Communist Review - As one of the three pillars of Viet Nam’s comprehensive diplomacy, cultural diplomacy is considered an important area in foreign policy, widely deployed at various levels and in many areas throughout the country.  Aiming at contributing to building trust and consolidating Viet Nam's relations with other countries in the world to enhance national status, over the past 10 years, cultural diplomacy has obtained remarkable achievements, making a positive contribution to the development of the country.

Cultural diplomacy awareness

From the beginning of the twenty-first century up to now, along with the concept of "soft power", the concept of "cultural diplomacy" has been widely used in international relations. Although there are different approaches, the connotation of this concept has one characteristic in common: That is using culture to serve national goals by means of diplomatic and foreign activities.

Based on the Western approach, Professor Joseph Nye, former assistant undersecretary for US foreign affairs over the period 1977-1979, Harvard University, said: “Cultural diplomacy is a leading example of soft power or the ability to persuade by means of culture, values ​​and thoughts, which is contrary to hard power in which military force is used to conquer or coerce”(1). S. Ade-Bo-lu, a member of the Association of British Trade Diplomats, said: “Cultural diplomacy is a form of diplomacy that emphasizes cultural recognition and mutual understanding as a basis of dialogue” (2). Meanwhile, the Journal of Diplomatic Work of the Moscow University of International Relations said that “this is a special area of ​​diplomatic activity, related to the use of culture as the object and the means to achieve the fundamental goals of the national foreign policy, creating a good image of the country, and promoting the national culture and language to the world” (3).

In the East, according to Peng Tan Liang – a Chinese researcher, the specific meaning of cultural diplomacy is the diplomatic activity of a sovereign state, whose goal is to maintain its own cultural interests and implement national foreign culture strategy, under the direction of a certain cultural foreign policy, based on all peaceful tricks including cultural tricks (4). O. Ka-duo, a Japanese researcher emphasizes: "The key goal of cultural diplomacy is to enhance and improve the nation's image and reputation through cultural aspects" (5).

From the above points of view, the concept of cultural diplomacy in the world can be understood as follows, including three main contents: First, cultural diplomacy belongs to a country's foreign policy; Second, cultural diplomacy uses culture as a tool and a means to achieve the goals of external relations; Third, cultural diplomacy helps to promote the country's culture to the world, improve national image and reputation, and enhance mutual understanding among countries.

Besides, when it comes to cultural diplomacy, scholars often refer to public diplomacy because of the internal coincidences of these two fields. The US State Department considers public diplomacy "programs sponsored by the government, to provide information or influence public opinion through the main tools that are publications, movies, cultural exchange activities, radio and television”(6). The common point between cultural diplomacy and public diplomacy is that both promote culture abroad, build trust among the foreign public, thereby influencing the decisions of other governments. However, the target audience of cultural diplomacy is broader, including the domestic public, the foreign public, and foreign governments, while the subjects of public diplomacy are mainly the foreign public, and the International community. The content of cultural diplomacy is culture while the content of public diplomacy is not only culture, but also the fields of economy, military, science - technology, and engineering, ...

The above comparison is the one of relativity and it depends on the approach of each country. In the US and Denmark, cultural diplomacy is considered a branch of public diplomacy, whereas in the UK, cultural diplomacy is seen as a broader field in comparison with public diplomacy (due to the fact that public diplomacy only targets the foreign public; while cultural diplomacy targets both the foreign and domestic public and governments).

In Viet Nam, the concept of cultural diplomacy is approached quite diversely from different perspectives that both have similarities and differences. From the perspective of diplomacy, cultural diplomacy is considered "a form of diplomacy based on culture to establish, maintain and develop foreign relations" (7). Cultural Diplomacy and UNESCO of the Ministry of Foreign Affairs of Viet Nam define: “Cultural diplomacy is a foreign activity, organized, supported or sponsored by the state. This activity is implemented in a certain time to achieve certain political and external goals, through cultural forms such as: art, history, ideology, tradition, cuisine, films, publications, and literature” (8). From the cultural perspective, there is a perception that cultural diplomacy is a unique activity, using cultural tools to achieve the diplomacy's goals and using diplomacy to honor the beauty of culture ” (9).

