I have had many opportunities to join businessmen to accompany many Vietnamese high-ranking delegations to work abroad, as well as participate in welcoming meetings with foreign delegations coming to work in Vietnam, as well as witness many “marketing activities” of the leaders.

The fact that high-level leaders such as the Party General Secretary, President, Prime Minister, and Chairman of the National Assembly, allow business delegations to accompany and arrange a dense work programme of activities for businesses, including in the context of exchanges and talks, on inviting investment in projects, proposals to open the market for Vietnamese goods, and then taking the time to witness the signing ceremony of sales and investment contracts, and major corporate events, showed that it is marketing and the leaders’ guarantee for Vietnamese goods and Vietnamese businesses.

Now is the age of information, and developed market information channels have opened up conditions for domestic and foreign businesses to meet each other very easily.

In the early years of the integration period, especially with unfamiliar markets, market access can be very difficult. Participating in business delegations accompanying senior leaders has truly given wings to Vietnamese businesses, helping them reach partners and customers through the most reliable contact channel.

Most of today's established Vietnamese businesses, top brands, and dollar-billionaires have all grown up and accessed the global market through such trips.

It is also very subtle that Vietnamese leaders on business trips choose Vietnamese goods and brands as gifts for friends: ceramics, embroidery, silk, and Vietnamese coffee or tea. It is a direct promotion of Vietnamese goods.

When coming to Vietnam, leaders of other countries are also suggested to enjoy national dishes, pho, spring rolls, or bun cha right at the street restaurant as part of the agenda. These are also great marketing activities for Vietnamese cuisine and tourism.

I always remember a research project on Vietnam's competitiveness that the Government ordered leading experts from Harvard University (USA) to carry out in the early 2000s.

The Project report raised the question and also gave a convincing answer to promote the core competitiveness of Vietnam: “Why doesn’t Vietnam become the world’s kitchen?”. I think this is a great idea to choose this message to promote Vietnam’s tourism.

In the days we are living in, the world is changing unpredictably, with high potential risks from climate change and geopolitical conflicts, thus the rebuilding of reliable and friendly global supply chains is becoming of prime importance. Promoting Vietnam, first of all, is advertising the trustworthiness and friendliness of the country and its businesses.

Commitments and messages are important, but actions are much more important. Our efforts in implementing national programs on sustainable development, digital transformation, and green transformation have been highly appreciated by the international community.

The talks, meetings, and visits between leaders of the country and world powers, which are continuously consolidating and developing mutually beneficial cooperation platforms, for peace, stability, and cooperation, in the region and the world, are the most important marketing activities for the Vietnamese economy and businesses.

Participating responsibly and becoming a trusted partner in modern value chains, such as electronic chips, renewable energy, food, biotechnology and the digital economy, are the most effective solutions and also great opportunities to promote the image of the land, people and businesses of Vietnam.

And Vietnam is once again facing a once-in-a-lifetime opportunity!