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20 Consumers Trends in Vietnam 2023 International Brands Need To Know

The consumer landscape in Vietnam is undergoing a significant transformation, driven by technological advancements, changing lifestyles, and shifting consumer preferences. In this dynamic market, various trends have emerged, reshaping the way businesses engage with their target audience and driving consumer behavior. Understanding these trends is crucial for businesses looking to thrive in this dynamic market and cater to the ever-changing demands of their customers.

1. More Than Half The Population Shop Online

A key driver of the eCommerce boom in Vietnam is the growing prevalence of smartphones. With affordable smartphones becoming increasingly accessible, a significant portion of the population now has easy access to the internet. This has fueled the rise of mobile commerce, with consumers using their smartphones to browse online stores, compare prices, and make purchases. Prominent eCommerce platforms like Shopee, Lazada, and Tiki have capitalized on this trend by offering user-friendly mobile apps, enabling consumers to conveniently shop on the go.

Besides, Vietnam’s logistics infrastructure has significantly improved to support the burgeoning eCommerce sector. Delivery services have become more efficient, offering faster shipping options and reliable tracking systems. This enhanced efficiency has instilled confidence in consumers, making online shopping a seamless experience.

In terms of payment options, Vietnam has witnessed the emergence of various digital wallets. Mobile payment solutions such as MoMo, ZaloPay, and ViettelPay have gained significant traction among consumers, providing secure and hassle-free transactions. Cash-on-delivery remains a popular option, catering to those who prefer to pay upon delivery.

A shining example of the success of eCommerce in Vietnam is Shopee. This leading eCommerce platform has experienced explosive growth and established market dominance within a remarkably short period. Shopee’s continuous innovation, including organizing large-scale shopping festivals, offering attractive discounts, and collaborating with influencers to create engaging content, has resonated with Vietnamese consumers, resulting in a surge in online purchases.

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2. Influencer Marketing Never Dies Out

Influencer marketing has gained significant traction in Vietnam, as brands recognize the power of social media influencers in capturing consumer attention and driving purchasing decisions. Vietnamese consumers have developed a strong affinity for influencers, turning to them for recommendations, lifestyle inspiration, and product reviews. This has created a ripe environment for influencer marketing to thrive.

Leading brands in Vietnam are increasingly collaborating with influencers to promote their products and services. By leveraging the influencer’s reach and credibility, brands can effectively target specific audiences and build trust among consumers. For instance, fashion brands often partner with fashion influencers to showcase their latest collections, while beauty brands collaborate with makeup artists and beauty bloggers to endorse their products.

One notable platform that has fueled the rise of influencer marketing in Vietnam is Instagram. Influencers on Instagram have cultivated substantial followings, making it an ideal platform for brands to reach their target audience. These influencers create visually appealing content and engage with their followers through captivating captions and stories, making them influential tastemakers in various niches such as fashion, beauty, fitness, and lifestyle.

Learn more about 5 popular influencers in Vietnam that may help promote your beauty brands:

3. Rise of TikTok

TikTok has experienced an unprecedented rise in popularity in Vietnam, captivating a vast and highly engaged user base. The short-form video platform has revolutionized content creation and consumption, presenting new opportunities for brands to connect with consumers in creative and engaging ways.

TikTok’s success in Vietnam can be attributed to its unique blend of entertainment, creativity, and virality. Users can create and share short videos featuring dances, lip-syncing, comedy skits, and various forms of creative content. This has given rise to a new generation of content creators, often referred to as TikTokers or KOLs (Key Opinion Leaders), who have amassed substantial followings and wield significant influence over their audiences.

Brands in Vietnam have recognized the potential of TikTok as a marketing platform and have started collaborating with TikTokers to promote their products and services. These collaborations often take the form of sponsored content, challenges, and branded hashtags. For example, a fashion brand may partner with a popular TikToker to showcase their latest collection through a creative dance challenge, encouraging users to participate and share their own videos using the brand’s designated hashtag.

Learn more about this comprehensive guide to doTiktok marketing in Vietnam:

4. Intensive Social Media Engagement

Social media platforms have become integral to the lives of Vietnamese consumers, providing avenues for communication, entertainment, and information sharing. Brands in Vietnam are leveraging social media to engage with their target audience, build brand awareness, and foster a sense of community. By actively engaging with users on platforms such as Facebook and Instagram, brands can create meaningful connections and drive customer loyalty.