It can be seen that the perspective on cultural diplomacy in Viet Nam is relatively diverse and from many different starting points. Even in the "Strategy for Cultural Diplomacy up to the year 2020" issued by the Prime Minister in 2011, it is clearly stated: "Cultural diplomacy, economic diplomacy, and political diplomacy are the three pillars of modern and comprehensive diplomacy of Viet Nam”.

Based on the above viewpoints, Viet Nam's approach to cultural diplomacy can be  understood as follows: Firstly, it is a form of diplomacy based on cultural tools; secondly, it aims at achieving the fundamental goals and interests of the nation such as development, security and influence as well as honoring cultural values; thirdly, it is an effective diplomatic channel, increasing soft power; building trust, promoting the national image; fourthly, it is a channel to absorb human culture, enrich the national culture; fifthly, it is implemented diversely, not only by the official way of the State but also by the unofficial way; sixthly, it is applied flexibly and achieves a long lasting effect.

Achievements obtained during the process of implementing cultural diplomacy policies over the past ten years

Over the past decade, Viet Nam’s cultural diplomacy has gained remarkable achievements in theory, policy and practice of this new field of foreign activity. Correctly and thoroughly identifying the theory, the concept, the connotation, and the method has helped to implement cultural diplomacy successfully. At the same time, the practice of cultural diplomacy in the past decade is also a testing "thermometer" to draw precious lessons, contributing to raising the level of cultural diplomacy in the coming stage.

The theory and policy formulation of cultural diplomacy has been carried out in a very scientific way. Since the 2000s, cultural diplomacy has been initiated by groups of experts and advisors at the Ministry of Foreign Affairs, after that many seminars have been organized to consult researchers and diplomats. Cultural diplomacy has also been discussed during diplomatic conferences of the Ministry of Foreign Affairs. "Cultural diplomacy together with political diplomacy and economic diplomacy was identified as the three pillars of Vietnamese diplomacy" at the 25th Diplomatic Conference (2006) and the 26th Diplomatic Conference (2008), cultural diplomacy has been considered the focus of the entire diplomatic service. Next, Directive No. 4252/2008 / CT-BNG, December 23, 2008, of the Ministry of Foreign Affairs, on Strengthening cultural diplomacy to create a new driving force for Vietnamese diplomacy in the process of international integration was issued on December 23, 2008. Cultural diplomacy continues to be enhanced, when it is mentioned in Document of the XI Congress of the Party (2011): “Closely coordinating foreign affairs of the Party, diplomacy of the State, diplomacy of the people; foreign affairs, defense and security; external politics, economics and culture "(10). On February 14, 2011, the Prime Minister issued Decision No. 208/2011/QD-TTg on approving the Strategy for Cultural Diplomacy up to the year 2020, identifying five main activities of cultural diplomacy, including: 1- developing and opening relations with countries and regions having many relations with us; 2- Promoting, strengthening and deepening understanding about other countries; 3. Promoting the national image and the image of Vietnamese people in the international arena; 4- Taking steps to help Viet Nam have many heritages recognized by the United Nations Educational, Scientific and Cultural Organization (UNESCO); 5- Acquiring the quintessence of human culture to enrich the national cultural identity (11). Based on that, a number of studies on cultural diplomacy have been published, providing an important theoretical basis for this rather new "realm".

