Int’l expert urges Vietnam to build strong reputation through tech innovation to boost growth

Lars Voedisch, founder and CEO of Singapore-based PRecious Communications, told Tuoi Tre (Youth) online newspaper that media and creative industries should play a greater role in economic growth as Vietnam seeks to shift from a regional manufacturing hub toward a knowledge- and finance-based economy.

He proposed that the media and creative industries could contribute to Vietnam’s economic growth in three ways.

First, they can help build Vietnam’s reputation for innovation by enabling businesses and organizations to communicate not only what they produce but also why the country is chosen as a destination for innovation, talent and sustainable growth. 

This can help Vietnam stand out beyond its cost advantage, which can come under pressure from price competition.

Second, they can turn ambitions into credibility. 

The country’s commitments to environmental, social and governance standards, technology and sustainable development need to be translated into clear, measurable and credible stories, helping businesses build trust with international investors, customers and partners.

Third, they can bring Vietnam’s stories beyond its borders. 

A strong media and creative ecosystem can generate ideas, showcase innovations and tell compelling stories, increasing the country’s visibility and competitiveness in Southeast Asia and other international markets.

Voedisch also noted that Vietnam’s infrastructure advantages, including the expansion of 5G networks at industrial parks nationwide, are helping strengthen its position as a manufacturing hub.

He also called on Vietnam’s media and creative industries to move beyond basic content production toward higher-value strategic consulting as artificial intelligence automates many execution-level tasks.

For Ho Chi Minh City, he recommended emphasizing livability, safety and access to international-quality education for families in city branding efforts to help attract overseas Vietnamese and international experts.

Voedisch also highlighted the need for Vietnamese businesses and innovations to become more visible to AI systems.

The expert underscored that the creative sector should master Generative Engine Optimization  tools and develop a structured online ‘Digital Twin’ so global AI models such as ChatGPT and Gemini can verify, cite and recommend Vietnamese innovations.

Media and strategic communications should work together to build Vietnam’s credibility from the inside out, thereby helping strengthen trust in Vietnamese brands, Voedisch said.

He emphasized that in global financial markets, ‘brand’ is directly synonymous with trust, and that what is communicated must be proven by real-world performance.

In this regard, Indian brand-positioning expert Anish Daryani told Tuoi Tre that media can also support Vietnam’s goal of double-digit GDP growth by creating demand for Vietnamese products and boosting their appeal among domestic and international consumers.