Youth lifestyles in VN

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 2
EATERY
TRAVELLING
ENTERTAINMENT
FASHION
SHOPPING
A more youthful generation of consumers are attracting the attention of marketers.
This is your chance to get a jump on what they are doing, moving towards & what’s
inspiring them in 1st half of 2019.
Ask yourself: What products, services and other ideas can your business spotlight—in
stores or online—to help get closed to the young generation nowadays?
What’s inside

EATER
Y
Vietnamese Young Generation – WHAT THEY EAT & WHERE, WHEN TO FIND THEM?

In the Vietnam food service scene, street foods are still the dominant choice of all ages.
Besides, we also observe other kinds of eateries which are becoming the new trends among young generation.
LET’S EXPLORE!
STREET FOODS MILK TEA JUNK FOODS FOOD DELIVERY
CRAFT BEER
CLUB
SPECIALTY/ COLD
BREW COFFEE
INSTAGRAM-
FRIENDLY COFFEE
SHOPS
LOCAL CAFÉ
FRANCHISE

20%
14%
48%
14%
39%
27%
13%
25%
32%
16%
14%
21%
34%
29%
21%
41%
30%
18%
9%
11%
27%
2%
5% 5%
27%
14%
27%
23%
38%
Morning Noon Afternoon Evening
WEEKENDS
Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30
30%
20%
45%
30%
16%
39%
38% 36%
20%
13%
27%
29%
14%
7%
14%
23%
32%
30%
39%
21%
25%
4%
7% 9%
2%
7%
5%
13%
16%
36%
29%
30%
WEEKDAYS
Beside junk foods which are the morning
all-time-favorite choice of teenagers,
street foods & boba milk tea are also
preferred during most of the other day
parts.
15 - 19
years old
Street food vendors
Boba milk tea
New junk foods
Instagram-friendly coffeeshop
Specialty/ Cold brew coffeeshops
Famous local caféfranchise
Craft beer club
Food delivery service

Based on N=188 respondents in HCMC & HN who’ve in the age of 15
- 30
20 - 24
years old
11%
13%
48%
61%
9%
32%
49%
43%
29%
11%
27%
41%
15%
13%
23%
32%
44%
34%
32%
30%
25%
8%
11%
14%
4% 5%
3%
30%
19%
49%
33% 34%
10%
13%
44%
72%
10%
23%
52%
63%
24%
11%
25%
56%
22%
6%
32%
56%
32%
24%
38%
41%
29%
5%
16%
34%
3%
5%
13%
41%
18%
42%
34%
37%
WEEKENDSWEEKDAYS
Street food vendors
Boba milk tea
New junk foods
Craft beer club
Youngsters in student ages or first
jobbers tend to order foods for lunch time
& drink milk tea on both weekdays &
weekends. Their nightlife is also fulfilled
by variety choices of street foods
vendors.

Based on N=188 respondents in HCMC & HN who’ve in the age of 15
- 30
25 - 30
years old
15% 15%
40%
64%
8%
40%
38%
42%
34%
15%
23%
36%
17%
9%
17%
45%
36%
23%
51%
23%
19%
8%
11%
23%
4%
8%
17%
26%
17%
58%
43%
36%
21%
25%
40%
68%
11%
30%
43%
60%
34%
13%
21%
40%
30%
19%
36%
43%
26%
19%
58%
40%
26%
8%
19%
36%
4%
9%
15%
47%
26%
45%
32%
36%
WEEKENDSWEEKDAYS
Street food vendors
Boba milk tea
New junk foods
Craft beer club
Also being the primary consumers for junk
foods & delivery services during working
hours, mature millennials become “ambience
seekers” when spending more time to
explore local café franchise & urban
Instagram-friendly coffee shop.

SHOPPINGVietnamese Young Generation – WHERE THEY OFTEN BUY GENERAL PRODUCTS & STUFFS?

#1
Ecommerce sites as Tiki,
Shopee, Lazada, … enable busy
young people to buy anything
they want in a very fast &
convenient way. It’s also a place
where they can read other users’
reviews carefully before making
any purchase.
Most of young Vietnamese love to
shop for many things on social media
where they spend most of their time.
They can message the seller directly
to make an order or just simply
comment under a post and the
product will be shipped to them
conveniently afterwards.
68% 47%
E
COMMERCE
S
COMMERCE
52%
34%
70%
53%
83%
51%
S-COMMERCEE-COMMERCE
15-19’s
20-24’s
25-30’s
15-19’s
20-24’s 25-30’s
The dramatic rise in both E-commerce &
Social commerce points to Vietnamese
consumers who are increasingly
sophisticated & hungry for ‘convenience’.
THE NEED FOR
CONVENIENCE
penetration penetration

#5
43%
penetration
#3
LOW-COST RETAILER & VARIETY STORES
Miniso, Daiso, Mumuso, Minigood, Usupso, … are
famous low cost stores for young people to find the
product on their wish list with a very affordable price.
74%
penetration#2
24H CONVENIENT STORES
Wide range of product, high availability & its
omnipresence make CVS a perfect hangout venue for
young shoppers & time saver in their busy lifestyles.
26%
penetration
HAND CARRIAGE GOODS
For overseas products, there is hand carriage service
that will purchase them from foreign countries &
carry back to Vietnam with shipping cost &
commission added.
38%
penetration
#4
FLEA MARKETS
Flea markets are the venue for young people to look
for unique crafted products or clothes from the
assembly of many small shops/ local shops in one
place.

