Vietnam’s Cultural Soft Power in Motion
In today’s global landscape, soft power is central to shaping a nation’s image and influence. While Western countries have long leveraged culture to enhance their global standing, emerging Asian nations are increasingly asserting themselves. Vietnam exemplifies this trend.
According to the 2025 Global Soft Power Index (Brand Finance), the country climbed 17 places from 2023, reflecting sustained progress in economic development, cultural innovation, and international engagement.
Global Soft Power Index 2025 (Brand Finance)
Recent initiatives, including the “National Target Program on Cultural Development 2025–2035” and the “Strategy for Vietnam’s Cultural Industries to 2030 with a Vision to 2045”, signal Vietnam’s commitment to developing its creative sector. Although still emerging, its cultural industries have produced standout projects like the real-life performance Quintessence of Tonkin, the music video Bắc Bling, and the reality show Anh Trai Vượt Ngàn Trông Gai, demonstrating both creativity and commercial appeal.
Celebrating Heritage at the Golden Autumn Fair
Held from October 25 to November 4, 2025, at the Vietnam Exhibition Center (VEC) in Hanoi, the Golden Autumn Fair brought together roughly 3,000 domestic and international booths. Beyond commerce, a central highlight was the “Cultural Industries – The First Golden Harvest” pavilion. Visitors experienced a vibrant journey through Vietnam’s film, music, performing arts, fine arts, and tourism, with traditional heritage recreated from water puppet stages to ethnic Tay villages, offering an immersive cultural experience.
Exciting atmosphere at the Vietnam Golden Autumn Fair 2025.(Photo: Thao My)
Artists and exhibitors emphasized preservation alongside innovation. Water puppetry artist Chu Hoai Nam said, “This art form is uniquely Vietnamese. We aim to preserve, develop, and promote it globally.” Visitors could interact with puppet models, sample traditional cakes, enjoy tea ceremonies, and learn local customs, creating an engaging bridge between Vietnamese culture and international audiences.
Water puppetry booth space. (Photo: Thao My)
Similarly, Cu Xuan Long, representative of the Thai Hai Village booth (Thai Nguyen Province), expressed pride in presenting cultural values preserved by the community for over two decades. The booth offered immersive experiences such as tasting traditional homemade cakes, listening to Dan Tinh and Hat Then, and learning about Tay customs.
Soft Power on the Global Stage
Across Southeast Asia, nations like Thailand, Malaysia, and Indonesia have long leveraged cultural diplomacy to enhance international standing. Thailand emphasizes traditional gastronomy, festivals, and martial arts as strategic pillars of its national soft power. Malaysia promotes cultural diplomacy through initiatives such as the Malaysia International Halal Showcase (MIHAS) 2025, reinforcing its identity as a global Halal hub.
Vietnam, keeping pace with regional trends, has strengthened cultural diplomacy by leveraging heritage values and creative products. The Golden Autumn Fair 2025 serves not only as a platform for trade and tourism promotion but also as a gateway for cultural exchange, fostering deeper regional and international connections.
By blending commerce with culture, Vietnam is cultivating a form of influence that transcends borders. The Golden Autumn Fair 2025 exemplifies how heritage, creativity, and strategic cultural promotion can strengthen national identity and expand soft power, signaling a confident, globally engaged Vietnam ready to shape perceptions and build partnerships through culture.
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