Characteristics of Gen Z Consumers in Vietnam
2025/11/18
Gen Z, born roughly between 1997 and 2012, is rapidly becoming the core customer group in Vietnam.
Not only do they have increasingly high shopping demands, but they are also highly sensitive to consumer trends and brand marketing.
Therefore, to effectively reach this customer segment,
businesses need a deep understanding of their behaviors, values, and expectations.
At YS STUDIO, we have identified several key characteristics of Gen Z consumers
1. Preference for Multi-Channel Shopping
Gen Z often uses smartphones to research information before making a purchase. They check reviews on TikTok, Instagram,
and other social media platforms, and shop across various channels: from TikTok Shop, Shopee, and Lazada to traditional stores.
YS STUDIO Suggestion: Short, engaging content on TikTok or live streams can strongly influence their purchasing decisions.
2. Prioritizing Real Experiences and Authentic Content
This group trusts real-life reviews and the experiences of other users more than traditional advertising.
Content from KOLs/KOCs, especially product trial videos, often captures their attention and is more persuasive.
3. Interest in Sustainable and Transparent Values
Gen Z wants to know the product’s origin, how it was manufactured, and whether it is environmentally friendly.
They favor brands with social responsibility: vegan products, recycled packaging, and disclosure of their carbon footprint.
YS STUDIO Suggestion: Brand transparency builds long-term goodwill.
4. Love for Personalization
They want products, offers, and content that align with their unique personality.
Limited editions or customized products always appeal to them.
Brands need to be flexible, creative, and provide a feeling of being “made just for them”.
5. Expressing Personal Identity Through Brands
Gen Z chooses brands that reflect their individuality.
Marketing campaigns should use youthful language, modern visuals, bold color palettes,
and a fun, creative atmosphere. Brands that are too “formal” can easily feel distant.
6. Trust in Community and Social Networks
They trust their friends, community, and reviews from KOCs (Key Opinion Consumers). Gen Z enjoys participating in challenges, trends, and sharing personal experiences. YS Studio Suggestion: Leveraging community power helps spread messages naturally and quickly.
7. Need for Interaction and Listening
They want brands to ask for their opinions and involve them in product development and experience creation.
Two-way interaction helps foster long-term loyalty.
Gen Z in Vietnam is a dynamic customer group that values experience, technology, and authenticity.
According to YS STUDIO, for a marketing strategy to succeed, brands must grasp Gen Z insights, combining authentic content, personalization, sustainability, and proactive engagement.
This is the key to creating real communication effectiveness and building lasting relationships with customers.
Characteristics of Gen Z Consumers in Vietnam
2025/11/18
Gen Z, born roughly between 1997 and 2012, is rapidly becoming the core customer group in Vietnam.
Not only do they have increasingly high shopping demands, but they are also highly sensitive to consumer trends and brand marketing.
Therefore, to effectively reach this customer segment, businesses need a deep understanding of their behaviors, values, and expectations.
At YS STUDIO, we have identified several key characteristics of Gen Z consumers
1. Preference for Multi-Channel Shopping
Gen Z often uses smartphones to research information before making a purchase. They check reviews on TikTok, Instagram,
and other social media platforms, and shop across various channels: from TikTok Shop, Shopee, and Lazada to traditional stores.
YS STUDIO Suggestion: Short, engaging content on TikTok or live streams can strongly influence their purchasing decisions.
2. Prioritizing Real Experiences and Authentic Content
This group trusts real-life reviews and the experiences of other users more than traditional advertising.
Content from KOLs/KOCs, especially product trial videos, often captures their attention and is more persuasive.
3. Interest in Sustainable and Transparent Values
Gen Z wants to know the product’s origin, how it was manufactured, and whether it is environmentally friendly.
They favor brands with social responsibility: vegan products, recycled packaging, and disclosure of their carbon footprint.
YS STUDIO Suggestion: Brand transparency builds long-term goodwill.
4. Love for Personalization
They want products, offers, and content that align with their unique personality.
Limited editions or customized products always appeal to them.
Brands need to be flexible, creative, and provide a feeling of being “made just for them”.
5. Expressing Personal Identity Through Brands
Gen Z chooses brands that reflect their individuality.
Marketing campaigns should use youthful language, modern visuals, bold color palettes,
and a fun, creative atmosphere. Brands that are too “formal” can easily feel distant.
6. Trust in Community and Social Networks
They trust their friends, community, and reviews from KOCs (Key Opinion Consumers).
Gen Z enjoys participating in challenges, trends, and sharing personal experiences.
YS STUDIO Suggestion: Leveraging community power helps spread messages naturally and quickly.
7. Need for Interaction and Listening
They want brands to ask for their opinions and involve them in product development and experience creation.
Two-way interaction helps foster long-term loyalty.
Gen Z in Vietnam is a dynamic customer group that values experience, technology, and authenticity.
According to YS STUDIO, for a marketing strategy to succeed, brands must grasp Gen Z insights, combining authentic content, personalization, sustainability, and proactive engagement.
This is the key to creating real communication effectiveness and building lasting relationships with customers.
