HANOI, Vietnam –A seminar titled “Positioning Vietnam – Promoting the National Image in the New Era” took place in Hanoi. The event was organised by Vietnam News and Law newspaper, under the Vietnam News Agency, together with the Department of Grassroots Information and External Information from the Ministry of Culture, Sports and Tourism.
The purpose was to gather expert input for the Draft Strategy on Promoting Vietnam’s National Image Abroad.
This strategy focuses on spreading positive news about Vietnam both at home and overseas. It seeks to boost the country’s global reputation as a stable, growing and creative nation with a rich culture. The goal is to strengthen Vietnam’s influence worldwide.
The draft, which is set to go to the Prime Minister this month, sets a target for every province and centrally managed city to run international communication campaigns that follow a single national direction by 2030.
The plan aims to run at least 10 large-scale international media campaigns and increase positive media coverage and digital content about Vietnam to reach at least 80 per cent.
It also aims for Vietnam to rank in the top 40 countries with the best media coverage worldwide, attract 35 million international visitors by 2030, and have cultural industries make up 7 per cent of GDP by 2030, rising to 8 per cent by 2035.
To meet these targets, the strategy suggests using a mix of traditional and digital channels. It also calls for media campaigns to work alongside diplomatic, cultural and sports activities, and for greater partnerships with international media, film teams, and foreign journalists.
Other recommendations include improving local skills, building strong local brands, conducting global surveys, and boosting the reach of external communication.
A modern, unified and competitive communication plan is seen as key to growing Vietnam’s presence in a fast-changing world. As Vietnam’s global reputation and capacity to manage its affairs grow, there is a greater need to inspire national goals and share the story of a strong country.
Vu Viet Trang, General Director of the Vietnam News Agency, said: “Building the country’s image is not just a media job, but part of our wider development plan.
To carry out this strategy, we need a strong media ecosystem led by trusted journalism. This gives a solid base for everyone — from influencers and content creators to businesses and those living abroad — to tell Vietnam’s story together.”
Pham Anh Tuan, head of the Department of Grassroots Information and External Information, said: “Competition to shape national image is tougher than ever, yet Vietnam’s image does not reflect all we have achieved. That’s why the Government has set a long-term plan to claim our place on the world stage.”
Nguyen Minh, editor-in-chief of Vietnam News and Law, added: “We understand our role in sharing the story of a modern, open and connected Vietnam that holds onto its traditions.
We keep improving our content, growing our digital and multimedia platforms, and building ties with partners at home and abroad, so we can share real and compelling stories about Vietnam.”
The seminar brought together officials from ministries, media outlets, experts, businesses and international groups. Attendees shared ideas and gave feedback on the strategy.
Topics covered included how to shape Vietnam’s national image, ways to share the country’s story globally, international examples of successful nation branding, and the role of digital media and independent storytellers in a multi-platform world.
