Cultural and people-to-people exchange as a priority in bilateral cooperation
Following Vietnam's deep and comprehensive integration process, cultural cooperation and people-to-people exchanges with partner countries have been continuously expanded and deepened, including activities with Brunei, an ASEAN nation with close links to Vietnam within ASEAN bloc as well as various regional and multilateral mechanisms.
During Prime Minister Pham Minh Chinh's official visit to Brunei in February 2023, both countries approved an action programme for implementing the Vietnam-Brunei comprehensive partnership from 2023 to 2027, which identifies important and prioritised areas of cooperation, including cultural exchange and people-to-people interactions.
During this visit, the Vietnamese prime minister actively participated in cultural exchange activities, notably visiting the University of Brunei Darussalam (UBD) and meeting with Bruneian students majoring in Vietnamese language.
Based on the support from the leaders of both countries and established cooperation frameworks, cultural cooperation and people-to-people exchanges in 2024 were further promoted.
Notably, several cultural promotion activities organised by the embassy and the Vietnamese community in Brunei received huge support and participation from Bruneian high-ranking leaders.
At the ASEAN Textile Exhibition held in August 2024, Crown Prince Al-Muhtadee Billah visited the Vietnamese booth and learned about traditional Vietnamese clothing such as the Ao Dai and ‘ngu than’ (five-flapped long dress).
 |
Princess Hajah Masna explores Vietnamese ‘bun cha’ (grilled chicken with noodles) at an event hosted by the Ministry of Foreign Affairs of Brunei. |
Cultural promotion activities showcasing Vietnamese cuisine in Brunei have also attracted significant interest from Bruneians. Bruneians have expressed their appreciation for Vietnamese dishes, especially ‘pho’ spring rolls and fried spring rolls.
An increasing number of Bruneians are showing interest in Vietnamese language and culture. Many distinctive Vietnamese dishes have been introduced by the Embassy to Bruneian leaders during various promotional events.
Cultural cooperation and people-to-people exchanges continue to be a highlight within high-level bilateral delegation activities. During his official visit to Brunei in August 2024, National Assembly Vice Chairman Nguyen Khac Dinh attended the opening ceremony of a Vietnam promotion space at Brunei International Airport — a collaborative project between the Vietnamese Embassy in Brunei and Royal Brunei Airlines.
This initiative aims to enhance the promotion of Vietnamese culture and tourism to the people of Brunei and international friends.
NA Vice Chairman Nguyen Khac Dinh also visited UBD and met with over 60 Bruneian students studying Vietnamese at the university, many of whom expressed wishes to visit Vietnam in the near future.
 |
At the launch of the Vietnam Promotion Space at Brunei International Airport in August 8, 2024 |
Overseas Vietnamese community acts as a bridge connecting cultures of the two countries
Currently, there are nearly 300 Vietnamese people living in Brunei with diverse backgrounds, including students, lecturers, engineers, workers, entrepreneurs, and a small number of multicultural families.
The Vietnamese community has effectively served as a bridge for promoting Vietnamese culture to friends and citizens of Brunei while actively cooperating with the embassy in cultural exchange activities.
In 2024, several new cultural products from Vietnam successfully entered the Bruneian market, including handicrafts, rattan products, agricultural products, and textiles, which have received appreciation from customers for their good quality and reasonable prices.
The Sai Ngon coffee brand — a joint venture between a Bruneian enterprise and a partner in Vietnam — was introduced in 2024 and has quickly gained acceptance among consumers in Brunei through distribution at leading supermarket chains such as Huaho and Supa Save.
Workshops on handicrafts and cooking Vietnamese dishes organised by Vietnamese businesses also contributed positively to promoting Vietnamese cultural products to the people of Brunei.
Promotion of Vietnamese language
 |
| The Vietnamese language and culture festival held at UBD in October 2024 attracted great participation of Bruneian students. |
The promotion of the Vietnamese language plays a crucial role in cultural exchange between Vietnam and Brunei.
The Vietnamese language programme at UBD has attracted significant interest since its launch in 2022, averaging 60-90 students per semester.
In the future, the embassy plans to collaborate with representatives of the local Vietnamese community to enhance the teaching of Vietnamese language and culture among children from multicultural families.
Leveraging digital technology to foster bilateral cooperation
The robust development of digital technology is creating momentum for various fields of bilateral cooperation between Vietnam and its partners.
Some agencies in Brunei express optimism about leveraging digital technologies to enhance cooperation in culture, tourism, and people-to-people exchanges moving forward.
Salinah Binti Haji Mohd Salleh, Director of the Tourism Development Department at the Ministry of Resources and Tourism in Brunei, shared plans to promote digital tourism applications while collaborating with influential individuals on social media from different countries including Vietnam for promoting tourism in Brunei by 2025.
Digital technology is proving effective in the promotion of Vietnam's culture and people to partners in Brunei while also enhancing understanding between the citizens of both nations.
In 2024, through an internship program between the Vietnamese Embassy in Brunei and the Diplomatic Academy of Vietnam, several students actively developed digital communication products including publications and videos promoting Vietnam for use within Brunei.
 |
A photo website was launched at Bruneicharm.com, showcasing the Brunei's landscapes, people, and unique cultural features. (Photo: Vietnamese Embassy in Brunei) |
The student group from the Diplomatic Academy of Vietnam compiled and designed a photo website about Brunei, under the domain name bruneicharm.com. The website features beautiful natural landscapes of Brunei and highlights various aspects of its culture as well as the role of cultural exchanges in bilateral relations between Vietnam and Brunei.
According to Dr Nguyen Thi Thin, Deputy Director of the Diplomatic Academy of Vietnam, this initiative demonstrates the proactive and creative approach of the academy's students in applying digital media to help promote cultural exchanges between Viet Nam and international partners.
She believes that in the future, the academy’s Department of Communication and Foreign Culture will strengthen cooperation and connections with domestic and international partners to improve the effectiveness of student training, while also contributing to building bridges for youths and students to connect with other countries.
Sharing her thoughts on the initiative, Dang Le Xuan Mai, the leader of the intern student group, expressed her deep impressions of the role of cultural exchanges and people-to-people connections in fostering friendship between youth from both nations.
