Vietnam aims to be in the Top 30 in the world in the Soft Strength Index

The Prime Minister has just signed Decision No. 173/QD-TTg promulgating the Communication Strategy to promote Vietnam's image abroad for the period 2026-2030, with a vision to 2045.

The strategy identifies that media promotion of Vietnam's image abroad is not just a simple information and propaganda activity but a soft tool of strategic significance, directly serving national development, closely linked to long-term goals to 2045.

An important new point of the Strategy is that it for the first time sets out the requirement to build a unified national message and image identity at the strategic level, as a consistent foundation for all communication activities to promote Vietnam's image abroad.

On that basis, the image of Vietnam is no longer communicated in a scattered, disjointed manner by field or agency, but is positioned comprehensively, consistently, and flexibly adapted to each market, each region and each international public group.

The strategy aims to build and spread the image of Vietnam as a politically stable country, economically dynamic, rich in cultural identity, with a desire for innovation, an attractive investment and business environment, a safe, friendly destination and a reliable and responsible partner of the international community.

The Vietnamese people with modern but traditional values, creative but humane, deeply integrated but still maintaining national cultural identity are identified as the center of the national image communication strategy.

Accordingly, the Strategy sets a goal by 2045 to make Vietnam a country with a strong image and brand, clearly and positively recognized by the international community; striving to be in the Top 3 ASEAN and Top 30 world in the Soft Strength Index, and at the same time become an attractive destination for tourism, investment, creativity and international cultural exchange, thereby contributing to realizing the goal of making Vietnam a developed country with high income.

The strategy emphasizes the requirement to comprehensively innovate communication methods in a professional, modern, and international standard direction. Communication content must ensure accuracy, objectivity, attractiveness, richness in form, and suitability for each target public group.

The harmonious combination of traditional and digital media, between direct and online promotion is considered the main direction to expand the reach and improve the effectiveness of spreading the image of Vietnam on cross-border platforms.

The strategy emphasizes the strong application of the achievements of digital technology, big data and artificial intelligence throughout the national image communication process, from public research, message building, content production organization to distribution and efficiency measurement.

Building a national digital communication ecosystem is identified as a breakthrough solution, contributing to improving the proactive capacity, adaptability and long-term effectiveness of Vietnam's image promotion abroad.

Another consistent content of the Strategy is to promote the participation of the whole society in national image communication. Besides the core role of Party and State agencies, businesses, intellectuals, artists, creative communities and especially the Vietnamese community abroad are encouraged to participate in spreading the image of Vietnam through their own experiences, prestige and voice.

Strengthening inter-sectoral coordination, promoting public-private partnerships and synchronously mobilizing social resources are considered important factors to create widespread and sustainable spillover effects for the national image.

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