Vietnam Leverages Cultural Heritage in Advertising to Boost International Appeal

In Vietnam, advertising is evolving beyond mere product introduction, with a growing trend to enhance international appeal by leveraging cultural heritage as a core strategy. In recent years, Vietnam's advertising industry has undergone significant transformation, driven by rapid digitalization and media diversification. Notably, efforts to attract tourists and improve the national brand image by integrating the country's rich cultural heritage and diverse identity into advertising campaigns are gaining traction. Amidst this trend, the launch of the Vietnam Advertising Creative Award "Vạn Xuân Awards 2026" has been announced. This initiative aims to stimulate creativity among domestic advertisers and encourage the production of innovative, culture-based advertisements. A past event saw the "Cờ Đảng soi đường" campaign, commemorating the 95th anniversary of the Party's founding, win the "Inspirational Event of the Year" category, demonstrating the success of blending cultural and political messaging in advertising. Furthermore, Vietnam's tourism promotion is actively being carried out domestically and internationally, utilizing large-scale outdoor advertising, electronic signage, and public transportation. These advertisements visually appeal with Vietnam's beautiful landscapes, historical sites, and traditional culture, aiming to capture the interest of potential travelers. The initiation of contests like "Thiên thần Quảng cáo Việt Nam" (Vietnam's Advertising Angels) is also seen as a move to nurture young creators and explore new forms of advertising expression. Under the one-party system of the Communist Party of Vietnam, the government strives for a balance between cultural promotion and economic growth, with advertising playing a crucial role in disseminating culture. Particularly, establishing and promoting a unique cultural identity amidst complex relations with China can be seen as a strategy to strengthen the nation's soft power. Through these efforts, Vietnam aims to increase its presence on the international stage and reap economic benefits. Source: Nhan Dan