Brand Finance (a UK-based brand evaluation organization) has just published an article assessing that Vietnam has been promoted in the business and commercial pillar to 56th place, up from 62nd place, reflecting the increasing attractiveness of Vietnam as a favorable business destination.
With the globally favorite product ranked 36th and stable in 15th place in terms of future growth potential, Vietnam is rapidly emerging as a dynamic country in the global economy. The attractive combination of cultural vitality, business appeal and innovation commitment of Vietnam is promoting the country's increasingly global influence. The ability to attract global attention while still preserving its traditional roots is a testament to the country's adaptability and ambition.
Vietnam's cultural strength continues to shine, with the 16th place in world-famoured cuisine, famous for its vibrant and healthy cuisine. The two-point increase to 60th in the cultural and heritage pillar emphasizes the expanding global cultural mark.
On the diplomatic front, Vietnam's reputation as a useful partner has skyrocketed, increasing 12 places to 87th place in supporting other countries, further enhancing Vietnam's position in the international arena.
The most prominent improvement is in the press and media pillar, where Vietnam increased 23 places to 78th place, thanks to improved communication strategies and increasing media influence.
In the field of education and science, Vietnam's efforts are being rewarded, with a significant increase to 63rd place in "scientific advancement", emphasizing the increasing focus on innovation and research.
Vietnam also improved its position in the happiness index rankings. According to the 2025 World Happiness Report of the United Nations Sustainable Development Solutions Network, Vietnam continues to improve its position in the ranking of the happiness index and is second only to Singapore in Southeast Asia.
Report on a survey of people in 143 countries and territories. The survey results show that Vietnam is ranked 46th, a positive improvement compared to 54th place in 2024 and 65th place in 2023. Vietnam is among the 19 countries with the largest growth index along with China, Mongolia and the Philippines in Asia.
According to researchers, the main factors affecting happiness include health, higher income as well as factors such as meal sharing, strong social support and a more comfortable life.
The Phnom Penh Post reported that Vietnam affirms its position as an attractive destination for regional medical tourism. The development of medical tourism not only shows the progress of the domestic health system but also paves the way for Vietnam to become a medical tourism center of the region, attracting more and more tourists to choose medical services.
Notably, the demand for high-quality and affordable medical services is increasing. Compared to other countries in the region, Vietnam's medical services have a competitive advantage thanks to reasonable prices and a strong private hospital system. This is the main driving force behind the recent boom of medical tourism in Vietnam.
Thanks to the increasing demand for medical examination and treatment of foreign tourists, Vietnam has the potential to become an important medical tourism center in the region, providing high-quality and affordable health care services, attracting more international patients. To attract international tourists to Vietnam for medical examination and treatment, hospitals and medical facilities need to further improve service quality, infrastructure and access for foreign patients to maintain this growth momentum. With recent advances, Vietnam can certainly become an attractive medical tourism center in the region and globally.
