This is an important initial step in the process of creating a unified, modern, distinctive image of Vietnam that can spread strongly in the international arena. In the context of deep globalization and competition for national image, the early promulgation and implementation of this strategy is an objective and urgent requirement.
In reality, although there have been many programs, the promotion of Vietnam's image abroad is still not clearly positioned in the global space. According to statistics in the Draft, the 2024 Brand Finance ranking valued Vietnam's national brand at 507 billion USD, ranking 32nd out of 193 countries. Meanwhile, according to Future Brand's assessment, in 2020, Vietnam's national image ranked only 66th out of 75 countries surveyed. In the Asia- Pacific region, Vietnam ranked 15th out of 18 countries. These numbers are considered quite modest, reflecting the significant gap between Vietnam's actual potential and its level of presence in global media.
One of the main reasons is that Vietnam does not have a comprehensive communication strategy, lacking a common direction in terms of content, implementation methods and resource allocation. Promotional work still tends to be individual and scattered introductions and is not based on in-depth research on the needs, expectations and reception habits of the international public. Therefore, the image of Vietnam is mainly associated with tourism and traditional culture and lacks in-depth, inspirational stories that are in line with global communication trends.
The general objective stated in the Draft is to promote positive information about Vietnam at home and abroad, aiming to enhance the recognition of a national image of “stable, developing, innovative and creative, rich in cultural identity”, thereby enhancing Vietnam's position in the international arena.
The general objective stated in the Draft is to promote positive information about Vietnam at home and abroad, aiming to enhance the recognition of a national image of “stable, developing, innovative and creative, rich in cultural identity”, thereby enhancing Vietnam’s position in the international arena. This is an identity that needs to be implemented in a unified manner by ministries, branches and localities, in order to overcome the fragmentation in national image communication. However, as some ambassadors and media managers analyzed, the world today evaluates a country not only through its rich resources, heritage or identity but also through its capacity to act, its ability to contribute to common values such as peace , sustainable development and humanity.
The international community will be interested in what Vietnam is doing to contribute to solving global problems with such unique “qualities”. For example, instead of being introduced as a traditional artistic heritage, water puppetry can be integrated as a symbol of community cohesion and love of peace, in line with the international public’s desire for responsible, sharing and active nations to build a common future.
Therefore, the Draft Strategy for Communication and Promotion of Vietnam's Image Abroad needs to be developed with a strong shift in thinking from inward-looking to integrated; not only saying what we want but also aiming to tell stories that the world is interested in and can empathize with. In the current period, communication based on universal values such as peace, humanity, sustainable development, innovation, etc. is a "common language" that is easily accepted by the global community. Building a communication strategy needs to start with a thorough survey of the needs, tastes, context, cultural characteristics, and information reception habits of each region and each target group. On that basis, choose appropriate messages, shape a "Vietnam story" that is pervasive, inspiring, consistent in terms of value systems, lifestyles, national spirit, and development aspirations using modern, multimedia, and multi-platform language.
With its increasingly elevated position, Vietnam is facing a great opportunity to affirm its image as a modern, friendly, rich in identity and globally responsible country. To promote the national image to become the "spearhead" in the strategy of building and implementing foreign policies as many countries have done, Vietnam needs a methodical communication strategy, placing the world as the "central audience" while at the same time arousing and nurturing profound and vivid Vietnamese values, thereby positioning a clear and positive image of Vietnam in the hearts of international friends.
Source: https://nhandan.vn/dinh-hinh-hinh-anh-viet-nam-tren-truong-quoc-te-post898263.html
Comment (0)