Vietnam’s “hội nhập quốc tế” [international integration] following the Đổi Mới reforms coincided with increased efforts to identify, preserve, and promote the country’s historical-cultural heritage. This is reflected in the rise of the number of historical-cultural sites granted heritage status by the state as heritage and rolling out of heritage preservation and conservation initiatives across the country. This chapter examines the growing preoccupation with heritage in contemporary Vietnam by tracing the change in terminology use from terms simply referring to the legacy of the past and deceased to adoption of “di sản” [heritage] as a conceptual term by both state and society that resonates with UNESCO’s discourse. I conclude by briefly reviewing how this new heritage discourse serves as a key cornerstone of the state’s attempt to rediscover a Vietnamese national cultural identity in the post-reform era and effective use of heritage to reposition the country in the international arena.