As Việt Nam steps into a new era of development, culture is emerging not as a backdrop but as a driving force – shaping identity, strengthening confidence and igniting a shared national dream.

Trinh Van Quyet, Head of the Party Central Committee’s Commission for Information, Education and Mass Mobilization, has clarified new and core elements of Resolution No. 80 on the development of Vietnamese culture, stressing the need for strategic breakthroughs to make culture a foundation, a pillar and an endogenous resource for the country.

Vietnamese music is stepping onto the global stage not through imitation, but through the strength of its own cultural identity.

Branding is to refer to positioning and public perception. In the economic and commercial sphere, it is about how customers perceive a product or label, thereby creating ‘household names’ recognised both from inside and outside the country, such as Coca-Cola, Starbucks, Sony, or Toyota. However, in this context, the focus is on a broader and considerably more complex concept: the brand of the country - the national brand of Vietnam.

As the Year of the Horse begins, Việt Nam’s tourism industry is already galloping ahead. A rare nine-day Tết break has sparked strong domestic and outbound demand, offering an early vote of confidence in 2026’s growth prospects.