What Is National Brand?
Like a person, a country has a brand: the image, associations, and values that others attach to it. It’s not just about tourism campaigns or economic performance. It’s about how a country lives, works, and presents itself to the world.
National brand is not limited to tangible aspects such as products, services, or landmarks. It also encompasses:
- Culture, cuisine, cinema, and the arts
- Foreign policy, transparency, and investment climate
- Innovation capacity, R&D, education, and technology
- People: how they work, create, live, and represent their homeland
The process of intentionally shaping this identity is known as national branding - a term first introduced in the 1990s, and one that gained traction in the 2000s as countries began to embrace soft power: the ability to influence global perception through culture, credibility, and trust.
Some countries have led the way:
- Japan shares its identity through anime, food, and design captured in the phrase "Cool Japan."
- South Korea introduced the world to K-pop and K-dramas, boosting its global image.
- France has long been associated with elegance and lifestyle, far beyond its products.
Vietnam’s national brand is shaped day by day by a software engineer abroad, a bowl of phở served in Tokyo, or a Vietnamese leader working in a global company. These moments may seem ordinary, but they carry meaning. Together, they help define how Vietnam is seen by the world.
Vietnam – The Innovation Heart Of Southeast Asia
Today, national brand is more than a theory or policy, it’s a real, measurable soft asset.
According to Brand Finance’s Nation Brands 2024, countries like the U.S., China, Germany, and Japan each have brand values exceeding a trillion USD proving national image can hold concrete economic weight.
Vietnam is making its mark in Southeast Asia:
- Ranked 32nd among the top 100 most valuable national brands worldwide
- Its brand value has more than doubled in five years, supported by economic growth, transparent investment policies, and a fresh, creative image
On a smaller scale, products and companies recognized with the “Vietnam National Brand” earn strong public and investor attention not just for quality, but for what they represent: the face of Vietnam.
National Brand Through Expert Eyes
Once confined to policy papers, “national brand” now turns up in podcasts, where everyday voices prompt broader conversations.
In Have A Sip #119, while chatting with Trần Tuệ Tri, author of Vietnam National Brand: The Golden Moment, host Thùy Minh asked: “Why should young people care about national branding?” The answer offered a fresh perspective:
“When Vietnam has a strong brand, just saying ‘I’m Vietnamese’ can leave a good impression. People might not know who you are, but they remember where you come from.”
In episode #219, American guest Chuck Searcy shared his thoughts:
“Peace is Vietnam’s national brand.” Vietnam’s 50 years of peace, to him, reflect resilience, compassion, and consistent diplomacy. It’s a story the world can learn from.
In episode #228 – “What Does Vietnam Have?”, entrepreneur Nguyễn Thành Nam reflected:
“Among fellow Vietnamese, saying I’m Vietnamese doesn’t mean much. But if there’s one foreigner in the room, it suddenly does.”
He continued:
“National branding only matters when placed in context, when you’re in a competitive, multicultural space. That’s when you really begin to understand who you are, and where you’re from. Often, it’s only after you think you understand your own culture, that you learn how much more there is to discover.”
“Vietnam National Brand” is also the key theme of Vietcetera Open - Tokyo 2025, happening on September 27, 2025.
If you're living, studying, or working in Japan and looking to connect with the Vietnamese community, this is an event worth attending. Learn more and register here!