Vietnam pushes cultural heritage as a pillar of national branding

Vietnam is actively promoting its cultural heritage both as a tourism draw and as a source of soft power. Recent festivals and initiatives highlighted include the Vietnam Cultural Beauty Pageant, heritage campaigns in Ninh Bình, Lang Biang, Thanh Hóa, Da Lát, Huế and Đồng Tháp, and efforts to develop sustainable eco‑tourism at sites such as Thác Muốn and Thác Voi.

At the policy level, the Party’s Resolution 80‑NQ/TW (January 2026) elevates culture to a strategic pillar equal to the economy and politics, urging the conversion of Vietnam’s rich intangible and tangible heritage into a national brand. Experts stress that the country’s millennia‑old history, the diversity of its 54 ethnic groups, and iconic symbols such as the áo dài and phở can serve as “cultural ambassadors” to strengthen Vietnam’s international image and support sustainable development.