On April 17, 2025, Báo Nhân Dân officially launched the "Yêu lắm Việt Nam" project, a pioneering initiative that combines Near Field Communication (NFC) technology and digital data to promote Vietnam's rich history, culture, and tourism. This innovative project is set against the backdrop of the upcoming 50th anniversary of the South Vietnam Liberation Day, which marks the unification of the country on April 30, 2025.
During the launch event, attended by key figures such as Lê Quốc Minh, a member of the Central Party Committee and the Editor-in-Chief of Báo Nhân Dân, the project was unveiled as a means to enhance the tourism experience across Vietnam. The collaboration with Phygital Labs has resulted in the installation of nearly 200 NFC chip-embedded boards in over 60 provinces and cities, providing a unique exploratory experience for visitors.
"With just a tap of their phone, tourists can access a digital space filled with integrated features, from AI-guided tours to personalized trip planning and rewards for completing check-ins," Minh explained. The project aims to make every Vietnamese citizen a "tourism ambassador," allowing them to share their love for the country through various activities, including earning digital certificates and sharing experiences on social media with the hashtag #YeuLamVietNam.
The website www.yeulamvietnam.vn, designed with a modern interface, supports both Vietnamese and English, making it user-friendly for a diverse audience. As of the launch date, the site has already recorded over 12,000 check-ins, highlighting the project's early success.
Each NFC board serves as a digital guide, offering tourists insights into the historical and cultural significance of various landmarks, from the iconic Cột cờ Lũng Cú to Đất Mũi Cà Mau. The project not only enhances the visitor experience but also aims to stimulate local tourism and economic development.
"The initiative is part of a broader vision to transform media and digital data platforms into tools that connect the public with cultural values and tourism," Minh added. The online map feature allows users to explore significant cultural destinations, track their journeys, and engage more deeply with the regions they visit.
In the future, the platform plans to integrate real-time tourism data analytics to assist in destination management and optimize interactions. This development is expected to foster sustainable tourism and digital economy growth, benefiting local communities.
As the project progresses, it has already seen tens of thousands of successful check-ins, with many users sharing photos and experiences at NFC-embedded locations across the country. The initiative encourages a community of digital explorers, where every citizen can contribute to promoting Vietnam's tourism.
"Yêu lắm Việt Nam" is not just an experiential journey but also a digital citizenship education tool, encouraging young people to appreciate and continue traditional values through a technological lens. According to Huy Nguyễn, CEO of Phygital Labs, the project represents a significant shift in tourism trends, moving from traditional experiences to interactive and personalized engagements.
"The tourism industry is evolving, especially among younger travelers who seek immersive experiences that blend local culture with modern technology," Nguyễn noted. He emphasized that the project incorporates blockchain and artificial intelligence to provide personalized guidance and information, adapting to users' interactions over time.
Phan Linh Chi, Deputy Director of the National Tourism Administration, praised the project as a harmonious blend of traditional values and modern technology. "These small yet intelligent NFC boards will act as digital guides, bringing visitors closer to our history and culture, not just through sight and sound but through the heart," she stated.
Chi expressed confidence in the initiative's potential to reach a wide audience, with the National Tourism Administration ready to support its implementation across various localities. The project has already gained traction in Quảng Ninh, where four locations have been equipped with NFC technology, and Thanh Hóa, which features three historical sites: Thành Nhà Hồ, Đền Bà Triệu, and Khu Di tích lịch sử Lam Kinh.
Local officials have expressed their commitment to enhancing the visibility of their tourist attractions through this initiative. For instance, Đỗ Quang Trọng, Deputy Director of the Department of Culture, Sports, and Tourism in Thanh Hóa, highlighted the importance of integrating technology to enrich cultural experiences for visitors.
Additionally, the project aims to create a seamless connection between historical sites and modern experiences, demonstrating how technology can bridge the gap between past and present. As the initiative unfolds, it promises not only to connect landmarks but also to unite the hearts of the Vietnamese people.
Musician Đồng Quang Vinh, who supports the project, shared his enthusiasm for the potential of technology to enhance travel experiences. "With innovations like this, I am more inclined to explore new destinations, knowing I have access to valuable information at my fingertips," he remarked.
As the project progresses, Báo Nhân Dân plans to collaborate with travel agencies, restaurants, and airlines to offer rewards such as vouchers to enhance the travel experience further. Lê Quốc Minh assured that all personal information collected during check-ins would be securely protected, ensuring that the data serves only to improve tourism management without compromising user privacy.
In summary, the "Yêu lắm Việt Nam" project stands as a testament to Vietnam's commitment to embracing technology in promoting its rich cultural heritage and tourism. With its innovative approach, the initiative is set to make a significant impact on how both locals and tourists experience the country's diverse attractions.
