Nhan Dan Newspaper and AnnGroup aim to develop the mascot as an intellectual property asset that can be protected, managed, licensed, exploited, and expanded into a creative ecosystem.
This approach is intended as a practical response to the spirit of the Politburo’s Resolution No. 80-NQ/TW on the development of Vietnamese culture, which emphasises the need to identify and effectively tap cultural resources, develop new models of the cultural economy, creative industries, and local brands, and gradually build a national brand.
At the same time, in the context of Resolution No. 57-NQ/TW, which sets out requirements for breakthroughs in the development of science, technology, innovation, and national digital transformation, a modern mascot can live on digital platforms, in animation, games, virtual assistants, e-commerce, smart tourism, and multimedia communication products.
According to research by interdisciplinary experts, Viet Nam has many cultural, historical, and national spirit symbols, but still lacks a friendly, easily recognisable “face” capable of communicating regularly with people in everyday spaces. Based on that need, Anh Tre has been developed as a visual communication system that can be applied in public services, transport, tourism, Vietnamese goods, and digital media platforms.
The image of bamboo was chosen because it is an enduring symbol in the Vietnamese consciousness. Bamboo is associated with rural villages, the legend of Thanh Giong, and the history of national construction and defence, while also reflecting the flexible, resilient and enduring spirit of Viet Nam in the new era.
On that foundation, the design of Anh Tre combines a conical hat, red outfit, a neck scarf inspired by bamboo leaves, and motifs of the Lac bird, lotus, bamboo, and a small star on the cheek. Traditional details are treated through a modern design language, with the hologram effect on the conical hat suggesting the mascot’s adaptability to the digital environment.
Notably, the demo version of the Anh Tre mascot appeared at a series of events marking World Intellectual Property Day 2026 under the theme “Intellectual Property — A Driver of the Creative Economy” in late April. The Anh Tre mascot received high praise from officials, experts in heritage and intellectual property, and the public.
Anh Tre offers a new approach to building Viet Nam’s image: turning cultural symbols into intellectual property assets, identity into contemporary communication products, and community spirit into a development resource, thereby helping enhance the country’s soft power in a period of deep international integration.
