Lao Dong Newspaper had an interview with Associate Professor, Dr. Bui Hoai Son, full-time member of the National Assembly's Committee on Culture and Society; communication expert Nguyen Ngoc Long and culinary expert Nguyen Xuan Quynh - former General Secretary of the Vietnam cookers Association, CEO Allez Voyage to have a multi-dimensional view of this issue.
Cuisine - "soft power" in cultural diplomacy
Mr. Associate Professor, Dr. Bui Hoai Son, how do you evaluate the role of cuisine in Vietnam's current cultural diplomacy strategy?
- Cuisine has long been not only about nurturing the body but also a powerful cultural language to connect people. In the context of today's globalization, cuisine has become a particularly effective diplomatic channel, called "dining table exchange" - where dishes can replace words, creating understanding and sympathy between ethnic groups. For Vietnam, cuisine is not only a source of pride in its unique flavor, but also a bridge to help international friends better understand the history, traditions, lifestyle and soul of the Vietnamese people.
In Vietnam's current overall cultural diplomacy strategy, cuisine holds an increasingly important position. When pho, bun bo, banh mi or nem ran appear in the luxurious spaces of international conferences, or simply in the daily life of the Vietnamese community abroad, that is the time when the image of the country is spread naturally and sustainably. Vietnamese dishes, with their sophistication in processing and harmony in flavor, have become a soft but powerful symbol to introduce a hospitable, creative and unique Vietnam.
It can be said that cultural diplomacy through cuisine is both familiar and effective, not requiring large statements, but quietly conquering the hearts and tastes of international friends. For example, the world has repeatedly honored Vietnamese dishes such as pho, banh mi, nem... all of which contribute to shaping the national "soft power". This is an advantage for Vietnam to build the image of a country that is not only rich in identity, but also ready to integrate and spread values globally.
In addition to the national strategy, how have the self-made efforts of the overseas Vietnamese community contributed to that general picture, sir?
- The personal efforts of the overseas Vietnamese community, as the stories he just mentioned, are vivid evidence of the power of Vietnamese cuisine in the international arena.
The role of these efforts in the overall picture of cultural diplomacy is extremely important. Because cultural diplomacy does not only come from national programs, large-scale festivals or official events, but also from "silent ambassadors" - who are ordinary people, but through each product and service, they convey the cultural values of Vietnam to international friends.
Their strength lies in their sincerity and closeness. A small pho restaurant in Europe, a bakery on the streets of Hong Kong (China) or a chain of restaurants in the UAE may not have a legitimate diplomatic appearance, but it touches the hearts of international diners. And it is there that the image of Vietnam is multiplied, spread, and imprinted deeply in the community memory.
I think the power of these efforts is irreplaceable. Because they create a special resonance with the State's diplomatic policies, helping the image of the country to not only be present at the negotiation table or in development strategies, but also present in the daily lives of the world's people. This is what creates the depth and sustainability of Vietnam's "soft power".
In your opinion, what are the strategic solutions for Vietnamese cuisine to truly stand shoulder to shoulder with the culinary powers on the world map?
- In my opinion, in order for Vietnamese cuisine to be on par with major cuisines, we need to have a comprehensive strategic vision, both from the efforts of each individual and enterprise and supported by national strategies.
At the individual and business levels, the most important thing is professionalism. Chefs, restaurant owners, or food startups not only need skills, but also need to understand brand management and the market. They must consider the dish not simply as a product, but as a "cultural work" with national identity.
At the national strategic level, the State needs to have clearer policies to make cuisine a spearhead cultural industry. It is necessary to build a national program on culinary promotion, linked with tourism, diplomacy and trade; have a mechanism to protect geographical guidance for specialties, train chefs and culinary experts as a special cultural diplomatic force.
When Japan has sushi, Italy has pizza, Thailand has tom yum, Vietnam can completely affirm its position with pho, bun bo, banh mi... The difference is that we have a diverse treasure trove. If they know how to choose, invest and tell stories, Vietnam will have many "culinary stars" who shine together.
Finally, cuisine must be placed in the overall strategy for building national "soft power". When combining personal creativity with the national vision, Vietnamese cuisine will certainly become the pride and unique "soft power" of the country.
Vietnamese cuisine needs a " basis" with a national strategic vision
expert Nguyen Ngoc Long, from the perspective of the media, how do you feel about the brand positioning of Vietnamese cuisine in the current international arena compared to other countries?
- In my opinion, each country has its own positioning for its cuisine. For example, Japanese cuisine is famous for its sophistication and discipline, while Thai cuisine is known for its enthusiasm and diversity. Or more specifically, Chengdu of China is known as the culinary city of the world and their positioning is pepper. All their dishes have pepper, which is a very easy-to-recognize positioning. Meanwhile, Vietnamese cuisine is based on the uniqueness of each dish.
