Vietnam targets top soft power rankings, boosts global image and influence
Vietnam aims to sharply raise its global profile under a new national strategy that positions soft power as a core driver of tourism, investment and international engagement over the next two decades.
THE HANOI TIMES — Vietnam aims to rank among the top three countries in ASEAN and the top 30 on the Global Soft Power Index, according to a newly issued strategy on promoting the country’s image abroad for 2026-2030, with a vision to 2045, released in late January 2026.
An art performance at the Thang Long Imperial Citadel in Hanoi. Photo: Lai Tan/The Hanoi Times
Under the strategy, Vietnam seeks to build one of Asia’s strongest national brands and position itself as an attractive destination for tourism, investment, innovation and international cultural exchange.
The country aims to project an image as a developed, humane, creative, responsible and reliable nation, symbolizing peace, stability, national unity and cooperative development at regional and global levels.
By 2045, Vietnam targets around 70 million international visitors a year and aims to attract high-quality foreign direct investment, supporting its ambition to become a developed, high-income economy.
The strategy focuses on international communications to strengthen global awareness, goodwill and trust in Vietnam’s people, culture and development achievements.
Through these efforts, Vietnam seeks to enhance its standing, credibility, identity and competitiveness while limiting the impact of negative information, facilitating international cooperation, attracting investment, promoting tourism, advancing socio-economic development, strengthening national defense and security and deepening sustainable global integration.
Key pillars shaping Vietnam’s image
The strategy calls for a fundamental shift in thinking and unified action across the political system on the role of promoting Vietnam’s image abroad.
It defines the task as a combined political, diplomatic, cultural and economic mission that requires coordinated action among ministries, local governments, media organizations, businesses, citizens and overseas Vietnamese communities.
The strategy also urges a move away from one-way messaging toward building national image, branding and soft power based on credibility and shared values.
Government agencies are expected to prioritize inspiring content that conveys values and builds goodwill, while strengthening multi-directional, fact-based communication. Messaging should remain creative, engaging and tailored to specific regions, markets and target audiences.
For the first time, the strategy requires a systematic approach to content and messaging by identifying core image pillars through flexible narratives and “Vietnam stories” featuring role models, individuals, events, initiatives and flagship products.
These elements will support the development of a unified national image identity.
Building a comprehensive digital communication ecosystem
The strategy also calls for building a comprehensive digital communication ecosystem, applying digital technologies, artificial intelligence and big data in content production and distribution and developing multilingual digital content across cross-border platforms.
Vietnam will roll out integrated promotion campaigns that combine in-person and online formats, digitize traditional events for wider digital reach and expand interaction and visibility across international media.
The strategy prioritizes a stronger presence on reputable global media platforms through proactive content and strategic partnerships.
Developing human resources and national communication capacity is identified as a core pillar.
Vietnam aims to build a professional communication workforce with international experience, digital skills, multilingual capabilities and adaptability to the global media environment, meeting rising demands in promoting the country’s image abroad in the new phase.
