Title: Cultural Diplomacy And Its Economic Impact: National Cultural Promotion Drives Vietnamese Product Competitiveness In
Authors: The International Market
Volume: 9
Issue: 11
Pages: 114-125
Publication Date: 2025/11/28
Abstract:
In the context of increasing globalization and international competition, nations are increasingly leveraging culture as a strategic tool to enhance their global influence and economic presence. This study examines the role of cultural diplomacy in strengthening the international competitiveness of Vietnamese products through national branding. Survey data from 297 domestic and international respondents were analyzed to assess the effects of International Cultural Promotion Programs, Foreign Cultural Centers, and International Cultural Festivals on National Branding, and their subsequent impact on Product Competitiveness. Structural equation modeling results indicate that cultural promotion programs and foreign cultural centers significantly enhance national branding, which in turn improves product competitiveness, while international cultural festivals present a more complex, context-dependent effect. The findings underscore the strategic importance of cultural diplomacy as a driver of both soft power and tangible economic outcomes, offering actionable insights for policymakers and businesses seeking to elevate Vietnam's global market presence.