Narratives of global powers that attract whole world
Across the world, there are many exemplary cases of nations crafting successful national narratives. The US, a master of storytelling, has spread the idea of the “American Dream” so widely that people everywhere can relate to its core messages: freedom, opportunity, and individual success. The US is seen as a “promised land” where anyone can change their life through hard work. Hollywood, the Oscars, pop music, McDonald’s, Apple, Silicon Valley, and so on, are all chapters of the larger American Dream. The enduring message is that no matter who you are or where you're from, if you try hard enough, you can succeed. They don’t just sell products. They sell values that the world admires and emulates.
China, on the other hand, tells the story of a rising superpower through its “Chinese Dream”. It weaves pride in a civilisation with over 5,000 years of dazzling achievements into a narrative that asserts historical continuity and sends a message: China is returning to its rightful place in the world.
The European Union (EU), with its 27 member states, promotes the motto “United in diversity”, turning the complexity of integration into a multicultural advantage built on shared identity. The EU tells its story through heritage, diversity, and cross-border initiatives such as the “European capital of culture”, which celebrates both shared and unique cultural values; educational programmes such as Erasmus and Erasmus+; and the Creative Europe initiative supporting cultural and creative industries. Its strategy softens the image of a complex bloc into a shared space of values: peace, democracy, human rights, and innovation.
The United Kingdom, too, has its story. Once known as “the empire on which the sun never sets”, it continues to project a strong modern identity. Nobility, academia, innovation, the Royal Family, Oxford, Cambridge, and The Beatles are all elements of the UK’s cultural symbolism.
Closer and truly impressive is the Republic of Korea. The country offers an emotional narrative of dramatic transformation. BTS and Blackpink are more than just idol music bands; they are cultural ambassadors for a nation that overcame poverty through education, willpower, and technology. Korean films and music videos are steeped in cultural elements: traditional Hanok architecture, Hanbok traditional costume, everyday dishes like kimchi, religious beliefs, aesthetics, and a dynamic modern life. As a result, Korean cosmetics and fashion brands, scenic spots, and filming locations are widely promoted and attract from consumers across Asia and beyond.
The success of these countries lies in their coherent soft power strategies, state support, and the cultivation of a thriving cultural and creative sector. They shape their image not only through military or economic might but through cultural content that appeals to emotion, aesthetics, and national pride.
Cultural “ambassadors” telling Viet Nam’s story
Viet Nam has a unique story: from a small, poor, colonised nation, it has fought valiantly for independence and is now emerging as a dynamic country that preserves its soul while reaching out to the region and the world. International friends recognise Viet Nam through familiar symbols like pho, coffee, conical hats, ao dai, motorbikes, and the ancient town of Hoi An. Yet the Viet Nam story is vastly richer. It includes remarkable resilience in the face of war and natural disasters, creativity, an agricultural and handicraft-based cultural foundation, strong family and village bonds, respect for learning, perseverance, and a rapidly integrating young generation.
In recent years, many artists and young people have begun telling Viet Nam’s story through music, images, fashion, and performing arts — turning folklore, history, and culture into contemporary emotions. A single song, music video, or photo series can prompt foreign audiences to search for “Vietnam” or “Vietnam culture” on Google. Hoang Thuy Linh has energised audiences with music videos rich in contemporary folklore. More recently, Hoa Minzy collaborated with renowned cheo artist Xuan Hinh and musical storyteller Tuan Cry to produce the hit “Bac Bling”.
There is also the Vietnamese German artist (S)TRONG Trong Hieu. Born and raised in Germany, (S)TRONG combines European youth energy with a Vietnamese soul. He has won music awards in Germany, across Europe (including Eurovision), and in Viet Nam. Trong Hieu continuously blends traditional Vietnamese cultural elements like conical hats, traditional long dress (ao dai), folk music, and dance with modern elements such as costumes and hip-hop moves. In his current tour in Germany, he confidently sings in Vietnamese for German audiences.
We must also mention independent projects such as the illustrated history book Viet Su Dien Hoa by Thanh Huyen, or Ha Noi Rong by Dang Thai Tuan, which won first prize in the 2022 UNESCO “Ha Noi is…” illustration contest. There are also groups remixing folk music, indie artists, and young visual artists — all excitedly redefining the country’s image through a fresh lens.
Cultural industry strategies to spread Viet Nam story
All cultural powers have their own stories and know how to skilfully “sell” their identities through the arts, entertainment industries, and media. Viet Nam is beginning to tell its story. The government has recognised the importance of the cultural industries. In 2016, the Strategy for Developing Viet Nam’s Cultural Industries to 2020, with a Vision to 2030, was issued to facilitate the growth of these industries. The strategy affirms that the development of cultural industries must go hand-in-hand with promoting the image of the country and its people, thereby contributing to the preservation and promotion of national cultural identity during international exchanges, integration, and cooperation.
Telling the nation’s story is not solely the responsibility of the government; it is the duty of every individual. If each person shares a small piece through their voice, images, food, or a smile, Viet Nam’s image will gain broader recognition. The world will come to know and love Viet Nam as a country that knows how to tell its story.
Let the story of Viet Nam come alive in every literary work, song, fashion collection, film, app, architectural design, and creative project — so that one day, when international audiences search for the keyword “Vietnam”, they will find not only beautiful landscapes but a vibrant soul and a living cultural identity.
