Medical Care: Vietnam’s Underleveraged ‘Soft Power’ in Cambodia

In the past two decades, Cambodians have increasingly sought medical services and tourism in Vietnam despite widespread anti-Vietnamese sentiment in Cambodia. Vietnam’s high-quality yet affordable medical facilities and geographic proximity fuel strong demand, making it a preferred choice for Cambodians. Despite this, Vietnam’s medical tourism is underutilised as a “soft power” tool. Poor marketing limits its visibility, making the sector secondary to other forms of tourism. The Vietnamese government is overlooking a chance to improve its reputation in Cambodia.

Anti-Vietnam sentiment in Cambodia stems from grievances related to land demarcation, ongoing suspicions among some Cambodians regarding Vietnam’s expansionist motives, and the presence of ethnic Vietnamese immigrants on their land.

Yet, Cambodians continue to seek Vietnam’s medical services. Many get care at Vietnam-affiliated hospitals in Cambodia or travel to Vietnam for treatment. Destinations such as Hoi An, Nha Trang, Phu Quoc, and Ho Chi Minh City (HCMC),  attract medical tourists. A survey by the Cambodia-based Sunrise Japan Hospital found that 76 per cent of the 210,000 Cambodians who annually pursue medical treatment abroad choose Vietnam as a top destination. Key factors driving this trend include Vietnam’s quality hospitals, advanced medical technology, specialised treatments (especially for trauma patients), and superior resources, alongside concerns about inconsistent medical standards and ethics among Cambodian healthcare professionals.

HCMC, just four hours by car from Phnom Penh, is a popular destination for medical treatment among Cambodians. The short distance makes it accessible, particularly for those in southwest Cambodia seeking higher-quality healthcare. Direct ambulance services and van transportation further facilitate the influx of Cambodian patients to the city.

With the increasing demand for Vietnam’s medical services, Vietnamese hospitals are expanding into Cambodia, providing high-quality care while generating substantial profits. Cho Ray-Phnom Penh Hospital, a leading Vietnamese hospital in Cambodia, served 117,000 Cambodian patients in the first 10 months of 2022, with numbers expected to rise annually, according to the hospital’s director, Ton Thanh Tra. Equipped with advanced medical equipment and skilled professionals, it has 25 departments, including cardiology, paediatrics, surgery, and emergency care. In 2023, Vietnam’s Medlatec Group opened a clinic in Cambodia, donating 5,000 test packages (valued at US$55,000) for liver cancer screening. Other Vietnamese-affiliated clinics in Cambodia, such as FV Hospital Representative Office and V-Med Cambodia, are also emerging in Cambodia.

The Vietnamese government does actively promote medical tourism to capitalise on its economic benefits. Since 2017, HCMC’s Department of Health and Department of Tourism have collaborated to develop this sector. The HCMC health sector established a council to ensure that medical examination and treatment quality aligned with the health ministry’s standards. In 2023, Vietnam introduced 30 medical tour packages, released a promotional video, and updated the Medical Tourism Handbook into six languages for domestic and international visitors. The Vietnamese Embassy in Cambodia and HCMC’s Tourism Department organised a tourism promotion event in Phnom Penh, highlighting southern Vietnam’s medical services through videos and networking for potential partnerships.

But a deputy director at the Tourism Department acknowledged challenges, including a shortage of foreign-language medical professionals, unprofessional marketing, and the lack of international health certifications for patients’ insurance coverage.

But a deputy director at the Tourism Department acknowledged challenges, including a shortage of foreign-language medical professionals, unprofessional marketing, and the lack of international health certifications for patients’ insurance coverage. Skilled staff are mostly limited to state-run hospitals, straining service quality. Vietnam’s traditional medicine is also one of the resources that some Cambodians seek in medical tourism. However, insufficient promotion limits the sector’s impact. Greater investment is required to fully realise this “soft power”.

To further promote this asset in Cambodia, Vietnam should provide subsidies or funding to medical professionals who establish clinics or hospitals in the country’s second-tier provinces, such as Siem Reap and Battambang, which have high population densities.  

Additionally, investing in technology, such as advanced equipment and telemedicine, can enable timely diagnoses and cost savings, which can help attract more Cambodian patients. It has been reported that Vietnam has allocated only US$1 billion between 2021 and 2025 for domestic advanced medical devices to meet the increasing healthcare demand. This budget should be increased and expanded to include investment in medical technology and equipment for Vietnamese clinics in Cambodia, which will boost Vietnam’s soft power and reputation among Cambodians.

Additionally, collaborating with the Cambodian government and utilising mass and social media in Cambodia to share clear healthcare information allows for more strategic and customised promotion that caters to the Cambodian population.  By January 2025, there were 12.9 million social media users, 72.4 per cent of Cambodia’s total population. This offers significant opportunities for Vietnam to expand its advanced medical services into Cambodia. Moreover, Cambodia’s less restrictive mass and social media and their programmes serve as channels for publicising and promoting Vietnamese medical services. By leveraging the media in Cambodia, Vietnam can effectively spread information about its healthcare initiatives, enhancing visibility and relevance to the Cambodian population.

Collaborating with the Cambodian government can also solidify Vietnam’s role as a cooperative partner, strengthening diplomatic ties and enhancing its image as a benevolent neighbour. Initiatives such as the free health check-ups provided by the Vietnamese embassy and Cho Ray-Phnom Penh Hospital in Cambodia’s Katrie Province in March 2024 showcase Vietnam’s commitment to social welfare, fostering goodwill and trust among the Cambodian people. This emphasis on healthcare cooperation can cultivate solidarity, shifting Cambodian perceptions of Vietnam from adversarial to supportive, and reshaping narratives highlighting Vietnam’s positive contributions.

Vietnam has the opportunity to reinforce its middle-power strategy by effectively leveraging medical services as a tool for soft power, with the support of clear and well-defined government strategies. Promoting these services can yield significant benefits, such as stimulating economic growth through the development of medical tourism. Additionally, this approach can boost Vietnam’s role in regional healthcare, positioning it as a key player in Southeast Asia. Furthermore, deepening bilateral relations with Cambodia through collaborative healthcare initiatives can foster trust and cooperation between the two nations. Ultimately, these efforts will solidify Vietnam’s status as a middle power in the region, enhancing its influence and promoting stability.

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