शैडोइंग अभ्यास: Soft power in the digital age | Vietnam Today - YouTube के साथ अंग्रेजी बोलना सीखें
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What shapes a country's image today?
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What shapes a country's image today?
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Not just governments, not just diplomacy.
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Nowadays, increasingly, it is the Internet.
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Digital platforms are now changing how countries build influence and governments are now adapting to a new reality.
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Soft power doesn't always come from official campaigns but from what people choose to watch online.
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Soft power is the ability to influence through attraction rather than coercion.
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a concept coined by political scientist Joseph Nye.
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Traditionally, it came from culture,
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political values and foreign policy.
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But social media has changed how countries are perceived.
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During the COVID-19 pandemic, anti-Asian incidents surged.
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A few years later, a different trend went viral.
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Known as Chinamaxing or becoming Chinese,
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the trend sees foreign creators adopt the Chinese language, habits and lifestyles.
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The phrase becoming Chinese has become a popular buzzword,
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reflecting foreigners' desire to experience life in China.
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Recent surveys suggest younger generations in many Western countries view China more positively than older groups,
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showing how digital content can rapidly reshape perceptions.
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In Thailand, a baby hippo became part of the country's soft power strategy.
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Mu Dang gained hundreds of millions of views,
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boosting tourism before being named a cultural ambassador.
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So in this new landscape, where does Vietnam stand?
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Speaking of the digital, the rise of digital soft power is also reshaping how Vietnam presents itself to the world.
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This influence is now coming from a combination of official outreach and organic content spreading online.
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Now let's take a closer look on that.
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Videos about farming, rural life and everyday routines in Vietnam are attracting millions of views on TikTok and Instagram.
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This is how Vietnamese kids spend their days in Vietnam.
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They are also encouraging tourists looking to experience a more authentic side of Vietnam to visit the country.
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We've been preparing the traditional cake, which we enjoy now.
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You can see everybody's enjoying it.
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I wanted to see the real traditional,
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how it looks, how it was in the past,
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and how the real people live,
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not only the very commercial and traditional places.
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Vietnamese cuisine is also gaining global attention.
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From Banh Nguy to Cà Phê Sữa Đá,
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short-form videos are spreading Vietnamese culture worldwide.
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In January 2026, Vietnam issued Resolution No. 80 to expand the country's cultural presence and build a distinct national brand.
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A digital transformation project for the cultural sector through 2030 was also approved recently to strengthen global cultural identity.
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As digital platforms increasingly shape national image,
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the challenge is no longer just gaining attention online,
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but turning it into lasting influence As more influence shifts toward the digital realm,
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governments are also trying to understand how to leverage this space effectively And to explore this issue further,
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our reporter spoke with the veteran diplomatic Ton Ngu Thị Ninh,
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former vice chair of the National Assembly's Foreign Affairs Committee and founder of the Ho Chi Minh City's Peace and Development Foundation,
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which recently organized the Vietnam Moment 2025 forum on Vietnamese soft power,
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focusing on the country's advantages, challenges and future prospects.
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Let's take a look.
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Thank you very much for joining our talk today.
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And do you think that social media influencers are sort of becoming informal diplomats in shaping their national image?
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I would rather say that they are national image builders.
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Conscious or unconscious?
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Positive or negative?
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The question is, can we make proactive and positive use of them to project national diplomacy?
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I think we would have to be very selective.
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So speaking of being proactive,
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do you think Vietnam should proactively try to create viral content?
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Or should we let trends develop naturally?
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I think it should be the both.
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The state has to adopt the soft touch.
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It should have the ability to identify promising talent
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and then provide the enabling conditions so that that person arises in her or his own field.
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So that's the best way.
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So I think we should be open to various formats.
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I think the most decisive factor is identifying talent and promise.
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So do you think that content about rural life
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or everyday life in vietnam is a long-term approach it's not because we we develop and show content about
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rural life in Vietnam that we don't show other aspects of Vietnamese life.
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But I personally, at least myself,
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I really understand why and I support why showing moments of aspects of rural life in Vietnam is so popular.
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People look for authenticity.
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When you move into a city,
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It's so vibrant, but you know,
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you don't know exactly where to put your finger on authenticity because there's so much sophistication, commercialization around.
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So when you move into the Vietnamese countryside today,
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the Vietnamese rural landscape is still,
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you know, virgin enough to be really attractive and to really send a message that the Vietnamese people are very communal.
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The village is something that is still close to the hearts of many, many Vietnamese.
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As long as we can keep that authenticity, we should show it.
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I believe that we have the wares,
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the assets to make a convincing self-power story.
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I think we're starting.
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We're starting on our way there.
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I think personally, Vietnam will need to find its own identity.
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So once again, thank you very much for joining our talk.
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My pleasure.
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