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.

Vietnam’s Thai Ha Books JSC had the opportunity to connect to copyright holders and exchange content with large publishers worldwide at the 11th International Istanbul Publishing Fellowship Programme 2026, held in Istanbul, Turkey, from February 10-12.

In the afternoon, sunlight pours golden over the corn hills of in Nghia Dong Commune, western Nghe An. Amid the stillness of the mountainous commune, children’s voices rise in song. Not lively pop music, but the rustic melodies of Vi and Giam. In the small courtyard of the home of Tran Thuy Nga, dozens of children sit around Meritorious Artisan Ngo Minh, attentively following each rhythm of the singing.