'Soft power' in promoting Thai Nguyen’s image

In the context of deep international integration, cultural diplomacy is no longer merely a bridge for exchange but has become a form of “soft power” that creates competitive advantages for localities. For Thai Nguyen, this task has been translated into a wide range of activities aimed at promoting its image, advancing international cooperation, and spreading Vietnamese cultural values to friends around the world.

Thai Nguyen is one of the most successful localities in Northern Viet Nam in attracting FDI.

In 2025, Thai Nguyen intensified multilateral external relations, expanding its network of cooperation with diplomatic missions, international promotion organizations, and major technology corporations. Working visits, signings, and memoranda of understanding were not only focused on investment attraction but also expanded into education, tourism, innovation, and cultural exchange.

Mr. Choi Young Sam, Ambassador of the Republic of Korea to Viet Nam, shared: “I highly regard Thai Nguyen as one of the most successful localities in northern Viet Nam in attracting foreign direct investment. In particular, Thai Nguyen is providing a very stable and business-friendly investment environment for Korean enterprises, including Samsung Electronics Group. Thai Nguyen is an extremely attractive investment destination with an industrial ecosystem focused on electronics manufacturing and high technology, supported by stable power and logistics infrastructure. I believe that cooperation between the two sides in the coming period will continue to expand further into high-value-added industries and innovation”.

In recent years, Thai Nguyen has not only focused on preservation but also gradually integrated heritage into contemporary life and external relations.

If investment and industry represent “hard power,” then culture is the “soft power” through which Thai Nguyen creates a distinctive identity. In recent times, many vibrant cultural and community activities held in Thai Nguyen have left positive impressions, spreading the image of a dynamic and friendly locality. These range from the Fragrance and Colors of Famous Tea Festival, which honors heritage values and attracts tourists and international friends, to the inauguration of football fields, sports facilities, and community spaces that create highlights in urban life and enhance public spirit.

“Cultural integration or cultural diplomacy is not merely about performance; it is about introducing the identity, people, and spirit of Thai Nguyen. It is the way we step out into the world with confidence and our own unique values", Dr. Nguyen Thi Tuyet Nhung, Lecturer at Viet Bac College of Culture and Arts, said.

The connection between culture and investment cooperation is shaping a new ecosystem of integration. With the policy of “government as a companion - enterprises at the center,” Thai Nguyen is shifting from fragmented promotion to a comprehensive branding strategy: introducing economic potential through culture and people. Cultural diplomacy is not only an image of goodwill, but a strategic asset. From traditional values to modern innovation, Thai Nguyen is gradually affirming its position as a trustworthy destination for international partners, a land that opens through culture and develops through knowledge.