Diplomat Ton Nu Thi Ninh: “I want to tell Vietnam’s story to the world”

In your discussion of “Vietnamese Moments,” you have repeatedly emphasised the importance of a national brand and the role of the Vietnamese people throughout history. How do you define a country’s brand, and specifically, how is Vietnam’s brand expressed?

When I first examined the concept of national identity and branding, I realised that a country’s brand comprises three dimensions. The first is its resources—the finest, most distinctive strengths it possesses. For Vietnam, this is undoubtedly its people—remarkably warm, open, and hospitable compared to many other nations. The second is aspiration—how Vietnam wishes to be recognised, respected, and serve as a source of inspiration. The third is external perception, as ultimately, a national brand is not only about what a country affirms about itself but also how it is seen by the world.

National branding is something many countries have long prioritised and developed. In your view, which national branding model could Vietnam learn from, and what cultural, historical, political, or societal similarities led you to that conclusion?

I do not believe Vietnam should adopt a single national branding model. For centuries, Vietnam has stood at the crossroads of two cultural sub-regions—Southeast Asia and Northeast Asia. Among ASEAN nations, only Vietnam possesses such a dual identity. Singapore might be a comparable case, but its Indian community is relatively small compared to its Chinese population. This unique characteristic positions Vietnam as a bridge, a point of convergence between two distinct cultural spheres—an advantage that, until now, has not been sufficiently recognised.

In addition, as a former French colony, Vietnam has absorbed significant European influences, from architecture and cuisine to culture and fashion. Within the broader Asia-Pacific region, Vietnam serves as a cultural crossroads—adaptable, open, and naturally inclined towards interaction with diverse influences.

Positioning a national brand is a theoretical concept, but how does it translate into practice? What concrete initiatives will follow the Vietnam Moments forum, and what are the key objectives?

South Korea has successfully leveraged its cultural economy, exporting K-pop and other elements of its creative industries to the world. However, from an outsider’s perspective, Korea’s historical depth and cultural complexity are often overshadowed. In contrast, for Vietnam, historical and cultural identity is central to our national positioning. This is not a process that can be accomplished overnight; it requires time, collaboration at the state level, and broad societal participation.

At present, I am developing a framework for positioning, building, and promoting Vietnam’s brand. Through the Vietnam Moments forum, I have begun crafting a cohesive narrative—one that presents Vietnam’s story across multiple dimensions, including history, culture, economy, trade, and diplomacy. At the heart of it all is the Vietnamese people and the spirit of the nation.

Having observed the evolution of both individuals and nations over the past decades, what conclusions can you draw about the similarities and differences among generations—from the 6X to the 10X generations—in terms of mindset, lifestyle, and development potential? What is the greatest challenge facing today’s youth?

Kishore Mahbubani, the Singaporean diplomat and author of The Asian 21st Century, argued that from the 17th to the 20th century, the West dominated the global order and contributed most to humanity. However, the 21st century has seen the rise of Asia, with ancient civilisations such as China and India reclaiming their historical influence. I share his view. This shift presents a significant opportunity for Vietnam.

Unlike the West, where individualism is deeply ingrained, Vietnam maintains a strong sense of attachment to family, community, and nation. These ties anchor us and provide resilience—a strength that younger generations must recognise. It is not enough to pursue technological advancements pioneered by the West (especially as Asia itself is becoming a driving force in technology). Young people must also reconnect with their heritage, appreciate the depth of Vietnam’s history, and cultivate a genuine sense of belonging—an understanding of where they come from and where they fit in the broader narrative.

I have travelled extensively and engaged with a wide network of international contacts, yet I have never felt distanced from my Vietnamese identity. The foreign partners I work with respect the culture I represent. The challenge for today’s youth is this: to integrate with the world while remaining distinctly Vietnamese.

You have frequently emphasised the role of culture in shaping both the spiritual and material aspects of life. In your view, what is the core element of Vietnamese culture? And how can we preserve that essence in the digital era, amid rapid economic and societal transformations?

