Hanoi (VNA) ♍- As Vietnam is entering a new phase of development with the aspiration to become a strong nation with influence and a solid position in the region and the world, building and defining the national image is not solely the responsibility of the media sector, but an integral part of every component of the country’s overall development strategy, Vietnam News Agency (VNA) General Director Vu Viet Trang has said.

She made the statement at a roundtable, jointly organised by the Viet Nam News and Law Newspaper 🍨under the VNA and the Department of Grassroots and External Information under the Ministry of Culture, Sports and Tourism, on July 10 to gather feedback on a draft strategy for popularising the country’s image abroad.

Addressing the event, themed “Defining Vietnam: Promoting the Nation's Image in the New Era”, VNA General Director Trang said that the roundtable provided an opportunity for comprehensive discussions and exchange on the draft strategy - a strategic task that is both urgent in the short term and requires long-term vision and innovative, effective implementation methods. As a national news agency and a key press agency for external service within the national media system, the VNA fully understands its role and responsibility in realising the strategy’s goals. With nearly 1,000 reporters and editors, and a network of 30 bureaus in various countries and territories, the agency has not only promoted the image of Vietnam to the world but also connected the world to Vietnam, through 60 types of information products in nine international languages, Trang stressed.

According to the VNA General Director, to successfully realise the strategy, it is essential to build a strong media ecosystem in which the mainstream press plays a leading role in providing a reliable data foundation for various stakeholders to collectively tell the story of a Vietnam that is innovative and creative, preserving traditions and constantly striving for progress. In particular, the VNA identifies several key orientations in implementing this strategy. The first one is to innovate and diversify the way of telling the “Vietnam Story.” It will continue to expand its products in English, French, Spanish, Chinese, Russian, Lao, Khmer, Korean, Japanese, and other languages, tailored to each target audience group. Promoting public-private partnerships in communications is another important direction, as building a national image cannot be the sole responsibility of the press. There needs to be a mechanism for close coordination between major media outlets, technology startups, large enterprises, citizen journalists, and others to create widespread influence with trustworthy, engaging, and diverse content, Trang stressed.

She also highlighted the importance of strengthening connections and information exchanges with international news agencies. Through existing cooperation networks such as the Organisation of Asia-Pacific News Agencies (OANA), the Asia News Network (ANN), and others, the VNA will enhance information sharing and bring Vietnamese media content to a broader global audience. The strategy for national image promotion is not just a long-term orientation, but it must be realised through concrete actions, from central to local levels, from media agencies to every citizen. As the key press agency for external affairs, the VNA is committed to continuing to accompany, lead, and pioneer in spreading the image of a developing, humane, and distinctive Vietnam to international friends across all global information platforms, the VNA General Director affirmed.

Enhancing country’s image

Speaking at the roundtable, Pham Anh Tuan, Director of the Department of Grassroots and External Information, said that the competition for national image is becoming increasingly fierce, while Vietnam's image still does not fully reflect the achievements it has attained. Therefore, the Government has assigned the task of drafting a comprehensive, long-term strategy to assert the country's rightful position on the world map.

The draft strategy, expected to be submitted to the Prime Minister in July, aims to project the image of a stable, dynamic, innovative and culturally rich Vietnam, a friendly, hospitable and desirable country to live in. Communications will serve as a key tool in enhancing Vietnam’s global standing, while also promoting tourism, the cultural industries, innovation, and international integration. By 2030, the strategy envisions that all centrally-governed provinces and cities will implement coordinated external communications campaigns. At least 10 major international-scale campaigns will be launched; the share of positive content about the country in international media and digital platforms is expected to reach at least 80%. The strategy also targets positioning Vietnam among the top 40 countries in terms of positive global media presence, attracting 35 million international visitors by 2030, and having the cultural industries contribute 8% to GDP.

To achieve these goals, the strategy proposes diversifying communication methods, from traditional to digital platforms, and integrating communications into diplomatic, cultural and sporting events. It also calls for cooperation with international media outlets, film crews and foreign correspondents. Complementary solutions include strengthening local communications capacities, developing distinctive local brands, conducting international surveys, and leveraging the role of external information platforms./