Chapter 14

Vietnam through the eyes of the world

From a country once known primarily through the lens of war, Vietnam is increasingly seen as a peaceful, dynamic, open nation, rich in cultural identity and driven by the aspiration to move forward.

Peace People Culture Integration Technology Vision 2045

Introduction

A Vietnam seen through new eyes

In the memory of the world, Vietnam once appeared as the image of a resilient nation shaped by war. But time has changed the way the world sees this country.

Today, Vietnam is becoming increasingly visible on the global map of the economy, culture, diplomacy, tourism, technology and innovation.

For many foreigners, Vietnam is first and foremost a country of remarkable natural beauty: majestic mountain ranges, vast deltas, a long coastline, dynamic cities and peaceful rural landscapes.

Yet beyond its landscapes, what leaves the deepest impression is still the Vietnamese people: friendly, resilient, deeply connected to family and community, and capable of adapting to the changes of the times.

01 · Global Perspective

From historical images to a modern Vietnam

The way the world sees Vietnam has changed alongside Vietnam itself.

A journey of transformation

Vietnam is more than a memory of war

For many decades, Vietnam's image in international media was often associated with war and the losses of the twentieth century.

Yet today's generation is writing a different chapter: a peaceful Vietnam, actively integrating with the world, expanding international relations, developing its economy, and advancing education, science, technology and innovation.

A peaceful country

For the international community, one of Vietnam's greatest strengths today is its peaceful and stable environment for development.

A dynamic economy

Vietnam is increasingly recognized as a rapidly developing economy with growing appeal for manufacturing, trade and investment.

An open nation

International integration has enabled Vietnam to build stronger connections with countries, economies and communities around the world.

02 · Vietnam Through Experience

Some images cannot be created by advertising

“Vietnam remains an extraordinarily beautiful place. It is enchanting.”

— Anthony Bourdain

Some images of a country cannot be created through a marketing campaign. They are formed through a meal, a conversation, a train journey, a street, a morning beside a lake, a journey through the mountains, or a moment when a stranger helps another.

That is a form of soft power that cannot be measured by a slogan alone.

Anthony Bourdain was one of the international figures who helped bring everyday images of Vietnam to millions of viewers around the world.

What mattered was not simply a compliment. More important was the way Vietnam appeared in his stories: a vibrant, energetic country, with distinctive cuisine and people who created deeply personal experiences.

Everyday life in Vietnam through the eyes of international visitors

Vietnam experienced through everyday life: streets, food stalls, cafés, people and encounters.

Vietnam By The Numbers

Vietnam is being seen more than ever

Numbers cannot tell the entire story of a country. But they show the growing scale of connection between Vietnam and the world.

21.2M

International visitors

Vietnam welcomed nearly 21.2 million international visitors in 2025, the highest level ever recorded.

84.3%

Air travel

More than 17.8 million international visitors arrived in Vietnam by air in 2025.

World Heritage Sites

Vietnam currently has 9 sites inscribed on the UNESCO World Heritage List.

03 · The Vietnamese People

What makes Vietnam unforgettable

Beyond buildings, cities and economic figures lies something harder to measure: people.

A country may be remembered for its landscapes, but it is loved for its people.

Friendliness

Many international visitors are impressed by the openness, hospitality and willingness of Vietnamese people to help. A smile, a direction or a conversation over coffee can become a beautiful memory of a journey.

The energy of youth

A young Vietnamese generation is dynamic, technologically connected, multilingual, entrepreneurial and increasingly engaged with the world.

Resilience

Vietnam's history demonstrates its ability to rise again after great challenges. That spirit continues to be reflected in economic development, education and innovation.

Family and community

In an increasingly individualistic world, family traditions and community spirit remain distinctive features of Vietnamese life.

04 · Culture & Cuisine

One of the easiest languages through which Vietnam can be understood

Culture is one of the most natural bridges bringing Vietnam closer to people around the world.

Pho, banh mi, Vietnamese coffee, bun cha and street food are becoming natural cultural bridges between Vietnam and the world.

Not everyone in the world may know exactly where Vietnam is. But more and more people know pho, banh mi, Vietnamese coffee, bun cha, spring rolls and street food.

Alongside these dishes comes the art of using fresh herbs, fish sauce and spices to create distinctive layers of flavor.

Cuisine therefore becomes a very special form of diplomacy. No translation is required. No long speech is necessary.

A delicious meal can inspire someone to learn more about the country that created it.

Cuisine A global language of culture

Heritage Memories preserved across generations

Music From tradition to modern expression

Tourism Landscapes, people and experiences

    
        Culture is not only something to preserve.
    
    Culture is also a resource for development.

    When told through modern language and platforms,
    traditional values can become bridges connecting
    Vietnam with the world.

05 · Heritage

When Vietnamese heritage becomes part of the shared heritage of humanity

From the Complex of Hue Monuments, the Ancient Town of Hoi An, My Son Sanctuary, the Imperial Citadel of Thang Long, the Ho Dynasty Citadel, Trang An, Ha Long Bay – Cat Ba Archipelago, and Phong Nha-Ke Bang – Hin Nam No, Vietnamese sites have moved beyond the boundaries of a single nation to become values recognized and shared by the international community.

UNESCO inscription is not merely a prestigious title. It is also a reminder of the responsibility to preserve values whose significance extends beyond national borders.

This raises a larger question:

If the world is increasingly discovering Vietnamese heritage, can Vietnam transform that interest into a lasting cultural bridge?

06 · Vietnam Through Experience

From destinations to stories

NATURAL

Nature

Mountains, forests, seas, islands, deltas, caves and diverse ecosystems create a Vietnam with exceptional appeal for international travelers.

