Serving as the first cultural touchpoint and bridge between Vietnam and international friends, for over 30 years, Vietnam Airlines has maintained its status as a leading global airline in terms of cultural identity.

A cultural bridge

Most countries in the Asia-Pacific region, including Vietnam, are investing in the development of cultural tourism to leverage their advantages and meet market needs. Tourism experts believe that Vietnam’s unique cultural values are a strength for attracting tourists.

In the 30-plus years since its establishment, Vietnam Airlines has steadfastly pursued this approach, serving as the first cultural touchpoint and contributing to the preservation, promotion, and conveyance of Vietnam’s cultural identity. The distinctive image of the National Flag Carrier – Vietnam Airlines – is highlighted by the graceful ao dai worn by female cabin crew, and especially by the Lotusmiles symbol, which reaches millions of international passengers annually. This symbol captures the beauty of the country, its people, and the cultural values of Vietnam, evoking affection and appreciation from international friends.

Spreading its wings across more than 100 air routes, flights bearing the Lotusmiles symbol reach 22 domestic airports and 33 international airports in 18 countries within Vietnam Airlines’ network. Furthermore, they connect with over 1,150 destinations worldwide through the SkyTeam Global Airline Alliance, forming a bridge that brings Vietnam to the world and the world to Vietnam. 

Honoring Vietnamese values

Journeying with the National Flag Carrier – Vietnam Airlines – is an experience of discovering the core identity and unique values of Vietnamese culture, intricately woven throughout every service on the ground and in the air.

One strong cultural “touchpoint” that impresses passengers is the Vietnamese inflight menu, featuring famous dishes from North to South, such as Hanoi’s kebab rice noodles, bread with beef stew in red wine, Hue beef noodle soup, Quang-style noodles, Vietnamese grilled pork with rice noodles, My Tho’s noodle soup, etc. Our offerings have been likened to a “culinary symphony in the sky”. Additionally, local specialties like Thanh Ha lychees, giant longans, Xa Doai oranges, and Vietnamese coffee also reach the world via Vietnam Airlines’ wings. 

Vietnamese culture is also evident in our in-flight entertainment programs, with over 30% of the total 400 hours dedicated to showcasing Vietnam. Published in five languages – Vietnamese, English, Chinese, Japanese, and Korean, Heritage Magazine, Heritage Fashion, and Heritage Guide feature quality contents and imagery, providing attractive and useful information beloved by customers and readers.

Moreover, Vietnam Airlines has broken new ground in creating promotional video clips that highlight the beauty of the country and people, as well as forging new trends in aviation and tourism. Standouts include the safety instruction film “Echoes in Unison”, the music video “Hurry Up”, and the new podcast program “Fly Out One Day”, launched in August 2023 and featuring engaging content that captivates viewers. Through these, the unique cultural values of Vietnam and its people have spread globally, inspiring travel among a wide array of domestic and international passengers.

In its efforts to honor Vietnamese culture throughout its development journey, Vietnam Airlines has achieved many prestigious awards. Recently, the airline won the title of “Vietnamese Business Culture Standards” in 2023. And especially, Vietnam Airlines was also honored as the “World’s Leading Airline in Terms of Cultural Identity” for the sixth time at the World Travel Awards, earning this title in 2017, 2018, 2019, 2020, 2022, and 2023.