From 'deer notebook' to new aspirations

tập vở con nai - Ảnh 1. — Standing Member of the National Assembly's Committee on Culture and Education , Associate Professor, Dr. Bui Hoai Son

This is an opportunity to look to the future, to an era of strong growth, affirming the country's mettle and position on the world map.

In that journey, building a national brand becomes a strategic task - not just a matter of a few businesses or a few industries, but an image, reputation, and core values that the whole nation together creates and preserves.

For Vietnamese people, the first seeds of belief in their own creative and productive capacity were sown very early, during difficult years.

In Bien Hoa 1 Industrial Park - the country's first industrial park established in 1963 - there have been many brands that have entered the memories of many generations, becoming a part of Vietnamese identity.

The image of Cogido notebooks with the symbol of a gentle deer has followed millions of Southern students, both before and after the country's reunification, through every class hour and every page of writing.

Cogido not only produces paper, they also believe that Vietnamese people can completely master technology and create products that meet international standards.

At the same time, the brands Bien Hoa sugar, Dien Quang light bulbs, Dong Nai batteries, Casumina rubber, Vicasa steel, Dielac milk powder… all had one thing in common: they were made by the hands, minds and perseverance of the Vietnamese people, in a difficult economic situation but always eager to reach out.

These stories teach us a profound lesson: brands are not built solely on capital, technology or marketing strategies, but are created from pride, a sense of belonging and a desire to conquer. When a product is associated with collective memory, it transcends its utility value to become part of the national identity.

Deer notebooks and Bien Hoa sugar grains sell not only because of their quality, but because they tell the story of a Vietnam that knows how to be self-reliant, how to transform resources and intelligence into valuable products, on par with international friends.

tập vở con nai - Ảnh 2. — A corner of the sugar factory system being dismantled and relocated

Today, as the country enters a period of deep integration and digital transformation, national branding needs to be elevated to a strategic level. Not just stopping at "having" a brand, we must clearly position the Vietnamese brand on the world map: a creative, sustainable, and unique country.

Because national brand is not only about economics, but also soft power, image and prestige of the country in the eyes of the international community.

Japan doesn't just sell cars and electronics, it sells an image of quality and discipline. South Korea doesn't just export K-pop, it spreads Hallyu culture to promote tourism, food, cosmetics.

Vietnam, with its advantages in people, culture and nature, can and must create a unique image, remembered by the world for its creativity, friendliness and reliability.

If in 1945, the whole nation came together to regain independence, unity and autonomy, today, that spirit needs to be transformed into strength to make Vietnam a reliable destination for investors, a source of inspiration for tourists, and a respected partner in all areas of international cooperation.

Every art program, every festival, every "made in Vietnam" product reaching out to the world contributes to building the national brand, as long as they contain the Vietnamese spirit, Vietnamese quality and Vietnamese aspiration.

We need an image of Vietnam that is not just a cheap factory or a tourist destination, but a creative, sustainable, and unique country; we need key brands as ambassadors - from agricultural products, food, to technology, culture, and sports - so that every time the world mentions it, they immediately think of good and trustworthy values.

When Bien Hoa Industrial Park 1 closed after 62 years, it left behind not only old factories and concrete walls, but also a spiritual legacy: the legacy of people who dared to dream, to do, to affirm that Vietnamese people can create products that are on par with international standards.

In today’s era of growth, that legacy needs to be continued with systematic strategies and the aspiration to bring Vietnamese brands to new heights. And that is also the way we show our gratitude to previous generations by turning the spirit of independence and self-reliance into soft power to bring Vietnam forward, firmly and proudly in the international arena.

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BUI HOAI SON

Source: https://tuoitre.vn/tu-tap-vo-con-nai-den-khat-vong-moi-20250826170232943.htm