Instead of chasing scale or large profits, they seek autonomy and enjoyment in their work. This shift clearly reflects the impact of the economic landscape, social media, education, and technology; especially since the Politburo 's Resolution No. 68-NQ/TW on the development of the private economy.
Pursue achievable dreams
The startup story of a group of students from Saigon University ( Ho Chi Minh City) with their project "Fast2go - Fast and Efficient Helmet Cleaning" has attracted considerable attention from young people. As part of their Entrepreneurship course, the students were tasked with developing a business model based on real-world needs. After research, they identified a often overlooked "gap": helmet cleaning services – an item almost everyone uses daily but rarely cleans properly.
According to the project team representative, instead of pursuing expensive or technologically complex models, the team chose to start with something small but solid. Accordingly, the team members divided the tasks of receiving and delivering helmets to customers, partnering with a local laundry shop to ensure quality and maintain reasonable costs. The model not only addresses the needs of students, a customer group that frequently travels by motorbike and lacks time, but also spreads a message about protecting health. Dirty helmets, when left unclean for a long time, can cause scalp and hair problems, but this is often overlooked.
Nguyen Ngoc Anh Duong, a business administration student and project team leader, shared that the biggest challenge wasn't in operations, but in reaching the right customers. "In a student environment with a large but dispersed student body, we had to find flexible communication methods: using social media, asking friends for referrals, and organizing trial experiences right on campus. Through this, the team realized that the entrepreneurial spirit isn't necessarily tied to grand plans, but rather to solving real problems around us," Anh Duong explained.
While previous generations of entrepreneurs prioritized profit and rapid growth, today's youth prioritize life values, experiences, and sustainability. A 2023 survey by Anphabe showed that 72% of Gen Z in Vietnam want a work-life balance. The report "State of the Ecosystem for Youth Entrepreneurship in Vietnam" (UNDP, 2025) also indicates that the majority of youth-founded businesses are small-scale, operating in the service and creative sectors. Limited capital, lack of mentorship, and regional disparities lead them to choose models that are more manageable, flexible, and less risky. This reflects a shift from a "growth at all costs" mindset to one focused on "sustainable development and alignment with capabilities."
This spirit of "affordable entrepreneurship" is not only present in schools but also widespread in the community, clearly demonstrated by the story of Huynh Hoang Nhat Truong, who recently won first prize in Category B of the 2025 Green Entrepreneurship Competition for businesses under 5 years old. With his project, "Bittersweet Chocolatier - Phu Quoc Chocolate," highly praised for its skillful combination of high-end handcrafted products and Vietnamese cultural and tourism identity, Huynh Hoang Nhat Truong won a prize worth 150 million VND.
Nhat Truong brought to the competition a project that goes beyond simply producing chocolate; what he calls "a cocoa storytelling ecosystem." Bittersweet Chocolatier applies the Bean-to-Bar method, controlling the quality of raw materials while incorporating Vietnamese cultural elements into each product. The packaging is inspired by Hang Trong paintings, Southern Vietnamese motifs, and folk symbols, making the chocolate bar a sophisticated souvenir with a distinctly Vietnamese touch.
What's special is that Nhat Truong chose to associate the brand with the famous tourist destination "Made in Phu Quoc," transforming chocolate into a cultural and tourism story with depth. The cocoa raw material sourced from the Mekong Delta, Ho Chi Minh City, Ba Ria, and the Central Highlands stretches from the Mekong Delta, Ho Chi Minh City, and Ba Ria to the Central Highlands, creating a sustainable farmer-business network. Despite its small beginnings, Bittersweet Chocolatier has proven the power of a realistic dream that is seriously implemented: revenue in 2024 reached 8 billion VND, and the target for the end of next year is 12-15 billion VND. Nhat Truong expects the brand to be present in 5-star hotels and gradually expand into the Asian export market.
The driving force behind the startup wave
According to Mr. Nguyen Huu Binh, a lecturer in the Sociology Department at the University of Social Sciences and Humanities (Vietnam National University Ho Chi Minh City), the change in young people's perceptions of success is one of the important driving forces behind the current wave of entrepreneurship.
"Previously, success was often associated with status and money, but for many young people, it's about doing what they love, having control over their time, and living comfortably. This explains why more and more small-scale startups are emerging from simple needs but with practical value, such as hat laundries, small handicraft workshops, or homestays run by students," Mr. Huu Binh said.
According to Mr. Nguyen Huu Binh, today's young generation is strongly influenced by globalization, social media, and a flexible economic environment, thus forming a trend that prioritizes personal freedom, experiences, and sustainability. They do not abandon the desire for a good income, but prioritize models that allow them to manage their time proactively, balance their lives, and create meaning for themselves instead of chasing the goal of "getting rich quick." This change has led to a shift in values: many people choose to "go slow and steady," developing small but stable models with low risk and closely aligned with their daily needs.
Currently, the boom in youth entrepreneurship stems from a combination of factors. Economically, policies supporting startups, innovation funds, and preferential loan schemes make it easier for young people to access resources. Technologically, social media and digital platforms have become important levers, reducing cost barriers and making it easier for young people to reach customers, learn from successful models, or test new products. Higher education is also changing, integrating entrepreneurship courses, incubators, and mentoring programs, helping students become more confident in realizing their ideas. From a societal perspective, the younger generation wants to be in control, to be creative, and to express their identity. They value meaningful work and a harmonious balance between personal and spiritual life.
"Thanks to this, entrepreneurship is not just an economic story, but also a journey of affirming life values. Small-scale models, although not generating millions of dollars in revenue, contribute to enriching the local economy, spreading a positive lifestyle, and creating a foundation for long-term development," Mr. Binh added.
Ms. Vu Kim Hanh, President of the Association of High-Quality Vietnamese Goods Businesses, stated that the current trend of entrepreneurship stems from the practical lives of young people. A positive aspect is that young people are applying new thinking, digital technology, and market acumen to small but highly applicable ideas.
"Today's young people not only come up with ideas but also know how to quickly experiment, make adjustments, and prove the true value of their products or services. This is an important foundation for developing into a real business later on. Even small startups, starting from a real need, will help them reduce risks, accumulate experience, and build entrepreneurial skills," said Ms. Vu Kim Hanh.
According to Ms. Vu Kim Hanh, the most important thing is that young people dare to try, dare to start, and have the ability to learn continuously. When a small idea is implemented systematically and creates value, it can absolutely develop into a reputable brand. Models such as innovative homestays, clean agricultural products, and community utility services are clear examples of how young people are bringing entrepreneurship into life and building confidence for the long-term journey.
From these observations, it can be seen that the entrepreneurial trend among young Vietnamese people is strongly shifting towards small-scale, sustainable, and self-reliant models, focusing on life values, autonomy, and practical application. This is not only a suitable choice for the times but also a path that helps young people gradually build a solid foundation for the future.
Source: https://baotintuc.vn/doanh-nghiep-doanh-nhan/gioi-tre-khoi-nghiep-tu-cong-viec-minh-yeu-thich-20251208144347551.htm
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