2026.03.24
Why is the Vietnamese market drawing so much attention right now? The reasons are its enormous population of about 100 million, the youthfulness of a population that is half 35 or younger, and its remarkable rate of economic growth.
In 2025, Vietnam achieved year-on-year 8.02% GDP growth, and per-capita GDP for the first time $5,000 surpassed (source: Vietnam General Statistics Office, announced January 2026). For 2026, the government has set a target of 10% or higher growth, making it a standout growth market even among ASEAN countries (source: JETRO, "2026 GDP Growth Target Set at 10% or Higher").
This growth is underpinned by the market-oriented reforms of the Doi Moi (Renovation) policy in place since 1986 and an active embrace of foreign investment. Vietnam has also benefited greatly from the "China Plus One" strategy driven by U.S.-China trade friction, and investment is accelerating not only in manufacturing but also in the services sector.
Foreign direct investment in 2023 reached $36.6 billion on a registered basis and $23.2 billion on a disbursed basis, with international companies such as Samsung, Intel, LG, and Toyota establishing large-scale production facilities. Vietnam is party to numerous free trade agreements, including the CPTPP and an FTA with the EU, allowing it to export to the world's major markets on preferential terms.
According to analysis by the Itochu Research Institute, the industry and construction sector grew 8.95% and the services sector 8.62% in 2025, confirming broad-based economic expansion (source: Itochu Research Institute, "Vietnam's Economy: Both Domestic and External Demand Strong").
Vietnam's true appeal lies in its demographic makeup. Of a population of about 100 million, roughly half are 35 or younger, and the average age is 31. Gen Z alone numbers about 15 million people, accounting for 25% of the workforce. This young generation is education-minded and digitally literate, and its consumption mindset is shifting dramatically from owning things to spending on experiences.
What stands out is the purchasing behavior of Vietnam's Gen Z. Rather than simply "looks" or "price,"empathy with a brand's brand story, story, and social stance is what shapes purchasing decisions (source: Digima, "What Gen Z and Millennials Want Is 'Empathy'").
The number of social media users in Vietnam is 79 million (about 92% of internet users). TikTok's ad reach rate is 88.8% far ahead of others, and monthly usage time reaches as much as 41 hours 45 minutes. Facebook's ad reach covers 77.6% of the population (about 79 million people), Zalo is used at a similar level, and messenger-based purchasing known as "chat commerce" has also become common (source: BigBeat, "Latest Vietnam Social Media Usage Trends 2025").
Delivery apps such as Grab and ShopeeFood and integration with live commerce on TikTok Shop are also accelerating, making support for digital platforms a required condition for market entry.
Related article: Vietnam Social Media Marketing Strategy
Vietnam is the world's second-largest coffee producer, and café culture is deeply rooted in national life. Alongside the traditional cà phê sữa đá and egg coffee, third-wave and concept cafés have surged in cities in recent years. There is a clear tendency for the "design of the experience" to be valued more than the coffee itself.
This is where Japanese companies have a strength. Matcha, hojicha, yuzu, and brown sugar and other Japanese ingredients in drinks and sweets make it easy to stand out from existing Vietnamese cafés. Space design built around the keyword "Japanese Minimalism" and attentive, Japanese-style service are both highly regarded as premium brand images.
Related article: Vietnam's Café Culture and Market Opportunities
That said, sweetness levels, the milk ratio, and price points need to match local tastes. Prices set too high risk feeling out of reach, so moderate pricing and a casual overall feel are key. An effective approach is to build awareness first through e-commerce or pop-ups, then consider a mall storefront based on the response.
Japanese anime and manga culture has deeply penetrated Vietnam's younger generation. Popular titles are widely watched via Netflix and YouTube, and fan communities have formed around them. Among Gen Z, many people start learning Japanese because of anime, and the number of students studying Japanese nationwide exceeds 100,000.
Anime- and manga-themed cafés, pop-up stores, and collaboration events keep appearing one after another, and visiting a character café is seen as a form of self-expression and part of one's lifestyle.
By leveraging the content strength that Japanese companies have, anime, fashion, and food if you run an experience-driven store that combines these elements, you can gain both strong social media spread and brand loyalty at the same time. Telling your story in the local language through fan events and collaborations with local influencers is a key factor for success.
Related article: Vietnam Gen Z Marketing Strategy
To succeed in the Vietnamese market, it's essential to take the perspective of building a brand that is loved locally. Keep the following five strategies in mind.
In doing business in Vietnam, finding a trustworthy local sales agent or partner is what determines success. When choosing a support company, you need to check whether it has a wide network within Vietnam.
Publishing content on social media and making use of UGC (user-generated content) are essential. You need a design that's conscious of visual appeal, such as a photogenic store design, a cooking process that looks good on video, and a menu built around sharing the experience.
Related article: The Complete Guide to TikTok in Vietnam
Interest in health and wellness is rising, and products built around the keywords additive-free, organic, and sustainable are popular. Japan's medicinal-food culture, fermentation, tea culture, and natural ingredients all suit Vietnam's health-conscious market.
An effective approach is to start with a landing page and digital ads, then gradually expand your budget as you verify results. Ad click costs in Vietnam are lower than in Japan, and you can start with a monthly budget of roughly $500 to $3,000.
Japanese brands are highly regarded for quality, cleanliness, reliability, and refinement. Building on this trust while blending it with Vietnamese youth culture into experience, empathy, and co-creation a brand story centered on these ideas is the path to long-term success.
Related article: Strategies for Maximizing the Advantage of Japanese Brands in Vietnam
Vietnam's market has evolved from what was once a manufacturing base into a crossroads of culture and experience. As the numbers show — 8.02% GDP growth in 2025, per-capita GDP passing $5,000, and a 2026 growth target of 10% or higher — economic momentum keeps accelerating.
Four waves — urbanization, rising incomes, social media culture, and youth spending — are converging to create new opportunities in the lifestyle industry. Cultural affinity, young people's purchasing power, high digital literacy, and trust in Japan: with all of these in place, the moment has arrived for Japanese companies to build brands that are loved locally.
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