One effective way brands engage with their audience is through interactive and engaging content. They create posts that invite users to participate in discussions, share their opinions, or respond to questions. For example, a beauty brand might ask users to share their favorite skincare tips or post a picture of their makeup looks using the brand’s products. This type of content not only sparks conversations but also encourages users to share their experiences and build a sense of community around the brand.

Another strategy brands employ for social media engagement is responding to user comments and messages promptly. By actively engaging with users’ inquiries, feedback, and concerns, brands show that they value their customers’ opinions and are dedicated to providing excellent customer service. This level of responsiveness fosters trust and strengthens the brand-consumer relationship. Brands can also take the opportunity to address any negative feedback or issues publicly, showcasing their commitment to resolving problems and maintaining transparency.

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5. Bank Transfer via QR Codes Is Getting Traction

Digital payment methods have gained significant popularity in Vietnam, transforming the way transactions are conducted and revolutionizing the traditional payment landscape. With the rise of smartphones and increased internet penetration, digital payment solutions have become increasingly accessible and convenient for Vietnamese consumers and businesses alike.

Mobile payment platforms such as MoMo, ZaloPay, and ViettelPay have gained considerable traction among consumers. These platforms allow users to link their bank accounts or credit cards to their mobile wallets, enabling them to make secure and seamless transactions with just a few taps on their smartphones. Mobile wallets have become a popular payment method for various transactions, including online shopping, bill payments, and peer-to-peer transfers.

QR code payments have also gained prominence in Vietnam’s digital payment landscape. QR codes provide a simple and efficient way to initiate transactions by scanning a unique code displayed at the merchant’s point of sale. Consumers can easily make payments by scanning the QR code using their mobile wallets. This method is widely used in restaurants, cafes, retail stores, and even street vendors, making it convenient for consumers to make purchases without the need for physical cash.

Furthermore, digital payment solutions have extended beyond mobile wallets and QR codes. E-commerce platforms such as Shopee, Lazada, and Tiki offer secure online payment options through credit/debit cards, internet banking, and even installment plans. These platforms provide a seamless checkout process, allowing consumers to complete their purchases with ease.

6. Health and Wellness Are Increasingly Emphasized

The pursuit of health and wellness has become a significant trend among Vietnamese consumers, as people prioritize their physical and mental well-being. This growing interest in leading a healthy lifestyle has created opportunities for businesses in the health and wellness industry to cater to the evolving needs and preferences of the Vietnamese market.

One aspect of the health and wellness trend in Vietnam is the increased demand for fitness and exercise. Fitness centers, gyms, and yoga studios have gained popularity, with more people embracing regular exercise as part of their routine. Additionally, there is a surge in outdoor activities such as running, cycling, and hiking, as individuals seek to stay active and connect with nature. This trend has led to the emergence of fitness brands, specialized sportswear stores, and fitness apps catering to the growing demand for fitness-related products and services.

The emphasis on healthy eating habits and nutrition is also prevalent in Vietnam. As consumers become more health-conscious, there is a rising interest in organic, natural, and locally sourced foods. Supermarkets and grocery stores now offer a wider range of organic and healthy food options to meet the increasing demand. Additionally, vegetarian and vegan diets have gained popularity, leading to the establishment of vegetarian and vegan restaurants, as well as plant-based food companies.

Mental wellness has also gained recognition as an essential component of overall well-being. Mindfulness practices, meditation, and stress management techniques have become more prevalent as individuals seek to achieve balance and alleviate mental health issues. Wellness retreats, spas, and mindfulness apps have emerged to cater to the growing demand for mental well-being services.

A notable example of the health and wellness trend in Vietnam is the rise of health-focused cafes and juice bars. These establishments offer a range of nutritious and wholesome food and beverage options, such as cold-pressed juices, smoothie bowls, and plant-based dishes. They provide a space for health-conscious individuals to socialize, enjoy healthy meals, and promote a holistic approach to well-being.

7. Sustainable and Eco-friendly Products Now Preferred

The demand for sustainable and eco-friendly products has been on the rise in Vietnam as consumers become more conscious of their environmental impact and seek greener alternatives. This shift towards sustainability reflects a growing awareness of the need to protect the environment and promote a more sustainable future.

Many Vietnamese consumers are actively seeking products that are produced using environmentally friendly practices and have minimal negative impacts on the planet. Sustainable and eco-friendly products span various categories, including fashion, beauty, household goods, and food.

