To bring Vietnamese stories to the world
Since 2003, the Vietnam National Brand program (Vietnam Value) has been initiated under Decision No. 253/2003/QD-TTg of the Prime Minister, jointly implemented by the Ministry of Trade (now the Ministry of Industry and Trade).
The criteria for selecting Vietnamese National Brands (NBCs) have been regulated and applied since the promulgation of Decision 30/2019/QD-TTg, Circular 33/2019/TT-BCT (in 2019) and have been amended and supplemented (Circular 25/2021) with 3 core criteria: Quality - Innovation - Pioneering capacity.
Accordingly, many criteria are set for commodity manufacturing enterprises, to have products achieving national brands, it is necessary to achieve over 650 points/1000 points, including many ISO certifications on food safety, environment, product packaging...
Responding to the National Brand program of the Ministry of Industry and Trade, since 2021, the Ministry of Culture, Sports and Tourism has had working sessions with the Department of Cinema, the Department of Performing Arts, the Department of Fine Arts - Photography and Exhibitions, and the Copyright Office on building criteria and selecting national brands in the field of culture and art.
The project to build and promote the national brand "Vietnamese lacquer art" for the period 2020-2030, the project to build the national brand "Vietnam International Photography Festival" for the period 2020-2030, or international film festivals... were once expected to become national brands in the field of culture and art.
The criteria for selecting these projects are mainly based on the national brand selection criteria of the Ministry of Industry and Trade.
After many years of research, there are still no criteria for selecting national brands in cultural fields.
Need a set of selection criteria for each cultural field
Mr. Nguyen Van Tan - Vice Chairman of the Vietnam Cinema Association - said that "goods" in the field of culture and art have very unique characteristics compared to other consumer goods production industries.
Art products are emotional, sensory, and have a great impact on the spiritual life (not material life) of the public. According to Mr. Tan, it is impossible to apply the selection criteria from ISO certifications on food safety, environment, product packaging... to the cultural field.
If consumer goods manufacturing industries aim to export products, then the cultural industry will export "Vietnamese stories", "Vietnamese style", "Vietnamese dreams", "Vietnamese colors"... to the world.
The Vice President of the Vietnam Cinema Association said, "Different art fields also have very different characteristics, colors, personalities, and talents. Music is different from cinema. Fine arts is different from design - fashion... I think that each different cultural and artistic field will have different national brand selection criteria.
Talking to Lao Dong reporters about the criteria for selecting national brands in the field of cinema, Mr. Dang Tran Cuong - Director of the Department of Cinema - said: "In the coming time, the Department of Cinema, Ministry of Culture, Sports and Tourism will proactively coordinate with relevant units to study the framework of criteria for evaluating "National Brands" in the field of cinema, ensuring that it is both consistent with the general orientation of the National Brand Program and accurately reflects the characteristics of cinema.
According to Mr. Dang Tran Cuong, in the field of cinema in particular or culture and art in general, the development of the "national brand" criterion is not only related to the quality of the work, but also associated with the market, the public, cultural values, international prestige and the accompanying creative ecosystem.
Therefore, according to Mr. Cuong, the criteria for selecting national brands in the cultural field need to be correct and accurate.
