Understanding the Purchasing Behavior of Vietnam's Gen Z: Characteristics and Strategies for Japanese Companies [2026 Latest Data]

Vietnam's Gen Z (born 1997-2012) numbers about 15 million and has grown to account for 25% of the workforce. They are true digital natives, and as shown by figures such as TikTok usage exceeding 80% and mobile e-commerce access of 83.3%, smartphone-driven consumer behavior has become completely mainstream. Accurately understanding this generation's purchasing behavior is the most important challenge for winning over the Vietnamese market.

4 Key Characteristics of Vietnam Gen Z's Purchasing Behavior

Characteristic 1: Product Discovery Starting on Social Media

For Vietnam's Gen Z, the place to discover products is social media, not Google Search. A seamless path — discovering trends on TikTok or Instagram and then purchasing directly on Shopee or TikTok Shop — has become part of daily life. In 2024, Vietnam's TikTok Shop transaction value reached USD 3.4 billion, dramatically reshaping the e-commerce landscape.

Characteristic 2: Decision-Making Based on Visuals and Experience

Gen Z responds more strongly to visual content such as short videos, images, and livestreams than to text information. In particular, "reviews based on real experience" have a major influence on purchase decisions, and an influencer's candid review of their experience using a product can carry more credibility than a company's official advertising.

Characteristic 3: Emphasis on "Empathy" and "Social Value"

Vietnam's Gen Z is sensitive to a brand's social stance and its commitment to sustainability. Factors such as environmentally friendly products, ethical supply chains, and participation in social contribution activities are increasingly becoming deciding factors in purchases.

Characteristic 4: The "Street x Tailored" Mix Trend

In the fashion sector, a notable trend from 2025 to 2026 is the mix of streetwear and tailored styles, along with graphic designs motifs drawn from Vietnamese culture. For Japanese fashion brands, adapting to this local trend is key to market entry.

Strategies for Japanese Companies to Win Over Gen Z

TikTok x Short-Video Strategy

The Complete Guide to TikTok in Vietnam As detailed here, TikTok is the most effective platform for reaching Vietnam's Gen Z. Highly entertaining content, such as humorous product introductions, before-and-after videos, and challenge campaigns, earns high engagement.

Leveraging Micro-Influencers

In Vietnam, micro-influencers with 50,000 or fewer followers achieve a 30.1% engagement rate through affiliate links. Vietnam Social Media Marketing combined with this, an effective approach to niche communities becomes possible.

Optimizing Social Commerce

Listing on the three major platforms — TikTok Shop, Shopee, and Lazada — and optimizing content to match each platform's characteristics is necessary. Vietnam Food E-Commerce Apply these insights to provide mobile-first UX design and a seamless purchasing experience.

Brand Storytelling

Japanese Brand Advantage in Vietnam Against this backdrop, communicating the spirit of Japanese craftsmanship, dedication to quality, and manufacturing philosophy as a story wins Gen Z's "empathy." What matters is telling the brand's "why," not just its product specs.

Conclusion

Vietnam Gen Z's purchasing behavior can be understood through three axes: social media as the starting point, mobile-first, and an emphasis on empathy. For Japanese companies to win this generation's heart, it is essential to take a three-pronged approach combining a TikTok-centered short-video strategy, the use of micro-influencers, and brand storytelling. Vietnam Gen Z Strategy Also refer to this material to build a comprehensive Gen Z strategy.

Sources

This article was written with reference to the following public institutions and research reports.

1. Clisk – Online Shopping Trends Among Vietnam's Gen Z
2. INTAGE – New Values and Consumer Trends Led by Gen Z
3. Digima – What Gen Z and Millennials Seek Is Empathy
4. VALUES – In-Depth Gen Z Survey Across 6 Countries 2025
5. VIETJO – Vietnam's E-Commerce Trends in 2024

Related Articles

• Vietnam Social Media Marketing
• Capturing Vietnam's Gen Z
• The Advantage of Japanese Brands

Reference Information

• JETRO
• The Investor