Vietnam boosts image promotion and connectivity within ASEAN
DNO - Vietnam will intensify efforts to promote its national image and strengthen people-to-people connections across the ASEAN Community through cultural and sporting exchanges and sustainable tourism under a communication and promotion plan for 2026 - 2030.
The plan sets out priorities for raising awareness of ASEAN and highlighting Vietnam’s contributions to regional cooperation.
Under the plan, the Vietnamese Ministry of Culture, Sports and Tourism will lead communication efforts on ASEAN identity, people-to-people connectivity and the development of an inclusive, people-centered community. It will also promote cultural and sporting exchanges and sustainable tourism across the region.
Key tasks include preserving and promoting cultural heritage, developing ASEAN’s cultural industries, expanding sporting exchanges and strengthening connections among people in member states.
Communication efforts will also showcase Vietnam’s national image in association with ASEAN’s shared identity and values, while highlighting the country’s proactive and responsible role in maintaining peace and stability and advancing regional cooperation.
The plan calls for greater public awareness of the practical benefits the ASEAN Community brings to people and businesses, particularly in education, employment, tourism, e-commerce, digital transformation and cultural exchange. ASEAN Community Vision 2045, under the theme “ASEAN: Our Shared Future”, is another key focus.
The vision aims to build a resilient, innovative, dynamic and people-centered community. Communication activities will be implemented in two phases.
During 2026 - 2027, efforts will focus on strengthening public awareness and increasing interest among citizens, businesses and society in the ASEAN Community and Vietnam’s role and contributions.
From 2028 to 2030, communication will become more in-depth, linking the promotion of Vietnam’s image with ASEAN’s priority areas of cooperation while making greater use of digital technologies.
The plan also calls for communication methods tailored to different markets, regions and target audiences, making effective use of journalism, publishing, promotional events, cultural and sporting activities, tourism and digital platforms.
The Vietnamese Ministry of Culture, Sports and Tourism will study the development, regular updating and sharing of common communication resources. Included are key messages, infographics, video clips, image databases and hashtags, to support consistent outreach by ministries, localities and press agencies.
Meanwhile, the Vietnamese Ministry of Foreign Affairs will provide information on Vietnam’s approach to ASEAN cooperation, priority areas and the bloc’s development towards 2045.
It will also coordinate external communication messages and promote ASEAN’s central role in maintaining regional peace and stability.
Through these coordinated efforts, Vietnam aims to raise awareness of ASEAN, promote its national image and deepen regional connections over the next five years.