transformation to the work of communication and promotion of national image is a feasible solution, in line with the Party's guidelines and policies and the State's laws on the field of communication and promotion of national image.

Based on the criteria of domain name, interface, content quality, technology, human resources, investment cost saving solutions and through analysis of the development process and performance of Vietnam.vn from 2009 to present, compared with the current performance of foreign electronic information pages/portals of ministries, branches and localities, the Ministry of Culture, Sports and Tourism has seriously, objectively and scientifically researched and has sufficient legal basis, theoretical basis and practice to propose selecting Vietnam.vn to develop into a national image promotion platform. The Vietnam.vn platform will become an open platform, allowing the integration of many other electronic information pages/portals of ministries, branches, localities and press agencies onto the platform to serve the communication work of promoting Vietnam's image.

In the immediate future, from 2025 to 2030 and upgrading in the next phase, the Vietnam.vn Foreign Affairs Information Portal will become a data sharing connection center about Vietnam (Vietnam Hub) for ministries, branches, localities, and relevant agencies to connect, share, and exploit shared data, and at the same time be a tool to measure, evaluate performance and rank agencies and organizations participating in information technology activities, promoting the image of Vietnam./.

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