Services India Market By industry Case Studies Trade Shows Insights News Company Download Materials

How Vietnam's Gen Z Is Changing Food Preferences in 2025: Market Trends and Opportunities for Japanese Companies

2026.03.24

Article summary

Vietnam's Gen Z accounts for about 25% of the roughly 100 million population and is transforming the food market. 25% use fast food, 18% use roadside eateries, and 17% use convenience stores. Café culture is evolving around bubble tea and fruit tea. ShopeeFood holds a 56% share among 16-24 year-olds, making it a key channel for Gen Z.

This article is based on what we could verify As of August 1, 2026 This article is based on public materials and news reports from Vietnam. Vietnam's tax system, regulations, and administrative divisions change frequently, so information here may have been updated since publication. For actual business decisions, please confirm the latest details with the relevant government authorities or local experts as primary sources.

The Food Consumption Behavior of Vietnam's Gen Z

Of Vietnam's roughly 100 million people, Gen Z (born 1997-2012) accounts for about 25% of the workforce and is rapidly transforming the country's consumer market. In food trends as well, this generation's preferences are shaping the direction of the market.

Gen Z's attitude toward food differs significantly from older generations. They value quality and experience over quantity and tend to prefer snacking over full meals. According to a survey, 25% use fast food, 18% use roadside eateries, and 17% use convenience stores (source: VIR).

Major Food Trends in 2025

The Evolution of Café Culture

Vietnam's cafe culture This is evolving rapidly to match Gen Z's tastes. While the previous generation favored coffee and alcohol, Gen Z tends to prefer bubble tea (tapioca milk tea) and fruit tea. Cafés function less as places to eat and drink than as spaces for personalized experiences, artisanal beverages, and lifestyle consumption.

What is in demand is an Instagram-worthy space that offers menus incorporating non-dairy milk (oat milk, almond milk) and plant-based alternatives, along with a tech-enabled ordering system.

Health Consciousness and the Vegetarian Boom

Interest in vegetarian and vegan food is rapidly rising among young people, and the number of Gen Z customers at vegetarian restaurants is increasing. Vietnamese consumers' purchase rate of meat alternatives exceeds the global average, and food choices conscious of protein, fiber, and natural ingredients are becoming mainstream (source: Innova Market Insights).

A Return to Local Food

In 2025, Vietnamese consumers are showing a clear shift toward products that emphasize local origin, environmental consideration, and social ethics. Pride in domestic products, rising environmental awareness, and changing perceptions of quality are combining to increase demand for "new food experiences using local ingredients" (source: Invest Vietnam).

The Normalization of Food Delivery

delivery is a routine way for Gen Z to get meals. ShopeeFood (with a 56% share) is popular among 16-24 year-olds, and Gen Z usage of food delivery apps here is extremely high.

Food Categories Gen Z Prefers

The Upgrading of Street Food

"Upgraded street food" — a modern take on traditional Vietnamese street food such as banh mi, pho, and bun cha — is popular. The combination of sophisticated store design and traditional flavors has won strong support.

Localizing International Food

Asian foods such as Japanese, Korean, and Thai cuisine are popular, but menus localized to suit Vietnamese palates receive the most support. Japanese brands Food from here carries a strong quality image, making a premium-segment positioning effective.

Functional Snacks

Demand is increasing for functional snacks such as protein-enhanced snacks, probiotic drinks, and energy bars. On-the-go products that can be eaten while moving are especially favored.

Countermeasures for Japanese Food Companies

SNS-First Marketing

Social Media Marketing is essential for reaching Gen Z. In particular, TikTok short movies, food reviews, and recipe videos here are effective. Because there is a tendency to boycott brands seen as dishonest or unethical, transparency and sincerity are required.

Personalization and Customization

Gen Z seeks experiences unique to themselves. Product design that incorporates personalization elements, such as topping choices, spice-level customization, and seasonal limited-time menus, is important.

Communicating Sustainability

Communicating environmentally friendly packaging, food-waste reduction efforts, and ethical sourcing as part of the brand story can win Gen Z's support. Food E-Commerce Sustainability efforts are also a differentiator when selling here.

Conclusion

Vietnam's Gen Z is a new consumer segment that values health, sustainability, and experience. Japanese food companies need a strategy that aligns with this generation's values while effectively communicating Japanese quality and safety through digital channels.

Sources: