The Role of Innovation and Creativity in Cultural Diplomacy
	Vietnam-US Relations: From Cultural Exchange to Comprehensive Strategic Partnership

In November 2024, the "Vietnam Days Abroad" program reached Latin America for the first time, leaving impressions as Brazilian children enthusiastically discovered the unique Vietnamese water puppetry art in the land of samba.

"Vietnam Day 2024" in Brazil and Saudi Arabia.

Residents of the Gulf nation of Saudi Arabia also had their first opportunity to experience a tropical cultural atmosphere amidst the desert. Children clumsily crafted to he figurines and were fascinated to watch Vietnamese artisans shape camel figures, an emblematic symbol of the Middle Eastern desert.

These vivid moments underscore the essence of cultural diplomacy, promoting the beauty of Vietnamese culture and people worldwide while embracing other countries' cultural quintessence and values.

International experts have commended Vietnam’s achievements in cultural diplomacy, emphasizing its role as a "strategic soft power tool to elevate the country's international standing."

Vietnam has been entrusted with key positions in six governing mechanisms of the United Nations Educational, Scientific and Cultural Organization (UNESCO), including the Vice President of the UNESCO General Conference (since November 2023) and the Vice-Chair of the General Assembly of the State Parties to the 2003 Convention for the Safeguarding of the Intangible Cultural Heritage (since June 2024).

In October, UNESCO Deputy Director-General Xing Qu highlighted Vietnam as a model of effective cooperation with UNESCO and an active member making significant contributions to UNESCO's collective work. Vietnam’s cultural diplomacy strategy aims to achieve 60 UNESCO-recognized heritage sites and titles by 2030, yet it has already surpassed this goal with 67 titles.

At the ceremony to award the certificate of global learning city to Ho Chi Minh City. (Photo: Huu Hanh)

In 2024, Vietnam successfully nominated several UNESCO titles, including Global Learning Cities for Ho Chi Minh City and Son La (February 2024), a World Documentary Heritage title (May 2024) for the inscriptions on the Nine Dynastic Urns of Hue’s Imperial Citadel, and an Intangible Cultural Heritage title for the Via Ba Chua Xu Festival in Sam Mountain (December 2024).

Initiatives such as Vietnam Days/Weeks Abroad have introduced the nation’s culture and people to international friends, strengthening political trust with partners and enhancing the national brand.

Vietnamese culture has paved the way for collaborative opportunities and mutual development, attracting international tourists, and fostering a stable and sustainable tourism sector.

Vietnam has been recognized by various tourism organizations, prestigious publications, and international travelers as one of Asia's most attractive cultural destinations. It was named “Asia’s Leading Destination 2024,” “Asia’s Leading Heritage Destination 2024,” and “Asia’s Leading Nature Destination 2024” at the World Travel Awards for Asia and Oceania.

In 2024, Vietnam’s tourism achieved impressive figures, welcoming 17.5 million international visitors, a 38.9% increase compared to the previous year.

According to the Lowy Institute’s Asia Power Index 2024, Vietnam’s overall power increased by 1.2% compared to 2023, creating stronger regional influence than previously forecast. Susannah Patton, Director of the Southeast Asia Program at Lowy Institute, stated that Vietnam's most notable improvement in 2024 was in diplomatic and cultural influence.

Vietnam-Japan Festiva held in 2024.

Cultural exchanges such as the Vietnam-Japan Festival, the 2024 International Dance Festival, and the International Art Exchange “New Year Greetings 2024” fostered friendship and mutual understanding between Vietnam and other countries.

In Italy, songs by composer Puccini were recently translated into Vietnamese and performed by opera singer Maria Ielli in Bologna, exemplifying cultural dialogue and emphasizing Vietnam’s ability to interact and integrate with other artistic traditions. Vietnamese artistic elements enriched Italian New Year celebrations, highlighting Vietnam’s dynamic and open global image.

Every Vietnamese citizen, whether at home or abroad, contributes to lighting the flame of Vietnamese cultural values everywhere. For them, hearing Vietnamese voices and seeing Vietnamese culture resonate abroad is profoundly meaningful, inspiring national pride and dignity while securing the position of overseas Vietnamese communities.

With this spirit, organizations such as the Association of Vietnamese People Abroad, the Italy-Vietnam Cultural Bridge Association in Bologna, and VACEO have organized numerous events showcasing the distinctiveness of Vietnamese culture. These events have widely promoted cultural understanding, enabling the Vietnamese diaspora and international friends to explore and appreciate Vietnam’s unique cultural values while fostering connections within overseas Vietnamese communities.

As General Secretary To Lam affirmed, “Culture is a means, a principle, and a goal of diplomacy; it continuously elevates the nation’s soft power to new heights.” Cultural diplomacy is contributing to the spread and elevating the values of Vietnam across the globe.

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