Vietnam Boosts Soft Power Through Cultural Promotion, Leveraging Heritage and International Cooperation

Alongside tribute activities nationwide to mark the 79th anniversary of War Invalids and Martyrs’ Day (July 27, 1947–2026), arts organisations and local authorities are staging special performances honouring fallen heroes, war invalids, sick veterans and people who rendered meritorious service to the revolution, while promoting the tradition of gratitude, patriotism and national pride. Nearly four months after the launch of Vietnam's 500-Day Campaign, authorities have recovered 1,384 sets of martyrs' remains, according to the National Steering Committee for the Search, Recovery and Identification of Martyrs’ Remains. Party General Secretary and State President To Lam on July 17 laid flowers and offered incense in tribute to late Party General Secretary Tran Phu and the nation's heroic martyrs at Le Thi Rieng Park in Ho Chi Minh City. During the visit, he also inspected the ongoing search for and recovery of martyrs' remains under the 500-Day-and-Night Campaign. Hoa Nghiem Pagoda (Anamngamsrisukhumaphat) was built on land donated by Ngamsri Sukhumphan, a Thai national of Vietnamese origin, who also contributed an initial 800,000 THB (approximately 24,600 USD) towards the project. Vietnam made a few squad changes in the lineup for the second leg of the regional volleyball tournament, the SEA V.Cup 2026, in Indonesia. The blueprint seeks to deepen international cultural integration, export Vietnamese values and absorb the essence of world cultures. The end goal is an advanced culture steeped in national identity, deployed as a soft power to fuel rapid, sustainable growth, lift Vietnam’s global standing, and add a distinct thread to the tapestry of human civilisation. The thousand-year bond between Van Phuc and Nga My represents more than the history of two villages; it illustrates how living heritage can reinforce Vietnam's cultural identity while contributing to the country's soft power. On behalf of Vietnam, the deputy minister proposed three priorities of strengthening international cooperation and capacity-building for member states, particularly developing countries; promoting science-based conservation that strikes a balance between preservation and development while placing local communities at the centre; and enhancing coordination among relevant conventions and programmes, alongside the responsible application of digital technologies and artificial intelligence in heritage conservation. The event aims to promote the Dak Lak durian brand, foster sustainable development of the industry, expand markets and exports, attract investment, and showcase the province’s culture and tourism potential. It is the stories behind each dish that create lasting memories, transforming a meal into a journey of cultural discovery that visitors are eager to share, an expert has said. The Vietnamese booth attracted a large number of visitors with traditional dishes such as "nem cuon" (fresh spring rolls) and "bun cha" (grilled pork with vermicelli), along with displays of ao dai (traditional long dress), conical hats and cultural performances imbued with Vietnamese identity. These activities helped spread Vietnamese culture and foster understanding and closer ties between the Vietnamese community, German residents and international friends. The initial results in heritage conservation, digital transformation, cultural industry development and artistic creativity facilitation suggest that Resolution No. 80 is gradually taking effect across the country. The screening not only met the need for cultural and artistic enjoyment but also created a meaningful opportunity, especially for younger generations of both countries, to revisit their shared history, promote revolutionary traditions, and foster patriotism, said Ambassador Nguyen Minh Tam. Speaking at the opening ceremony, Director of the municipal Department of Culture, Sports and Tourism Le Thi Ngoc Loan said the championship offers athletes an opportunity to compete in a spirit of fairness and sportsmanship while promoting exchanges, mutual understanding and friendship among participating countries. Having been held 10 times, the Khanh Hoa Sea Festival has evolved beyond a local celebration into an event of national significance in culture, economy and external relations. This year's edition continues to honour Vietnam's maritime cultural heritage while promoting tourism, the marine economy and international integration. This year's festival will feature 12 sports, introducing several new events such as national youth triathlon and beach tennis championship, while expanding its international scope by bringing together clubs, athletes, and police forces from ASEAN countries for events such as the ASEAN Police Open Golf Tournament 2026. Truong Tuoi Dong Nai FC have continued to make waves in the transfer market, with reports that the club has completed the signing of Serbian midfielder Milos Vulic ahead of the 2026/27 V.League 1 season. The UNESCO World Heritage Committee approved the extension of Ha Long Bay to include the Cat Ba Archipelago in September 2023, marking Vietnam’s first trans-provincial heritage model. The designation has created new opportunities, but also poses challenges in harmonising management across administrative boundaries. Dr. Nguyen Thu Hanh, Director of the Centre for Research and Development of Vietnam Cultural Industry (SDCI), said Vietnam has traditionally focused on preserving heritage rather than creating new value from it. The key obstacle, she noted, is the weak connection between heritage and science, technology, education, design, communications and the marketplace, limiting its economic, educational and social impact despite the country's abundant cultural resources. In 2025 alone, more than 1.1 million Vietnamese and Thai tourists visited each other's countries, reflecting the steadily expanding connections between the two societies. Rather than choosing a destination first, many travellers now plan their trips around concerts and music festivals, turning music tourism from a niche trend into a powerful driver of travel demand across Southeast Asia. A screening of the special Vietnamese feature film Mua Do (Red Rain) was held in Vientiane on July 16 to mark the 49th anniversary of the signing of the Vietnam-Laos Treaty of Amity and Cooperation (July 18, 1977–2026), reaffirming the two countries' strategic cohesion through cultural exchange. Artists and cultural experts shared the view that the top leader's guidance at the second meeting of the Central Steering Committee for the Development of Vietnamese Culture not only reviewed the initial implementation of the Politburo's Resolution No. 80-NQ/TW but also identified four major gaps requiring urgent action and three strategic shifts to unlock the full potential of culture. Copyright, VietnamPlus, Vietnam News Agency (VNA) Editor-in-chief, Mr. Tran Tien Duan.