Vietnam has experienced major economic and social changes over the past few decades that are shaping its consumer landscape. After gaining independence from France in the 1950s, Vietnam opened its economy and saw rapid GDP growth starting in the 1980s. It has since developed a growing middle class, especially among youth and urban populations. However, traditions still play a large role in many families and rural areas. The document discusses the tensions between modern and local influences, as well as changing social values around gender, parenting, and success that are impacting consumers.