FASHIONVietnamese Young Generation – WHAT THEY PREFER TO WEAR & WHERE THEY BUY THEM?

65% 79%
35% 44%
35% 18%
30% 15%
14% 30%
7% 16%
13% 12%
MINIMALIST STYLE
KOREAN FASHION STYLE
HIGH STREET FASHION
LOCAL DESIGNED
CLOTHING
LINEN FABRIC
VINTAGE/RETRO OUTFIT
GREEN FASHION
FASHION STYLES youngsters ARE MOVING TOWARDS

MINIMALIST
STYLE
Some youngster follow
the “less is more” spirit
that free themselves from
the closet clutter yet still
ensure the simple &
elegant look.
Korean style or Ulzzang
style is very popular
among young people as
an indicator for a trendy &
fashionable person.
KOREAN
FASHION
STYLE
HIGH STREET
FASHION
Fast fashion retailers as
Zara & H&M are go-to
stores for young people to
find their favorite clothes.
Their collections are also
highly anticipated among
the fashion lovers in the
country.
as Libé, Nosbyn, Cocosin,
Dottie, … are still able to
win many youngster’s
hearts thanks to its unique
look designed by local
Vietnamese compared to
industrial fashion.
LOCAL
DESIGNED
CLOTHING
LINEN
FABRIC
Linen fabric is applied in
many type of clothing
because it’s comfortable
to wear, suitable for many
seasons and occasions.
Vintage style brings a
breath of fresh air to
fashion scene to young
people when they can
achieve a stylish and
unique look.
VINTAGE/
RETRO STYLE
GREEN
FASHION
Young people start to care
more about the impact of
the clothes they wear on
the environment
whereupon they’re more
interested in clothes made
from disposable and
recycled materials.

ENTERTAINMENTVietnamese Young Generation – WHAT THEY ARE CURRENTLY INTERESTED IN?

TECHNOLOGY
GADGETS
SUPERHEROES
MOVIES
INSTAGRAM/
FACEBOOK STORIES
KOREAN
PHENOMENON
EXHIBITION/
ART CENTER
DATING
APPLICATIONS
INDIE SHOWS/
MUSIC FESTIVALS
ACOUSTIC LIVE
MUSIC SHOWS
In the entertainment world, the youth are looking for fulfilling and interactive experiences that stimulate multiple senses at
once. The complex activities from real life to virtual life reveals their variety need for entertainment.
LET’S EXPLORE!

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 16Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30
76%
59%
46%
38% 35%
16% 15%
8%
Technology
gadgets
Instagram/ FB
stories
Dating appsIndie shows/
Music festival
Exhibition/ art
center
Which types of entertainment
do you usually do?
Superheroes
movies
Acoustic live
music shows
Kpop/ K-dramas
/ K-movies
TOP PREFERABLE ENTERTAINMENT TYPES

71%
46%
41% 39%
21% 21%
14%
5%
80%
53%
48%
34%
48%
16% 15%
8%
74%
79%
47%
30%
40%
11%
15%
11%
Technology
gadgets
Instagram/ FB
stories
Dating appsIndie shows/
Music festival
Exhibition/ art
center
Which types of entertainment
do you usually do?
Superheroes
movies
Kpop/ K-dramas
/ K-movies
Acoustic live
music shows
TOP PREFERABLE ENTERTAINMENT TYPES by age
 15 – 19 yo.
 20 – 24 yo.
 25 – 30 yo.

TRAVELLINGVietnamese Young Generation – WHICH TYPES OF TRAVELLING DO THEY PREFER?

Young people love to book
economical accommodations as
homestay (a type of motel
created by other young people
who stay in the city) or Airbnb.
DEMERGENCE OF
HOMESTAY & AIRBNB
60%
“Phuot” is a popular form of
travelling in Vietnam. Usually
people will “phuot” in group of
friends to travel to different
destination by motorbikes.
“PHUOT” MOTOCYCLE
GROUP TRAVELLING
49%
Adventure group tour to distant
and adventurous venues such as
Son Doong, Hang En, Ta Nang –
Phan Dung, …
ADVENTURE
GROUP TOUR
13%
Also known as health travelling
that combine travelling and
yoga/detox/ meditation
methods.
DETOX/ YOGA/
MEDITATION TOUR
9%

Youth lifestyles in VN

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