The “dupe economy” isn’t just about cheaper alternatives, it reflects a deeper psychology: the quiet guilt behind wanting luxury. Consumers aren’t simply choosing substitutes; they’re looking for permission to desire without justification.
In this context, the winning brands aren’t the cheapest, but the ones that make desire feel natural, confident, and unquestionable.

Vietnam’s most valuable e-commerce growth segment is not Gen Z, but the overlooked 50+ consumers who are quietly driving high-value, high-loyalty online purchases. They actively compare prices across Shopee, Lazada, TikTok Shop, and even verify trust via Zalo before buying. It’s time brands rethink who the real digital power users are.

Discover what Vietnamese consumers truly value when choosing family cars in 2026, from space and fuel efficiency to safety, technology, and long-term practicality. 

Vietnam’s creative economy is growing fast, but piracy remains a deep cultural contradiction shaping how value is perceived and consumed in digital content. As legal platforms expand, Vietnam is entering a transition where paying for creativity is becoming a marker of maturity and sustainability in the cultural market.