This article considers the perception of Normative Power Europe (NPE) through the eyes of Vietnam, measuring the degree to which an actor can successfully pursue a normative foreign policy. This article attempts to demonstrate that discussion on the European Union’s (EU) normative identity should include an investigation into the external perceptions of the EU. To become an NPE, the EU’s external partners should recognise it as a holder of norms and values, appreciate its role as a norm-diffuser and perceive the attractiveness of its norms. Semi-structured interviews were conducted with Vietnamese government officials with professional experience in the field of trade relations with the EU to assess non-EU state elites’ perceptions of the EU’s identity. Vietnam’s policy-makers tend to acknowledge the norms that constitute the EU’s normative foundation, with particularly high consensus on those concerning economic liberalism. The EU’s economic and social norms are to some extent attractive for Vietnam and thus able to be adopted and adapted to the Vietnamese context.