Vietnam’s market is entering a new era. After years of rapid digital adoption, 2026 marks a shift towards smarter strategies and a more sophisticated marketplace.
The brands leading this transformation share one key strength: turning global trends into experiences that feel uniquely Vietnamese.
This article explores five key market trends shaping Vietnam’s consumer landscape, using standout campaigns to illustrate how businesses are creating more meaningful connections through cultural relevance.
Shoppertainment: The convergence of retail and entertainment
As global retail slows, Vietnam’s e-commerce market continues to surge, maintaining steady growth through 2025 and into 2026 [1].
Currently ranked as Southeast Asia’s third largest e-commerce market, behind Indonesia and Thailand, Vietnam is experiencing a fundamental shift in consumer behaviour.
Recent reports indicate that 63% of digital shoppers participate in livestream shopping, while 50% interact with shoppable video content [2]. Consequently, the boundaries between retail and entertainment are rapidly disappearing.
Platforms such as Shopee Live and TikTok Shop have transformed shopping from purely transactional to an entertainment experience through ‘shoppertainment’; a model built around real-time interaction, authenticity, and community engagement.
That’s just unbelievable what the trend has done to the market itself. For the brand, it's very important to be as open as possible. Don't resist it.”
Quang Thai
CEO, DTX Asia
Shopee Live x Miss Island
A prime example of this shift is the collaboration between Shopee Live Vietnam and the popular comedy production 'Đảo Hoa Hậu' (Miss Island).
Image source: Shopee
Recognising the production’s strong demands and cultural resonance, the ‘Miss Island Fanmeeting’ campaign launched in March and quickly became a viral social media phenomenon.
The campaign moved beyond traditional theatre by combining live performances, audience Q&A’s, mini-games, and exclusive rewards within the livestream.
In doing so, Shopee Live created a more interactive experience that encouraged audiences to actively engage with the brand [3].
Viral engagement, real-time interaction, and strong audience participation demonstrate why shoppertainment is reshaping Vietnam’s digital commerce landscape.
The campaign’s continued rollout across subsequent shows highlights the long-term potential of blending entertainment, community, and commerce.
V-pop: How Vietnamese music is reaching global audiences
Vietnam’s music industry is becoming a major driver of the country’s creative economy. Characterised by world-class production standards and a distinct cultural identity, the rise of V-pop is strengthening Vietnam's soft power on the global stage.
From viral hits and successful reality TV franchises to sold-out stadiums and festival performances, V-pop is reaching larger audiences than ever before, both domestically and internationally [4].
At the heart of this growth is a new generation of contemporary Vietnamese artists blending traditional heritage with modern production techniques. Together, they are creating a distinctive sound and visual identity that showcases Vietnamese culture while resonating with audiences around the world.
Son Tung M-TP’s Music Video
Son Tung M-TP's "Come My Way” exemplifies this trend.
Through cinematic storytelling, the music video blends traditional Vietnamese heritage with modern global appeal.
Image source: Son Tung M-TP Official
As one of the county’s most influential artists, Son Tung M-TP continues to revitalise the Vietnamese music scene with each new release.
By incorporating traditional Vietnamese paintings, fashion, and historic architecture into a modern visual narrative, the music video celebrates Vietnamese culture while introducing it to global audiences [5].
The collaboration with Vietnamese-American rapper Tyga and creative collective Antiantiart further strengthens its international appeal.
The results were immediate.
Within 24 hours, the music video generated nearly 12 million views, and received widespread international media coverage, including features from HypeBeast [6].
The success of “Come My Way” highlights a broader shift in Vietnam’s music industry, where cultural authenticity is helping Vietnamese artists connect with audiences around the world. This growth further cements music as a key pillar of the creative economy.
Green marketing: Building lasting brand equity through authenticity
Green marketing in Vietnam is evolving, as consumers become more risk-aware, looking beyond sustainability claims and expecting brands to demonstrate real impact [7].
No longer a fleeting trend, sustainability is becoming a key factor in consumer decision-making, driven by growing eco-conscious lifestyles and demand for greater transparency [8].
The brands that succeed will be those that move beyond short-term campaigns and turn sustainability into a long-term commitment that builds consumer trust.
Cocoon’s “Live Green Every Day”
The “Live Green Everyday” campaign from Cocoon showcases how brands can turn sustainability into a long-term commitment.
First launched in 2021, the annual initiative has strengthened Cocoon’s position as one of Vietnam’s leading cosmetic brands.
Image source: Cocoon Vietnam
In 2026, the campaign expanded to 120 locations through partnerships with major retailers like Hasaki and Guardian. Additionally, an online platform enabled customers nationwide to participate in its bottle recycling program.
The campaign focuses on three key objectives:
• Reducing plastic waste
• Strengthening customer loyalty
• Reinforcing Cocoon’s commitment to sustainable values [9]
Customers could earn a reusable branded tote bag for returning 10-25 empty bottles, or exchange 25-60 bottles for new products [10].
Supported by digital content, influencer partnerships, and user-generated content, the campaign successfully transformed sustainability from a brand message into an interactive consumer experience.
As a pioneer in the Vietnamese vegan cosmetic market, Cocoon’s consistent dedication to ethical practices continues to foster trust and strengthen community support.
This long-term commitment serves as a benchmark for how authentic sustainability initiatives can successfully cultivate enduring consumer loyalty.
E-sports: Maturation into a cultural and commercial powerhouse
Vietnam’s e-sports sector is rapidly transitioning from a niche gaming community into a formidable cultural and commercial force.
