How Vietnam is Using a Secret Strategy to Crack the World’s Top 30 by 2045!

For decades, the global perception of Vietnam was often viewed through the lens of its resilient history. However, as we move deeper into the 21st century, the narrative is shifting dramatically. Vietnam is no longer just a story of recovery; it is a story of innovation, cultural vitality, and economic dynamism. On January 27, the Prime Minister approved a landmark strategy to promote Vietnam’s global image for the 2026–2030 period, with an ambitious vision stretching to 2045. The goal is clear: to see Vietnam break into the world’s top 30 in the Soft Power Index and secure a spot among the top three within the ASEAN region.

This isn’t just a PR campaign; it is a comprehensive geopolitical strategy designed to transition the nation into a developed, high-income country. By positioning itself as a premier hub for tourism, investment, and innovation, Vietnam is crafting a “soft” tool that is just as vital to its future as its industrial output.

A Unified Voice: From Fragmentation to Cohesion

Historically, a country’s international image can become fragmented, with different ministries and agencies promoting separate agendas. One of the most significant shifts in this new strategy, as noted by the Department of Grassroots and External Information, is the move toward a unified national message. For the first time, Vietnam is developing a visual identity at a strategic level.

Instead of a “sector-by-sector” approach where tourism, trade, and culture operate in silos, the new mandate ensures a coherent and comprehensive brand. This consistency acts as a foundation, ensuring that whether a tech investor in Silicon Valley or a backpacker in Europe looks at Vietnam, they see a reliable, modern, and multifaceted nation. Yet, this national brand remains flexible, allowing the message to be tailored to specific international audiences and regional nuances without losing its core essence.

Defining the Vietnamese Identity

At the heart of this soft power push is a desire to showcase Vietnam as more than just a destination; it is a reliable and responsible partner on the global stage. The strategy highlights five pillars of the national image:

1. Political Stability: Providing a safe and predictable environment for long-term growth.
2. Economic Dynamism: Highlighting a fast-growing market ripe for entrepreneurship.
3. Cultural Identity: Leveraging a rich history and unique traditions to foster cultural exchange.
4. Innovation Aspirations: Shifting from manual labor to a high-tech, knowledge-based economy.
5. Safe and Friendly Destination: Ensuring that the legendary Vietnamese hospitality remains a cornerstone of the travel experience.

Perhaps most importantly, the strategy identifies the Vietnamese people as the central focus. The “modern Vietnamese” is envisioned as an individual who is globally integrated yet deeply rooted in national tradition. They are creative, humane, and possess an unwavering drive to contribute to the global community while preserving their unique heritage.

The Digital Frontier: AI and the New Media Landscape

In an era defined by algorithms and instant connectivity, Vietnam is modernizing its communication methods. The days of static brochures are being replaced by a sophisticated national digital communication ecosystem. This involves a balanced mix of traditional media and cross-border digital platforms to maximize outreach.

The strategy places a heavy emphasis on Big Data and Artificial Intelligence (AI). These tools will be used to research audience behavior, develop personalized messages, and measure the real-world impact of promotion efforts. By adopting international standards of professionalism and transparency, Vietnam aims to ensure its content is not only accurate and objective but also deeply engaging to a digital-native generation.

A Whole-of-Society Approach

National branding is not solely the responsibility of the government. The 2045 vision calls for the involvement of the entire society. This “people-to-people” diplomacy encourages businesses, intellectuals, artists, and the creative community to act as brand ambassadors.

Specifically, the overseas Vietnamese community—the diaspora—is recognized as a vital bridge. Their personal success stories and local credibility in their host countries are powerful assets in spreading a positive image of their homeland. When a Vietnamese tech startup succeeds in Singapore or a Vietnamese artist gains acclaim in Paris, the national image is bolstered far more effectively than through official channels alone.

Investing in Human Capital

To execute such a high-tech and high-stakes strategy, the government is prioritizing human resources. The goal is to cultivate a new generation of communicators who possess multilingual capacity, digital expertise, and a deep understanding of international relations. These professionals will be the architects of Vietnam’s global reputation, equipped to handle the complexities of a fast-moving information age.

The Road to 2045

The journey toward becoming a high-income country is paved with more than just infrastructure and trade deals. It requires the world to believe in the “Vietnam story.” By 2045, Vietnam doesn’t just want to be known for its past; it wants to be recognized as a hub for innovation and a leader in global soft power.

With a clear visual identity, a tech-forward approach to communication, and a people-centered philosophy, Vietnam is well on its way to achieving its goal of being a top 30 global power. The message to the world is simple: Vietnam is open, innovative, and ready to lead.

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