Vietnam’s economic momentum has long been dominated by Ho Chi Minh City and Hanoi. However, 2025 marks a clear turning point as four other urban centers—Hai Phong, Da Nang, Can Tho, and Hue—step into the spotlight. These cities are no longer secondary markets; they are becoming hotbeds for modern retail, evolving consumer behaviors, and long-term growth potential. For businesses, this shift is not just interesting—it’s essential to understand.
Hai Phong has traditionally been Vietnam’s logistics and manufacturing hub due to its deep-water port and industrial zones. In recent years, the city has seen a surge in disposable incomes, driven by foreign investments and infrastructure upgrades. Modern trade channels—supermarkets, hypermarkets, and convenience store chains—are expanding here faster than before. The younger demographic, many employed in high-tech manufacturing, is creating demand for premium goods, quick service restaurants, and lifestyle brands.
Brands entering Hai Phong must tailor their strategies to a mix of traditional and modern trade. While the older population still frequents wet markets, younger consumers are embracing online-to-offline retail models, leveraging e-commerce platforms with same-day delivery services.
Da Nang, once known mainly as a tourist city, is evolving into a lifestyle-driven urban center. Its growing middle class, boosted by tourism revenues and tech startups, is demanding global products and digital-first services. Shopping malls, coffee chains, and quick delivery apps are thriving, supported by a tech-savvy Gen Z population.
The hospitality sector is a strong driver of consumption trends here. Food & beverage brands, in particular, have a golden opportunity to test new products with both locals and international tourists. Market research in Da Nang often reveals a blend of global influences and local tastes, making it a unique testbed for innovation.
Can Tho is the economic heart of southern Vietnam’s Mekong Delta, with a population increasingly open to branded products and modern retail formats. Rising incomes from agriculture, logistics, and food processing industries are fueling demand for household appliances, beauty products, and packaged foods.
However, Can Tho’s retail landscape is unique. Traditional wet markets remain dominant, and consumer trust plays a critical role in purchase decisions. Brands aiming to enter this market must invest in awareness-building campaigns and fieldwork-driven insights to understand local preferences. The trend of combining community engagement with promotional events is particularly effective in this region.
Hue, with its deep cultural heritage, is becoming surprisingly modern in consumer behavior. While tourism remains a cornerstone of its economy, there is a steady rise in middle-income households willing to spend on lifestyle goods, personal care, and convenience foods. The younger generation in Hue is particularly brand-conscious, influenced by social media and online shopping.
Retailers are increasingly investing in convenience store chains and modern coffee shops to tap into this trend. Market research here highlights the importance of localized storytelling—brands that align with Hue’s cultural pride tend to win trust faster.
The rise of these four cities signals a diversification of Vietnam’s growth map. Relying solely on Hanoi and HCMC is no longer sufficient for companies seeking nationwide reach. Retail expansion strategies now require a multi-city approach that captures the unique dynamics of each emerging hub.
Fieldwork insights are critical. Each city has its own consumer archetypes, media habits, and spending priorities. For instance, while Da Nang’s youth are quick to embrace digital payment methods, Can Tho’s consumers remain more cash-oriented. Hue’s buyers value brand authenticity, whereas Hai Phong consumers are price-sensitive yet loyal once trust is built.
Understanding these markets goes beyond basic demographics. Businesses need ethnographic insights, in-home interviews, and shopper behavior studies to grasp the nuances of these evolving cities. For example:
What motivates Da Nang’s Gen Z to choose local over imported products?
How do Can Tho consumers perceive premium brands compared to HCMC consumers?
Which social media platforms influence Hue’s purchase decisions?
Brands that invest in such insights now will gain first-mover advantage and avoid the trial-and-error approach that often wastes both time and budget.
Vietnam’s urbanization is accelerating, and these emerging cities will likely account for a growing share of consumer spending by 2030. Investors, FMCG brands, and retail chains that build their strategies around these markets today will be better positioned for tomorrow’s competitive landscape.
For RubikTop, this shift is already evident in our fieldwork. In the past 12 months, we have conducted more than 40 qualitative and quantitative projects outside HCMC and Hanoi—covering everything from product testing in Can Tho to brand health studies in Da Nang. The insights we gather confirm that consumer aspirations in these regions are evolving rapidly, and brands need to act now.
