Vietnam is not yet attractive because it is not yet clean

For example, each 35-liter garbage bag required the purchase of a special sticker priced at CHF2 (around US$2.50) due to the environmental protection tax.

Garbage needed to be carefully sorted and kept indoors until collection day. Discarding even a modest amount of construction waste meant waiting patiently in line at the recycling center, where each carload was weighed and paid for meticulously.

Yet, over time, this disciplined lifestyle became a habit. If I could not find a trash bin after eating a snack, I would put the wrapper into my pocket and bring it home.

On collection days my children learned to bundle up trash carefully so that the sanitation workers could handle it efficiently.

In Switzerland, cleanliness is integral to the prestigious "Swiss Made" brand—synonymous with efficiency, purity and premium quality.

It bolsters tourism and ensures global trust in Swiss products such as watches, pharmaceuticals, and foods.

Of course, keeping streets clean has costs: according to the Swiss Federal Office for the Environment, waste cleanup expenses total nearly CHF200 million ($250.3 million) annually.

But Switzerland is not alone.

Traveling through various countries has shown me that cleanliness is not just a byproduct of development; it is a strategic advantage actively harnessed by many nations.

Take for example Singapore, a country I often transit through when visiting Vietnam. Renowned for its spotless streets and strict discipline, Singapore initiated its "Keep Singapore Clean" campaign in 1968 to boost public hygiene and urban aesthetics post-independence.

Every year since then Singapore has launched targeted campaigns for cleaning everything from public toilets to factories and means of public transport.

During a visit to Japan, my children challenged each other to find cigarette butts on the streets—something that remains problematic even in clean Switzerland, where smokers often casually toss cigarette butts before boarding public transport.

Remarkably, it took three days in Tokyo before they spotted one. Japan's cleanliness is not enforced solely through strict laws; it has become deeply ingrained as a cultural norm.

A clean nation begins with clean individuals, who will adopt disciplined thinking and responsible behavior to foster societal development.

New Zealand presents another compelling example, where cleanliness is not merely aesthetic but underpins the entire economy.

The nation's brand strategy, "100% Pure New Zealand," established over the past 25 years, reflects a genuine commitment to environmental purity and sustainability.

This approach has fostered thriving ecotourism and adventure industries, enhancing GDP.

Cleanliness also gives New Zealand a competitive edge internationally, enabling exports of organic produce, dairy, meat, and wine to premium markets.

Beyond tourism and agriculture, the country's philosophy of achieving a "zero carbon footprint" drives innovation in logistics and agriculture.

A man pushes and pulls garbage carts in Hanoi. Photo by VnExpress

According to the World Bank, every dollar invested in sanitation returns US$5–7 in reduced healthcare costs, increased productivity and tourism.

Conversely, inadequate sanitation can be economically devastating.

The cause-effect relationship is clear: poor waste management leads to pollution and costly cleanups.

Messy urban environments stifle creativity and increase stress.

Vietnam, endowed with abundant natural resources, hospitable people and a rich cultural heritage, loses considerable appeal among tourists and investors due to persistent issues of urban sanitation, environmental pollution and low community awareness.

With rapid urbanization and economic growth, solid waste generation in Vietnam continues to rise, but proper waste management remains insufficient.

According to the Ministry of Natural Resources and Environment, approximately 73.5% of Vietnam's solid waste still ends up in open landfills. Each year Vietnam produces over 23 million tons of household waste and seven million tons of industrial solid waste, most of it improperly managed.

Vietnam has 458 landfills, 337 of which fail basic hygiene standards.

Alarmingly, Vietnam is among the top five countries globally for plastic waste pollution, dumping roughly 1.83 million tons of plastic into oceans annually.

Around 75% of plastic waste is not appropriately managed, and just 30% gets recycled.

The frequently-heard criticism that Vietnam is "beautiful but not clean" painfully underscores this reality.

Sadly, the outdated mindset of "developing the economy first, worrying about the environment later" still persists, inadvertently rationalizing irresponsible behavior, lax enforcement and distrust in laws and creating lasting harm.

Can we truly believe someone meticulous enough to use a trash bin is equally careful in their professional work? Is a family that keeps their home spotless yet litters outdoors genuinely socially responsible? Are declarations by leaders to build smart, modern cities meaningful if local areas remain dirty and neglected? Can investors trust environmental projects by people who ignore basic sanitation practices?

Now that Vietnam has moved beyond poverty, prioritizing cleanliness as a national strategy is crucial. Cleanliness is not something superficial; it is indicative of a disciplined, responsible and ambitious society.

Leveraging cleanliness as a cornerstone of Vietnam's brand is both strategic and sustainable and delivers long-term economic, cultural and global image benefits.

*Luu Vinh Toan is an engineer who holds a PhD in information technology.