Exploring the Real Lifestyle of Vietnam's Middle Class: Housing and Food Differences with Japan

Unveiling the Realities of Vietnam's Middle Class

As Vietnam's economy continues to grow, understanding the lifestyle intricacies of its middle class becomes increasingly essential for businesses looking to enter the market. On January 30, 2026, Cross Marketing Co., Ltd. will host a seminar aimed at addressing the pressing question: why do Vietnamese consumers behave the way they do?

The seminar will be divided into two parts, with the first session focusing on housing and food, while the second session (scheduled for a later date) will delve into beauty and care. These insights are vital for Japanese companies aiming to expand into Vietnam, providing a deeper understanding of the local reality that raw data alone cannot convey.

The Need for Local Insights

Understanding the everyday lives of Vietnamese consumers is crucial for crafting effective marketing strategies. During the seminar, participants will be exposed to real-life video footage and images from home visits conducted in Ho Chi Minh City. This observational research reveals stark contrasts between Japanese and Vietnamese living habits, highlighting critical differences that businesses must consider.

Key focal points will include:

- Daily Cleaning Habits: We will discuss the impact of motorbike pollution on cleanliness and how it shapes household routines.
- Homemade Milk Production: Explore how health and beauty motivations drive appliance usage among families in Vietnam.
- Shopping Preferences: Examine the diverging values of supermarket shopping for safety versus fresh markets for quality, shedding light on consumers' food procurement perspectives.

Program Overview

1. Opening Remarks
2. Overview of Vietnam
3. Research Background and Target Audience Introduction
4. Main Presentation: A dive into the authentic living environments and dietary practices of the middle class in Vietnam.
5. Conclusion: Discussing the significant differences in lifestyle and consumption habits in comparison to Japan.

Ideal Participants

This seminar is particularly beneficial for marketing and product development teams from food, kitchen appliance, water management, and daily goods sectors seeking to explore business opportunities in Vietnam. Whether you've never been to Vietnam or are already engaged in the market, this seminar offers valuable insights. It will provide concrete comparisons of lifestyle practices, such as kitchen usage and cleaning habits, essential for understanding how to approach the Vietnamese consumer effectively.

Event Details

Please note that participation may be restricted for competing companies.

As a leading marketing research partner, Cross Marketing aims to continuously evolve its strategies and methodologies to meet our clients' needs, ensuring comprehensive marketing research and solutions tailored to the Vietnamese market.

About Cross Marketing

- Company: Cross Marketing Co., Ltd.
- Location: 24F Tokyo Opera City Tower, 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo, Japan
- Established: April 1, 2003
- CEO: Mikio Igarashi
- Business: Marketing research and consulting services

Contact for Press Inquiries

For any inquiries regarding this release, please contact:
Cross Marketing Seminar Office
Email: [email protected]

Join us for a deep dive into Vietnam's evolving consumer landscape and equip yourself with the knowledge to succeed in this vibrant market.