On the morning of June 3, the Faculty of Communication and Foreign Culture, Diplomatic Academy of Vietnam organized a scientific conference with the theme "Building a national brand in the digital age: Imprints of Vietnamese Diplomacy". The program is an academic forum to promote research, connection and exchange on public diplomacy, cultural diplomacy, international media and building a national brand in the context of digital transformation.
Speaking at the opening, Dr. Nguyen Thi Thin - Deputy Director of the Diplomatic Academy - said that in a deeply connected world, the strength of a nation is no longer measured only by economic or military potential but also by image, level of trust, ability to create influence and inspire. According to her, the national brand is increasingly becoming an important part of the overall strength of each nation.
Dr. Nguyen Thi Thin said that after nearly 40 years of renovation, Vietnam has achieved many outstanding achievements in socio-economic development, international integration and enhancing its position in the international arena. However, in the context of increasingly fierce competition for national image and influence, Vietnam needs to be able to convey its values and stories to the international community more effectively, persuasively and consistently.
We are at a very suitable time to study, reflect and exchange views on this issue" - Dr. Nguyen Thi Thin emphasized.
According to her, the experience of many countries such as Korea or Japan shows that the combination of culture, media, innovation and national brands can create strong influence on the international stage. These are also lessons worth considering for Vietnam in the process of building a national brand in the digital age.
Within the framework of the conference, delegates focused on discussing four major topics including: Building Vietnam's soft power in the digital age; Vietnamese product brand and economic diplomacy; building Vietnam's image as a reliable partner at multilateral forums; and the role of the young generation in public diplomacy on new media platforms.
In addition to thematic presentations, the conference also created a space for direct dialogue between ambassadors, experts, lecturers and students on many issues such as soft power, digital diplomacy, international media or national image promotion strategies,... Thereby, helping students access more practical perspectives on the field of media and foreign affairs.
Attending the conference, Tran Huyen Trang, a third-year student majoring in International Communications, said that the program brings many practical knowledge about building a national brand and the role of communication in foreign affairs activities.
As an International Communications student, I understand more clearly the connection between communications, diplomacy and national soft power. The sharing from international ambassadors and experts also helps me have a more perspective on how to build Vietnam's image in the current digital media environment," Huyen Trang shared.
Through discussion sessions and professional exchanges, the conference not only contributes to clarifying the role of Vietnamese diplomacy in building national brands but also creates opportunities for the younger generation to improve their research capacity, communication thinking and sense of responsibility in promoting Vietnam's image to the world.
