Vietnam is one of Southeast Asia’s fastest-growing consumer markets, with a young, tech-savvy population driving new consumption patterns. But what makes Vietnam unique is that modernization does not come at the expense of tradition.

Cultural roots run deep here. Heritage isn’t something locked away in museums – it’s alive in family gatherings, festivals, and daily rituals. In recent years, this living culture is inspiring a new wave of creative design: brands are blending Vietnamese cultural materials with modern aesthetics to create ideas that feel both familiar and fresh.

This trend is more than just nostalgia – for many Vietnamese millennials and Gen Z, it’s about finding balance between enjoying global trends and connecting with their roots. For them, heritage is not “old-fashioned” – it’s a way to express identity in the modern world.

That’s why in Vietnam, brands who get creative by using cultural elements in creative campaigns often strike a powerful impression.

For global brands entering Vietnam, the message is clear: Designing with cultural materials isn’t optional – it’s the key to earning consumer trust.

A global brand with a local image – “Việt Nam Đồng Hiện” campaign launched by adidas in 2021 – a creative competition that invited young talents to bring a contemporary perspective to traditional culture, expressing “Vietnamese-ness” through unique artworks for the brand.

Understanding the Consumer Behavior Behind the Trend  

Here’s why the use of cultural materials has become more popular in creative design in Vietnam:

• Cultural Identity Runs Deep: In Vietnam, heritage is a common thread that connects generations and communities. Campaigns that celebrate this identity feel authentic and emotionally relevant.
• Global Exposure, Local Pride: Vietnamese Gen Z and Millennials follow global trends but take pride in local culture. That’s why the “fusion” approach in branding and design is what feels most natural yet exciting to them.
• It Makes Design Shareable: Cultural storytelling makes designs more relatable, and therefore more shareable. When a campaign or product design feels uniquely Vietnamese yet stylishly modern, people don’t just notice it – they post about it.
  

Local cafe chain Cộng Cà Phê is beloved by young consumers for the unique interior designs inspired by Vietnamese culture

When Heritage Inspires Creative Design: 3 Campaigns That Nailed It

Product Design: Biti’s Hunter – Re-inventing Footwear

Vietnam’s national footwear brand at nearly 50 years old. Once seen as “out-of-date” and a weakening presence among younger generations due to the rise of brands like Nike and Adidas, Biti’s reinvented itself through product lines that champion national pride. The brand’s “Vietnam Arising” campaign showcased sneakers inspired by Vietnamese patterns and energy – turning design into a statement of identity and confidence, highlighting the brand’s message “Proudly Made in Vietnam”.

“Vietnam Arising” Collection – Bitis Hunter x Vietmax (Source: Biti’s)

Video Content: Vietnam Airlines – In-flight Safety Video

Instead of a standard in-flight safety video, Vietnam Airlines created a visual journey that celebrated Vietnamese art, traditional dance, and national attire. This creative use of cultural elements transformed a functional message into an elegant storytelling piece that passengers loved.          

(Source: Vietnam Airlines) 

Packaging Design: Johnnie Walker – Lunar New Year Gift Box

An example of how thoughtful localization can elevate branding. For Tết Holiday, Johnnie Walker collaborated with Vietnamese artists to design limited-edition gift packaging inspired by Vietnam’s traditional crafting technique, while subtly highlighting the brand’s global identity.                                                                         

Johnnie Walker’s limited edition packaging for Vietnam’s Lunar New Year featured Vietnamese traditional crafting techniques – Đậu Bạc and Pháp Lan  (Source: Brands Vietnam)

The Role of Creative Design in Localization

• Visual Identity: Use Vietnamese icons, textures, and colors in ways that feel relevant and contemporary.
• Storytelling: Connect brand narratives to shared values – community, family, and cultural pride.
• Seasonal Design: Leverage local holidays like Tết or Mid-Autumn Festival to infuse creativity with meaning.
• Digital Engagement: Bring heritage online through mini-games, or interactive content that reinterprets tradition.

Practical Advice for Global Brands Entering Vietnam

• Respect the Culture: Vietnamese consumers can quickly tell the difference between genuine homage and shallow gimmick.
• Work with Local Partners: local experts help ensure accuracy and authenticity.
• ‘Localize’, don’t just ‘Translate’: Visuals, symbols, and narratives should feel Vietnamese, not just global assets with local captions.
• Capitalize on Cultural Events: Tet Holiday, Mid-Autumn Festival, and other holidays are when demand for cultural content spikes make these your hero campaigns.