In the fashion industry, there is a rising interest in sustainable clothing made from organic or recycled materials. Brands are incorporating sustainable practices into their production processes, such as using eco-friendly dyes, reducing water consumption, and ensuring fair labor practices. Consumers are embracing sustainable fashion by supporting local brands that prioritize ethical and eco-friendly production.

Similarly, in the beauty sector, there is a growing demand for natural and organic skincare and cosmetic products. Vietnamese consumers are becoming more mindful of the ingredients used in their personal care products and are actively seeking alternatives that are free from harmful chemicals and are produced sustainably. Beauty brands are responding to this demand by offering eco-friendly packaging, refillable containers, and promoting ethical sourcing.

Household goods are another area where sustainable options are gaining traction. Vietnamese consumers are opting for eco-friendly cleaning products, reusable containers, and biodegradable household items. Brands are introducing innovative solutions to reduce waste and promote a more sustainable lifestyle, such as bamboo toothbrushes, reusable cloth bags, and energy-efficient appliances.

8. Customization and Personalization Differentiate Brands

The trend of customization and personalization has gained significant traction among Vietnamese consumers, as individuals seek unique and tailored experiences across various products and services. This growing demand for customization reflects a desire for individuality and the opportunity to have a more personal connection with brands.

In the realm of fashion, customization has become a prominent feature. Many Vietnamese consumers are drawn to brands that offer personalized options, such as made-to-measure clothing or customizable accessories. Customers can select their preferred fabrics, colors, and styles, allowing them to create garments that reflect their personal taste and style. Brands that offer customization services provide an elevated and exclusive shopping experience, catering to the individuality and unique preferences of their customers.

The trend of customization extends beyond fashion and into other areas as well. For example, the beauty industry has witnessed a rise in personalized skincare and cosmetics. Brands are using technologies such as AI and machine learning to analyze customers’ skin types and concerns, providing personalized recommendations for skincare routines and tailored product formulations. This level of customization enables consumers to address their specific needs and achieve optimal results.

9. Convenient and Time-saving Super Apps are Changing People’s lives

In today’s fast-paced world, convenience and time-saving solutions have become paramount for Vietnamese consumers. People are constantly seeking ways to streamline their daily tasks and optimize their efficiency, leading to a rising demand for products and services that offer convenience and save precious time.

One area where convenience plays a crucial role is in the realm of technology and digital solutions. Mobile applications have revolutionized the way people manage their daily lives. For instance, ride-hailing services like Grab and GoViet provide convenient transportation options with just a few taps on a smartphone. Customers can book rides, track their drivers, and pay seamlessly, eliminating the need for traditional taxi services or waiting in long queues.

Online food delivery platforms such as GrabFood and have also gained popularity, providing consumers with a wide range of dining options delivered right to their doorstep. This convenience saves time and effort, allowing individuals to enjoy their favorite meals without the hassle of cooking or going out to eat.

10. Online Food Delivery Becomes Indispensable to Vietnamese

Prominent online food delivery platforms such as GrabFood,, and Baemin have gained widespread recognition and popularity in Vietnam. These platforms collaborate with numerous restaurants, ranging from local eateries to well-known international chains, offering consumers a diverse selection of cuisines and dishes. Users can simply browse through the app, choose their desired meals, customize their orders, and place them with ease. The integration of GPS tracking allows customers to monitor the progress of their orders in real-time, providing transparency and assurance.

One of the key advantages of online food delivery is the convenience it offers to consumers. Busy individuals, office workers, and those seeking a hassle-free dining experience can now enjoy their favorite meals without leaving their homes or offices. The convenience factor is particularly significant in urban areas with heavy traffic, as it saves time and eliminates the need to navigate through crowded streets to find a restaurant.

Moreover, online food delivery has expanded beyond traditional restaurant meals. It now encompasses various culinary options, including fast food, street food, healthy dishes, and even groceries. Customers can order anything from a quick snack to a full-course meal, satisfying their cravings and dietary preferences.

11. Digital Entertainment

Digital entertainment has become an integral part of the lives of Vietnamese consumers, offering a wide array of online platforms and content that cater to various interests and preferences. The rise of digital entertainment has transformed the way people consume media and engage with entertainment, providing convenient and immersive experiences.

