Mrs Helen Annan, the Chief Executive Officer of Brand Ghana, has underscored the need for the nation to intensify its branding efforts to enhance its competitiveness on the global arena. She said: “The process of branding our nation is now, and we call on everyone to be a brand ambassador in promoting our dear nation Ghana and support the Brand Ghana Office in its endeavour.”

From a ‘cultural ambassador’, the Vietnamese tourism sector is making efforts to make the Ao Dai into a ‘tourism ambassador’. The image of Ao Dai has been used to promote the beauty of Vietnamese culture. In addition, the long dress has become a tourism product.