CULTURE

Heritage

Ancient towns, architecture, festivals, traditional crafts and local traditions allow visitors to experience the depth of Vietnamese history.

LIFESTYLE

Everyday life

A morning at a coffee shop, crowded streets, traditional markets or life along a river can all become unforgettable memories.

In the end, what a person remembers most about a country is often not where they went, but the people they met.

07 · Diplomacy & Integration

A Vietnam actively connecting with the world

A country's image today is shaped not only by the media but also by how it participates in the common affairs of the world.

PEACE

From confrontation to dialogue

Vietnam increasingly emphasizes dialogue, cooperation and respect for international law in its relations with other countries.

INTEGRATION

Expanding international connections

Vietnam is becoming more deeply involved in regional and global cooperation mechanisms, expanding its space for development and exchange.

RESPONSIBILITY

Contributing to common challenges

From climate change and sustainable development to healthcare and humanitarian issues, Vietnam has growing opportunities to demonstrate the responsibility of an active member of the international community.

08 · Economy & Supply Chains

From a “place of production” to a link in the global economy

Vietnam's image among international business communities is also changing alongside the transformation of its economy.

Over the past two decades, Vietnam has increasingly become known as a manufacturing hub and an important link in international supply chains.

Electronics, phones, machinery, textiles, footwear and many other export sectors have brought Vietnam's name to major markets.

International investment flows continue to reflect Vietnam's increasingly deep connection with the global economy.

In particular, investment trends are becoming increasingly associated with electronics, technology, advanced manufacturing and higher-value industries.

Electronics

Vietnam is becoming increasingly present in global electronics manufacturing chains.

Manufacturing

Manufacturing capabilities are helping Vietnam connect more deeply with international markets and businesses.

Trade

International trade is becoming an increasingly important part of Vietnam's economic structure.

09 · Technology of the Future

A new Vietnam is emerging

In the eyes of the world, Vietnam is no longer seen only as a low-cost destination or an economy based on low-skilled labor.

Increasing attention is being given to technological capabilities, a young workforce, the startup ecosystem, AI, data and semiconductors.

But this also presents a challenge. In several high-tech sectors, much of the value remains connected to foreign-invested enterprises.

Therefore, the long-term challenge is not simply attracting investment, but also strengthening R&D, design, innovation and the ability to create technological value domestically.

The world is no longer asking only:
“How much can Vietnam produce?”

An increasingly important question is:
“How much knowledge can Vietnam create?”

10 · The Global Image

What images of Vietnam are becoming known around the world?

A peaceful country

A destination chosen by many travelers exploring Southeast Asia.

A distinctive cuisine

Pho, banh mi, coffee, street food and dining culture have become cultural bridges.

A rich cultural identity

Heritage, music, clothing, arts, festivals and community life create a distinctive identity.

A dynamic economy

Vietnam is becoming increasingly connected to global trade, investment and supply chains.

A new generation

A generation capable of international connection, technology use and creativity in a global environment.

A nation in transformation

From a developing economy toward technology, innovation and higher-value growth.

11 · The New Generation

Vietnamese citizens of the world

Young people are among the most important forces shaping Vietnam's image in the decades ahead.

Confidently using technology and global platforms.
Able to study, work and collaborate across borders.
Embracing new values while still seeking connection with identity and roots.
Increasingly interested in entrepreneurship, innovation and social issues.
Capable of bringing Vietnam's story to the world through the language of the digital age.

    
        The greatest challenge
    
    is not how to make the world know Vietnam,

    but how to make the world understand correctly,
    understand deeply and remember for a long time
    the positive values of Vietnam.

12 · What Lies Ahead

A nation's image is an ongoing journey

Tell Vietnam's story

Vietnam's stories need to be told in multiple languages, across multiple platforms and from multiple perspectives.

Raise quality

A sustainable national image must be built on the actual quality of products, services, environment, education, cities and daily life.

Preserve identity

The deeper the integration, the stronger the foundation of identity needs to be. Vietnam can modernize without losing the memories and values that define it.

13 · Toward 2045

What kind of Vietnam will the world see in 2045?

The answer lies not only in development strategies, but in the actions of every Vietnamese person today.

Peace The foundation of development

Innovation The engine of the future economy

Identity A source of national soft power

Aspiration The force driving the nation forward

If Vietnam continues to preserve peace, strengthen its internal capabilities, improve the quality of its human resources, advance science and technology, protect the environment, preserve its culture and actively integrate with the world, Vietnam's international image will no longer be defined only by its past.

It will be the image of a modern nation with a strong cultural identity; a dynamic economy committed to sustainable development; a peace-loving people with a powerful will; a country that honors its history while constantly reaching toward the future.

Vietnam no longer asks only:

“What does the world think of us?”

Instead, we must ask:

“How do we want the world to remember Vietnam?”

Closing · Chapter 14

Vietnam is not merely being seen. Vietnam is being remembered.

From heroic pages of history to modern life, from peaceful villages to dynamic cities, from traditional values to the aspiration for innovation, Vietnam is gradually shaping its image in the hearts and minds of friends around the world.

A traveler takes home a memory. A dish carries a story. A business opens a market. A scientist creates a discovery. An engineer contributes to a global project. An artist tells a Vietnamese story in the language of the world.

This is how a nation builds its image in the modern world.

And that story is still being written — by millions of Vietnamese people today.

Data Sources and References

National Statistics Office of Viet Nam; Viet Nam National Authority of Tourism; UNESCO World Heritage Centre; World Bank; UN Trade and Development (UNCTAD); along with other relevant publicly available sources.

Figures are presented according to data published at the time of compilation. Statements attributed to international figures are based on publicly available sources.

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