This article was originally published in the Brand Finance Vietnam 100 2025 report
Vietnam’s soft power score has steadily grown in recent years, reflected in its improvement in the Brand Finance Global Soft Power Index. This upward trajectory indicates the increasing influence of Vietnam on the global stage, securing it the 52nd place, with a score of 39.9 out of 100 in 2025.
Among the drivers of Vietnam's rise in soft power is its strengthened position in business and trade. Moving from 62nd place in 2024 to 56th in 2025, Vietnam’s reputation for quality products (ranked 36th globally) and a favourable business environment (up by 33 positions over past two years to 44th) has made it an increasingly attractive destination for investment.
Over the past two years, the nation has also seen ongoing improvements in arts and entertainment by 44 positions to 73rd. Vietnam has invested in its film and music industries, recognising their global appeal as powerful tools for enhancing cultural exchange and soft power. The country is focusing on these sectors to amplify its cultural voice and attract global audiences. This effort is part of the broader push to leverage Vietnam’s traditional arts for international diplomacy, underscoring the value of cultural exports as a key element of soft power.
Vietnam’s influence is also becoming more pronounced in other fields of cultural attraction. For instance, the nation ranks 16th globally for “food the world loves”. This growth in cultural influence is further supported by the country’s initiatives to bolster cultural diplomacy, such as the Cultural Diplomacy Strategy 2030, which emphasises local and grassroots involvement in
promoting Vietnam’s cultural identity globally.
Vietnam's global tourism appeal has grown, with its ranking for "great place to visit" rising to 62nd and "people and values" up by 18 positions to 75th. The "Visit Vietnam Year 2025" campaign underscores conscious efforts in this space, with over 6 million international visitors in Q1 2025, a nearly 30% increase from 2024, enticed by effective promotional efforts and relaxed visa policies.
Over the past two years, the field of scientific advancement in Vietnam has climbed by 55 positions to 63rd place, reflecting the country’s growing focus on research and innovation. The Vietnamese government aims to boost R&D spending to 2% of GDP by 2030, with 60% of the funding from the private sector.
To support this, Decree 180/2025/ND-CP offers incentives for public-private partnerships in science, technology, and innovation, positioning Vietnam as a South-east Asian hub for R&D and innovation.
Furthermore, Vietnam’s “Bamboo Diplomacy” has been hailed for its ability to navigate a complex geopolitical landscape. By maintaining a balanced foreign policy, the country has succeeded in preserving national sovereignty while expanding its global
influence. Brand Finance’s research data since 2023 supports this observation, with Vietnam’s score for the "International Relations" pillar improving significantly, rising 26 spots to 76th.
In summary, Vietnam’s growth in soft power and its evolving strategies in investment, technology, sustainability, and culture are solidifying its role as a rising force in the global arena.