"Co Doi Thuong Ngan" takes to the world stage: When folk culture becomes Vietnam's soft power.

Folk beliefs come to international schools.

At Miss Supranational 2025, one of the biggest international beauty pageants today, Miss Ky Duyen delivered a spectacular performance, choosing the image of "Co Doi Thuong Ngan" (a mythical creature) as the central theme for her talent competition. But beyond a mere competition performance, this was a vivid testament to how Vietnam is stepping onto the world stage not only with its physical beauty, but also with its cultural depth.

The Vietnamese belief in the worship of the Three-Realm Mother Goddess, especially the image of "Co Doi Thuong Ngan," was recognized by UNESCO as a Representative Intangible Cultural Heritage of Humanity in 2016. However, only when these values ​​are skillfully adapted in a relatable and captivating way do they truly come alive and inspire the domestic public and spread internationally.

Transforming into a radiant, mysterious, and vibrant "Co Doi" (a character from a Vietnamese folk tale), Ky Duyen embodies the art of bringing traditional Vietnamese culture to the world through contemporary art, with purpose and rich aesthetic value.

Dressed in a stylized folk costume, elaborately designed to combine traditional elements with stage performance, the Vietnamese beauty displayed expressive movements, fully evoking the sacred atmosphere of the mountains and forests – the abode of "Cô Đôi" (the Goddess of the Mountains). The music, using the rhythmic beat of traditional folk singing mixed with modern electronic elements, further enhanced the emotional effect, affirming the progress in presenting traditional materials to the world.

Behind that performance was a team of cultural experts, religious advisors, choreographers, and designers, showing that this was not just a single competition entry, but the product of a serious professional process, with the goal of promoting the image of Vietnam through its intangible cultural heritage.

When culture becomes a "soft strategy"

Including "Cô Đôi Thượng Ngàn"—a highly symbolic figure in Vietnamese folklore—in the talent competition was not simply an artistic decision. It was a strategic move, using culture as a soft power tool to subtly and effectively spread Vietnamese identity to the international public. In a context where beauty pageants increasingly emphasize identity and messaging, the performance of "Cô Đôi Thượng Ngàn" served as a vibrant introduction to a mystical, profound, and gentle Vietnam—both traditional and modern.

Notably, this is not an isolated case. Over the past five years, Vietnamese culture has gradually made its presence felt on international stages through various creative forms such as fashion, film, performing arts, cuisine, and now even beauty pageants. No longer limited to showcasing traditional ao dai dresses or lotus dances, Vietnamese representatives are now proactively telling stories – using their own local cultural elements.

Notably, in episode 13 of the "Beautiful Women Riding the Wind 2024" program, singer Kieu Anh made a strong impression with her mashup of "Phong Nu - Co Doi Thuong Ngan," receiving much praise from the audience for her combination of folk music with modern performance styles.

Beauty and Identity: When Soft Power Shapes Vietnamese Culture

Kỳ Duyên's performance of "Cô Đôi Thượng Ngàn" on the Miss Supranational stage not only created a stir in the beauty pageant community but also raised bigger questions about cultural identity: How can intangible values ​​such as the Mother Goddess worship, Ca Trù, Quan Họ, Tuồng, and Chèo... avoid oblivion and instead become resources for the national brand?

With increasingly strong support from regulatory bodies such as the Ministry of Culture, Sports and Tourism, Vietnam is promoting the trend of "cultural export" as a pillar of tourism development and national identity. Supporting artists, beauty queens, and creators in bringing Vietnamese cultural heritage to the international stage is a parallel step between the state and individuals, between direction and practice.

From the performance of "Co Doi Thuong Ngan," a growing trend is evident: Vietnam is using culture as a foundation to build its national image on the international stage. However, for such moments to truly create a breakthrough, besides outstanding representatives, a supportive ecosystem is needed, encompassing creative organizations, specialized media outlets, and long-term policies to support the preservation and transformation of heritage.

Following the journey of bringing Vietnamese culture to the world, not only in beauty pageants but also in film, fashion, exhibitions, and tourism, will be one of the noteworthy development directions in the coming time. From the appearance of Vietnamese ao dai at international fashion weeks, Vietnamese films selected to compete at Cannes, to the inclusion of local cultural experiences in high-end tourism itineraries, all show that Vietnam is taking steps in the right direction.

In that picture, Ky Duyen's performance was not simply a beautiful moment on stage, but a prime example of a strategy to elevate Vietnamese identity through a cultural language that is both modern and promising on the global creative map.

Hoang Anh