On September 11, 2025, the bustling city of Hanoi played host to a pivotal event for Vietnam’s business and consumer landscape: the Vietnam Marketing and Consumer Forum, organized by the Brand and Competition Strategy Research Institute (BCSI) in coordination with several key partners. As the country’s economy steadily recovers and forges ahead, this forum set out to examine the changing tides of the Vietnamese consumer market and the evolving expectations of its people—especially the younger generation.
The numbers tell a compelling story. In just the first six months of 2025, Vietnam’s total retail sales of goods and consumer service revenue jumped by over 9% compared to the same period the previous year. Meanwhile, the nation’s GDP growth hit an impressive 7.52%. According to reporting from Tạp chí Công Thương, these gains have been buoyed by strong domestic purchasing power, a robust rebound in tourism, accommodation, and dining services, as well as the surging popularity of e-commerce and cashless payments. The message is clear: Vietnam’s consumer market is not only resilient but also rapidly transforming.
At the heart of these changes is a new kind of Vietnamese consumer—one who is digitally savvy, values sustainability, and expects more than just products from brands. The forum’s agenda reflected this reality, delving into the seismic shift toward digital marketing, the evolution of consumer habits and priorities, and the impact of new legal and policy frameworks on commerce. As highlighted by the forum’s organizers, these discussions weren’t just academic; they were designed to help businesses sharpen their competitive edge and chart a course toward sustainable growth.
Resolution 57-NQ/TW, issued by the Politburo in December 2024, loomed large over the proceedings. This resolution identifies digital transformation, innovation, and scientific and technological development as strategic breakthroughs for the nation—especially in commerce and consumption. The forum provided a platform for business leaders and policymakers to exchange practical insights and recommendations, with the goal of refining domestic trade policies and bolstering business connectivity, trend awareness, and brand promotion. It also fostered an academic environment where experts could test ideas and support enterprises, all while spreading the spirit of responsible, civilized, and sustainable consumption throughout the community.
One of the hottest topics at the event was the meteoric rise of social commerce. As Tạ Hoài Nam, Social Commerce Director at Novaon Group, explained, this new model is quickly becoming a “golden key” for businesses eager to break through revenue barriers in a fast-changing market. Social commerce, he said, is not just about selling products online—it’s about weaving together entertainment, content, and commerce to create a vibrant digital ecosystem. According to Novaon’s representatives, today’s consumers—especially young people—are looking for shopping experiences that are as fun as they are convenient. They want to interact directly with sellers, join livestream sales events, and discover a dazzling array of products through social networks. This trend, known as “shoppertainment,” reflects a broader shift in Vietnamese consumer culture, where shopping is increasingly seen as a form of digital entertainment and community engagement.
But it’s not just about fun and convenience. As Nguyễn Viết Thịnh, CEO of CGS Vietnam, pointed out, consumers are growing more discerning and socially conscious. “Consumers now care not only about price or convenience but also about sustainability factors when making purchase decisions,” he said, according to Tạp chí Công Thương. “They expect products to meet their needs and reflect the company’s responsibility to the environment, community, and society.” This shift is pushing businesses to rethink their entire supply chains, integrating environmental, social, and financial considerations from sourcing raw materials all the way to delivering finished products. Transparent supply chains with clear traceability and minimal environmental impact aren’t just good for the planet—they’re fast becoming a competitive advantage, helping companies earn the long-term trust of customers in a market where green, digital, and sustainable consumption are the new standards.
To help companies adapt, Nguyễn Viết Thịnh offered a set of practical recommendations. He urged businesses to ramp up communication efforts to raise consumer awareness about the long-term benefits of choosing certified green products. He also encouraged investment in digital transformation tools for supply chains, such as blockchain and the Internet of Things, and the integration of ESG (Environmental, Social, and Governance) principles into corporate development strategies. “Strengthen substantive ‘green’ marketing programs,” he advised, emphasizing that authenticity and transparency are key to winning over today’s consumers.
These themes of sustainability, digital transformation, and evolving consumer preferences aren’t just playing out in the boardrooms of Hanoi. They’re also reshaping the very fabric of urban life in provinces like Dong Nai, where new urban area projects are rapidly changing the skyline and lifestyle options for young people and families. As reported by Báo Đồng Nai, many of these projects—located in central wards such as Tran Bien and Bien Hoa—are becoming magnets for the young and ambitious. Carefully planned with modern infrastructure and a host of amenities (think parks, shopping areas, schools, and sports centers), these developments offer a lifestyle that’s both contemporary and close to nature, with easy connections to Ho Chi Minh City.
It’s not just high-end developments that are making waves. Dong Nai is also investing heavily in social housing and affordable apartments for workers and low-income young families. Projects in wards like Phuoc Tan, Long Binh, and Tam Hiep are delivering thousands of new social housing units, addressing the urgent need for affordable, quality housing. These projects are designed with a focus on convenience, robust infrastructure, and sustainable living spaces, aiming to foster a civilized and vibrant urban community.
The lifestyle aspirations of Vietnam’s youth are evolving in tandem with these urban changes. Today’s young people are looking for more than just a place to sleep; they want experiences, enjoyment, and balance. They seek neighborhoods with green parks, community cultural spaces, cozy cafes, and smart amenities that help them juggle work and life. Many new developments in Bien Hoa are prioritizing open spaces, playgrounds, and integrated sports and entertainment facilities to create a harmonious, lively urban environment.
All these trends point to a larger transformation underway in Dong Nai and beyond. Once known primarily as an industrial hub, Dong Nai is steadily reinventing itself as a modern service-oriented urban area. The rapid development of urban projects, apartment complexes, and social housing is giving the city a fresh identity—one where young people can find not just a home, but a sophisticated, convenient, and sustainable way of life.
As Vietnam’s economy continues to grow and its cities evolve, the intersection of digital innovation, sustainability, and shifting consumer values is setting the stage for a new era. Whether it’s the rise of shoppertainment, the demand for green products, or the quest for vibrant urban communities, the message from both Hanoi’s forum and Dong Nai’s streets is unmistakable: Vietnamese consumers—and the places they call home—are changing fast, and businesses that want to thrive had better keep up.
