Cyborlink · International Business Etiquette
Asia · Country Profile

Doing business in Vietnam

A working reference on Vietnamese business etiquette, culture, and cross-cultural communication — updated for the contemporary workplace.

VietnamCapital: Hanoi
Language: Vietnamese
Currency: Dong (₫)
§ 01 — Orientation

Introduction

Vietnam, officially the Socialist Republic of Vietnam, is a Southeast Asian nation of approximately 101 million people stretching along the eastern coast of the Indochinese Peninsula. Hanoi is the capital; Ho Chi Minh City (formerly Saigon) is the largest city and the commercial hub. Vietnamese is the official language; English is widely studied but fluency varies, and interpreters are commonly used in business settings.

Since the introduction of Doi Moi (“renovation”) economic reforms in 1986, Vietnam has transformed from one of the world’s poorest nations into one of its fastest-growing economies. Vietnam has become a major global manufacturing destination, attracting massive foreign investment from companies diversifying supply chains away from China. Samsung’s largest factory complex in the world is in Vietnam. The country is a leading exporter of electronics, textiles, footwear, seafood, and coffee (the world’s second-largest coffee producer). Vietnam is a member of ASEAN, the CPTPP (Comprehensive and Progressive Agreement for Trans-Pacific Partnership), and has free trade agreements with the EU and numerous other nations.

Vietnamese culture is deeply rooted in Confucian values — respect for hierarchy, reverence for elders, the importance of education, collectivism, and the concept of “face” (thể diện). Personal relationships and trust are the foundation of business success in Vietnam; transactions are secondary to the relationship itself.

Fun Fact

Vietnam is one of the world’s great coffee cultures — the second-largest coffee producer on earth after Brazil. Vietnamese coffee, traditionally brewed strong and slow through a small metal phin filter and served with sweetened condensed milk (cà phê sữa), is a daily ritual. Business conversations over coffee are common, and offering or accepting coffee is a gesture of hospitality and respect.

§ 02 — Cultural Analysis

Hofstede Analysis

Vietnam — Six-Dimension Scores
Power Distance
70
Individualism
20
Masculinity
40
Uncertainty Avoidance
30
Long-Term Orientation
57
Indulgence
35
Source: Hofstede Insights. Scores on a 0–100 scale.

Vietnam’s Hofstede profile reflects a society shaped by Confucian collectivism and a pragmatic orientation toward the future. High Power Distance (70) indicates a hierarchical society where seniority and authority are deeply respected. Very low Individualism (20) marks Vietnam as a strongly collectivist culture — loyalty to family, organization, and community takes precedence over individual ambition.

Low Masculinity (40) suggests a society that values consensus, cooperation, and quality of life over aggressive competition. Low Uncertainty Avoidance (30) reveals a culture comfortable with ambiguity and adaptable to change — consistent with Vietnam’s remarkable economic flexibility and entrepreneurial energy since Doi Moi.

Moderate Long-Term Orientation (57) reflects the Vietnamese balance between tradition and pragmatic adaptation. Low Indulgence (35) indicates a restrained society where social norms and duty govern behavior more than personal gratification.

Read the full Hofstede framework →

Religion.  Vietnam is officially atheist under its Communist government, but religious practice is widespread. Buddhism is the most practiced faith (approximately 14%), followed by Catholicism (approximately 7%). Indigenous beliefs, Cao Dai, Hoa Hao, and Protestantism account for smaller populations. Confucian and Taoist principles are woven deeply into daily life and business culture regardless of formal religious affiliation.

§ 03 — Dress & Presence

Appearance

Dress, clothing,
body language
& gestures
  1. Dress conservatively in business settings. Men should wear suits; women should wear modest dresses, skirts, or suits with blouses. Bright colors are generally avoided.
  2. Business attire in southern Vietnam (Ho Chi Minh City) is somewhat more casual than in the north (Hanoi). In the south, suit jackets may not be required during warmer months.
  3. Do not touch someone’s head — it is considered the most spiritual part of the body.
  4. Do not touch anyone on the shoulder.
  5. Avoid public displays of affection with a member of the opposite sex.
  6. Do not stand with your hands on your hips or cross your arms on your chest — both are considered confrontational.
  7. Do not point with your finger — use your whole hand.
  8. Shorts should only be worn at the beach.
§ 04 — Conduct

Behavior

Dining, gifts,
meetings &
general conduct
  1. The Vietnamese are punctual and expect others to be so as well.
  2. Third-party introductions are almost a necessity. Vietnamese prefer to do business with people they know and trust. Plan to invest time building the relationship before discussing business terms.
  3. The first several meetings may be primarily social — getting to know your character and intentions. Do not rush to close deals.
  4. People enter meetings in order of importance, with the highest-ranking person arriving first. Greet everyone in the room individually.
  5. The concept of “face” is paramount. Never cause someone to lose face by criticizing them publicly, forcing them to admit error, or displaying anger. All disagreements should be handled diplomatically and in private.
  6. “Yes” often means “I understand” rather than “I agree.” Constant follow-up is required to confirm actual agreement.
  7. Be prepared for last-minute changes to meeting venues, representatives, or even deal terms. Flexibility is valued over rigid adherence to plans.
  8. Business gift giving is common, typically at the end of a meeting or during a meal. Gifts should be small and inexpensive — items with your company logo or something typical from your home country are excellent choices.
  9. Gifts should be wrapped in colorful paper. Do not give handkerchiefs, anything black, yellow flowers, or chrysanthemums.
  10. When dining, wait for the host to signal the start of the meal. Food is served communally — share dishes rather than eating individually. Taste all dishes offered.
  11. Pass items with both hands. Never pass anything over someone’s head.
  12. The oldest person in the group is seated first at restaurants. Wait to be shown where to sit.
  13. Chopsticks should be placed on the table or a chopstick rest after every few mouthfuls. Never place chopsticks upright in a bowl — this resembles incense at a funeral.
  14. Drinking beer, wine, or liquor during meals is common. When toasting, stand, face the most senior person, and raise your glass with both hands.
§ 05 — Communication

Communication

Greetings,
introductions &
conversation
  1. Vietnamese is the official language. English proficiency is growing but remains limited outside major cities and younger professionals. Hire an interpreter for business meetings and a translator for official documents.
  2. Handshakes are used upon meeting and departing, typically between members of the same sex. Some Vietnamese use a two-handed shake with the left hand on top of the right wrist. Always wait for a woman to extend her hand; if she does not, bow your head slightly.
  3. Introduce your team in order of seniority, addressing the eldest member of the counterpart team first.
  4. Address people by their title plus given name (not surname). Vietnamese names are ordered last name, middle name, first name — the opposite of Western convention. For example, in the name Nguyen Van Minh, “Nguyen” is the family name and “Minh” is the given name. You would address this person as “Mr. Minh.”
  5. Business cards are exchanged at initial meetings and should be presented with both hands to the oldest person first. Have cards printed in both Vietnamese and English. Examine received cards carefully before placing them on the table.
  6. Communication tends to be indirect. Pay close attention to tone, facial expressions, and what is left unsaid. Silence may indicate disagreement or discomfort rather than acceptance.
  7. Avoid sarcasm, humor, or direct criticism — these may be misunderstood or cause loss of face.
  8. Never make promises you cannot keep. The Vietnamese take spoken commitments seriously, and failing to follow through will cost you face and the relationship.
§ 06 — Further Reading

Resources

Government & Data

News & Culture

Cultural Framework