Sharing my observation & Point of View about our Millennials! Let's hope for a better future!

1. Then & Now
Tran Lien Phuong | Research Director, InsightAsia Research Group, Vietnam

2. Who?Vietnam population (as of Thursday, July 19, 2018)
96,679,979 (vs. >80mil in 2000)
median age 30.4
~ 1 mil. born year-on-year since
under 18 years old
25-35% urban
Source: http://countrymeters.info/en/Vietnam

3. Multi-platforms
All digital
Heavy Mobile

4. What
War = the
Parents’
Past
“In Coppola’s movies?” (Chỉ trong phim Bom tấn!)

5. Life through journeys!
What
On the go
Experimenting
Exploring
Solo Travels doubled in 2017 vs. 2016
Tôn thờ “Chủ nghĩa xê dịch” (“Honour mobilism”)

6. ’Coz
“Cứ bay rồi sẽ cao!”
Just fly & you’ll get high!
Spend for
experience rather
than possessions!
“Mình thích thì mình làm thôi!”
“Do what you like!”

7. Motto
“Thích thì nhích!”
“Go for it!”
“Sao phải đợi!”
Keep
Calm &
Live
on!

8. “Ế là xu thế!”
No rush to
settle down!
Take time to get
out!
Confidence
Independence
=

9. Redefine
SUCCESS
“Cứ sai đi vì cuộc đời cho
phép!”
“It is tottally acceptable to make
mistakes!”
Fear no more!
“Ngã chỗ nào, ta đứng lên từ
chỗ đấy!”
“Stand up where you fall off!”
Success =
Happiness
Success =
Career
“Công thành danh toại là thời của ngoại!” “Miễn vui là được!”

10. Start-ups
mania
online biz
not just hobbies but also
about being
independent,
living in their dreams,
and gaining experience

11. Engage in social
activities
Show concern
to the environment
Socially
responsible

12. Their iniatives for ‘green life’
Many activists
https://www.facebook.com/maylala.handmade
https://www.facebook.com/otxanh.nhungdieug
iandi

13. Support World Trends

15. Languages
“Bựa”
Toxic
Quirky
Not correct
Don’t care ab
other’s feeling
“Lầy”
Muddy
Sticky
Into it
Stuck
Repeated
“Nhây”
Repeated
Sticky
Non-stop
Annoying
“Chất”
Original
Unique
Signature
NeverB4
out-of-norms
“Xàm”
Non-sense
Trivial
Woofy
Stupid
“Vãi”
Unpredictable
Surprisingly
awesome
“Thánh”
Saint
Quirky
S.o. superior
S.o. exceptional
“Soi”
Scope
Zoom-in
use as verb or
adj. = so. or s.t
being closely
watched &
judged

16. Languages
“Bão”
Storm
Celebrating st
involving racing
on the street
“Xoắn”
Twisted
Anxious
Over-worried
“ATSM”
Ảo Tưởng Sức Mạnh
over-confident
dreamer
“Nhoi”
Moody
Kiddy
Out-of-control
In-sane
“crush
”
one-way love/r
not yet official
’so’
motivation
just for ’view’
“CLGT”
Cần Lời Giải Thích
Need explanation
“Lên
đĩa”
“on the plate”
st. unwanted or
and many more!

18. Millennials as KOLs, Icons

19. Millennials as KOLs, Icons

20. Q&A
Tran Lien Phuong | Research Director, InsightAsia Research Group, Vietnam