International workshop on cultural soft power of Vietnam co-hosted by UNESCO

The event brought together 100 international and national scholars, researchers, policy makers and practitioners in international relations, culture, media and communication.

Discussions revolved around the theoretical and analysis frameworks on cultural soft power and international and national experience in promoting cultural soft power via different channels such as Cultural diplomacy, Cultural industries, Cultural Cooperation and Trade, Media and National Branding.

As a case study, the potential and vision for Ha Noi as a creative city was also presented and discussed among participants. A long-term program was proposed by a branding expert from Tomorrow + Partners, Mr. Tim Voegele-Downing, with a view to position the city of Hanoi as the cultural heart of the country, a UNESCO Creative City of Design and the Creative Capital of South East Asia. It was then followed by experience sharing from other international experts on how other creative cities in the region create and nurture an enabling environment for their cultural and creative industries.

The International Workshop was organized within the framework of the national research project KX.01.16/16-20 in Focal National Research Program on Science and Technology 2016-2020, funded by the Ministry of Science and Technology, and in collaboration with UNESCO Hanoi office.

Speaking at the Workshop, Mr. Michael Croft, Head of UNESCO Hanoi office, highlighted that "a better understanding of how the country can generate and maintain soft power is therefore not a peripheral issue in the least, but one central to the country's ability to meet the challenge ahead and best position it for success and stability." He also opened the workshop with an important question for Ha Noi, "We know that next year is the 20th anniversary of the City's designation as a City Of Peace. While that designation still stands, does it still fully represent the aspirations for the country's capital in this new century?"

Along the same lines, Asst. Prof. Pham Thi Lan Oanh, Vice Director of Vietnam National Institute for Culture and Arts Studies, called for active participation from relevant stakeholders in translating strategies and ideas discussed in the workshop into effective implementation of actions.

For more information, please contact:

• Asst. Prof. Nguyen Thi Thu Phuong, Research project Team Leader | Email: thuphuongvhtq@gmail.com | Tel: (84.4) 979 833 816