Together with building theories and policies, practical activities have been deployed in many areas domestically and abroad. Cultural diplomacy activities are carried out in the form of cultural and artistic dissemination through diplomatic activities or through information, media, conferences, seminars to support foreign affairs and diplomacy of the country. Specifically, in the past years, thousands of cultural events along with top-levelled diplomatic activities and local activities with multi contents and forms have been organized domestically and abroad. It can be concluded that cultural diplomacy has been implemented in four forms as follows:

Firstly, incorporating cultural diplomacy in political diplomacy activities, such as high-level visits by Party and State leaders, and high-level conferences involving the world's top heads of state. Since 2007, during President Nguyen Minh Triet's official visit to Japan, cultural diplomacy activities have been integrated into the agenda, creating an impressive “pave the way” of the Vietnamese President's first visit to Japan since the two countries normalized their diplomatic relations in 1973. Over the past 10 years, it has been proven that Viet Nam’s foreign relations have been promoted successfully when integrated into cultural diplomacy programs. In 2019 alone, during the official visits of Viet Nam's senior leaders to other countries, the goal of promoting the image of Viet Nam together with political and economic goals was focused and successfully implemented.

Secondly, carrying out international advocacy activities, especially the recognition of the tangible and intangible cultural values ​​of Viet Nam by UNESCO; At the same time, Vietnamese diplomatic agencies abroad increase the promotion of Vietnamese cultural values ​​to the world by holding typical and unique cultural events of Viet Nam, aiming at making a good impression about Viet Nam. On the world's largest multilateral cultural forum UNESCO, Viet Nam's cultural diplomacy has contributed to raising the image and prestige of Viet Nam in the world. Viet Nam has developed good cooperation with UNESCO in all areas of its jurisdiction. Most notably, Viet Nam and UNESCO have signed a Memorandum of Understanding (MOU) of cooperation between the two sides for the 2016-2020 period on the basis of the conclusion of the MOU for the 2010-2015 period. Viet Nam continues to bring into full play its active role, taking the initiative at UNESCO by taking up a number of important positions in UNESCO's professional committees, such as Vice President of Memory of the World Committee for Asia-Pacific (MOWCAP) for the term 2014 - 2018; Vice Chairman of the Western Pacific Oceanographic Commission (IOC / WESTPAC) for the term 2012-2015 and the Secretary General of the World Union of UNESCO Associations for the term 2011-2015...

At present, Viet Nam has mobilized UNESCO to recognize 28 heritages in Viet Nam, including: 2 natural heritages (Ha Long Bay, Phong Nha - Ke Bang National Park); 5 cultural heritages (the complex of ancient capital of Hue, Hoi An urban area, My Son temple and tower area, the relic of the central citadel of Thang Long, Ho Dynasty citadel); 1 mixed heritage (Trang An scenic complex); 13 intangible cultural heritages (Hue royal court music, Central Highlands gong culture space, Bac Ninh folk songs, Ca tru singing, Giong Festival, Xoan singing ...); 6 documentary heritages (Stele of the doctoral exams of the Le and Mac dynasties, Woodblocks of the Nguyen dynasties, Carpentry of Buddhist scriptures of Truc Lam Zen - Vinh Nghiem pagoda, Chau village of Nguyen dynasty, Poetry on Hue royal architecture, Phuc Giang school woodblocks); 1 global geopark (Dong Van rock plateau).

The understanding of Viet Nam in the political world and people around the world has been improved thanks to the positive contribution of cultural diplomacy. In particular, the implementation of the project "Honoring President Ho Chi Minh, a National Liberation Hero, an outstanding cultural character of Viet Nam in foreign countries 2010 - 2020" in recent years has brought great results. Many monuments of President Ho Chi Minh in foreign countries have been restored, repaired or inaugurated, for example, the completion of the maintenance and repair of Uncle Ho monument in Madagascar, Russia, and Cuba, the inauguration of the statue of Uncle Ho in Chile, Singapore ... The project was put into operation almost simultaneously with the positive and proactive policy of international integration officially approved by the 11th Party Congress, becoming a component of Viet Nam's foreign policies and lines in the new period.

