Vietnam at EXPO 2025: Cultural splendor and digital innovation in focus!

Vietnam at EXPO 2025: Cultural splendor and digital innovation in focus!

On May 19, 2025, an important memorandum of understanding was signed in Hanoi between the International Cooperation Department of the Ministry of Culture, Sports and Tourism and the TikTok platform. This collaboration aims to effectively communicate and promote Vietnamese culture, sports and tourism on TikTok. The partnership is particularly significant in light of Vietnam's participation in the EXPO 2025 World Expo in Osaka, Japan, from April 13 to October 13.

The Vietnamese Embassy is strengthened in its communication through the support of TikTok, which includes programs such as the hashtag #vnworldexpo. The hashtag aims to invite content creators to visit the Vietnam Exhibition House and create creative content. Since its opening, the Vietnam Exhibition House has been considered one of the most popular exhibition halls among Japanese visitors to EXPO 2025.

Event program and highlights

The planned event program for EXPO 2025 includes several notable events. These include:

• Die Ausstellung „Präsident Ho Chi Minh – Symbol des Friedens und der Freundschaft“ vom 23. bis 25. Mai.
• Vietnam National Brand Week vom 26. Mai bis 1. Juni.
• Quang-Ninh-Woche auf der EXPO 2025 vom 3. bis 6. Juni.
• Ein Programm zur Förderung des Tourismus in Quang Nam und Da Nang vom 9. bis 11. Juni.
• Binh-Phuoc-Woche vom 13. bis 16. Juni.

Nguyen Phuong Hoa, director of the International Cooperation Department, expressed hope that through the Vietnam Exhibition House, visitors will not only learn more about Vietnam but also discover potential investment and cooperation opportunities. The Memorandum of Understanding aims to strengthen cooperation between the Vietnamese government and TikTok and maximize the potential of digital platforms to promote Vietnamese cultural values.

The Vietnam Exhibition House

The Vietnam Pavilion at EXPO 2025 in Osaka officially opened on April 24, 2025. With the theme “An inclusive society where people are the focus”, the pavilion covers 300 square meters and is similar in design to a traditional conical hat. Combining Eastern aesthetics with modern technology, it offers a variety of live performances including lotus dances and water puppet shows.

A highlight is the show “The Beauty of Vietnam,” which combines traditional music with contemporary lighting design. For the first time, a virtual pavilion will be offered in parallel via the “Virtual EXPO – Yumeshima in the Sky” platform, where users can navigate with avatars in áo dài and nón lá and access multilingual content in English and Vietnamese. The physical pavilion also features leading technologies such as touchscreens, augmented reality, virtual reality, holograms and digital maps, enabling an interactive experience of Vietnam's heritage, landscapes and craftsmanship.

Participation in EXPO 2025 includes over 150 countries and international organizations and is expected to last until October 13th. In addition to the events already mentioned, the National Tourism Year 2025 is also announced with the theme “Hue – The Old Capital, New Opportunity”. This initiative aims to link culture, tourism and technology to promote foreign interest and enable deeper collaboration between Vietnamese companies and Japanese partners.

Future events such as Vietnam Value Week (from May 26 to June 1) and Vietnam National Day (on September 9) will continue to emphasize cultural diplomacy and international cooperation.

Further information on this topic can be found at Vietnam.vn and Bao Quang Nam.