Vietnam promotes culture, tourism at Southern China Book Fair

The fair, held at the Canton Fair Complex in Guangzhou from August 27-31, focused on public reading, international exchange and integration across the Guangdong-Hong Kong-Macao Greater Bay Area.

This year’s event was held within a dedicated cultural showcase for APEC member economies, ahead of the 33rd APEC Economic Leaders’ Meeting scheduled for November in Shenzhen, Guangdong Province.

The Vietnamese Consulate General in Guangzhou, in coordination with Nanfang Media Group, organised a Vietnam Culture and Tourism Space as part of the fair. This marks the second consecutive year that the Vietnamese Consulate General in Guangzhou and Nanfang Media Group have jointly organised activities to promote Vietnamese culture and tourism at the fair.

Vietnam showcases destinations, heritage and coffee culture

At the Vietnam Culture and Tourism Space, Consul General Nguyen Viet Dung introduced visitors to prominent destinations including Ha Long Bay, the former imperial capital of Hue, and Hanoi, alongside images highlighting Vietnam’s landscapes, culture and everyday life.

Vietnamese drip coffee was also presented as a hands-on cultural experience. Delegates and visitors had an opportunity to taste Vietnamese coffee and learn about a brewing tradition that has become a distinctive part of contemporary Vietnamese life.

Combining destination imagery with culinary experiences allowed the promotion to go beyond simply providing information, giving visitors a more direct encounter with some of Vietnam’s cultural characteristics.

Dung noted the cultural showcase featuring APEC member economies was an innovative and practical initiative by the Guangdong authorities as part of the APEC Year - China.

He said books and cultural activities could give people greater opportunities to learn about other countries, thereby promoting exchanges and bringing people closer together.

APEC cultural showcase at 40,000-square-metre fair

The Southern China Book Fair covers approximately 40,000 square metres, featuring around 510,000 books, publications and cultural products from more than 30 countries across several continents.

Organisers have set aside about 1,500 square metres for cultural showcases by APEC member economies. The area combines book displays with cultural promotion and people-to-people exchanges.

Sun Bo, deputy general manager and CIO of Nanfang Publishing & Media Co., Ltd., said the space aims to showcase the cultural diversity of APEC economies, promote mutual understanding and create further opportunities for cooperation.

Vietnam’s participation in the shared showcase provides another channel for presenting the country’s image to audiences in one of China’s major economic and cultural centers.

Culture as a bridge for people-to-people exchanges

Bringing Vietnamese culture and tourism to an event involving more than 30 countries broadens the ways in which Vietnam can engage Chinese audiences, going beyond specialised tourism promotion to include books, art, cuisine and direct cultural experiences.

During the fair, the Vietnam Culture and Tourism Space attracted officials, guests and visitors who came to explore the displays and experience Vietnamese cultural offerings.

The fact that the initiative has been held for two consecutive years also highlights the role of cultural exchanges as part of broader efforts to promote Vietnam’s image, while supporting tourism links and people-to-people connections between Vietnam and China.

From books and images of Ha Long Bay, Hue and Hanoi to a cup of Vietnamese drip coffee, Vietnamese cultural experiences are being brought closer to Chinese audiences. As China hosts APEC 2026, such platforms offer Vietnam another opportunity to introduce its identity, destinations and national image in an international setting.

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