Streaming platforms such as Netflix, YouTube have gained tremendous popularity in Vietnam. These platforms offer a vast library of movies, TV shows, documentaries, and original series that can be accessed anytime and anywhere through internet-connected devices. Users can enjoy a wide range of content, from local productions to international blockbusters, and even engage in binge-watching sessions of their favorite shows.

Gaming has also emerged as a significant aspect of digital entertainment in Vietnam. Mobile gaming, in particular, has seen exponential growth, with games like PUBG Mobile and Free Fire captivating a large and enthusiastic player base. The convenience of mobile gaming allows individuals to enjoy immersive experiences and connect with friends and fellow gamers in virtual worlds. Esports, the competitive aspect of gaming, has also gained traction, with organized tournaments and events attracting a dedicated fan base

12. Online Travel Booking

The advent of online travel booking platforms has revolutionized the way people plan and book their trips in Vietnam. With the convenience of the internet and the rise of user-friendly booking websites and applications, travelers now have easy access to a wide range of travel options, making the process of planning and booking their journeys seamless and efficient.

Prominent online travel booking platforms such as Agoda,, and Traveloka have gained popularity in Vietnam, offering users a one-stop solution for all their travel needs. These platforms provide a vast selection of accommodations, flights, and even tour packages, allowing travelers to compare prices, read reviews, and make informed decisions. The ability to book everything in one place streamlines the travel planning process, saving time and effort.

Moreover, online travel booking has made it convenient for travelers to customize their itineraries based on their preferences and budget. They can choose specific dates, flight times, hotel amenities, and even select add-on services such as airport transfers or travel insurance. This level of customization empowers travelers to create personalized travel experiences that suit their individual needs and desires.

Furthermore, the integration of user reviews and ratings on online travel booking platforms provides valuable insights for travelers. They can read authentic feedback from previous guests, helping them make informed decisions about their accommodations and experiences. This transparency fosters trust and ensures that travelers have a better understanding of what to expect from their chosen accommodations and services.

13. Virtual Events and Experiences

Virtual conferences and webinars have become a prevalent trend in the corporate and professional landscape. Businesses and organizations can host industry-specific conferences, seminars, and workshops through online platforms such as Zoom, Microsoft Teams, and Google Meet. Attendees can participate remotely, eliminating the need for travel and allowing for a wider reach and accessibility. Virtual events provide opportunities for knowledge sharing, networking, and professional development, all from the comfort of one’s home or office.

In the realm of entertainment, virtual concerts and music festivals have gained momentum in Vietnam. Artists and performers can showcase their talent through live-streamed performances, engaging with their fans in real-time. Platforms like YouTube and social media channels have been instrumental in bringing these virtual events to audiences, enabling individuals to enjoy the excitement of a concert experience from the comfort of their own homes. Virtual concerts also provide an opportunity for local musicians to reach a wider audience, transcending geographical boundaries.

Virtual museums and art exhibitions have also emerged as a way to bring art and culture to people’s homes. Museums and galleries now offer virtual tours, allowing individuals to explore renowned art collections and exhibitions through interactive online platforms. This digital approach to experiencing art has made it more accessible to a wider audience, enabling individuals to appreciate and engage with art from different parts of the world.

14. Local Brands Are Becoming More Competitive

One sector where local brands have thrived is the fashion industry. Vietnamese fashion designers and clothing brands have gained recognition for their unique designs, blending traditional elements with contemporary styles. These local brands offer a diverse range of clothing, accessories, and footwear, catering to different tastes and preferences. By supporting local fashion brands, consumers contribute to the growth of the domestic fashion industry and the preservation of Vietnamese heritage and craftsmanship.

The food and beverage sector is another area where local brands have made a significant impact. Vietnamese cuisine is celebrated worldwide for its vibrant flavors and culinary traditions. Local food brands and restaurants play a vital role in preserving and promoting Vietnamese culinary heritage. From traditional street food vendors to innovative food startups, these local brands offer a wide range of authentic and delicious products, including snacks, beverages, sauces, and traditional dishes. Supporting local food brands not only allows consumers to enjoy the rich flavors of Vietnam but also contributes to the sustainability of local agricultural practices and the livelihood of local farmers.

In the technology and electronics industry, Vietnam has witnessed the growth of successful local brands. Vietnamese companies have emerged as manufacturers and innovators of electronic devices, smartphones, and home appliances. These local brands offer competitive products with advanced features, quality assurance, and affordable prices. By choosing local technology brands, consumers not only access cutting-edge products but also support the growth of the domestic technology sector and contribute to job creation within the country.

