In 2025, Vietnam’s beauty market is entering a new growth phase, driven by changes in how consumers approach and sustain personal care habits. Alongside the advantages of a young population and the rapid expansion of e-commerce, consumer behavior increasingly reflects the role of beauty as part of everyday life. Amid intensifying competition between domestic and international brands, Vietnam is emerging as a key market in Southeast Asia, marked by the intersection of beauty, technology, and evolving consumer culture.Within the skincare category, growth momentum is shifting away from intensive treatments and multi-step routines toward the need to maintain stable skin conditions that fit into daily lifestyles. This shift is also evident in social media discussions, where skincare is increasingly perceived as a long-term living habit rather than a short-term beauty solution.Buzzmetrics’ report Vietnam Facial Skincare – Market Shifts & Evolving Consumer Demands (2024–2025) analyzes more than 61 million skincare-related discussions collected between October 1, 2024 and September 30, 2025. The report highlights how consumers’ perceptions, product choices, and usage behaviors have evolved compared to previous years.
Buzzmetrics’ analysis of Vietnam’s 2025 housing market recorded more than 5 million discussions related to residential real estate in the first six months of the year. This volume indicates that homebuying demand is no longer in a wait-and-see phase; it has shifted into active exploration, comparison, and serious consideration. At the same time, macroeconomic data points to clear signs of recovery: H1 GDP growth reached 7.52%, Q2/2025 transactions increased by more than 20% YoY, and both housing supply and newly approved projects continued to rise. The market is no longer driven by short-term investment expectations, but by genuine end-user demand - especially among young families and first-time buyers.
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As winter arrives, demand for warm-fashion on social media surges and gives rise to distinct seasonal consumer behaviors. Buzzmetrics research shows that knitwear is not only an essential wardrobe item but has also evolved into an emotionally meaningful product—often chosen to express care for loved ones during the year-end period. This article analyzes social media discussion data and offers content directions to help brands optimize their communications for the peak season.
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According to a report from the Ministry of Health, as of June 2025, Vietnam has more than 10 million people living with chronic kidney disease, with the most concerning issue being the rapidly increasing rate of young patients. Meanwhile, in the first half of 2025, “kidney failure” emerged as a widely discussed topic across social media platforms. There have been over 637,000 discussions, with a sharp surge starting in March 2025 and continuing through July 2025.
Buzzmetrics analysis shows that when choosing treatment products, consumers no longer prioritize price or instant effectiveness. Instead, they value safety and natural origin - a new definition of “effective treatment.” This article decodes this trend and the opportunities it brings for brands.
Influencer Marketing is a powerful tool for healthcare brands in Vietnam to enhance brand awareness and build trust. However, to optimize effectiveness, brands need to choose the right group of influencers, personalize content, and implement campaigns that align with each stage of the customer journey. At the same time, due to the sensitivity of the industry, preparing a crisis management plan is an essential factor in protecting reputation against potential risks.
Influencer Marketing has become an indispensable "weapon" in the marketing strategy of the healthcare product industry in Vietnam. With impressive growth rates, increasing consumer demand, and the explosion of discussions on social media, this industry is opening up golden opportunities for brands looking to reach users effectively.
The vaccine industry plays a crucial role in public health, helping to prevent and control the spread of infectious diseases, protect community health, and reduce the risk of outbreaks. However, as a sensitive sector with significant impact on public health, vaccine brands must adhere to strict regulations in their communication efforts. In this context, understanding users' concerns and anxieties is essential for accurate and effective communication on social media.
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Following a disruptive 2021 caused by the pandemic, the banking industry has witnessed an emergence of new trends. One of the most notable in recent times is the shift toward youth-oriented content to target Gen-Z - a key customer segment with strong potential in the future.
