Meet our young Vietnamese luxurians
Linh Ha Nguyen

Meet our young Vietnamese luxurians

Vietnam – Vietnam is a country on the move. Its streets throng with motorbikes and cars, while a building boom is transforming the skyline of every city in the land. The people are prospering too, with incomes rising rapidly.

Article/21568 #1
Cang Nguyen, LS:N case study. Shot by Hugo Leenhardt and edited by David McGovern, Ho Chi Minh City

Vietnam – Vietnam is a country on the move. Its streets throng with motorbikes and cars, while a building boom is transforming the skyline of every city in the land. The people are prospering too, with incomes rising rapidly.

Overall, more Vietnamese are becoming keen luxury consumers. Some 1.5m Vietnamese are able to afford branded luxury goods, and Vietnamese shoppers have the third-highest passion for branded goods in the world, after China and India, according to the 2017 Vietnam Market Trends in the Luxury Goods Sector report by the EU-Vietnam Business Network (EVBN).

Our tribe members – Cang Nguyen, Jess Huynh and Linh Ha Nguyen – have played a role in this growing spending as part of Vietnam’s dynamic young generation. Born just as the country began its transition to a more open economy after decades of turmoil and conflict, they have benefited from years of rapid economic growth and urban modernisation.

Unlike older Vietnamese luxurians, our tribe members largely shun ostentatious displays of wealth. For example, store owner Cang defines luxury as ‘having a certain class or style’ rather than spending money on products.

The Big Picture

Discover More News
Ocado’s Shopping List Stories campaign finds emotional value in the weekly shop

News

Ocado’s Shopping List Stories campaign finds emotional value in the weekly shop

Ocado is reframing grocery shopping as an emotional experience with Shopping List Stories, a new campaign by Uncommon Creative Studio.
Food And Drink : Supermarket : Branding And Advertising
Foresight Friday: Alice Crossley, senior foresight analyst

News

Foresight Friday: Alice Crossley, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Ff : Lionesses
Stat: Netflix confirms anime watching is no longer niche

News

Stat: Netflix confirms anime watching is no longer niche

More than half of Netflix’s 300m global subscribers now watch anime, according to proprietary figures shared by the streamer.
Pop Culture & Media : Youth : Technology
The Faroe Islands bring back the joy of getting lost

News

The Faroe Islands bring back the joy of getting lost

As algorithm-driven travel fuels overtourism, a new initiative is challenging travellers to let go of planning and control.
Travel : Tourism : The Faroe Islands
Thai perfume brand Journal turns fragrance samples into NFC collectables

News

Thai perfume brand Journal turns fragrance samples into NFC collectables

Fragrance brand Journal is rewriting the rules of scent sampling with a wearable fragrance tester that doubles as a social connector.
Beauty : Fragrance : Technology
Stat: Survey finds hardening stances on office attendance are impacting UK staff wellbeing

News

Stat: Survey finds hardening stances on office attendance are impacting UK staff wellbeing

Hardening return-to-office mandates are fuelling anxiety among UK workers, with 38% reporting that media coverage of stricter attendance policies i...
Office : Workplace : Stat
Innovation Debrief 2025–2026 report goes live

News

Innovation Debrief 2025–2026 report goes live

Discover the top 50 innovations acknowledging, driving and anticipating change in our new Innovation Debrief 2025–2026 report. 
Innovation Debrief 2024-2025 : Future Trends 2026 : Cultural Foresight
Joe Wicks’ Activate turns movement into play for kids

News

Joe Wicks’ Activate turns movement into play for kids

Fitness trainer Joe Wicks is swapping live-action workouts for animation with Activate – a lively new series of five-minute fitness bursts designed...
Fitness : Health And Wellbeing : Gen Alpha
IKEA creates open-air library along the Seine in Paris

News

IKEA creates open-air library along the Seine in Paris

IKEA has unveiled the Billyothèque, a pop-up outdoor library transforming a stretch of Paris’s Seine riverbank into a space for slow, serendipitous...
Ikea : Reading Room : Reading Experience
Stat: US teens turn to AI companions for life advice

News

Stat: US teens turn to AI companions for life advice

A new study by Common Sense Media reveals that 72% of US teens aged 13–17 have tried AI companions, with over half now using them regularly.
Technology : AI : Stat
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN