STUDY ABOUT COSMETIC SURGERY
FROM VIETNAMESE’S PERSPECTIVE
BY DI-MARKETING (www.di-onlinesurvey.com)
June, 2015

1
SCOPE OF WORK
 Cosmetic surgery is becoming more and more popular in Vietnam
these days. Some people support, some others oppose. What’s
the real perspective of Vietnamese about this trend? This survey
is launched to find out the answer for that question.
 Methodology: Online survey
 Fieldwork time: 3 days (19/06/2015 to 21/06/2015)
 Sample size: N = 1,176
 Geography: 5 key cities
• Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho

2
KEY FINDINGS
Cosmetics surgery in Vietnam will be booming in next few years,
thanks to several factors:
• Only 11% people have experienced plastic surgery. That means
the rest 89% is a huge potential intend to do a plastic surgery
• Some Vietnamese hold a positive perception to plastic surgery:
35% say plastic surgery is fine, 25% even support their spouse /
relatives’ intention to do surgery
• Rhinoplasty (84%), eyelid surgery (81%) and liposuction (80%)
are 3 most common known kinds of plastic surgery
• 1/5 people spend around $700 - $950 for each surgery

3
AGE
N=1176
DEMOGRAPHIC INFORMATION
GENDER
LIVING PLACE OCCUPATION
3%
43%
26%
28%
Under 18
18-25
26-30
Over 30
29%
71%
Male
Female
28%
2%
2%
3%
19%
46%
Other
Can Tho
Hai Phong
Da Nang
Ha Noi
Ho Chi Minh
5%
5%
5%
7%
10%
12%
26%
31%
Job seeker/Retired
Others
Housewife
Factory Worker
Engineer/Doctor/Teacher
Self-employed
Student
Officer

4
MORE THAN 1/3 VIETNAMESE DON’T HOLD A GRUDGE AGAINST
COSMETIC SURGERY
What is your opinion toward statement "I'd better be not good looking than artificially beautiful"?
14% 14% 15%
23% 21%
28%
32%
30%
35%
24%
27%
18%
7% 8% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
N=1176
Totally disagree
Disagree
Neutral
Agree
Totally agree
In contrast to normal perception that men love natural beauty, 35% Vietnamese men have no
prejudice against artificial beauty

5
25%
18%
28%
49%
53%
47%
26% 29%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
N=1176
Oppose
Neutral
Support
1/4 VIETNAMESE SUPPORT THEIR LOVER/RELATIVES’ INTENTION
TO HAVE COSMETIC SURGERY
If your lover/spouse/relatives would like to have a cosmetic surgery, what's your reaction?
Women are more flexible and open-minded to this kind of “make-up” than men since nearly 1/3
of them always support their relatives with a cosmetic surgery

6
1/4 VIETNAMESE STILL SUPPORT THEIR SPOUSE/LOVER
EVEN IF THEY KNOW ABOUT THE TRUE BEAUTY OF THEIR PARTNERS
Men have more prejudice toward cosmetic
surgery since 12% consider to break up
2% 2% 2%
7% 10%
5%
52%
50%
52%
25%
17%
28%
15%
21%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
N=1176
Other
Support
Normal
Consider of
breaking up
Shock, break up
immediately
If you incidentally discover your spouse/lover used to have cosmetic surgery, what's your reaction?
2% 3% 2% 2% 1%
7%
19%
8%
4% 6%
52%
38%
57%
51% 45%
25%
16%
21%
29%
28%
15%
25%
13% 14%
19%
Total Under 18 18-25 26-30 Over 30
N=1176
Other
Support
Normal
Consider to
break up
Shock, break
up instantly
Older groups are more open-minded than
younger groups toward cosmetic surgery

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52% HAVE RESEARCHED FOR COSMETIC SURGERY
Do you often research for information about cosmetic surgery?
52%
38%
58%
48%
62%
42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
No
Yes
49% 46%
63%
45% 48%
51% 54%
38%
55% 52%
Total Under 18 18-25 26-30 Over 30
Yes
No
N=1176
Female seems to be more interested and
willing to learn than male
18-25 group has highest demand for
cosmetic surgery information

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3%
21%
23%
24%
26%
35%
38%
41%
55%
69%
75%
80%
80%
81%
84%
Other
Belly button surgery
Otoplasty
Neck Lift
Upper arm surgery
Thigh surgery
Genital cosmetic surgery
Skin Rejuvenation
Buttock surgery
Lips surgery
Rhytidectomy
Breast lift
Liposuction
Eyelid surgery
Rhinoplasty
Total
RHINOPLASTY, EYELID SURGERY, LIPOSUCTION AND BREAST LIFT ARE
MOST COMMON KNOWN KINDS OF PLASTIC SURGERY
Which of following services do you know?
N=1176
5%
18%
29%
26%
23%
34%
37%
41%
51%
71%
68%
74%
76%
78%
78%
Male
2%
21%
22%
23%
27%
36%
39%
42%
56%
68%
76%
81%
81%
81%
86%
Female

