Thayer Vietnam's Cultural Diplomacy in The New Era
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Carlyle Alan ThayerThayer Vietnam's Cultural Diplomacy in The New Era
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Carlyle Alan ThayerThayer Consultancy Background Briefing:
ABN # 65 648 097 123
[email protected] Vietnam’s Cultural Diplomacy in
the New Era
Carlyle A. Thayer
July 16, 2025
We are writing to request your assessment of Vietnam’s cultural diplomacy and its
significance to the country’s new era. We look forward to your response to the
following questions:
Q1. Vietnam has shifted from traditional government-led cultural diplomacy to
embracing grassroots participation from citizens, influencers, and businesses under
the 2021 Cultural Diplomacy Strategy. From a strategic perspective, how significant is
this evolution in Vietnam's broader foreign policy approach, and what does this
decentralisation of cultural diplomacy tell us about Vietnam's confidence in its soft
power capabilities, especially when it is entering a new era – that of the nation’s rise?
ANSWER: In 2011, Vietnam raised cultural diplomacy as the third pillar on a par with
traditional diplomacy and economic diplomacy and embarked on a long-term Cultural
Diplomacy Strategy out to 2020. This marked a major shift by the government in
recognizing the agency of everyday Vietnamese citizens alongside cadres working in
government-approved friendship associations and mass organisations.
In 2021, Vietnam adopted a Cultural Diplomacy Strategy out to 2030.
Over the past fourteen years, cultural diplomacy has contributed greatly in shaping
foreign perceptions of Vietnam’s “brand name.” While it was commonplace to say
“Vietnam is a place not a war,” now Vietnam is portrayed as a vibrant welcoming
country with long historical traditions and a rich culture. For example, Vietnam’s
cultural diplomacy had led to the inclusion of numerous heritage sites with UNESCO
(United Nations Educational, Scientific and Cultural Organization) and Vietnam
Cultural Day and Cultural Week in many foreign countries. This in turn has sparked an
increase in tourism to Vietnam (seventeen million in 2024).
Q2. Looking ahead, what opportunities and challenges do you see for Vietnam's
cultural diplomacy in the next decade? How might Vietnam leverage its growing
economic influence, diaspora communities, and cultural heritage to build stronger
international partnerships, particularly in the context of ASEAN centrality and the
Indo-Pacific strategic landscape?
ANSWER: Vietnam has set itself the goals of becoming a developing country with a
modern industry and high-middle income by 2030 and a developed country with high
income by 2045. This is the period of Vietnam’s rise. Vietnam’s fourteenth National
2
Party Congress in early 2026 must give priority to cultural diplomacy and spell out its
future direction and policies.
As Vietnam continues to develop over the next five years this will enhance the
resources at its disposal to pursue cultural diplomacy globally by increasing the scope
and depth of cultural activities among its thirty-five comprehensive, strategic and
comprehensive strategic partners including the diaspora communities living abroad.
However, the next few years will present major challenges as President Trump’s tariffs
have disrupted global supply chains and undermined globalization.
Vietnam will have to champion multilateralism by promoting ASEAN’s role, especially
through the Regional Comprehensive Economic Partnership between ASEAN and its
free trade agreement partners.
Q3. In your view, what strategic steps should Vietnam take to effectively translate its
cultural diplomacy initiatives into tangible soft power assets, thereby reinforcing its
national security posture amidst evolving regional and global security dynamics?
ANSWER: Prime Minister Pham Minh Chinh outlined three future priority areas in his
address to the BRICS Summit in July that are applicable to advancing cultural
diplomacy initiatives: (1) reinforce multilateralism by improving connectivity and
global governance; (2) promote trade liberalization by opening market access, supply
chain connectivity, technology transfer and human resource training; and (3) harness
safe and secure Artificial Intelligence to improve public health, education, digital
infrastructure, green transition, and climate change adaptation.
Chinh’s second and third priorities highlight the importance of coordinating
innovation, science and technology, and human resource training to promote a
breakthrough in cultural diplomacy through people-to-people exchanges.
Suggested citation: Carlyle A. Thayer, “Vietnam’s Cultural Diplomacy in the New Era,”
Thayer Consultancy Background Brief, July 16, 2025. All background briefs are posted
on Scribd.com (search for Thayer). To remove yourself from the mailing list type,
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Thayer Consultancy provides political analysis of current regional security issues and
other research support to selected clients. Thayer Consultancy was officially
registered as a small business in Australia in 2002.
