Deputy Minister of Culture, Sports and Tourism, Tạ Quang Đông, addresses the launch ceremony. — Photo baotintuc.vn

HÀ NỘI — A nationwide digital content creation contest will begin on June 6, calling on participants to produce videos promoting Vietnamese culture across online platforms.

Under the theme Where Tradition Meets Modernity, the contest encourages storytellers to present Việt Nam in engaging and relatable ways, creating a creative space for experimentation, learning and fresh perspectives through digital storytelling.

“Việt Nam has countless stories and cultural treasures to share with the world," said Nguyễn Ngọc Bảo, General Director of VTC Corporation and a representative of the contest organisers.

"The challenge is finding ways to tell those stories that resonate with audiences, spark their curiosity and inspire them to visit the country and experience it firsthand.

“In today's digital age, preserving culture is no longer confined to museums or books. It is about bringing culture into the digital space, onto laptop and smartphone screens wherever and whenever they engage with content. While technology and media serve as the tools, the essence remains the same: telling authentic stories about real people and their lived experiences.”

The contest forms part of a broader programme to strengthen Việt Nam’s digital content ecosystem, running from June to September. It is jointly organised by the Department of Cinema, the Việt Nam Tourism Development Support Fund, the National Museum of History, VTC Multimedia Corporation and YouTube.

The initiative is expected to open new opportunities for promoting Vietnamese culture online by combining innovative thinking, youth-focused storytelling and communication approaches tailored to the digital age.

Deputy Minister of Culture, Sports and Tourism Tạ Quang Đông described the programme as a meaningful and practical effort reflecting an innovative approach to linking culture with modern technology and media.

“As digital transformation accelerates around the world, culture is increasingly reaffirming its role not only as the spiritual foundation of society but also as a vital internal driver of sustainable development," Đông said.

"Alongside science, technology and innovation, culture is becoming a key factor in enhancing national competitiveness, strengthening soft power and promoting Việt Nam’s image on the global stage.”

The contest encourages video content that highlights humanistic values while using modern storytelling styles designed to engage audiences across digital platforms.

Entries will be published on the Chạm Việt Nam YouTube channel and on the programme’s official website at chamvietnam.vtc.vn.

Organisers said there are no restrictions on video formats and welcome participation from all content creators, including expatriates living in Việt Nam.

The judging panel will include policymakers, experts, film directors and influential content creators.

An awards ceremony is scheduled for September, when outstanding digital stories celebrating Vietnamese culture will be recognised.

The partnership between the ministry and YouTube reflects a shift in approach. Rather than remaining on the sidelines of the digital content economy, the Government is taking a more active role in guiding, supporting and collaborating with industry stakeholders.

“We are witnessing a new era in which cultural heritage is being reimagined and unlocked through digital innovation," said Mukpim Anantachai, head of YouTube Partnerships for Việt Nam and Thailand.

“Through this co-operation, YouTube aims to empower a new generation of Vietnamese content creators who can seamlessly combine historical depth with modern formats and AI-powered tools.

"We believe this programme will help foster high-quality, impactful content, further elevating Việt Nam’s digital ecosystem on the global stage.”

The programme’s second key component is an intensive training initiative combining classroom learning with nationwide field trips.

Designed to strengthen digital production skills, the training will be delivered in two phases. Participants will learn from YouTube experts as well as professionals from the film, history and tourism sectors.

The curriculum will cover modern storytelling techniques, responsible use of artificial intelligence in line with community standards, audience behaviour analysis and strategies for showcasing Việt Nam’s cultural identity.

The programme aims to boost capacity for digital content ecosystem development in line with the Politburo's Resolution 57, which identifies science, technology and innovation as key drivers of national development. — VNS