Driven by a digitally-native Gen Z demographic, e-sports has developed into a more professional eco-system, supported by athlete development, major brand partnerships, and vital contributions to Vietnam’s creative economy.
With regular viewership of 10–18 million and a 94% increase in market awareness, Vietnam has established itself as Southeast Asia’s leading e-sports market [11].
While Vietnamese teams and athletes continue to deliver strong performances in regional events and major international tournaments, helping to raise the nation’s profile, this maturation is also highlighted by the arrival of top-tier international tournaments tailored to resonate with local audiences.
Right now, you're seeing a huge esports surge, especially in Vietnam. You're seeing the nation represented on the global stage, it’s inspiring the youth.”
TK Nguyen
CEO, GAM Entertainment
VCT Pacific x Vietnam
The debut of the Valorant Champions Tour (VCT) Pacific in Ho Chi Minh City serves as a remarkable example of this trend.
While Vietnam has hosted international e-sports events prior to 2026, this tournament shifted how global audiences perceive the Vietnamese market.
Image source: VALORANT Champions Tour Pacific
Organisers crafted a deeply localised experience for athletes and spectators alike, integrating cultural touchpoints throughout such as:
• Motorbike transports for athletes to the tournament
• MCs wearing traditional nón lá (conical hats) and áo dài attires
• Vinahouse inspired music during walkouts
• An opening teaser filled with cultural elements [12]
The impact was significant.
VCT Pacific Stage 1 recorded a tournament-high 533,883 peak viewers, attracted over 10,000 attendees, and generated over 17 million TikTok Views, highlighting strong audience engagement both online and offline [13].
By combining world-class e-sports production with authentic Vietnamese culture, the tournament demonstrated how localisation can help global events resonate with new audiences, while strengthening Vietnam’s position in the international e-sports landscape.
Celebrity endorsement: Fostering resonance through fandom engagement
In Vietnam, celebrity influence is no longer measured by reach alone.
The role of celebrity endorsements has shifted from passive association to active community building. Rather than simply partnering with famous figures, brands are now leveraging influential personalities to create interactive experiences, encourage participation, and turn audiences into active communities.
As audiences become more fragmented, and digital communities become more influential, traditional celebrity advertising is no longer enough [14].
Brands are responding to this by adopting more “fan-first and gamified strategies" that encourage deeper participation and maintain relevance.
This shift is particularly evident in healthcare, where brands are finding adopting innovative engagement models to connect with younger generations and foster healthy communities.
Long Chau Vaccination Centre x HIEUTHUHAI
The partnership between Long Chau Vaccination Centre and rapper HIEUTHUHAI marks a significant departure from traditional, fear-based healthcare marketing.
Image source: Long Chau Vaccination Centre
By appointing HIEUTHUHAI as its 'Health Ambassador,' Long Chau leveraged his optimistic and dynamic persona to make healthcare conversations more approachable for younger audiences.
The “Health comes first” message of the campaign engaged younger audiences through the language of fandom, employing a creative mix of short films, exclusive digital interfaces, and collectible merchandise such as blind boxes and keychains, that turned a routine medical service into an engaging journey [15].
Long Chau’s choice of a male ambassador was strategic.
Beyond his popularity among younger consumers, HIEUTHUHAI helped challenge the misconception that HPV vaccination is a female-only health concern. The campaign encouraged greater awareness across all genders in a more positive and accessible way.
Ultimately, this collaboration demonstrates that celebrity-led community building can transcend superficial marketing stunts.
By leveraging HIEUTHUHAI’s influence, Long Chau has transformed a traditional healthcare message into a community-driven campaign, proving that brands in Vietnam can build trust while embracing the power of modern fandom.
Sources:
[1] Vietnam Briefing: Vietnam’s E-Commerce Sector: Current Landscape and 2026 Outlook
[2] Invest Vietnam: Vietnam Consumer Behaviour Trends (2026): What Foreign Brands Must Know
[3] Kenh14.vn: Fan Meeting Đảo Hoa Hậu - “quân bài” shoppertainment mới giúp Shopee Live khuấy đảo mạng xã hội
[4] RMIT University: Vietnam Music Landscape 2025-2026
[5] Vietnam.vn: The "storm" of multi-million dollar music videos is making a comeback to the Vietnamese music market
[6] Kenh14.vn: Sơn Tùng M-TP trả lời truyền thông quốc tế: Come My Way là cách để cùng Tyga kết nối nguồn cội của mình
[7] Cimigo: Vietnam consumer trends 2026
[8] Tuoi Tre News: Green consumption reshapes lifestyles, fuels business competitiveness in Vietnam
[9] Root Agency: Chiến lược Marketing của Cocoon
[10] Cocoon Vietnam: Chương trình "đổi vỏ chai cũ - nhận túi xanh" năm 2026
[11] Digital in Asia: Esports Vietnam: Southeast Asia’s Biggest Market
[12] Brands Vietnam: VALORANT - Từ nón lá đến Vinahouse: Cách VALORANT tạo dấu ấn Việt Nam tại một giải đấu khu vực
[13] Esports Charts: VCT 2026: Pacific Stage 1 / Statistics
[14] ResearchGate: Audience fragmentation: The shift from mass media to niche media in the digital age
[15] The Influencer: #Casestudy HIEUTHUHAI x Long Châu: Sức khỏe được kể bằng ngôn ngữ fandom
