Resolution No. 80-NQ/TW sets out a new vision for culture, recognising it not only as the spiritual foundation of society but also as an endogenous source of strength, a regulatory mechanism, and a soft power of the nation in the new era.
In the field of cultural diplomacy, the immediate challenge is to strengthen implementation capacity and translate the resolution into concrete action, towards swiftly transforming Viet Nam's cultural values into sources of national competitiveness, while leveraging them to enhance the country's image, influence, and standing on the international stage.
Party General Secretary and State President To Lam speaks at the second meeting of the Central Steering Committee for the Development of Vietnamese Culture. (Photo: NDO)
Party General Secretary and State President To Lam speaks at the second meeting of the Central Steering Committee for the Development of Vietnamese Culture. (Photo: NDO)
Resolution No.80 places culture at the heart of the national development framework, stating that "cultural values permeate every aspect of social life, inspire patriotism, strengthen public confidence, and reinforce the great national unity. International cultural integration should continue to expand, contributing to the enhancement of the country's capacity, standing, reputation, and soft power."
Under this new vision, cultural diplomacy is no longer the sole responsibility of the cultural or foreign affairs sectors. Rather, it must become an interdisciplinary capability, bringing together culture, communications, tourism, the cultural and creative industries, education, businesses, local authorities, and overseas Vietnamese communities to jointly shape and promote the nation's image.
Viet Nam possesses a rich cultural heritage shaped by its 54 ethnic groups, a people renowned for their friendliness and peaceful spirit, and a large overseas Vietnamese community spread across the world. The challenge now is to transform these assets into a coherent cultural diplomacy ecosystem with clearly defined objectives and measurable outcomes.
The photo exhibition “Colours of Viet Nam’s Ethnic Groups” at the Viet Nam National Village for Ethnic Culture and Tourism. (Photo: Organising Committee)
The photo exhibition “Colours of Viet Nam’s Ethnic Groups” at the Viet Nam National Village for Ethnic Culture and Tourism. (Photo: Organising Committee)
For many years, however, the prevailing approach has been fragmented. Individual localities have pursued their own programmes, while different ministries and sectors have implemented separate strategies with limited coordination or integration. As a result, resources have often been dispersed, making it difficult for Viet Nam to leave a lasting impression internationally.
Therefore, to realise the ambitions of Resolution No. 80, a comprehensive and well-coordinated implementation mechanism is essential. Vietnamese Government Resolution No. 30/NQ-CP, issued on February 24, 2026, with promulgates the action programme for implementing Resolution No.80, requires ministries, sectors, and local authorities to formulate plans; organise synchronised implementation; and strengthen monitoring, supervision, and evaluation. This marks an important shift from policy vision to effective governance.
Notably, the institutionalisation of Resolution No.80-NQ/TW has continued to evolve in a more concrete and long-term direction. On June 19, 2026, the government issued Resolution No.155/NQ-CP, amending and supplementing several provisions of Resolution No.30/NQ-CP on the government's action programme for implementing Resolution No. 80-NQ/TW.
These revisions demonstrate that the spirit of Resolution No. 80 is moving beyond broad political orientation to become a set of specific governance tasks with clear priorities and implementation roadmaps as well as stronger alignment with the country's new development needs. Particularly, the replacement of the task to "review, revise, and supplement the Strategy for the Development of Vietnamese Culture until 2030" with a new mandate to "build the Strategy for the Development of Vietnamese Culture until 2035, with a vision to 2045" reflects a significant expansion of policy vision, positioning culture within the country's long-term development trajectory.
In addition, Resolution No.155 also introduces a new task of developing a set of indicators to monitor and evaluate the implementation of Resolution No.80-NQ/TW into item 2, part II of the action programme. The deadline for completion is the third quarter of 2026. This provides an important foundation for the more coordinated implementation of policies on cultural diplomacy, the cultural and creative industries, digital cultural transformation, and the enhancement of the nation's soft power in the years ahead.
It is crucial to recognise that an effective coordination mechanism does not mean the state should replace the creativity of local authorities, artists, or businesses. Rather, its role is to establish a common strategic framework within which each stakeholder can fully express its own distinctive identity within a harmonious whole.
