Da Nang and “Three-Step Formula” for Sustainable People-to-People Diplomacy

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City of Connections

Since its establishment in 1997, DAFO has proactively built a coordination network encompassing 50 agencies, units, and localities, including Party agencies in charge of people-to-people diplomacy, state management bodies, departments, branches, local governments, and educational institutions. At the same time, DAFO has established friendship and cooperative relations with over 100 foreign agencies and organizations, effectively implementing the model titled “Mobilizing diplomatic missions, organizations, and individuals at home and abroad to actively participate in people-to-people diplomacy in Da Nang.”

Nguyen Ngoc Binh (second from left), President of the Da Nang Union of Friendship Organizations, signs a memorandum of understanding with three foreign non-governmental organizations on October 22, 2025. (Photo: Da Nang City Portal)

Over the years, many of DAFO’s exchange programs have become a hallmark of the city. Initiatives such as the “Homestay” program, “Second Mother” program for Lao students, and “Father-Son Bonding” between Cambodian students and former Vietnamese experts and volunteer soldiers, together with international festivals like the Vietnam-Japan and Vietnam-Korea Festivals, International Yoga Day, the Walk for Peace, and the National Chinese Language Speech Contest, have all helped spread messages of friendship, compassion, and people-to-people connection.

Final round of the 2024 National Chinese Language Speech Contest in Da Nang. (Photo: Consulate General of China in Da Nang)

Alongside exchange activities, efforts to mobilize foreign non-governmental aid have also achieved remarkable results. Since 2021, DAFO has mobilized 110 programs, projects, and non-project initiatives from 30 foreign NGOs, with a total value exceeding VND 80 billion. These have focused on healthcare, education, sustainable poverty reduction, disaster risk mitigation, environmental protection, and social welfare support.

Practical activities, such as granting scholarships to disadvantaged students, assisting Agent Orange victims, sponsoring teaching equipment, and bringing international volunteers to social centers, have helped strengthen trust and enhance Da Nang’s positive image among international friends.

Three Lessons from Da Nang’s Practical Experience

From its extensive experience, the Da Nang Union of Friendship Organizations has drawn three key lessons:

First, to effectively mobilize resources for people-to-people diplomacy, it is essential to clearly define target groups for mobilization: (1) Activities promoting peace, solidarity, and friendship with political and diplomatic significance; (2) Conferences, seminars, and international competitions of high professional standards that serve the organization’s interests, contribute to the city’s socio-economic development, and align with Da Nang’s development trends; (3) Mobilization of foreign non-governmental aid; (4) Engagement with overseas Vietnamese; (5) Cooperation in external information and communication work.

The 10th Vietnam-Japan Festival in Da Nang, 2025. (Photo: cifa.com.vn)

For groups (1) and (5), the most important factor is to provide sound advice to ensure the engagement of the entire political system. Accordingly, DAFO proactively advised the city to issue Decision No. 8828/QD-UBND dated November 17, 2010, on the Regulations on Coordination in Implementing People-to-People Diplomacy in Da Nang City and the People-to-People Diplomacy Plans for each period and year. These legal frameworks ensure unified coordination between DAFO and relevant departments, agencies, and localities.

For groups (2), (3), and (4), DAFO adopts a “mutually beneficial” approach. To achieve this, three steps are essential: building a database of potential partners; studying in detail each partner’s capacity, needs, and expectations to identify what they require and what the organization can offer; and developing a suitable plan for engagement, mobilization, and persuasion.

DAFO’s experience shows that successful mobilization begins with the organization’s own credibility - transparency and accountability in resource management and reporting, adherence to proper principles, and proven organizational capacity through each event. Once these conditions are met, the “Da Nang Union of Friendship” brand naturally earns trust and recognition - a true example of the saying “good wine needs no bush.”

Second, innovation and creativity in the content, format, and scale of events are vital to attract wider participation from both domestic and international communities.

To ensure the success of each event, every stage must be carefully prepared, from idea development, plan drafting, and budget estimation to mobilizing resources, assigning responsibilities, and carrying out communication before, during, and after the event. This entire process is standardized into a systematic procedure: “Concept - Planning - Implementation - Monitoring - Evaluation - Lessons Learned - Quality Improvement.”

The decisive factor remains people - a dedicated and professional team of officers specialized in people-to-people diplomacy, especially the leadership. It is necessary to build a team that embodies the “three proficiencies”: dedicated, devoted, and professional.

Third, all external communication activities must closely follow the Party’s and State’s orientations and policies. Based on that foundation, communication plans should be developed to deliver accurate, timely, and appropriate information to domestic audiences, overseas Vietnamese, and international friends.

DAFO’s experience lies in diversifying and enhancing both the content and form of communication, using multiple languages, applying digital media and transformation tools, strengthening socialization, and promoting collaboration with the network of correspondents from central and local press agencies. It also focuses on training communicators with strong political awareness, professional competence, and foreign language proficiency.

Thanks to these efforts, DAFO has become recognized as a “brand ambassador” of peace, solidarity, friendship, and development cooperation, contributing to promoting the image of Da Nang as a friendly, vibrant city and an attractive investment destination, as well as the image of a beautiful and welcoming Vietnam.

In the coming time, DAFO will continue to uphold the spirit of the 14th National Party Congress, aligned with the “Vietnamese Bamboo Diplomacy” school of thought; closely follow the conclusions, directives, and resolutions of the Central Party on building and developing Da Nang City toward 2030 with a vision to 2045. The Union will maintain, strengthen, and deepen relations with neighboring countries, traditional friends, strategic partners, and comprehensive partners, while continuing to streamline its organizational structure for greater efficiency and affirm its role as Da Nang’s specialized agency for people-to-people diplomacy.

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