15. Subscription Services Are On The Go

One of the prominent examples of subscription services is in the streaming industry. Platforms like Netflix, Spotify, and Apple Music have revolutionized the way people consume entertainment and music. By paying a monthly fee, users gain unlimited access to a vast library of movies, TV shows, and music, which can be enjoyed across various devices. The subscription model eliminates the need for physical media or individual purchases, providing a seamless and cost-effective way to enjoy a diverse range of content.

In the e-commerce sector, subscription-based models have also gained traction. For example, popular beauty and skincare brands offer subscription boxes that deliver curated products to customers’ doorsteps on a regular basis. This allows individuals to discover new products, enjoy personalized recommendations, and benefit from the convenience of having their favorite products conveniently delivered. Similarly, subscription-based meal kit services provide customers with pre-portioned ingredients and recipes, making cooking at home more accessible and convenient.

Another area where subscription services have made an impact is in the fitness industry. With the rise of virtual workouts and home-based fitness routines, subscription-based fitness platforms have gained popularity. These services provide access to a library of workout classes, personalized training programs, and even virtual personal trainers. Users can exercise at their own pace and convenience, eliminating the need for expensive gym memberships or in-person classes.

16. Smart Home Technology Is Gaining Awareness

In terms of security, smart home technology has introduced advanced solutions to protect homes and provide peace of mind to homeowners. Smart locks, doorbell cameras, and motion sensors enable remote monitoring and access control. Homeowners can receive real-time alerts and video footage on their smartphones, ensuring the safety of their properties even when they are away. These security features not only provide convenience but also contribute to enhancing the overall security ecosystem in Vietnam.

Another aspect of smart home technology is energy management. Smart thermostats and energy monitoring systems enable homeowners to regulate and optimize their energy consumption. These devices can learn and adapt to individuals’ usage patterns, automatically adjusting temperatures and reducing energy wastage. By implementing smart energy solutions, homeowners can contribute to environmental sustainability while also reducing their energy bills.

Furthermore, smart home technology has extended to home entertainment systems. Smart TVs, streaming devices, and audio systems offer seamless integration with various online platforms, allowing individuals to access their favorite movies, shows, and music with ease. Voice control and smart remotes provide intuitive ways to navigate and enjoy content, enhancing the overall entertainment experience.

17. Busy Young People Love To Buy Vegetables Online

Online grocery shopping offers a wider selection of products compared to traditional brick-and-mortar stores. Consumers have access to a diverse range of local and international brands, specialty items, and organic products. This allows individuals to explore new options, discover unique ingredients, and cater to their specific dietary preferences or restrictions. Online platforms also provide detailed product descriptions and reviews, enabling shoppers to make informed decisions before making a purchase.

Delivery services play a crucial role in the success of online grocery shopping. Dedicated grocery delivery platforms employ a network of delivery personnel who ensure that orders are promptly delivered to customers’ doorsteps. This saves consumers the hassle of commuting to stores, carrying heavy bags, and waiting in long queues. Same-day or next-day delivery options are commonly available, providing quick and efficient service to meet customers’ needs.

In Vietnam, several e-commerce platforms and grocery chains have introduced their online grocery shopping services. Leading e-commerce platforms such as Shopee, Lazada, and Tiki offer dedicated grocery sections where consumers can find a wide range of food items, fresh produce, and household essentials. Supermarket chains like VinMart, Big C, and Lotte Mart have also established their online platforms, allowing customers to shop for groceries online and choose home delivery or pickup options.

18. Health Tech is Transforming The Healthcare Sector

In addition to telemedicine, mobile health (mHealth) applications have gained popularity, providing individuals with tools and resources to monitor their health and manage chronic conditions. These applications allow users to track vital signs, record symptoms, set medication reminders, and access educational resources. Furthermore, wearable devices such as smartwatches and fitness trackers have become increasingly prevalent, enabling individuals to monitor their physical activity, sleep patterns, heart rate, and more. The data collected by these devices can be shared with healthcare professionals for better insights and personalized care.

Another significant aspect of health tech is electronic health records (EHRs) and digital healthcare management systems. These systems enable healthcare providers to store, access, and share patient information securely. EHRs streamline medical workflows, facilitate communication between healthcare professionals, and enhance the accuracy and efficiency of diagnoses and treatments. By digitizing healthcare records, patients can have their medical history readily available and accessible, leading to more informed and coordinated care.