Within the broader picture of the nation, the presence of provinces and cities is needed. The capital city of Ha Noi embodies a thousand years of civilisation and cultural heritage. Hue leverages its advantages as a region possessing numerous heritage sites to develop as a heritage city and a distinctive centre of culture and tourism of both national and international significance. Ho Chi Minh City represents a vibrant hub of creativity and innovation, while the Northwest region showcases rich and diverse community-based cultural traditions. When placed within a common framework, these individual strengths become complementary, collectively presenting an image of a Viet Nam that is united in its diversity.
Leveraging its rich concentration of cultural heritage, Hue is building itself into a heritage city and a distinctive cultural and tourism hub of both Viet Nam and the world. (Photo: NDO)
Leveraging its rich concentration of cultural heritage, Hue is building itself into a heritage city and a distinctive cultural and tourism hub of both Viet Nam and the world. (Photo: NDO)
Ha Noi has been developing attractive tours for visitors, including night tour to explore Van Mieu - Quoc Tu Giam (Temple of Literature). (Photo: NDO)
Ha Noi has been developing attractive tours for visitors, including night tour to explore Van Mieu - Quoc Tu Giam (Temple of Literature). (Photo: NDO)
International experience shows that the successful cultivation of soft power does not depend primarily on the size of a country's budget. Rather, it hinges on the extent to which culture is integrated into an overarching national development strategy. France, for example, has built a comprehensive global cultural network comprising a system of public organisations, educational establishments, and artistic organisations dedicated to promoting the French language and the country's cultural soft power. This network rests on three principal pillars: L’Institut Français, the worldwide Alliance Française network, and an extensive system of educational and research institutions.
Likewise, Singapore has embedded culture within its innovation, with the government pursuing the ambition of transforming the country into a global hub for the arts and creativity by making innovation a key driver of national development. These examples offer valuable lessons for Viet Nam as it fosters a mindset of creating a systematic and sustainable cultural diplomacy ecosystem.
Building on Belarus’s experience in supporting the cultural development through legislation and state plans to provide a stable foundation for cultural diplomacy, Uladzimir Baravikou, Ambassador of the Republic of Belarus to Viet Nam, said Viet Nam can enhance its cultural diplomacy by integrating cultural dissemination with national development strategies, tourism promotion, and economic diplomacy, creating a unified and coordinated cultural diplomacy system.
According to UNESCO Representative to Viet Nam Jonathan Wallace Baker, in Viet Nam, heritage and creativity are increasingly connected with education, sustainable tourism, and community livelihoods. From heritage sites that integrate conservation with local economic opportunities, to creative cities that mobilise young people, artisans, and cultural entrepreneurs, these models demonstrate how cultural cooperation translates into tangible social and economic benefits.
Prime Minister Decision No. 173/QD-TTg approves the communication strategy for promoting Viet Nam's image abroad for the 2026–2030 period, with a vision to 2045. The strategy aims to promote Viet Nam proactively, comprehensively, consistently, and effectively to the world, thereby enhancing global awareness, goodwill, and confidence in the country's people, culture, and development achievements.
It also seeks to reinforce Viet Nam's international standing, reputation, national identity, and competitiveness at both the regional and global levels; mitigate the impact of information that may adversely affect the country's image; and create favourable conditions for expanding international cooperation, attracting investment, promoting tourism, advancing socio-economic development, strengthening national defence and security, and deepening sustainable international integration.
Yoshioka Norihiko, Director of the Japan Foundation to Ha Noi, emphasised that international cultural exchange and cooperation can play a particularly important role in the future development of Vietnamese culture. Exposure to different artistic practices, audiences, and critical perspectives can offer Vietnamese creators new insights, while also helping them deepen their understanding of what constitutes the core identity of Vietnamese culture. Such encounters can provide both practical inspiration and broader perspectives on how cultural traditions may be developed in contemporary forms.
"Exposure to different artistic practices, audiences, and critical perspectives can offer Vietnamese creators new insights, while also helping them deepen their understanding of what constitutes the core identity of Vietnamese culture."
No country can build genuine soft power without cultural products capable of engaging and inspiring international audiences.
