Mr. Ly Xuong Can, the 31st generation descendant of King Ly Thai To, was first appointed as Vietnam Tourism Ambassador to Korea in 2017 and continued his second term in 2021. In 2019, he established the Vietnam Tourism Ambassador Office in Korea, which is operated entirely from socialized resources. Every year, he organizes two major promotional events with the message “Closer, friendlier” in Korea.
Since his first appointment in 2017, he has served three consecutive terms, becoming the first Tourism Ambassador to hold this responsibility for the longest and most continuous period.
Mr. Ly Xuong Can also organizes and coordinates famtrip, presstrip, television promotion, connecting travel businesses, and directly supports dozens of Vietnamese localities to promote destinations in the Korean market - especially provinces and cities such as Nha Trang, Da Lat, Quang Nam , Binh Thuan, Khanh Hoa.

Notably, he is also a pioneer in implementing the digital tourism promotion model, with pioneering projects such as tax refund cooperation with KICC, developing an international QR payment system, digitizing promotional materials in Korean and personalizing content for each target customer group. Thanks to that, communication activities - from farmtrip, press to Korean influencers - not only stop at widespread promotion but also hit the right needs and tastes, contributing to significantly increasing the number of Korean visitors to key tourist destinations in Vietnam.
In 2024, despite the competitive post-pandemic environment, he contributed significantly to attracting Korean tourists to Vietnam - a leading market sending visitors to Vietnam. In addition, he also connected with major TV stations such as MBN, SBS, EBS; coordinated the production of creative promotional programs with specialized content according to Korean tastes.
Not stopping at promoting communication, Mr. Ly Xuong Can is also a pioneer in proposing long-term strategic initiatives, such as the proposal to establish a Vietnamese Cultural Center in Korea, to create a fulcrum for sustainable exchanges in culture, tourism and investment.
Another notable milestone was his initiation of the film production project “The Legend of the Forgotten Prince” – connecting the roots of the Vietnamese Ly Dynasty with the overseas Vietnamese community and Korean friends, thereby arousing pride and the desire to return to the roots in millions of hearts.

From numbers, actions to strategic thinking, he has been contributing to bringing the image of Vietnam not only closer to the Korean people, but also deeper and more lasting in the minds of international friends.
In the new term, Mr. Ly Xuong Can pledged to continue to effectively operate the Office of the Ambassador of Tourism Promotion of the Vietnam National Administration of Tourism in Korea with two focal points in Seoul and Hanoi , taking the lead in implementing information consulting activities, supporting tourists, connecting partners, handling feedback and organizing two-way tourism promotion between Vietnam and Korea; organizing annual Vietnam Tourism Roadshow programs in major cities of Korea, and at the same time supporting promotion for provinces and cities to promote tourism products, investment and trade in the Korean market.
He also pledged to continue to promote digital and localized content in Korean, including designing documents, videos, websites, and Vietnam travel guide maps; managing social networks and official digital platforms (SNS, landing pages), aiming to improve the accessibility experience for Korean tourists.
Source: https://nhandan.vn/trao-bang-khen-cua-bo-truong-bo-cau ...
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