On the morning of September 9, 2025, all eyes turned to the World Expo Osaka 2025 in Kansai, Japan, as Vietnam took center stage for its National Day celebration. This momentous occasion, held at one of the world’s largest global events—on par with the FIFA World Cup and the Olympic Games—offered a vibrant showcase of Vietnam’s cultural richness, national aspirations, and international engagement. According to Bao Thanh Hoa, the event was attended by high-ranking officials including Deputy Prime Minister Le Thanh Long and Minister of Culture, Sports and Tourism Nguyen Van Hung, as well as leaders from several ministries and sectors.
The World Expo, renowned for drawing participation from most countries at the state level, is much more than a display of cutting-edge technology and architecture. It serves as a grand stage for nations to project their identity, foster political and cultural exchange, and promote bilateral economic cooperation. For Vietnam, National Day at Expo 2025 was a golden opportunity to introduce its people, culture, and developmental ambitions to a global audience. This year’s celebration was especially poignant, coinciding with the 80th anniversary of the August Revolution and Vietnam’s National Day on September 2—a dual milestone that infused the event with a deep sense of pride and historical significance.
Within the sprawling grounds of Expo 2025, Vietnam’s exhibition pavilion—spanning 300 square meters and organized by the Ministry of Culture, Sports and Tourism—became a lively hub of activity. The pavilion’s theme, “An inclusive society where people are centered,” echoed the broader Expo theme, “Designing Future Society for Our Lives.” This focus on inclusivity and human-centered progress resonated strongly with visitors, as did the carefully curated programs of cultural and artistic performances, promotional activities, and opportunities for exchange. From traditional music and dance to interactive displays and culinary delights, the Vietnamese pavilion offered guests an immersive and unforgettable experience.
Governor Yoshimura Hirofumi of Osaka Prefecture remarked on the popularity of Vietnam’s pavilion, noting, as reported by Bao Thanh Hoa, that it was “among the most visited national exhibitions by Japanese and international visitors.” Such enthusiasm underscored the growing interest in Vietnam’s dynamic society and cultural heritage, as well as the country’s reputation for hospitality and innovation. The event’s organizers went to great lengths to ensure that every aspect of the exhibition reflected the spirit and values of modern Vietnam while honoring its rich traditions.
But Vietnam’s cultural diplomacy didn’t stop at the Expo grounds. Just one day earlier, on September 8, 2025, an international cultural exchange program brought together more than 500 delegates—including ambassadors, embassy representatives from ASEAN countries such as Vietnam, Thailand, Brunei, Indonesia, Malaysia, Myanmar, the Philippines, and Singapore, as well as Chinese cultural officials and business leaders. This event, detailed in Nhan Dan, celebrated the power of traditional costumes and intangible cultural heritage as living “fossils” of civilization, in the words of Yu Yingfu, Deputy Director of the China Foreign Languages Bureau. He described traditional attire as a “shared asset of all humanity,” highlighting the enduring value of cultural heritage in a rapidly changing world.
The cultural exchange program was a feast for the senses, featuring dazzling performances that wove together the threads of history, daily life, and artistic expression. Delegates and guests were treated to presentations of traditional costumes and intangible heritage from five Chinese regions—Lac Duong, Han Trung, Ngu Chi Son, Dai Ly, and So Hung. These performances painted vivid pictures of local history, customs, production activities, and landscapes, offering a window into the diverse ways of life across China’s vast territory.
Not to be outdone, Vietnam and its ASEAN neighbors staged their own display of sartorial splendor and cultural pride. The presentation of traditional costumes from eight countries—Vietnam, Brunei, Singapore, Indonesia, Malaysia, Myanmar, the Philippines, and Thailand—transformed the event into a visual banquet. Each outfit told a story, not just of fashion but of identity, resilience, and the creative fusion of past and present. The program’s organizers emphasized that the blending of traditional and modern elements was intended to “awaken traditional identity through cultural creativity and modern fashion,” as Nhan Dan reported.
Beyond the spectacle, the deeper purpose of these gatherings was clear: to foster mutual understanding, promote cross-cultural learning, and strengthen the bonds of friendship among nations. In a world often marked by division and misunderstanding, such events remind us of the universal language of culture. As the organizers of the cultural exchange put it, the program “aimed to promote cultural exchange and learning among cultures and help international friends better understand the attractiveness and diversity of Chinese and ASEAN cultures.”
For Vietnam, participation in both the Expo and the cultural exchange program offered a platform to assert its growing role on the world stage. The country’s leaders have long recognized the importance of cultural diplomacy as a means of building soft power, attracting investment, and showcasing national achievements. The timing of these events—on the heels of major national anniversaries—underscored a renewed commitment to development, innovation, and global engagement.
It’s worth noting that the World Expo itself has a storied history as a crucible for international exchange. Since its inception in the 19th century, the Expo has been a launchpad for new ideas, technologies, and forms of artistic expression. For many countries, including Vietnam, it represents both a challenge and an opportunity: the challenge of standing out amid a crowded field, and the opportunity to connect with millions of visitors from around the globe.
As guests wandered through Vietnam’s exhibition, sampled regional delicacies, and marveled at the performances, they were invited to see not just a nation, but a vision for the future—one rooted in inclusivity, creativity, and a deep respect for heritage. The message was clear: Vietnam is open for business, open to the world, and eager to share its story with all who care to listen.
In the end, the National Day celebration at World Expo Osaka 2025 and the preceding cultural exchange program served as powerful reminders of the enduring value of cultural heritage and international cooperation. By placing people at the center of its vision, Vietnam offered a compelling blueprint for the societies of tomorrow—one where tradition and innovation go hand in hand, and where the bonds of friendship transcend borders and generations.