Modern cultural diplomacy extends far beyond sending artistic delegations overseas, organising "Viet Nam Cultural Days", or setting up exhibition booths to showcase national products. Such activities remain important, but on their own they are no longer sufficient. In today's competition for soft power, the countries whose cultural products capture the imagination of global audiences are those that enjoy the greatest advantage. Film, music, cuisine, fashion, design, video games, publishing, the performing arts, and cultural tourism can all serve as powerful channels of soft dialogue with the world. When developed as part of a vibrant creative industry, their economic value, international reach, and cultural influence increase many times over.
Vietnamese students studying abroad and international students come together to celebrate and experience Lunar New Year (Tet) Festival in Paris, France.
Vietnamese students studying abroad and international students come together to celebrate and experience Lunar New Year (Tet) Festival in Paris, France.
Sharing the same view on this issue, the Director of the Japan Foundation in Ha Noi noted that when a film, musical work, artistic form, or cultural product eventually gains commercial momentum, the existence of informed and committed audiences and advocates can enable it to spread much more widely and sustainably.
Evaluating Viet Nam's extensive cultural resources, Belarusian Ambassador to Viet Nam Uladzimir Baravikou affirmed that cultural diplomacy is not simply about expanding cultural exchanges, but it is a vital component of the national development.
"Viet Nam needs to actively participate in international cultural programmes while preserving its national cultural identity, creating a national cultural brand with global influence, thereby enhancing the country's image, strengthening its position in international politics, and creating more favorable conditions for the national development," he added.
Resolution No.80 calls for the formulation of a plan to strengthen and enhance the effectiveness of Viet Nam's international cultural integration. It also requires intensified negotiations and the conclusion of international treaties and agreements on culture; improved implementation of international commitments, especially cultural conventions and new-generation free trade agreements in the areas of copyright and intellectual property. It also stresses the need for the incorporation of cultural provisions into bilateral and multilateral economic and trade agreements to create a more favourable legal framework, reduce barriers, and expand export markets for Vietnamese cultural products, thereby contributing to the enhancement of the nation's soft power.
At the 49th Avante Press Festival, organised by the Portuguese Communist Party (PCP) from September 5 to 7, 2025, international friends expressed their admiration for Viet Nam's outstanding achievements over the past 80 years.
At the 49th Avante Press Festival, organised by the Portuguese Communist Party (PCP) from September 5 to 7, 2025, international friends expressed their admiration for Viet Nam's outstanding achievements over the past 80 years.
Recognising Viet Nam's efforts to deepen international cultural integration, the UNESCO Representative to Viet Nam said that, with a long history shaped by cultural exchange, resilience, and coexistence, Viet Nam brings to international engagement a narrative grounded in humanism and respect for diversity. This depth allows culture to function as a shared language in multilateral settings, helping to build mutual understanding and long-term cooperation beyond political or economic differences, he noted.
The film industry illustrates the scale of the opportunities ahead. According to figures released at the 2025 conference of CJ CGV Viet Nam, Viet Nam's box office revenue reached nearly 5.6 trillion VND in 2025, with Vietnamese films accounting for 62% of the domestic market, a substantial increase from 2024 when total box office revenue stood at almost 4.7 trillion VND and Vietnamese productions held just under 44% of market share.
These figures demonstrate both the considerable potential of the domestic market and the growing confidence of Vietnamese filmmakers. Yet success at home is only the first step. The greater challenge is how Vietnamese films can secure a sustained presence at prestigious international film festivals, global streaming platforms, and regional distribution markets, while preserving their distinctive aesthetic identity and generating tangible and measurable value.
Cuisine also shows a remarkable movement. The MICHELIN Guide 2025 recognised 181 dining establishments across Ha Noi, Ho Chi Minh City, and Da Nang, compared with 164 in 2024. The increase reflects the growing international recognition of Vietnamese gastronomy. However, culinary diplomacy cannot rely solely on international rankings or a handful of acclaimed restaurants. It requires a more comprehensive strategy: articulating the stories behind regional cuisines, supporting the participation of Vietnamese chefs in global professional networks, and developing culinary products linked to tourism, publishing, television, digital platforms, and the food industry. When a national cuisine travels abroad, it carries far more than flavour. It conveys a country's lifestyle, collective memory, and cultural identity, enabling international audiences to gain a deeper understanding of the nation from which it originates.