9
TRADITIONAL ADVERTISING IS STILL THE MOST EFFECTIVE
MARKETING CHANNEL FOR THIS KIND OF SERVICE
How do you know these plastic surgery services?
69%
73%
67%68% 65%
69%
54%
48%
55%
49%
43%
51%
47% 44% 48%
28%
32%
27%
10%
8%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Total Male Female
N=617
News paper/
magazines ads
I saw these centers on
the street
Web/ forum ads
Facebook ads
Friends/ relatives
recommend
TV ads
Outdoor ads
Other
Social media, especially Facebook, is becoming more and more popular in Vietnam, and this
might be an effective marketing channel for cosmetic surgery
Facebook ads

10
26%
45%
18%
13%
9%
15%
10%
8%
10%
8% 8%
9%8% 8%
7%
2%
9%
6%
3%
7%
4%
1%
5%
4% 3%3%
1%
4%
1%
3%
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Total Male Female
N=1176
I totally confident with myself
Abdomen
Nose
Skin
Teeth
Face
Thorax
Eyes
Thigh
Mouth
Arms/legs
Other
Buttock
Neck
Ear
ABDOMEN AND NOSE ARE THE LEAST CONFIDENT BODY PARTS
FOR BOTH MEN AND WOMEN
On your face and body, what make you feel lack of confident the most?
45% male feel confident with their outlook, while only 18% female are.

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13% 10% 13%
18%
15%
19%
41%
36%
42%
17%
21%
15%
11%
17%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Definitely will not do
Will not do
Either do or not
Will do
Definitely will do
MORE THAN 1/3 VIETNAMESE WILL PERFORM COSMETIC SURGERY
IF THEY HAVE CHANCE
If given chance, would you like to have a cosmetic surgery?
Female have higher intention to have
cosmetic surgery than male
13% 13% 11% 14% 14%
18%
9% 17%
24%
16%
41%
35%
46%
36%
38%
17%
17%
17% 17%
16%
11%
26%
10% 9%
15%
Total Under 18 18-25 26-30 Over 30
Definitely will not do
Will not do
Either do or not
Will do
Definitely will do
26-30 group have would like to have
cosmetic surgery the most
N=871
Maybe/Maybe not
Maybe/Maybe not

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11% ADMIT THEY USED TO HAVE COSMETIC SURGERY
Have you ever had a plastic surgery before?
11%
6%
14%
89%
94%
86%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
N=1176
No
Yes
14% female admit they used to do plastic surgery, and this is twice as much as male.
87%
76%
89%
7%
14%
6%
2% 3%3%
10%
2%
Total Male Female
N=135
Over 3 times
3 times
Twice
Once
If you used to have plastic surgery, how many
times you do this?
N=21* N=113
*:small sample size. Only for reference

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NEARLY 1/3 DO COSMETIC SURGERY WITH THEIR NOSE
If you used to have cosmetic surgery, which part of your body did you do it?
1%
2%
3%
4%
4%
5%
10%
11%
11%
13%
14%
16%
21%
27%
Other
Buttock
Ear
Thigh
Neck
Face
Thorax
Teeth
Mouth
Skin
Abdomen
Arms/legs
Eyes
Nose
Total
5%
5%
10%
5%
14%
14%
14%
10%
24%
29%
19%
29%
24%
14%
Male
1%
2%
2%
4%
3%
4%
10%
11%
9%
11%
13%
13%
21%
29%
Female
N=135 N=21* N=113
*:small sample size. Only for reference

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How much did you spend for your plastic surgery?
MOST OF PEOPLE SPEND FROM $200 - $1,400 FOR EACH SURGERY
11%
21%
11%
2%
20%
23%
24%
13%
18%
21%
16%
17%
21%
16%
24%
21%
19%
5% 18%
34%
7%
5%
7%
11%5%
2% 5% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
N=135
Over $4,700
From $2,400 - $4,700
From $1,400 - $2,400
From $950 - $1,400
From $700 - $950
From $450 - $700
From $200 - $450
Under $200
1/3 over 30 group spend from $950-$1,400 for cosmetic surgery

15
68%
60%
80%
64%
11%
2%
11%
19%
9%
16%
7%
4%
4%
5%
6%
4%
7%
2%
2%
5%
2%2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
N=135
Other
Taiwan
USA
Japan
HongKong
Thailand
South Korea
Singapore
Vietnam
If you used to have cosmetic surgery, where did you do?
NEARLY 70% PEOPLE CHOOSE TO DO PLASTIC SURGERY IN VIETNAM
Among foreign destinations, South Korea and Singapore are popular choices,
especially for those in 18-25 and over 30 groups

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CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

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CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

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