Generation Z in Vietnam: The Quest for Authenticity

Abstract

Vietnam is an emerging economy in the South East Asia region. Its Generation Z is gradually taking the lead in the country. But rather than breaking away from the previous generations, this generation also shows a strong preference towards local values and solid commitment to social issues. Thus, traditional culture elements are increasingly integrated in every aspect of Generation Z’s life, such as advertising and fashion. Instead of hanging out at coffee places, they go for bubble tea. They still appreciate the traditional values but integrate them within a modern context. Brands chase after these young people by adapting their values into their products and services. In the work place, the Vietnamese Generation Z is less confident. They are partially lost in career development with poor career counselling in the education system. They desire new experience and new learning opportunities. Generation Z, who were born beginning in 1995, emerges in Vietnam as a fresh and promising force.

Citation

Nguyen, L.H. and Nguyen, H.P. (2020), "Generation Z in Vietnam: The Quest for Authenticity", Gentina, E. and Parry, E. (Ed.) The New Generation Z in Asia: Dynamics, Differences, Digitalisation (The Changing Context of Managing People), Emerald Publishing Limited, Leeds, pp. 135-148. https://doi.org/10.1108/978-1-80043-220-820201014