The crew of the Indian movie "Full Plate" receives the Best Asian Film Award at the 2026 Da Nang International Film Festival. (Photo: NDO)
The crew of the Indian movie "Full Plate" receives the Best Asian Film Award at the 2026 Da Nang International Film Festival. (Photo: NDO)
At the announcement ceremony for the MICHELIN Guide 2025. (Photo: Organising committee).
At the announcement ceremony for the MICHELIN Guide 2025. (Photo: Organising committee).
At the opening ceremony of the 2026 Lotus Festival which aims to honour the significance of the lotus in Vietnamese life and culture.
At the opening ceremony of the 2026 Lotus Festival which aims to honour the significance of the lotus in Vietnamese life and culture.
For Vietnamese culture to reach further, Viet Nam needs to move beyond the mindset of simply showcasing what already exists towards creating cultural products capable of engaging in meaningful dialogue with the world. Presentation alone creates visibility; dialogue demands a far deeper understanding of international audiences, market, and the cultural codes of each region to be truly effective.
UNESCO Representative to Viet Nam Jonathan Wallace Baker emphasised that creativity means culture remains dynamic, relevant, and open, enabling Viet Nam to engage the world not only through its past, but also through contemporary ideas, design, and artistic expression.
Even the best policy can only succeed if it is supported by people with the capacity to implement it. Cultural diplomacy in the new era therefore requires individuals who possess not only a deep understanding of Vietnamese culture, but also expertise in international communications, nation branding, audience analysis, cultural product development, market engagement, crisis communications, and multilingual working environments.
The head of a Vietnamese cultural centre abroad should no longer be viewed simply as an administrator, but as someone capable of cultivating audiences, building partnerships with local cultural institutions, and connecting artists, businesses, universities, museums, distributors, and overseas Vietnamese communities.
Resolution No.80 sets the target of establishing from one to three additional Vietnamese cultural centres overseas by 2030, with priority given to countries that are comprehensive strategic partners. If operated under this new strategic approach, these centres will go far beyond their traditional functions of staging exhibitions, performances or Vietnamese-language classes. Instead, they can become hubs within Viet Nam's cultural ecosystem abroad — showcasing Vietnamese cinema, literature, visual arts, and cuisine; supporting creative enterprises in finding international partners; providing market intelligence on local cultural preferences; and facilitating long-term cultural cooperation. They are also where the foundations are laid for cultivating future "cultural ambassadors" in the host countries.
The Director of the Japan Foundation Centre for Cultural Exchange in Ha Noi also noted: "Viet Nam should increase the number of people who understand the Vietnamese language, which is itself a vital embodiment of Vietnamese culture. It also means nurturing people who can appreciate the subtlety, depth, and complexity of Vietnamese cultural expressions within both their historical and social contexts and a broader global context."
Alongside a professional workforce, the overseas Vietnamese community represents one of the country's most valuable strategic assets. According to the Ministry of Foreign Affairs, by the end of 2025 there were approximately 6.5 million Vietnamese living in 130 countries and territories, with more than 80% residing in developed economies. Their standing and contributions continue to gain recognition both in their host societies and on the international stage.
Every cultural event organised by overseas Vietnamese, every weekend Vietnamese-language class, every Vietnamese restaurant embraced by local communities, and every internationally recognised artist of Vietnamese heritage can become a powerful channel for projecting the country's image abroad.
Russian children are eager to learn about Vietnamese culture. (Photo: NDO).
Russian children are eager to learn about Vietnamese culture. (Photo: NDO).
However, to effectively harness this resource, more effective support mechanisms are required. These include providing cultural resources and multilingual communication materials, strengthening links between Vietnamese associations and diplomatic missions, engaging overseas experts in designing cultural promotion programmes, and encouraging younger generations of overseas Vietnamese to participate in creative projects connected with their homeland.
To ensure that the goals set out in Resolution No.80 do not remain merely on paper, Viet Nam will need a scientific and transparent system for measuring its national soft power. One of the resolution's key tasks is to improve institutions capable of creating strategic breakthroughs and unlocking resources for cultural development. This includes developing and implementing a national cultural index as well as a statistical index measuring the contribution of the cultural and creative industries to economic development, aligned with international standards.
For many years, the effectiveness of cultural diplomacy has largely been assessed through quantitative indicators such as the number of cultural events, exchange delegations, visitor figures, or media reports. While these metrics remain useful, they are no longer sufficient.
