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Vietnam targets national brand growth in cultural industries
Vietnam is actively working to transition from a raw material exporter to a creator of recognized national brands. A key strategic goal, outlined in a recent government resolution, is to have cultural industries contribute 7% to the national GDP by 2030. This includes developing 5 to 10 national brands in sectors such as film, performing arts, cultural tourism, design, and fashion.
Efforts to promote Vietnamese identity are visible internationally. In Japan, the first Vietnamese banh mi festival was held in Tokyo to foster cultural exchange. In France, various cultural activities have been organized to celebrate Vietnamese heritage. Domestically, there is a push to link traditional craftsmanship and cultural stories with contemporary creative design to build sustainable economic value.
In the export sector, while products like coffee, pho, and rice have achieved global recognition, challenges remain. Many Vietnamese businesses still rely on third-party traders or export raw materials that are later rebranded by foreign companies. Strengthening market understanding and direct access to international consumers is seen as essential for ensuring Vietnamese brands, rather than just Vietnamese products, gain global prominence.
Entities
Bat Trang · Kilomet109 · Starbucks · TiredCity · Viet Furniture · Vietnam
Claims
What the coverage asserts, and how many sources carry each claim.
- [● 3 SOURCES] The fashion brand Kilomet109 collaborates with Nung, H'Mong, and Thai artisans on sustainable production processes. es.vietnamplus.vn
- [● 3 SOURCES] Vietnamese brands are integrating traditional craftsmanship and cultural stories into contemporary fashion, furniture, and consumer goods. es.vietnamplus.vn
- [● 3 SOURCES] TiredCity works with young artists to incorporate folklore motifs into lifestyle products like T-shirts and bags. es.vietnamplus.vn
- [● 3 SOURCES] Viet Furniture's 'Ganh Ganh Gong Gong' collection utilizes rattan, bamboo, and Bat Trang ceramics. es.vietnamplus.vn
- [● 2 SOURCES] Experts suggest that unlocking the full potential of cultural resources requires better links between research, production, and markets.