🇻🇳 Vietnam: A Digital Powerhouse in the Making 🤓

📈With 78 million internet users and a mobile-first population, Vietnam isn’t just online — it’s thriving in a hyper-connected ecosystem, where social commerce meets rising middle classes with disposable incomes.

🌏From influencer-led marketing to growing ad spends, this fast-growing digital economy is reshaping how brands engage, sell, and build loyalty in Southeast Asia.

💡 Social media isn’t just entertainment — it’s commerce, community, and conversion all in one. Vietnamese consumers aren’t passively scrolling; they’re actively buying, recommending, and influencing.

🔥 Why this matters for Global brands?
Digital-first is a key entry point. KOL's shape culture and consumption, being more trusted than traditional ads. Authenticity is more important than just pumping ad spend.

🎯 For brands entering Vietnam:
- Think mobile-native, creator-powered campaigns.
- Optimize for social proof and virality.
- Build for Zalo, Facebook & TikTok, not just Google.

📊 Explore the full digital landscape in our latest infographic below. 🤓

As the personal customization trend continues to surge among younger generations, everything from diaries and bags to keyboards is being transformed into unique expressions o

With 77 per cent responding that sustainability is important in their travel choices for 2025, travelers from Viet Nam earned a spot as one of Asia’s top five most sustainability-conscious, according to Agoda’s 2025 Sustainable Travel Survey.

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People in HCMC spent more on consumer goods and services in January 2025 during the year’s biggest festival, Tet (Lunar New Year), than a year earlier. - VnExpress International

Vietnamese consumers spent an average VND874 billion (US$34.6 million) a day last year on online shopping across five major e-commerce platforms, a study has shown. - VnExpress International

Ho Chi Minh City led Vietnam in tourism revenues during the nine-day Tet holidays with VND7.69 trillion (US$306.7 million), 17% higher than last year. - VnExpress International

Vietnamese airports served almost 3.6 million passengers during the Lunar New Year (Tet) holiday from Jan. 24 to Feb. 2, up 16% over the same period last year, reported the Civil Aviation Authority of Vietnam (CAAV). - VnExpress International

Booking.com, one of the world’s leading online travel platforms, has announced the top 10 domestic destinations most searched by Vietnamese travelers between January 24 and February 9, 2025 - coinciding with the Lunar New Year holiday (Year of the Snake).

British aviation services company Collinson International released its travel benefits and customer engagement report on April 7, revealing that South Korean c

The upcoming holiday from April 30 to May 1 presents a golden opportunity for Vietnamese tourists to plan their dream trips. This holiday is one of the longest…

Vietnamese coffee's bold and intense flavors, powered by robusta beans, often leave first-time tourists stunned by its strength and caffeine content, with many recounting unforgettable experiences of their first sip. - VnExpress International

The business of luxury in China.

Nonalcoholic beverages are increasingly becoming a buzzword among drinkers in Korea, with those in their 20s and 30s leading the trend. Nonalcoholic drinks in Korea contain less than 1 percent alcohol, while alcohol-free drinks are below 0.05 percent alcohol.

Vietnam continues to be the top travel destination for South Korea's families with children under 10 for the second consecutive year, according to Hana Tour, the East Asian nation's largest travel agency. - VnExpress International

In the first month of 2025, total retail sales of consumer goods and services in January are estimated at 573.3 trillion VNĐ (US$22.64 billion), up 2.7 per cent over the previous month and 9.5 per cent over the same period last year.

Vietnamese tourists are unfazed about visiting Japan despite the recent death there of vacationing Taiwanese actress Barbie Hsu from influenza-related pneumonia. - VnExpress International

We look at the numbers behind Vietnam's tourism sector boom during the Tet 2025 holidays, with 8 localities earning more than VND 1 trillion.

HO CHI MINH CITY: Over half a year has passed, and Do Ngoc Mach of District 7, HCM City, continues to recall his trip to the UK with his family every time he meets with friends.