What matters more is the actual impact on the country's international image: the global reach of Vietnamese cultural products; growing levels of trust and goodwill among international audiences; and whether more people choose Viet Nam as a destination for tourism, investment, education, business cooperation, and cultural consumption.
From this perspective, Professor Dr Ahn Kyong Hwan, Distinguished Professor at Chosun University (the Republic of Korea), shared a particularly noteworthy example. He is currently cooperating with Ha Noi Metropolitan University and several Vietnamese partners to introduce Viet Nam's imperial ordination papers (giay sac phong) to Korean calligraphers. One initiative under discussion is an exhibition of Korean calligraphic works inspired by President Ho Chi Minh's poetry collection “Nhat ky trong tu” (Prison Diary), created on traditional Vietnamese “sac phong” papers. The project exemplifies a new approach to cultural diplomacy in which a country's cultural heritage is not merely displayed, but actively used, appreciated and reinterpreted through creative expression in a different cultural context.
When a Korean artist chooses to create works on traditional Vietnamese “sac phong” papers, when an international scholar translates Vietnamese literary classics into his own language, Vietnamese culture has moved beyond the confines of simple cultural promotion. It has become an active part of the global creative landscape.
A calligraphy work by Ahn Yeop, Chairman of the International Calligraphy Exchange Associaton in Busan (the RoK), created on traditional Vietnamese "sac phong" (imperial ordination) paper.
A calligraphy work by Ahn Yeop, Chairman of the International Calligraphy Exchange Associaton in Busan (the RoK), created on traditional Vietnamese "sac phong" (imperial ordination) paper.
According to the Global Soft Power Index 2026 published by Brand Finance, Viet Nam ranks 52nd out of 193 countries worldwide and ninth in Asia.
Commenting on the results, Alex Haigh, Managing Director for Asia-Pacific at Brand Finance, said: "The harmonious combination of a vibrant cultural identity, growing business appeal and an enduring spirit of innovation enables Viet Nam to project its influence ever more effectively on the global stage. The country's ability to capture international attention while remaining true to its national identity is a testament to the adaptability and aspirations of the Vietnamese people."
These results demonstrate that soft power can be assessed through tangible indicators such as international awareness, public goodwill, trust, tourism appeal, the competitiveness of cultural products, and a country's global reputation. More importantly, the rankings remind that a nation's image is not defined solely by how it perceives itself, but by how it is perceived by the rest of the world.
To uphold these achievements, Viet Nam should move swiftly to establish a comprehensive framework for evaluating the effectiveness of its cultural diplomacy through a multi-layered set of indicators.
Viet Nam's water puppetry has long captivated international audiences with its unique artistic charm.
Viet Nam's water puppetry has long captivated international audiences with its unique artistic charm.
Regarding the term of policy, assessment should focus on the degree of cross-sectoral coordination, levels of investment, and the efficiency with which resources are utilised. At the product level, indicators should include the export value of cultural products, the number of Vietnamese works distributed internationally, copyright and licensing transactions, international awards, and the visibility of Vietnamese cultural content across global digital platforms. At the level of national image, evaluation should measure international recognition of the Viet Nam brand; perceptions of Vietnamese culture, cuisine, people, and destinations; and the levels of trust and goodwill among target audiences.
Resolution No.80 and its accompanying implementation documents have created an unprecedented policy opportunity for Viet Nam's cultural diplomacy. If effectively implemented, cultural diplomacy will do far more than enhance the country's image abroad. It can expand Viet Nam's development space by attracting more international visitors, accelerating the growth of the cultural and creative industries, strengthening national competitiveness, and reinforcing the country's international standing and reputation.
The purpose of applying measurement tools is not to bureaucratise culture, but to avoid a situation where much work is done without knowing its influence. Reliable data will enable policymakers to identify which international markets respond most positively to Vietnamese cinema, which audiences show the greatest interest in Vietnamese cuisine, which digital platforms are most effective for promoting cultural heritage, and which cultural products require additional support to succeed internationally. Such evidence will allow resources to be allocated more strategically and promoted more effectively.
Published: July 21, 2026
Content: Hong Hanh, Phong Diep, Kim Linh
Photo: Minh Duy, NDO
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