Gen Z’s attitudes toward traditional Vietnamese food in Ho Chi Minh City: Between convenience and cultural values

2026 IJRSE – Volume 15 Issue 6

Available Online:  9 March 2026

Author/s:

Thao, Ung Thi Phuong*
Ho Chi Minh City University of Economics and Finance, Vietnam (thaoutp@uef.edu.vn)

Vy, Le Xuan Hoang
Ho Chi Minh City University of Economics and Finance, Vietnam (vylxh@uef.edu.vn)

Abstract:

In the era of globalization, Vietnam has been rapidly modernizing while still needing to preserve its cultural heritage (Luong, 2024). Traditional food is not only a meal but also a means of preserving cultural values for future generations (Albayrak & Gunes, 2010). Consequently, this type of food needs to be preserved, especially in Vietnam, a country with diverse traditional values. Nguyen & Nguyen (2020) showed that Generation Z in Vietnam seeks a blend of modern lifestyles and traditional values and expresses their national identity through consumption behaviors. However, Ja’farov (2025) stated that the coexistence of traditional and modern values may lead to harmonization and conflict; hence, a hybrid form of identity should be investigated. Although there have been some studies related to cultural identity or cultural heritage among GenZ in Vietnam, there is limited research regarding their attitudes towards traditional food, particularly empirical research. Consequently, this study examined the relationships between cultural identity, modern lifestyle, and attitudes toward traditional Vietnamese cuisine. A quantitative method was conducted through an online survey of approximately 200 Gen Z residents living in Ho Chi Minh City, one of Vietnam’s largest cities. The findings indicate that Gen Z supports both convenience and cultural identity through traditional food consumption. They also want to preserve and promote this type of food.  Consequently, policymakers and food businesses need to recognize Gen Z as active cultural carriers, not tradition-rejecters.

Keywords: cultural identity, convenience lifestyle, globalization, traditional food, Generation Z

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DOI: https://doi.org/10.5861/ijrse.2026.26814

Cite this article:
Thao, U. T. P., & Vy, L. X. H. (2026). Gen Z’s attitudes toward traditional Vietnamese food in Ho Chi Minh City: Between convenience and cultural values. International Journal of Research Studies in Education, 15(6), 137-146. https://doi.org/10.5861/ijrse.2026.26814

* Corresponding Author