In a world where image is everything, Vietnam has decided to step into the spotlight — not with a selfie stick, mind you, but with a bold, strategic campaign designed to reshape how the world sees this proud Southeast Asian nation.
On 9 July in Hanoi, the Vietnam News and Law newspaper (an arm of the Vietnam News Agency) teamed up with the Ministry of Culture, Sports and Tourism’s Department of Grassroots and External Information to host a seminar that might be the launchpad for a full-blown national rebrand.
The theme? “Positioning Vietnam – Promoting the National Image in the New Era.” Quite the mouthful, but then again, so is global influence — and Vietnam is hungry for it.
This wasn’t your run-of-the-mill panel-and-pastry affair. This was a purposeful gathering of policymakers, media leaders, communication specialists and international thinkers all chewing over one ambitious draft: Vietnam’s new National Image Promotion Strategy.
And what a strategy it is.
Mr. Pham Anh Tuan, Director of the Department of Grassroots Information and External Information, delivered a presentation on the draft strategy. Photo: VNSL
The Grand Vision
By 2030, the Vietnamese Government wants all provinces and centrally governed cities — from the urban chaos of Ho Chi Minh City to the emerald tranquillity of Ha Long Bay—to sing from the same hymn sheet when it comes to how Vietnam talks about itself to the world.
The goals are as lofty as the rice terraces of Sapa:
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At least 10 major international media campaigns
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80% of global content about Vietnam to be “positive”
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Vietnam to rank in the top 40 nations for favourable media presence
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35 million international tourists by 2030
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Cultural industries to contribute 7% of GDP by 2030, rising to 8% by 2035
It’s not just talk of glossy brochures and chirpy tourism ads either. Due to landing on the Prime Minister’s desk before the month’s end, the strategy aims to blend traditional storytelling with modern digital wizardry. This sort can make a water puppet show trend on TikTok faster than you can say “Pho”.
The Need for Narrative
“We’re not just slapping a logo on the country,” said Vu Viet Trang, General Director of the Vietnam News Agency. Positioning the national image is part and parcel of our development strategy. And for that, we need a full-fledged communication ecosystem.
Vu, who knows her way around both a newsroom and a nation-building memo, emphasised the need for credible journalism to take the lead, not just to deliver facts, but to serve as the foundation for digital creators, business advocates and overseas Vietnamese to weave an inspiring, unified tale of Vietnam.
And let’s be clear — this isn’t about whitewashing the potholes. It’s about owning the narrative: Vietnam as a stable, forward-looking, culturally rich, and economically emerging nation that can hold its world stage.
As Pham Anh Tuan, Director of the Department of Grassroots Information and External Information, put it: “We’re in an increasingly competitive global storytelling race, and frankly, our current image doesn’t reflect the full breadth of our achievements. This strategy is our roadmap to correcting that.”
He’s not wrong. Despite its rising economic clout, Vietnam’s international image still too often rests on war-era clichés, conical hats and noodle soup. What the government wants now is for Vietnam to be recognised as the dynamic, digitally savvy, creatively bursting nation it is today, not merely a postcard from the past.
Beyond the Bamboo Curtain
To bring this vision to life, the strategy proposes a three-pronged approach:
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Diversify the Message – Fuse old-school channels like print and TV with social media influencers, YouTube storytellers and perhaps even the odd podcast.
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Embed Branding in Everything – From diplomatic events and sporting triumphs to international film shoots, every global touchpoint is a chance to shout “Vietnam quietly (or not-so-quietly)!”
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Partner, Train and Measure – Work with foreign media, survey international sentiment, and build capacity at the grassroots to ensure consistent storytelling from every corner of the country.
This isn’t just window dressing. This is a considered, long-range effort to put Vietnam’s best foot forward — in high definition and multiple languages.
Culture, Commerce and Credibility
Nguyen Minh, Editor-in-Chief of Viet Nam News and Law, reminded attendees that cultural pride doesn’t need to come at the cost of modern relevance.
“We’re innovating constantly — new content, stronger digital platforms, and international collaborations — but we’re doing so while staying rooted in what makes us Vietnamese,” he said.
Vietnam’s cultural diplomacy efforts — from UNESCO World Heritage sites to its internationally acclaimed cuisine — have always been an underused asset. This strategy seeks to change that, making culture a national treasure and a global talking point.
The Bigger Picture
Vietnam’s approach has a certain old-school charm—a belief that words matter, stories inspire, and consistency counts. But make no mistake: this is also a slick, modern playbook designed for the data-driven, algorithm-loving international arena.
In a time when misinformation spreads faster than a motorbike in Saigon traffic, building a reliable, authentic image is no longer a luxury. It’s a necessity.
The seminar also explored best practices from countries that have successfully branded themselves — think “Incredible India,” “100% Pure New Zealand,” and even “Cool Japan.” Vietnam doesn’t just want to follow suit; it wants to lead the chorus.
Final Word
Vietnam is no longer content to be admired for its scenery or cuisine. It wants to be seen — and respected — as a cultural powerhouse, an economic rising star, and a sovereign storyteller of its own destiny.
If executed well, this strategy could be the brush that paints Vietnam’s future image — one stroke at a time, with purpose, poise, and perhaps a little spice.
And if it’s done right? The world won’t just visit Vietnam. It’ll believe in it.
