Efforts to promote Vietnamese culture to the world

In 2023, the series of events “Vietnam Day Abroad” took place in the three continents of Europe, Asia and Africa (France, Japan and South Africa). They were exciting and memorable festivals for the international public and the Vietnamese community abroad.

“Vietnam Day Abroad” is an annual national promotional programme that the Prime Minister assigned the Ministry of Foreign Affairs to preside over and organise since 2010. After 13 years of implementation, this event has been presented in 18 countries with many exchange and connection activities in all three fields of politics, economics and culture.

In 2023, “Vietnam Day Abroad” came to three continents: Europe (in France), Asia (Japan) and for the first time Africa (South Africa). The hot bowls of Pho Thin “Bo Ho”, the melodies of the zither, the splendid royal costumes or the delicate lacquer art... have contributed to “telling” the story of Vietnam to visitors in the “City of Light” Paris, France, the capital Pretoria of the “Rainbow Country” South Africa and the vibrant coastal city of Fukuoka in southern Japan.

This is an opportunity for international friends to better understand the country and people of Vietnam through admiring the photo exhibition of world heritage sites recognised by UNESCO in Vietnam and “Golden Journey” - a place to display exquisite hand embroidery works which recreated the costumes of kings and mandarins of the Nguyen Dynasty; or experience traditional cultural beauties such as printing Dong Ho folk paintings, shaping To he (toy figurines)...

The performance programmes also introduced many colours of Vietnamese traditional arts, many of which have been registered by UNESCO as intangible cultural heritage of humanity, such as: Vi giam folk singing, Chau Van (Spiritual) singing, Quan Ho (love duet) singing...

Representative of the Organising Committee, Deputy Director of the Department of Cultural Diplomacy and UNESCO under the Ministry of Foreign Affairs Hoang Huu Anh said the “Vietnam Day Abroad” programmes always receive attention, participation and wide response from localities, businesses, agencies, organisations, international friends and Vietnamese communities abroad; actively contributing to the implementation of cultural diplomacy strategies. Creating spaces to experience Vietnamese culture abroad is also meaningful for investment and tourism promotion.

Notably, the “Vietnam Day Abroad” event in previous years often featured modern Ao dai fashion shows, but this year, for the first time, Vietnamese royal costumes were carefully restored and introduced to international friends.

That is the King’s costume worn during court meetings; the red dress embroidered with phoenix motifs is prescribed as a costume for concubines and princesses...partly demonstrating the quintessence of ancient fine arts and traditional crafts of Vietnam. The exhibition area and the experience of trying on Vietnamese ancient costumes in all three countries recorded the enthusiastic reception of the host country's people and tourists.

France, Japan and South Africa are all important partner countries with Vietnam, as well as rich cultures in three continents. Therefore, the “Vietnam Day Abroad” programme in 2023 has been carefully researched and made appropriate adjustments in each area, ensuring to convey the image of the country and people of Vietnam rich in tradition while still dynamic, modern, friendly and hospitable; at the same time, helping tighten friendship and cooperation between countries and peoples.

South Africa is the first destination and also the farthest destination of “Vietnam Day Abroad” in 2023. The programme was attended by Vice President Vo Thi Anh Xuan and a high-ranking Vietnamese delegation on the occasion of their official visit to South Africa in September 2023. South Africa is Vietnam's largest trading partner in Africa, but the Vietnamese community here is still sparse and the number of South African tourists coming to Vietnam is small.

Vietnam's cultural space attracted the attention of a large number of South African public. The guests were excited to try on and take photos to check-in in traditional Vietnamese costumes, or attentively following the instructions of artisan Dang Dinh Thuong to shape traditional Vietnamese to he into images of South African symbols such as giraffe, purple poinciana flowers, indigenous jewellery... and bring them home to display or give as gifts to friends and relatives.

In the programme in Paris, many contents were selected to highlight the friendly relationship between the two countries and cultures. Artist Luong Minh Hoa brought a collection of engraved lacquer with the theme “French architectural works in Vietnam” and was loved by many guests. The art photo set “Vietnam I love” by Ms. Armelle DG, wife of the former French Ambassador to Vietnam, is also a vivid testament to the emotional attachment of a French person to the country and people of Vietnam.

Besides, the highlight in France was Vietnamese cuisine. In the cold weather of November, more than 500 bowls of beef pho following a family recipe are both a hospitable greeting to international friends and a meaningful gift for Vietnamese people far from home.

The Vietnamese cultural space here also offered an impressive tea ceremony exchange, helping the public of the two countries to feel the similarities and differences between the art of enjoying Vietnamese Shan Tuyet tea and Japanese green tea.

Notably, last year’s series of activities not only had richness and many innovations but also recognised the active participation of young artists, artisans and the next generation of quintessential cultural values of Vietnam. For example: zither artist Doan Minh Tai (Ho Chi Minh City); Van Thien Y - a group of young people passionate about studying fine arts and restoring ancient costumes; screenwriter and folk singer Le Thanh Phong (Nghe An); Pho Thin “Bo Ho” (Hanoi)…

It can be said that each year, the “Vietnam Day Abroad” event leaves a deeper mark in the hearts of international friends and is an event that the Vietnamese community abroad looks forward to and is proud of. In the common success of honouring Vietnamese culture and identity, along with the unremitting efforts from the organising unit (Vietnam Ministry of Foreign Affairs) is the companionship from localities, businesses, and cultural practitioners with the same goal and aspiration to promote culture and elevate the image of the country around the world.