Thirdly, cultural diplomacy activities in place through international forums, conferences, seminars or major holidays, the day of establishing diplomatic relations of Viet Nam with other countries, targeting the main guests and communities of other countries working and living in Viet Nam. Some typical activities, such as "Japan - Hanoi Cherry Blossom Festival" held from 2016 up to now; "Viet Nam - Korea Cultural Culinary Festival" from 2017 to present; "Moscow days in Hanoi - 2019"; "Viet Nam - Germany Cultural Festival - Octoberfest Viet Nam 2019"; International Culinary Festival from 2014 to present; The Con Throwing Festival of the three countries Viet Nam - Laos - China from 2014 to present; The "Vietnamese National Culture" day is held every year ... Especially, the successful organization of the United Nations Vesak Celebration 2014 and 2019 has contributed to promoting the image of Viet Nam – a peace loving country, which always endeavor to act for peace, cooperation and social progress in the world. Besides activities to connect overseas Vietnamese communities, Vietnamese Cultural Day activities are held in many countries around the world. Overseas Vietnamese cultural centers which is an effective cultural introduction and exchange channel of Viet Nam in other countries around the world have also gradually shaped and come into operation.

Fourthly, participating in multilateral organizations and forums, such as the United Nations, the Association of Southeast Asian Nations (ASEAN), Asia-Europe Meeting (ASEM). ), and Asia-Pacific Economic Cooperation (APEC) ... in an active, responsible and effective manner with the integration of cultural diplomacy activities. In 2019, the successful organization of the second US-Korea Summit in Hanoi is a great opportunity for Viet Nam to carry out the mission of the country's cultural diplomacy activities, which is a strong message from Viet Nam to the international community about Viet Nam’s rise and readiness to further promote its active role and actively contribute to the common work of the region and the world.

A number of cultural diplomacy programs implemented through the scholarly channel have also made great impression on the international community. The most notable are series of seminars on the South China Sea organized by the Diplomatic Academy and participated responsibly by many scholars all over the world, which have been conducted continuously for the past 10 years, contributing to building a proper awareness of Viet Nam's maritime and island sovereignty issue in the region.  

By organizing these activities, cultural diplomacy has contributed to building a deep awareness of Viet Nam as a successful reforming country in the international community. In other words, the image of Viet Nam associated with the wars that often appeared in the media and the world community for a long time is being gradually replaced by the image of Viet Nam as a powerful, dynamic country developing strongly, sustainably and stably in the region. In recent years, practical activities also show that Viet Nam is also a reliable and responsible partner in the international community. That message is reflected in many official activities of the Party and Government, the Ministry of Foreign Affairs, and Vietnamese organizations.

Looking forward to a new decade

Since the country was completely liberated in 1975, especially since the country's renovation was implemented in 1986, we have made great efforts to build the country and change the world's perception of Viet Nam. And now it is time for us to develop a national message that reflects the country's core values ​​in the new decade. A country's brand is often seen in six prominent aspects: Population / people; culture; travel; export; transparency in government’s management; investment and immigration attraction (12). Therefore, the national message should be based on outstanding features / achievements from these aspects of the country. Regarding people, Viet Nam has an abundant young labor force and it is gradually equipped with knowledge and skills to enter the economy of knowledge so that it can actively participate in the Fourth Industrial Revolution. In terms of tourism, Viet Nam has many natural wonders, a long coastline with romantic beaches stretching from South to North. In terms of culture, Viet Nam has a long-standing traditional culture, imbued with national identity. In terms of exports, Viet Nam has products with top brands in the world (such as coffee, rice, specialties from localities, regions, and even some high-quality technology products). Regarding the governance factor of the government, this has become a highlight that has been highly appreciated by the international community, especially in recent years when the Government of Viet Nam successfully directed the prevention and control of the epidemic COVID-19 (up to now, the media around the world have admitted that Viet Nam is one of the most successful countries in this war). These fundamental factors are making Viet Nam become one of the attractive destinations for investment, tourism ... in the coming time. Thus, cultural diplomacy needs to make the national message known based on these criteria. The national message also needs to reaffirm the protection of cultural identity and the preservation of the heritage and territorial integrity of the country.

