Vietnam adopts strategy to build unified national image for global engagement

The strategy, set out in Prime Ministerial Decision No. 173/QD-TTg recently signed by Deputy Prime Minister Mai Van Chinh, outlines a roadmap for the 2026–30 period, with a long-term vision to 2045, aimed at building a unified and clearly defined national image for Vietnam in the international arena.

A modern, humane, trustworthy Vietnam

At the heart of the strategy is an ambition to shape global perceptions of Vietnam as a country that combines economic progress with human values, creativity, and responsibility, while serving as a symbol of peace, stability, national solidarity, and cooperation for development.

Under this vision, Vietnam is expected to be recognized not only for its development achievements but also for its humane spirit, innovative capacity, and credibility as an international partner.

The desired national image also positions Vietnam as an attractive destination for tourism, investment, innovation, and international cultural exchange, reflecting a modern, open, and dynamic economy deeply integrated into global value chains.

For the first time, the strategy establishes a systematic framework to define the core pillars shaping Vietnam’s image abroad, according to the Vietnam Government Portal.

It emphasizes the development of consistent narratives and shared values through flexible ‘Vietnam stories,’ highlighting representative individuals, role models, events, initiatives, and flagship products across different sectors to help form a unified national image identity.

Why national image matters

Beyond image-building itself, the strategy sets out clear objectives for what a stronger and more coherent national image is intended to achieve.

By enhancing global awareness, goodwill and trust toward Vietnam, the government aims to affirm the country’s stature, prestige, identity, and competitiveness at both regional and global levels, while mitigating the impact of information that could negatively affect its image.

A stronger national image is also expected to help create a more favorable environment for expanding international cooperation, attracting high-quality foreign direct investment, boosting tourism, promoting socio-economic development, strengthening national defense and security, and advancing deep and sustainable international integration.

By 2045, Vietnam aims to rank among the top three countries in ASEAN and the top 30 worldwide on the Global Soft Power Index compiled by Brand Finance, a London-based brand valuation consultancy.

The strategy also sets an ambitious target of welcoming around 70 million international visitors annually while effectively attracting high-quality investment, contributing to the country’s goal of becoming a high-income developed nation.

How the strategy will be implemented

To realize these goals, the strategy underscores the need for a fundamental shift in thinking across the entire political system.

Promoting Vietnam’s image abroad is defined as a comprehensive political, diplomatic, cultural, and economic task requiring close coordination among ministries, sectors, local authorities, media agencies, businesses, the public, and overseas Vietnamese communities.

Digital communication is identified as a central pillar of implementation.

The strategy calls for the establishment of a comprehensive digital communications ecosystem, with extensive use of digital technologies, artificial intelligence, and big data in content production and distribution.

It also envisions the development of multilingual digital content on cross-border platforms, alongside integrated promotion campaigns combining in-person and online formats to enhance Vietnam’s visibility and engagement with international audiences.

Strategic cooperation with reputable global media outlets is expected to further strengthen the consistency, credibility, and reach of Vietnam’s image internationally.

At the same time, investment in human resources and national communication capacity is identified as a decisive factor to ensure effective and sustained implementation in an increasingly complex global media environment.