In essence, culture defines and gives meaning to a national community across time and space. It is a living, dynamic entity that evolves with history and life itself—blending national traditions and heritage with the pulse of the times and the broader human experience. For culture to endure, it must be creative; each generation has a duty not only to preserve but also to innovate and enrich the cultural heritage of the nation.

Technology presents a powerful tool to foster connectivity between Vietnamese communities at home and abroad, facilitating meaningful interactions and collaborations. By harnessing this potential, we can generate the motivation and resources needed to stimulate creativity, ensuring that Vietnamese culture remains vibrant and compelling on the global stage.

Which path should we take—multiculturalism, multi-identity, and multi-sectoral development that allows individuals to cultivate their strengths? Or should we place national culture at the core and develop strengths from there?

Simply put, there are many paths and approaches, but ultimately, success lies in the creative, distinctive, and engaging synthesis of the universal and the particular.

For the younger generation, it is crucial to clarify this distinction: the universal encompasses the world, while the particular begins at the national level and extends to the individual. The framework should not be mistaken as a dichotomy where the universal consists of both the world and the nation, with the particular representing only the individual. Instead, it must be understood as a three-tiered structure: if the global sphere is the universal, then the nation is the particular; if the nation is the universal, then the individual is the particular. This layered approach ensures that individuals are not detached from their cultural and national identity while engaging with the world.

What distinguishes a nation built upon a strong and consistent cultural and educational foundation? Looking ahead over the next century, what advantages and challenges will this bring?

Vietnam is uniquely positioned to embrace and respect the cultural identities of other nations as an integral aspect of cooperation. The resurgence of populism in Europe underscores the enduring importance of national identity. However, Vietnam should view this trend from a constructive perspective—not as a call for withdrawal, but as an opportunity to engage confidently with the world while remaining deeply rooted in its own cultural identity.

You have often highlighted the importance of uniqueness in personal identity. In your view, how significant is individuality—whether at the level of an individual or a group? In today’s context, should we prioritise individuality, as valued in the West, or a sense of community, which is intrinsic to Eastern identity?

Eastern nations acknowledge the West’s immense contributions to economic and cultural progress over the past centuries. However, while openness to external influences remains essential, it is equally crucial that we do not rely solely on the West. The time has come for Asia—and Vietnam in particular—to step forward and actively shape global value creation.

This should be a two-way process: we must continue to engage with the world while simultaneously asserting our own economic, cultural, and geopolitical presence. Vietnam is no longer merely an observer; we have the capacity and the responsibility to participate in building the future.

Peacemaking is often cited as one of Vietnam’s defining characteristics—why is this aspect not more widely considered?

Vietnamese people are inherently forward-looking, yet they maintain a deep respect for the past. This is evident in our museums, history books, and education system. However, we must continually navigate the challenge of balancing integration with tradition—of coexisting with both the present and the past.

The key is to ensure that historical awareness serves as a catalyst rather than a constraint. Rather than allowing the weight of the past to limit progress, we must transform it into a source of inspiration and strength. Moving forward without being shackled by history—while still drawing from its lessons—is the mindset that will propel Vietnam and its people to greater heights.

Tatler Asia’s Most Influential is a list recognising the individuals shaping our world today. This prestigious platform highlights the region’s most visionary minds, industry leaders, and innovators who are making a lasting impact across Asia and beyond. See the full list here.

Tatler Vietnam – Nhà Tập Tinh Hoa will officially honour the individuals featured in Asia’s Most Influential Vietnam 2024 at the Tatler Vietnam Launch – Enter A New Kingdom on 4 December 2024.

Credits

Managing Director: Hami Tran

Editor-in-Chief: Nikita Chu

Art Director: Andy Tran

Managing Editor: Sade Ho

Photographer: Vo Tran Viet Thanh

Videographer: Luan Nguyen

Producer: nakhoi

Stylist: Hasley Nguyen

Styling Assistant: KimBe

Makeup Artist: Uyen Phan

Set Designer: Lam Minh Trung

Costume: GIAN SAIGON, SPICANIST

Lighting & Location: Nina Next Space

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