In fact, Vietnamese cuisine still has very unique common points that if exploited well, we can completely position the brand effectively. For example, foreigners are very impressed by the deliciousness of Vietnamese food, the richness of green vegetables and the elaborate preparation method. In particular, typical herbs such as coriander, basil, perilla... are unique ingredients that not every culinary foundation has. This is a strength that we can take advantage of to make a difference.
However, if we consider a national brand positioning, we are still quite vague. This means that we have not yet built a strong and consistent image so that the world can easily recognize and remember Vietnamese cuisine.
We still lack a " basis" with a strategic vision of brand and communication - not just a good cook - to shape and promote Vietnamese cuisine to the world. I think we need someone who can connect all the quintessence of Vietnamese cuisine together, creating an attractive and easy-to-remember story.
As you have analyzed, we still lack a strong brand positioning strategy at the national level. So, can Vietnamese people who are doing culinary business abroad - who are considered silent "culinary ambassadors" - play a role in filling this void?
- One of their biggest advantages is that they are living in the market they serve. Unlike domestic promotional campaigns, Vietnamese people far from home have a kind of background - a kind of direct, sharp understanding of the psychology and behavior of local diners.
They know what Westerners are afraid of when eating Asian dishes - such as the smell of rich fish sauce, or bones in a bowl of pho. They also grasp the taste of changing seasons, following health trends, being vegetarian... Thanks to that, they can adjust recipes, presentations, or communication methods to " tuch" Vietnamese dishes into a culinary language that foreign visitors can easily access.
An interesting example is that many Vietnamese restaurants in Europe describe the "banh mi" as "Vietnamese baguette" or pho as "Vietnamese noodle soup" to create a close connection. Some people even tell the story of the dish as a journey - for example, "a bowl of pho with the flavor of Hanoi memories, recreated in the heart of Berlin" - turning the dish into a cultural experience.
In other words, they are not only the cook, but also the storyteller, the cultural interpreter - and that is very necessary in the context of globalization, when culinary culture is not only about eating, but also about connecting, about understanding and about loving.
Human resource development strategy to elevate Vietnamese cuisine
Mr. Nguyen Xuan Quynh, from the perspective of a culinary expert in tourism business, how do you assess the role of cuisine in developing tourism and promoting Vietnamese culture to the world?
- Culinary expert Nguyen Xuan Quynh: The cuisine plays a central role in developing tourism and promoting Vietnamese culture because it brings unique and profound experiential values. Unlike standard services such as hotels or tourist attractions, cuisine always arouses curiosity, excitement and discovery, turning each meal into a memorable memory. Moreover, these positive experiences also have a strong influence after the trip, when tourists return and proactively search for Vietnamese restaurants in their hometown.
Indeed, Vietnamese cuisine is a unique story of culture and identity. But to tell that story in the most complete and engaging way, we cannot help but mention the narrator - the chef. In your opinion, what role are domestic and foreign chefs playing in this, and what strategies do we need to have to support them?
- The role of the chef is a decisive factor in raising the level of cuisine, because no matter how excellent the ingredients are, talented hands are needed to become an excellent dish.
For Vietnamese chefs, they have a double responsibility: both preserving the core values of traditional cuisine and constantly being creative, accessing new technology and meeting modern trends to avoid falling behind.
The role of self- employed individuals with passion, especially overseas Vietnamese, is extremely valuable and needs to be supported in the spirit of "rating hundreds of flowers". There needs to be the participation of strong enough associations to build in-depth training programs, helping them convert from cooking based on family experience to professional and methodical methods, thereby improving quality and sustainability in business.
To promote overall strength, the most important strategy is to build a strong network of connections between domestic and foreign chefs through associations, competitions and exchange programs, thereby creating a community to learn, develop and bring Vietnamese cuisine far.
To build a nationally competitive kitchen, what factors should training in Vietnam focus on?
- To build a generation of internationally competitive chefs, vocational training in Vietnam requires important breakthroughs, especially in the context of we still lacking a large and prestigious culinary academy. Currently, training is still mostly carried out on a small scale in faculties of colleges and secondary schools, which somewhat limits the development potential of many young talents.
However, it is undeniable that Vietnamese chefs are very talented and have won many international awards. A key factor to promote this development is to continue to improve the social position of the culinary profession, so that this profession is recognized as a prestigious and valuable career.
When society has the right recognition, the culinary profession will attract more outstanding talents, thereby creating a solid foundation for a generation of professional chefs, capable of reaching the world in the future.