In addition, the coming time will also be a favorable time to move towards reforming the organization and implementation of Vietnamese cultural diplomacy in the next decade. It is also the task set forth in the formulation of the Cultural Diplomacy Strategy in the new context. When Viet Nam becomes a responsible country in the international community, cultural diplomacy will be a "bridge" between Eastern and Western culture, connecting nations, peoples, and sharing cultural values and quintessence on the basis of respecting differences. Cultural diplomacy uses diplomatic tools to actively play the role of mediator in disputes between countries, in "hot" regions, creating confidence and friendliness with other countries. In addition, it is important to realize that "enhancing the quality of life" is one of the contents of cultural diplomacy policy. Quality of life is a vital issue in the process of developing national cultural policies.

In the past 10 years, cultural diplomacy has been attached to the activities of state institutions, and in the coming time, it is necessary to mobilize more strongly all resources of society to participate in activities of cultural diplomacy. The thousands of years of history of the country has proven that, in any important circumstances and moments of the country, victory is always gained by arousing, mobilizing the internal forces and the strength of great solidarity of the entire nation. Therefore, bringing into play these resources is an important content of cultural diplomacy, and promoting international media, social media, and emphasizing the message about Viet Nam as a peaceful and friendly, safe and livable place can be used as a means to increase the national brand coverage and identity.

The year 2020 is considered a turning point in the implementation of cultural diplomacy - the year looking back on the 10-year process of policy formulation and implementation, and a pivotal year for the next decade: towards the second decade implementing this activity. The strategy of cultural diplomacy for the period 2011 - 2020 has been deployed and achieved remarkable results. In the new stage, the content and the method of organization and implementation will also need to be renewed in order to be more appropriate in the context of daily changes in the domestic and foreign society. Therefore, a long with approaching the issue of building cultural diplomacy on the basis of inheritance, it is necessary to be creative, so that when deployed in practice, it will be more effective in the decade 2021 - 2030./.

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(1) J.Nye: Soft Power and American Foreign Policy, Political Science Quarterly, Vol. 119, No. 2, 2004, p. 255

(2) Nguyen Thai Yen Huong: Cultural diplomacy of Viet Nam: Theory and practice in the period of integration, Culture and Information Publisher, Hanoi, 2011, p. 2

(3) Ministry of Foreign Affairs: Cultural diplomacy for a Vietnamese identity in the international arena, The World Publisher, Hanoi, 2008, p.123

(4) Peng Tan Luong: Chinese cultural diplomacy and soft power: a globalization perspective, Beijing Publisher, 2008
(5) O. Ka-du-ô: Japan’s Postwar Cultural Diplomacy, Center for Area Studies, 2008, p. 2

(6) Le Thi Thu Hang: "Public diplomacy in implementing a comprehensive Vietnamese diplomacy", The e-Communist Review, http://tapchicongsan.org.vn/web/guest/-oi- ngoai2 / - / 2018/812605 / ngoai-giao-cong-chung-trong-trien-khai-mot-nen-ngoai-giao-viet-nam-toan-dien.aspx, September 25, 2019

(7) Pham Sanh Chau: "Cultural diplomacy - an important pillar of Vietnamese comprehensive diplomacy", Journal of Foreign Affairs, No. 3-2009

(8) Ministry of Foreign Affairs: Integrating internationally and maintaining identity, National politics Publisher, Hanoi, 1995, p.18

(9) Pham Thai Viet, Ly Thi Hai Yen: Cultural diplomacy - Theoretical background, international experience and application, Politics and administration Publisher, Hanoi, 2012, p.77

(10) Document of the XI National Congress of the Party, National Politics and Truth Publisher, Hanoi, 2011, p. 47

(11) Decision No. 208 / QD-TTg, February 14, 2011, of the Prime Minister, on approving the Strategy for Cultural Diplomacy to 2020, http://vbpl.vn/bongoaigiao/Pages /vbpq-print.aspx?ItemID=86745;

(12) Rated Ranking: Anholt-GfK Roper Nation Brands Index 2013, https://www.branding-institute.com/rated-rankings/anholt-gfk-roper-nation-brands-index, November 15, 2013

This article was published in the Communist Review, No. 947 (August 2020)