Vietnamese products are "modernizing" to win over consumers.

While Vietnamese products were previously often mentioned for their "affordable price" and "convenience," many domestic brands are now undergoing significant changes, gradually "rejuvenating" to adapt and reach a new generation of consumers, especially young people.

Báo Cần Thơ•26/05/2026

Change your approach.

Ms. Minh Anh, residing in Ninh Kieu ward, Can Tho city, said that she currently prioritizes Vietnamese brands with beautiful designs, clear information, and those that align with the green living trend. “Many Vietnamese products now are just as good as foreign ones, especially in terms of design... I like products with their own stories, especially local brands that know how to build a positive image on social media,” Ms. Minh Anh shared.

Purple rice milk, made with ST25 rice, is gaining popularity among consumers.

Changes in consumer behavior are forcing Vietnamese businesses to innovate their market approach. While previously businesses primarily focused on quality and price, now they are increasingly emphasizing customer experience, emotions, and interaction in the digital environment.

In many supermarkets, shopping malls, and e-commerce platforms, it's easy to find Vietnamese products with eye-catching designs and minimalist, modern styles. From coffee and traditional pastries to fruit teas and OCOP (One Commune One Product) products, everything is meticulously crafted. Many products also make an impression by incorporating regional culture and traditional materials into their designs in a fresh way, creating a sense of familiarity with young people.

Masan Consumer is one of the businesses that has demonstrated keenness in transforming its product model and development strategy. The company focuses on developing products that enhance the consumer experience instead of just competing on price. Product lines such as self-heating hot pot and self-cooking rice are not only convenient but also reflect the trend of "bringing the restaurant experience right to the consumer's fingertips."

The media campaign, in collaboration with celebrities promoting the product on social media, also contributed to making it a new consumer trend among young people. In addition, Masan Consumer's partnership with the modern retail system WinCommerce in distribution helped the product reach the right target audience quickly and effectively, especially in the context of the increasing shift in shopping behavior towards multi-channel models.

Furthermore, the green consumer trend also opens up opportunities for Vietnamese products. Many businesses are starting to use environmentally friendly packaging, reduce single-use plastics, or develop organic product lines to meet the new demands of the market. This is considered a necessary direction in the context of consumers' increasing concern for health and the environment.

Building a brand story

Beyond just a change in appearance, many Vietnamese businesses are also focusing on building a compelling brand story. Elements such as the origin of ingredients, local culture, clean production processes, and the "made in Vietnam" spirit are integrated into promotional activities to create a connection with consumers.

Ms. Huynh Thi Kieu Tien, Director of Quang Dang Production and Trading Private Enterprise, said that after nearly 10 years of operation, alongside promoting and selling specialty products from the Mekong Delta, the enterprise is now collaborating with a partner to produce its own product: purple rice milk. After two years on the market, this product has received positive feedback from consumers. This proves that when agricultural products are "deeply processed" and accompanied by a reputable brand story, they create a strong appeal to consumers.

Many small businesses and local production facilities have been leveraging social media to promote their products. Livestream sessions selling specialties from the Mekong Delta, fruits, traditional cakes, and OCOP (One Commune One Product) products are increasingly appearing on TikTok, Facebook, and other platforms. Numerous family-run production facilities have reached customers nationwide thanks to their flexible sales methods and their connection with young people.

According to marketing experts, today's young consumers no longer buy products solely based on price. They place more emphasis on experience, personalization, and brand value. Therefore, many Vietnamese brands are shifting from traditional advertising to digital content, short videos , and direct interaction on social media.

In the Mekong Delta, this trend is linked to the wave of "revitalizing" local specialties. From traditional cakes, soursop tea, dried fruits to handicrafts, all are being systematically invested in design and brand identity to be brought onto digital platforms. This change has helped many OCOP products break through and expand their market share to younger customers and tourists. This "rejuvenation" not only enhances the competitiveness of businesses but also repositions the image of Vietnamese goods: moving beyond price competition to assert its position through quality, design, and customer experience.

In a fiercely competitive market, young people have emerged as the trend-setting customer group. Understanding the tastes of this new generation is no longer an option, but a prerequisite for businesses to survive and thrive. By harmonizing traditional values with a modern approach, Vietnamese products are gaining more opportunities to win over consumers right in their own backyard.

Text and photos: KHANH NAM

Source: https://baocantho.com.vn/hang-viet-dang-tre-hoa-de-chinh-phuc-nguoi-tieu-dung-a205417.html