National Brand Positioning through Cultural Soft Power in the Context of Global Geopolitical Reconfiguration

Abstract

The reconfiguration of the global geopolitical order is broadening the meaning of national power beyond military and economic capabilities toward the capacity to generate attraction, credibility, cultural recognition, and durable international affinity. Against this background, cultural soft power has become increasingly important to national brand positioning, particularly for middle and emerging powers seeking to strengthen international influence without relying primarily on coercive resources. This study examines how Vietnam can position its national brand through cultural soft power amid intensifying geopolitical competition, digital transformation, and the growing strategic importance of cultural and creative industries. The study adopts a qualitative research design combining theoretical synthesis, policy-document analysis, comparative interpretation, and descriptive analysis of internationally recognized soft-power and heritage indicators. The analytical framework integrates soft power theory, nation branding and competitive identity, public diplomacy, cultural diplomacy, cultural industries, and international perception. The findings show that Vietnam possesses a substantial cultural resource base, including historical depth, diverse tangible and intangible heritage, distinctive cuisine, regional cultural diversity, cultural-tourism assets, traditional crafts, and growing creative capacity. In the Global Soft Power Index 2026, Vietnam ranks 52nd among 193 countries and 9th in Asia; it ranks 14th for “food the world loves,” while perceptions of a “rich heritage” improved to 49th. However, the study identifies a cultural soft-power conversion gap between the possession of attractive cultural resources and their transformation into internationally scalable national-brand value. Cultural assets remain fragmented across sectors, international storytelling is not yet sufficiently coordinated, globally competitive cultural brands remain limited, and stronger integration is required among cultural diplomacy, cultural industries, tourism, digital communication, community participation, and national branding. The study proposes an integrated Cultural Soft Power–National Brand Positioning Framework based on five strategic pillars: distinctive cultural identity, globally competitive cultural products, networked cultural diplomacy, digital narrative infrastructure, and international perception measurement. It argues that Vietnam should move from promoting individual cultural assets toward managing a coherent national cultural proposition capable of generating recognition, attraction, trust, economic value, and long-term geopolitical relevance.