Turning the aspiration of building national brands in the cultural industries into reality demands comprehensive reforms, from policy frameworks to practical execution. A clear roadmap is essential to synergise resources and transform cultural capital into commercially valuable products capable of exerting cross-border influence.

Weathering the economic crisis and challenges facing the fertiliser sector in 2023, PetroVietnam Ca Mau Fertiliser Joint Stock Company (PVCFC) is one of the few enterprises posting positive business results.

By selecting the direction of green and clean growth, the national brand will become more valuable as Vietnam’s soft power and voice on the international stage grows stronger and more persuasive, especially in a world that is deeply decisive and polarised due to intense geo-political and geo-economic rivalry.

In recent years, Vietnam’s national brand value and ranking on the international stage have continually increased and been recognised by many prestigious international organisations. In addition to macroeconomic, political, cultural and social factors, such success also features the contributions of the business community. The brands that are widely known domestically and externally are an addition to the national brand value.

Since Vietnamese enterprises were approved to make outward foreign direct investment (OFDI) 24 years ago, there have been a number of enterprises being able to establish and affirm the Vietnamese brand on the international stage. But to have more Vietnamese brands with a global reach, it is necessary to reform the mechanisms and policies on OFDI.

In recent years, Vietnam has been continuously named as a bright spot in the global picture of national brand building and development, and as the national brand with the fastest-growing value, up 74% during the 2019-2022 period.