Hanoi (VNA) – Vietnam, long admired by travellers for its poetic landscapes, hospitality, and layers of ancient tradition woven seamlessly into modern transformation, is now poised to present itself to the world with a single, exquisitely curated national identity.
For the first time, Hanoi has mandated a unified brand identity and messaging framework as the cornerstone of its overseas communications strategy spanning 2026 to 2030, with a vision to 2045. It is a sophisticated reimagining of how a nation tells its story on the grandest stage.
Gone are the days of fragmented, ministry-by-ministry campaigns that, however well-intentioned, occasionally sent conflicting signals across continents. In their place emerges one powerful, carefully orchestrated narrative, cohesive yet adaptable. The core essence remains unwavering, while subtle tweaks allow the story to resonate with different markets, cultures, and audiences.
The new game plan, just signed off by the Prime Minister, aims to replace the old fragmented chaos with a rock-solid groundwork for all international communications.
Under the strategy, Vietnam wants the world to see it as a politically stable, economically dynamic, culturally rich powerhouse fueled by innovation, blessed with an irresistibly attractive business environment, and standing tall as a safe, friendly destination and responsible global player. What truly elevates this branding is its human centre. The Vietnamese people are portrayed as modern yet deeply traditional, innovative yet human-centred, fully plugged into the world while fiercely guarding their distinct national soul.
The ambitious targets are clear. By 2045, Vietnam aims to build a strong, widely recognised national brand of such strength and recognition that it sits comfortably among the top three in Southeast Asia and breaks into the global top 30 for soft power. The strategy also envisions the country becoming a destination of choice for travellers seeking refined tourism, for investors in search of dynamic opportunities, for innovators craving fertile ground, and for those who understand that cultural exchange is the ultimate power of soft power in this era. All of this, of course, feeds its bigger dream of becoming a high-income developed economy.
Pulling it off demands a total overhaul of how it talks to the world. More professional content must meet international standards: accurate, sharp, engaging, and precisely targeted at specific audiences. A smart mix of traditional media and digital platforms will be used to extend reach and improve visibility across borders.
Technology is the big weapon here: big data, artificial intelligence, and digital tools will drive everything, from reading audiences to crafting messages, pumping out content, and measuring what actually works. The building of a national digital communications ecosystem is singled out as a key breakthrough that will allow Vietnam to respond faster and achieve a more lasting impact in a fast-moving media world.
The strategy also spotlights broad social participation. Alongside Government and Party agencies, businesses, intellectuals, artists, creative communities, and overseas Vietnamese are all being enlisted to amplify the national image through their own influential networks. Tighter inter-agency coordination, public-private partnerships, and tapping every possible social resource are deemed essential to widen reach and amplify results.
Training a professional communications workforce, skilled in international outreach, digital media, and multiple languages, stands as another priority.
In short, the Government is turning national branding into a serious soft-power weapon, betting big that it will boost Vietnam’s global clout, credibility, and appeal as it races toward its long-term development goals.
