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The program was jointly organized by Vietnam News and Law Newspaper, the Vietnam News Agency, and the Department of Grassroots and External Information under the Ministry of Culture, Sports and Tourism.

The seminar titled "Defining Vietnam - Communicating and Promoting the Nation’s Image in the New Era". (Photo: Organizing Committee)

Expected to be submitted to the Prime Minister in July, the draft Strategy aims to foster positive information about Vietnam both domestically and internationally, thereby enhancing recognition of Vietnam as a “stable, developing, innovative, and culturally rich” country. This will, in turn, help raise the country’s standing in the international arena.

The Strategy sets out several concrete targets to be achieved by 2030: 100% of centrally-governed provinces and cities will carry out communication and promotion of their local images abroad in alignment with a unified direction; at least 10 major international-level communication campaigns will be organized; and the proportion of positive content about Vietnam in international media and on digital platforms will reach at least 80%.

Moreover, the Strategy envisions Vietnam joining the group of 40 countries with a high positive media presence globally, attracting 35 million international tourists by 2030. It also sets goals for the cultural industry to contribute 7% to the national GDP by 2030 and 8% by 2035.

In terms of implementation, the Strategy proposes diversifying communication methods, ranging from traditional to digital platforms; integrating communications into diplomatic, cultural, and sports events; and cooperating with international media outlets, film crews, and foreign journalists. Complementary solutions include enhancing local capacity, building distinctive branding, conducting international surveys and studies, and leveraging the role of external communication platforms.

Building a modern, synchronized, and regionally competitive communication strategy is considered as a key step in spreading Vietnam’s cultural values in a rapidly changing world. As the country’s prestige and international standing continue to be strengthened, alongside growing international confidence in Vietnam’s governance and institutional capacity, there is a pressing need to ignite the nation’s development aspirations and project the image of a powerful and prosperous country.

Mainstream media: leading the communication ecosystem

Speaking at the seminar, Director General of the Vietnam News Agency (VNA) Vu Viet Trang stated that Vietnam is entering a new stage of development, aspiring to become a strong nation with influence and a solid position in the region and the world. In this process, positioning the national image is not only a task for the media but also an inseparable component of the country’s overall development strategy.

General Director of Vietnam News Agency Vu Viet Trang spoke at the seminar. (Photo: Organizing Committee)

According to Vu Viet Trang, successful implementation of the Strategy requires building a strong communication ecosystem in which mainstream media plays a leading role, providing trustworthy data that serves as a foundation for other actors, from KOLs, digital content creators, businesses, to overseas Vietnamese, to tell a unified and inspiring “Vietnam story.”

She also outlined four strategic priorities: innovating how the “Vietnam story” is told, expanding multilingual media products, promoting public-private partnerships in communication, and strengthening connections with international news agencies.

Pham Anh Tuan, Director General of the Department of Grassroots and External Information under the Ministry of Culture, Sports and Tourism, noted that the global competition for national image has become increasingly fierce, while Vietnam’s image does not meet the need of reflecting its actual achievements. Therefore, the Government has tasked relevant agencies with drafting a methodical and long-term strategy to assert the country’s rightful position on the world map.

RoK: Defining national image through technology and creativity

At the seminar, delegates discussed and shared experiences, offering feedback on the draft Strategy. Key topics included how to position Vietnam’s national image, methods of narrating the “Vietnam story” to the world, international best practices in nation branding, and the role of digital media and “independent storytellers” in the multi-platform era.

Choi Seung Jin, Director of the Korean Cultural Center in Vietnam, spoke at the seminar. (Photo: Organizing Committee)

Choi Seung Jin, Director of the Korean Cultural Center in Vietnam, shared the Republic of Korea (RoK)’s successful experience in national image positioning.

“In the past, foreigners would often ask, ‘Are you from DPRK or RoK?’ or ‘Where is RoK?’ But now, we frequently hear, ‘I watch BlackPink, I have seen Squid Game,’” he remarked, illustrating a dramatic shift in international recognition.

According to Choi Seung Jin, RoK has implemented a combination of direct and indirect policies to position its national image. Since 2018, the country has conducted regular surveys on national image to develop promotional strategies tailored to specific times and markets.

Before that, the National Image Committee (2009-2013) was responsible for formulating national branding strategies, monitoring public perception, coordinating inter-agency and public-private cooperation, and leading global promotion campaigns. Although the committee no longer operates, its legacy remains significant.

Since 2011, RoK has run the “Honorary reporters” program under Korea.net, managed by the Ministry of Culture, Sports and Tourism. The program includes over 1,500 members in more than 100 countries, with over 120 in Vietnam, contributing to promoting RoK culture. The Korea.net website is published in 10 languages, helping convey official information to global audiences.

RoK has also prioritized public diplomacy on digital platforms. In Vietnam, the RoK Embassy is collaborating with a local tech and entertainment media channel to produce innovative communication programs. The Korea Tourism Organization manages the Imagine Korea website, which shares promotional videos on tourism and culture with international audiences.

In terms of indirect policy, RoK established the Korea Foundation for International Cultural Exchange (KOFICE) in 2010, which organizes numerous large-scale cultural programs in various countries. Since 1990, RoK has established a network of 35 Korean Cultural Centers and 7 Korean Culture and Information Service (KOCIS) offices abroad, serving as key platforms for two-way cultural exchange. The RoK Government has also actively supported its content industries, including film, music, and gaming, while promoting RoK’s language education and training personnel to support its long-term national branding strategy.

From RoK’s experience, Choi Seung Jin emphasized that showcasing stories and values that reflect Vietnam’s cultural identity in modern and engaging formats can generate a profound global media impact.

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