Artificial intelligence (AI) and machine learning are also playing a vital role in health tech advancements. AI-powered algorithms can analyze vast amounts of medical data and assist healthcare professionals in making accurate diagnoses, predicting disease outcomes, and developing personalized treatment plans. AI-driven technologies are being utilized in radiology, pathology, and genetic analysis, among other fields, to enhance the accuracy and efficiency of medical procedures and interpretations.

19. Sustainability in Fashion are Acknowledged and Supported

One of the key aspects of sustainable fashion is the use of eco-friendly materials. Designers and brands are incorporating sustainable fabrics such as organic cotton, hemp, bamboo, and recycled materials into their collections. These materials are grown or produced using practices that minimize chemical use, water consumption, and carbon emissions. By choosing garments made from sustainable materials, consumers contribute to reducing the industry’s environmental footprint and supporting the development of eco-friendly alternatives.

Another essential element of sustainable fashion is ethical production. Many sustainable fashion brands prioritize fair labor practices, ensuring safe working conditions, fair wages, and the absence of exploitative practices. They often collaborate with artisans and local communities, supporting traditional craftsmanship and preserving cultural heritage. By supporting brands that prioritize ethical production, consumers can contribute to the well-being and livelihoods of garment workers and promote a more equitable fashion industry.

Additionally, sustainable fashion encourages responsible consumption and extends the lifecycle of garments. It promotes the concept of “slow fashion” by emphasizing the quality, durability, and timeless design of clothing items. Brands and consumers alike are encouraged to prioritize investment in high-quality pieces that can be worn for a long time, rather than succumbing to fast fashion’s cycle of rapid trends and disposable clothing. Sustainable fashion also promotes clothing repair, upcycling, and clothing swaps as ways to extend the life of garments and reduce waste.

In Vietnam, several sustainable fashion brands and initiatives have gained prominence. For example, there are brands that specialize in upcycling materials and transforming them into unique, stylish pieces. These brands creatively repurpose textile waste and discarded materials, reducing the amount of fabric that ends up in landfills. Other brands focus on supporting local artisans and traditional craftsmanship, incorporating techniques such as hand-weaving and natural dyeing into their collections.

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20. Local Artisanal Products Are Highly Appreciated

Vietnam is renowned for its rich cultural heritage and skilled artisans who specialize in various crafts such as ceramics, textiles, lacquerware, woodwork, and embroidery. Local artisans infuse their creations with a sense of cultural identity, authenticity, and meticulous attention to detail, making them highly sought-after by consumers looking for unique and meaningful products.

The demand for local artisanal products has been fueled by a desire to support local communities, preserve traditional techniques, and promote cultural heritage. Consumers appreciate the stories behind the products and the direct connection to the artisans who bring them to life. By purchasing these products, individuals contribute to the livelihoods of local artisans and the sustainability of traditional craftsmanship.

In recent years, there has been a rise in dedicated platforms and marketplaces that promote and showcase local artisanal products in Vietnam. These platforms provide a space for artisans to display and sell their creations to a wider audience, bridging the gap between artisans and consumers. Additionally, artisanal markets and fairs have gained popularity, allowing consumers to interact directly with artisans, learn about their craft, and appreciate the intricate workmanship firsthand.

The embrace of local artisanal products extends beyond traditional crafts. It also includes locally-produced food and beverages, such as specialty coffees, teas, organic produce, and artisanal snacks. Consumers are increasingly seeking out these products as a way to support local farmers and producers, as well as to enjoy high-quality, authentic flavors that reflect the country’s culinary traditions.


As Vietnam continues to experience rapid economic growth and digital transformation, consumer trends in the country are evolving at a remarkable pace. The rise of eCommerce, influencers, and social media platforms has revolutionized the way consumers shop, interact, and make purchasing decisions. Moreover, the increased focus on sustainability, personalization, and convenience has created new opportunities and challenges for businesses operating in Vietnam. Staying attuned to these consumer trends and adapting strategies accordingly will be vital for companies seeking to establish a strong presence and resonate with Vietnamese consumers. By embracing innovation, leveraging digital platforms, and aligning with the values and expectations of the Vietnamese market, businesses can position themselves for success in this vibrant and dynamic consumer landscape.

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