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[Vietnam] The latest trends of VN youth; Love to make merry with friends

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Intage Vietnam's latest independent survey June 2019 (Ho Chi Minh City and Hanoi 15~29 years old: 188 samples in total) surveyed the lifestyles of Vietnamese teens and 20-somethings.

In terms of fashion, young women are more likely to seek a "minimalist style" of clothing, with 79% of respondents saying they want the bare minimum. This is followed by the traditionally popular "Korea style" at 44%. Instead of chaubui (currently with over 1 million followers: "chaubui" on Instagram), which is synonymous with the current influencers for women, minimalist style such as doanjulia (currently with hundreds of thousands of followers: "doanjulia" on Instagram) will be the focus in the future. (currently with hundreds of thousands of followers: "doanjulia" on Instagram) may become the focus of attention. Is this a sign that monotone black and white may become popular instead of colorful materialism?

In terms of travel, "homestay & Airbnb" topped the list at 60%. This is followed by "touring by motorcycle" at 40%. For the younger generation, the uniformity of hotel services is boring, and it can be seen that they want to enjoy communicating with a variety of people through homestays. Touring with a group to see various sceneries and take photos is also a characteristic activity.

Convenience stores topped the list of shopping locations with 74% of respondents. This was followed by "low-priced variety stores" such as MINISO at 43%. Convenience stores seem to be the most readily available place for young people to hang out and enjoy themselves. In conclusion, is the keyword for the youth trend "services that allow people to communicate with each other"?

Source: ACCESS Monthly Magazine (August 2019)

A report on the lifestyle of young people in Vietnam can be found here.

  • Intage Inc

    Author profile
    (Mr.) Masami Negishi

    He is the Managing Director of INTAGE VN. After taking charge of overseas research at INTAGE Japan, he was engaged in supporting INTAGE INDIA. After that, he was transferred to INTAGE VN, where he has been since November 2015. He has given many lectures and conference papers, and holds an MBA. For more information on the report, search "VIEVIEW" on the web service slideShare.
    For other columns by Vietnamese expatriates click here

  • Intage Inc

    Editor profile
    Intage Inc.

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  • Oct 02, 2019
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