#soft power

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Singer Duc Phuc celebrates his victory at Intervision 2025. (File photo).
Lifestyle

Cultural identity revived into source of national soft power

The golden legacy of the past is being creatively revived as Viet Nam embraces globalisation and the digital era. Elements of Vietnamese folk culture - such as cheo (Vietnamese traditional opera), chau van (spiritual singing), quan họ (love duet singing), or the iconic figures of Saint Giong and the Forest Goddess—are now reimagined by contemporary Vietnamese artists through modern perspectives, languages, and digital technologies.

Visitors at the exhibition of 50 outstanding literary and artistic works, 50 exemplary construction projects/clusters, and 50 remarkable events and activities of Ho Chi Minh City. (Photo: Organising Committee)
Culture

Building “Soft Power”

Vietnamese literature and arts are undergoing profound changes. Globalisation, digital technology, artificial intelligence and major changes in social structures and cultural-artistic reception habits have created unprecedented opportunities while also posing pressing challenges.

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