Budget photography, heavyweight cuisine, moving cinema…
Mr. Tran Nhat Hoang, Deputy Director of the Department of International Cooperation (Ministry of Culture, Sports and Tourism), has many years of experience in promoting the image of the country, culture and people of Vietnam. According to Mr. Hoang, photography brings about very effective, direct, impressive, and public-friendly promotion, and the cost of organizing events is low. Cuisine has always been a heavy promotional field due to the high demand of the public and the strong brand of Vietnamese cuisine. Cinema is a comprehensive art that easily creates emotions and moves viewers. Fashion is increasingly strong thanks to a generation of designers who have reached out to customers who are world stars...
Exhibition of Vietnamese antiques in Germany
The National Museum of History provides
However, according to Mr. Hoang, thanks to its visual appeal, popularity, and liveliness, music is much more interactive than other forms of art. Music also complements other forms such as dance, cuisine, exhibitions, etc. "Perhaps that is why, when looking at specific events, it can be said that music, including contemporary and traditional, is appearing more frequently than other art forms when chosen as a tool to promote Vietnamese culture," said Mr. Hoang.
Xoan singing is also a Vietnamese cultural feature that needs to be promoted abroad.
When it comes to promoting Vietnam and the nation, we must mention Expo. Among the efforts to bring Vietnam's image to the world, there is an event that is considered important, Expo - one of the three largest global events alongside the Olympics and the World Cup. As the world's largest national promotion forum with over 170 years of history, Expo brings together all countries in the world to participate at the state level for 6 months.
Vietnamese water puppetry always attracts foreign visitors.
According to Mr. Tran Nhat Hoang, in the three most recent participations, Vietnam has had specific, quantifiable achievements. Expo Shanghai 2010, the Vietnam House there was made of bamboo, which received media attention and was promoted to nearly 80 million visitors. Expo Milan 2015, Vo Trong Nghia's bamboo house won an international award for environmental design, and was mentioned in 169 press pages. Expo Dubai 2020, the Vietnam Exhibition House won the award for Outstanding Theme Interpretation among 192 participating exhibitors. "Thanks to that, the Ministry of Culture, Sports and Tourism's project to participate in Expo 2020 Dubai won first prize in the National Award for External Information presented by the Central Propaganda Department," said Mr. Hoang.
need to legalize the policy
Recognizing all the good things about promoting Vietnamese culture to the world, but bringing culture to the world is still in a state of everyone doing their own thing without any specific regulations. With cinema, currently, films participating in international film festivals rely mainly on the dynamism of the production team. Not to mention, the production process of these films always shows support from foreign funds, not domestic or state cultural funds. Most recently, Those Children in the Mist entered the top 15 documentaries at the Oscars, receiving funding from the Busan Film Fund in Korea and several other Asian funds. Thanks to that, director Ha Le Diem has funds to pay for the Mong translation as well as editing and post-production. Before going to the Busan Film Festival, Bui Kim Quy's Memory Land also received funding from the Script Development Fund of the ASEAN Film Fund in Busan 2016...
Director Ha Le Diem of the film Children in the Mist at the International Film Festival
The export of Vietnamese antiquities abroad is also in a state of constant need for "support" from abroad. In 2017, a special exhibition of Vietnamese archaeological treasures took place at the LWL Archaeological Museum, Germany. This exhibition had the participation of many Vietnamese museums such as the National Museum of History (host), the Thang Long - Hanoi Heritage Conservation Center, Hanoi Museum, Lam Dong Museum, Binh Duong Museum, Hung Vuong Museum, Dong Thap General Museum, and My Son Relic and Tourism Management Board. More than 400 precious artifacts, even treasures, were brought to introduce such as: ancient boat hulls, Dong Son bronze drums, burial objects, jade spears and large dragon heads... However, the costs of transportation, insurance, and exhibition were all supported by the foreign side.
With fine art works, promoting Vietnamese culture abroad is done more, but it also depends on the "wallets" of friends. Mr. Nguyen Anh Minh, Director of the Vietnam Fine Arts Museum, said that in the past decade, the museum has also brought many works abroad to introduce. In 2013, the museum brought folk paintings to the Vietnam Cultural Center in France. In the same year, the museum brought paintings by famous painter Nguyen Tu Nghiem to the Museum of Anthropology and Archaeology (UK). In 2015, Nguyen Duc Nung's paintings were brought to Singapore. In 2019, works by Le Thanh Tru, Nguyen Vinh Nguyen, Le Quoc Loc, etc. were brought to Korea, etc. "There were times when the insurance was up to several million USD. We also had to have support from our friends to bring the works abroad," said Mr. Minh.
Mr. Vi Kien Thanh, Director of the Cinema Department, said that supporting directors to bring films abroad, as well as promoting Vietnamese cultural images through cinema, is still the policy of the state. However, the policy also needs to be legalized to be easily implemented. The Cinema Department also always has the spirit of supporting image promotion activities through cinema, but having a certain amount of money for that is very difficult. "The policy also needs to be legalized to be easy," said Mr. Vi Kien Thanh.
Promote the opening of Vietnamese Cultural Center in China
The Department of International Cooperation (Ministry of Culture, Sports and Tourism) said that recently during General Secretary Nguyen Phu Trong's visit to China, the Joint Statement between the two countries' leaders mentioned promoting the opening of a Vietnamese Cultural Center in China, as China already has a cultural center in Vietnam.
The Prime Minister has approved the Project to establish Vietnamese cultural centers abroad (such as in Cambodia, Korea, Japan, Russia, and the US), but for objective reasons, we have not been able to implement cultural centers according to this project.
According to the International Cooperation Department, there are currently two Vietnamese cultural centers in France (established in 2008) and in Laos (1995). These two centers have many cultural promotion activities such as art festivals, art exhibitions, writing competitions, teaching Vietnamese language, Vietnamese martial arts, and traditional musical instruments. The Vietnamese cultural center in Laos also supports the Vietnamese community in Thailand and coordinates to bring art troupes to perform.
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