The Institute of Innovation and Digital Transformation (VIDTI), under the Viet Nam Union of Science and Technology Associations (VUSTA), joined forces with the Centre for Digital Transformation in Culture, Sports and Tourism (Ministry of Culture, Sports and Tourism), the National Digital Transformation Agency (Ministry of Science and Technology), the Global Blue Dragon Network (Blue Dragon Fellowship), Viet Nam Brand Purpose and Stamford Global Leadership Centre to hold the discussion and dialogue session on new approaches to developing Viet Nam's cultural intellectual property (cultural IP).
The event brought together leading experts, artists, content creators, business executives, investors, and specialists in intellectual property, technology, communications, design, branding, and tourism development.
The dialogue aimed to identify solutions for promoting new models of cooperation that can transform cultural resources into intellectual property, creative products, and sustainable economic value.
During the event, experts, artists, content creators, and business leaders discussed cross-sectoral, intergenerational, and multi-stakeholder cooperation as a means of engaging the public and developing Vietnamese cultural IP.
Delegates also exchanged views on creating experiential spaces and destination brands, exploring ways to draw on the cultural heritage of different regions across Viet Nam to revitalise existing destinations or create new ones.
From the perspective of brand building and strengthening national soft power, Tran Tue Tri, Founder and Chief Executive Officer of Stamford Global Leadership Centre, said that Viet Nam has a long history and a rich cultural identity, but has yet to fully harness the power of the stories embedded in these resources. The Republic of Korea, she noted, has demonstrated how the cultural industry could do more than produce entertainment products: it could also drive the development of an entire ecosystem of brands, fashion, and cosmetics.
Viet Nam has considerable potential to develop its cultural industries along these lines. The key lies in transforming its cultural identity and stories into competitive products, experiences, and brands, thereby generating economic value and enhancing Viet Nam's soft power on the international stage.
From the perspective of traditional arts, People's Artist, Doctor Bach Tuyet shared her experience of bringing long-standing artistic values closer to younger audiences, while highlighting the need for more open models of cooperation between established artists and younger generations of content creators.
Artist Bach Tuyet emphasised: "No one can do everything alone. Bringing together established artists and younger generations is precisely how traditional arts can reach new audiences."
Delegates also discussed the gap between creating a cultural product that captures public attention and developing it into an intellectual property asset with long-term commercial potential.
Ahead of Viet Nam Culture Day on November 24, the organising bodies launched the "Viet Nam Blue Dragon Awards 2026" for creative culture, under the theme "Creating Vietnamese Experiences — Living to the Rhythm of the World." The organising committee will accept entries until November 24, 2026. The results announcement and awards ceremony are scheduled to take place in January 2027.
