Prime Minister Pham Minh Chinh has issued the strategy for promoting Vietnam's image abroad for the 2026-2030 period, with a vision to 2045. The document identifies national image promotion as a key component of external communications, with long-term and comprehensive significance closely linked to the country's overall development strategy.

A young woman in Hanoi take photos with the national flag near the Ho Chi Minh Mausoleum and the Ministry of Foreign Affairs headquarters.

Under the plan, national image promotion will be closely integrated with diplomacy, economic development, culture, national defense, security, people-to-people diplomacy, and digital transformation, with the aim of enhancing Vietnam's credibility, standing, and influence internationally.

The strategy seeks to project Vietnam as a peaceful, stable, dynamic, creative, responsible, and trustworthy country with a strong cultural identity and deep international integration.

Vietnam's presence, recognition, and reputation in international media and global digital platforms are targeted to increase by at least 20% annually, while positive coverage in international media is expected to rise by no less than 20% each year.

Human resources involved in external communications will be developed in a more professional manner, with an emphasis on foreign-language proficiency, technological skills, and the ability to engage effectively with international audiences.

By 2045, Vietnam aims to be among Asia's leading countries in national branding and image, ranking in the top three in ASEAN and the top 30 worldwide for national soft power.

The country's image is to be positioned as that of a developed, humane, creative, responsible, and reliable nation, as well as an attractive destination for tourism, investment, innovation, and international cultural exchange.

To achieve these objectives, the strategy outlines six key groups of solutions, emphasizing a shift from one-way publicity to the systematic building of national image, branding, and soft power, with a focus on inspiring international audiences and fostering positive values and goodwill.

National communication content and messages will be developed around clearly defined pillars of Vietnam's image, with core messages that remain consistent while allowing flexibility across different stages and markets. Representative stories about Vietnam will be systematically promoted, alongside the development of a unified national visual identity.

The strategy also calls for the extensive application of digital technologies, artificial intelligence, and big data in content production and distribution, as well as a stronger presence on international media platforms. Cooperation with foreign media organizations, overseas Vietnamese communities, experts, and influencers will be enhanced.

Localities are encouraged to develop their own communication strategies aligned with regional identities, while establishing indicators to measure international awareness and perceptions of Vietnam.

Funding will come from the state budget and other lawful sources, including private contributions and sponsorship.

The Ministry of Culture, Sports and Tourism has been tasked with leading content development, messaging, the national visual identity, evaluation indicators, major communication campaigns, and overall coordination of implementation.

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