Vietnam steps up global branding efforts with moves toward new national image strategy

A major seminar on international communication, ‘Positioning Vietnam - Promoting the National Image in the New Era’, has brought together key government, media and communication stakeholders to refine Vietnam’s national branding strategy.

Held in the capital, Hanoi, on 9th July, the seminar was jointly organised by the Vietnam News and Law newspaper under the Vietnam News Agency, and the Department of Grassroots Information and External Information under the Ministry of Culture, Sports and Tourism. It focused on gathering expert input for the Draft Strategy on Promoting Vietnam’s National Image Abroad.

Delivering the keynote address, Vietnam News Agency General Director Vu Viet Trang emphasised the vital role of coordinated communication in shaping global perception, stating "positioning the national image is not only the task of the media but an essential part of overall development strategy. We need a strong communication ecosystem where mainstream journalism offers credible data to support a broader storytelling effort - from KOLs and digital creators to businesses and overseas Vietnamese.”

The draft strategy, slated for submission to the Vietnam's Prime Minister Phạm Minh Chính this month, outlines a vision to enhance positive messaging about Vietnam both at home and abroad. The ultimate goal: to project Vietnam as a stable, innovative, culturally rich and globally engaged nation.

Among its 2030 targets are:

• Implementation of international communication campaigns by all provinces and cities;

• At least 10 major international media campaigns;

• Raising the proportion of positive international media and digital content about Vietnam to 80%;

• Ranking among the top 40 countries globally in media favourability;

• Attracting 35 million international visitors;

• Growing the cultural industry to contribute 7% of GDP by 2030 and 8% by 2035.

Director of the Department of Grassroots Information and External Information, Pham Anh Tuan, presented the core components of the strategy and acknowledged the challenges ahead, noting "the competition to shape national image is growing increasingly fierce, yet Vietnam’s image still falls short of reflecting our achievements. This strategy is a long-term plan to ensure we secure our rightful position on the global map.”

The strategy proposes a diversified, multi-channel communication approach, combining traditional and digital media while integrating campaigns into diplomatic, cultural, and sporting events. It also emphasises international collaboration through partnerships with global media, production companies and correspondents.

Editor-in-Chief of Vietnam News and Law, Nguyen Minh, reinforced the role of journalism in telling Vietnam’s story, going on to say "we are committed to innovating our content, expanding our digital platforms and working with partners to share compelling Vietnamese stories with the world.”

The seminar attracted a broad mix of representatives from ministries, media agencies, businesses and international organisations. Sessions explored topics such as nation branding, digital storytelling, global best practices, and the growing role of independent content creators in shaping perceptions.

Images: The  Sea Shell Aquarium at  Sea Shell Aquarium has opened in Vinwonders Phu Quoc, Vietnam's largest theme park (top, credit: Polin Wateparks) and Vu Viet Trang, General Director of the Vietnam News Agency, delivering the keynote speech at this week's branding seminar (below, credit: VNSL).