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The idea of soft power has emerged since the beginning years of the 21st century and it has caught attention of many scholars and political leaders of the world. Cultural diplomacy is an instrument utilized by governments to attract the governments and the public of other countries, especially through cultural activities. Studies on soft power and cultural diplomacy have been carried out in different countries such as the United States (the U.S.), China, Japan, South Korea, India, Canada, Australia and so on. However, there are not many works on soft power and cultural diplomacy of small country like Vietnam in both Vietnamese and English literature. This thesis attempts to provide a more in-depth analysis on how Vietnam has carried out its cultural diplomacy in order to enhance its soft power in Asia. The thesis sets up a framework for the analysis of Vietnam’s soft power and cultural diplomacy with theories in international relations as well as with examples from the United States, China, Japan and South Korea. In the next parts, Vietnam’s soft power and cultural diplomacy will be analyzed in specific details. Vietnamese cultural diplomacy towards ASEAN will also be discussed in the last part of the thesis as a case study for a better understanding of Vietnam’s soft power and cultural diplomacy in general.

Vietnamese cultural diplomacy and the enhancement of Vietnam's soft power - A case study of Vietnamese cultural diplomacy towards ASEAN