Innovating Vietnam’s Public Diplomacy in the South China Sea

Amid the intensifying tensions surrounding the South China Sea disputes, public diplomacy has long been regarded as an effective tool for safeguarding national sovereignty, particularly in attracting international attention, exerting pressure on key stakeholders, and fostering peaceful solutions to conflicts.

The Philippines has been at the forefront of using public diplomacy to publicize China’s aggressive actions in the South China Sea, notably through its “assertive transparency” campaign, which is gradually becoming more professionally processed. In doing so, the Philippines aims to unveil China’s “gray zone” activities, raise public awareness about South China Sea issues, garner international and domestic public support, and impose diplomatic and reputational pressure on China. The Philippines believes this campaign has generated a considerable amount of pressure on China.

But the Philippines is not the only country to face aggression from China in the South China Sea.

In a recent development, Chinese maritime security forces brutally attacked Vietnamese fishermen in the Paracel Islands (known as the Hoàng Sa in Vietnamese), in a severe violation of international law. This operation, executed by China’s Sansha Comprehensive Law Enforcement, has been deemed a new gray zone tactic.

Vietnamese Foreign Ministry spokesperson Pham Thu Hang swiftly expressed concern and strongly opposed the violence against Vietnamese fishermen and vessels. Compared to the August 2023 case of China’s use of water cannons against Vietnamese fishing vessels in the Paracel Islands, Vietnam has adopted stronger language and pointed to China by name. This heightened rhetoric received significant attention from abroad, with expressions of deep concern and condemnations of China’s dangerous actions.

Given China’s increasingly belligerent maritime behavior, the question arises: Should Vietnam adopt a public diplomacy strategy to disclose the full details on future incidents in the South China Sea?

This is a complex question. First, Vietnam must weigh the benefits and drawbacks of such a strategy. It is undeniable that transparency on issues and information related to the South China Sea would bring certain advantages to Vietnam. It helps to enhance the understanding of Vietnam’s sovereign stance and portrays the country as a responsible state complying with the provisions of international law. By providing clear and timely information, Vietnam can shed light on unilateral actions undermining the rules-based maritime order. This contributes to raising awareness and mobilizing support from the international community.

Moreover, it can create diplomatic pressure that weakens China’s carefully cultivated international image. The strategy could also encourage ASEAN solidarity and collective action in addressing the South China Sea challenges. These help Vietnam elevate its international standing and attract support for its sovereignty claims.

The transparency approach is not new to Vietnam. A similar strategy was evident in Vietnam’s response to the 2014 oil rig incident, when Vietnam proactively shared information and escorted international reporters to the scene to report on the events objectively.  

However, there are also drawbacks to consider. Vietnam’s approach would have to differ from the Philippines. According to the latest Pulse Asia poll results, most Filipinos tend to support the Marcos administration in asserting the country’s rights in its exclusive economic zone. Conversely, in Vietnam, hostile forces are prone to exploiting maritime disputes to incite political instability in the country. Vietnam may find it challenging to effectively implement such a strategy without its citizens’ support, unity, and consensus. 

In addition, some argue that the Philippines’ transparency policy has not been as successful as anticipated thus far. Moreover, geographical and economic constraints require Vietnam to carefully balance a strong transparency strategy with maintaining stable bilateral relations with China. 

Vietnam’s public diplomatic strategy requires significant innovation beyond traditional approaches. Its efforts should focus on achieving the long-term goal of international recognition of Vietnam’s sovereignty in the South China Sea – a relatively crucial factor in resolving sovereignty disputes. 

Vietnam’s public diplomacy campaigns must ensure that the public perceives two elements. First, Vietnam has a maritime culture and ample historical evidence supporting its sovereignty claims in the South China Sea. Second, Vietnam’s sovereignty and maritime claims adhere to international laws.

Vietnam can utilize cultural diplomacy and cultural products to convey its maritime culture, thereby attracting international attention. At the same time, Vietnam’s agencies implementing public diplomacy must focus on content and form – leveraging creativity and social media to reach the public abroad and domestically. 

Vietnam should also be open and proactive in promoting research cooperation on international law related to sovereignty disputes with domestic and foreign scholars. They play a crucial role in influencing policy and promoting international recognition.

Governments should not rely too heavily on public diplomacy but instead view it as a supplementary tool. The core of any South China Sea strategy must still be based on comprehensive national power and compliance with international law. Vietnam should maintain a soft and flexible approach but be firm when specific situations demand it.