Ho Chi Minh City, November 24, 2025 – The Europe Today: Việtnam continues to lead the ASEAN region in consumer optimism, demonstrating growing confidence in both national economic conditions and personal financial prospects, according to the sixth edition of the ASEAN Consumer Sentiment Study (ACSS) released by Singapore-based UOB.
The study, conducted in partnership with Boston Consulting Group, surveyed 5,000 participants aged 18 to 65 across Indonesia, Malaysia, Singapore, Thailand, and Việtnam. Việtnam recorded the highest score on the ASEAN Consumer Sentiment Index at 67 points, well above the regional average of 54 and up three points from last year, highlighting sustained faith in the national economy and personal financial outlook.
More than eight in ten Vietnamese respondents expressed optimism about the country’s overall economic performance, with the component index rising 12 percentage points from 2024. This confidence is supported by Việt Nam’s robust macro-economic performance in the first half of 2025, which included a GDP growth rate of 7.52 per cent year-on-year—the fastest first-half expansion since 2011. UOB has revised its projected full-year GDP growth to 7.7 per cent, up from 7.5 per cent, following a strong third-quarter performance of 8.23 per cent.
Vietnamese consumers also demonstrated higher confidence in political, economic, and social stability compared to regional peers, even amid global uncertainties such as the United States’ tariff measures. Stable commodity prices and continued foreign direct investment have further reinforced expectations for sustained growth.
The optimism in macro-economic conditions is translating into stronger personal financial outlooks. More than 70 per cent of respondents expect their own financial situation to improve over the next year. Concerns over rising living costs have eased, decreasing to 50 per cent overall and falling by 12 percentage points among Gen Z. Consumers remain attentive to income stability and long-term financial commitments, particularly within the Gen Y demographic.
The survey also revealed a shift in consumer priorities toward environmental issues. Climate change, natural disasters, and pollution emerged as the top concern for 66 per cent of respondents, surpassing economic matters such as US tariffs. This focus on sustainability is influencing spending behaviours, with one in three consumers willing to pay more for environmentally friendly products, 11 percentage points higher than the regional average.
The study highlighted a rise in meaningful spending. Sixty-seven per cent of Vietnamese consumers increased expenditures on education, healthcare, and personal well-being, compared to 53 per cent for daily necessities. More than half allocated additional funds to premium and experiential categories, reflecting growing lifestyle aspirations. Eight in ten respondents consider leisure, fine dining, and travel experiences essential to life.
Commenting on the findings, Paul Kim, Head of Personal Financial Services at UOB Việtnam, said, “Vietnamese consumer sentiment remains resilient, reflecting rising confidence in both the macro-economic environment and personal finances. Despite global headwinds, Việtnam has demonstrated strong economic fundamentals and effective policy direction. This momentum is driving consumer spending and greater interest in financial planning.”
