This marks a critical first step in creating a cohesive, modern, and distinctive image of Vietnam with the capacity to resonate powerfully worldwide. In today’s deeply globalized and image-competitive environment, the timely adoption and implementation of such a strategy is both essential and urgent.

In reality, although many promotional efforts have been undertaken, Vietnam's international image remains undefined within the global arena. According to the draft’s data, Brand Finance ranked Vietnam’s national brand value at USD 507 billion in 2024, placing it 32nd out of 193 countries.

However, FutureBrand’s 2020 survey ranked Vietnam only 66th among 75 countries. Within the Asia-Pacific region, Vietnam stood 15th out of 18 countries. These figures are considered modest and reveal a significant gap between the country’s actual potential and its global media presence.

One of the main reasons for this discrepancy is Vietnam’s lack of a comprehensive communication strategy. There has been no unified direction for content, implementation methods, or resource allocation. Promotions have often been fragmented and lacked in-depth research into the needs, expectations, and information consumption habits of international audiences. As a result, Vietnam’s image abroad has mainly been limited to tourism and traditional culture, lacking the deeper, inspirational narratives aligned with global media trends.

The overarching goal set out in the draft is to promote a positive image of Vietnam both at home and abroad. It aims to build recognition of a country that is “stable, developing, innovative, and rich in cultural identity,” ultimately enhancing Vietnam’s standing in the international arena.

This identity framework must be consistently implemented across ministries, agencies, and localities to overcome the fragmented nature of current national image communication.

However, as noted by several ambassadors and communication experts, modern global perception of a country extends beyond natural resources, heritage, or cultural identity.

It increasingly centers on a nation’s actions and contributions to shared global values such as peace, sustainability, and humanism.

The international community is more engaged with countries that possess these defining “qualities.” Therefore, Vietnam must demonstrate what it is doing to help address global challenges.

For example, rather than merely promoting water puppetry as a traditional art form, it could be framed as a symbol of community cohesion and love for peace - reflecting the global audience’s desire to see responsible, empathetic nations shaping a shared future.

The draft strategy must shift from an inward-looking approach to one of integration. It must go beyond telling the world what we want to say, and instead, tell stories that the world finds relevant and relatable. In this era, media grounded in universal values such as peace, humanism, sustainable development, and innovation is the “common language” most likely to be embraced globally.

Developing this strategy requires systematic research into the needs, preferences, cultural contexts, and communication habits of different regions and audience groups.

From this foundation, Vietnam can craft appropriate messages and shape a compelling “Vietnam story” that is emotionally resonant and consistent in its values, lifestyle, national spirit, and development aspirations - delivered through modern, multimedia, and multi-platform formats.

With its rising global stature, Vietnam is well-positioned to affirm itself as a modern, friendly, culturally rich, and globally responsible nation. To make national image promotion a strategic pillar in foreign policy - like many countries have successfully done - Vietnam needs a well-crafted communication strategy.

This strategy must place the global audience at its core, while simultaneously awakening and showcasing Vietnam’s dynamic, deep-rooted values. Only then can a clear and positive image of Vietnam take shape in the minds of international friends.

PV