In my country, Vietnam, the economic development process since 1986 can be classified into three periods, 1986-89: the economic was centrally planned and highly inefficient, and relied on external assistance, 1990-95: Vietnam faced and embarked on its "Doi Moi" program (renovation) towards an open market- oriented economy, and 1996 to present: Vietnam has been embarking "Doi moi" program. Here, I want to discuss about the last period toward young people. The post "Doi moi" generation emerges as a distinct consumer group with its own tastes and values. There's a general sense of urgency among Vietnamese youngsters these days, striving to get on and improve their chances of financial success and development.
             The young people are looking for the world around them, both in and outside the country, for their global contemporaries, and they are making their own decisions about the kind of lives they want, and how they should go about achieving it. The influence of "Doi moi" has affected more acutely to the young than anyone else - dramatically impacting their lifestyles, hopes and aspirations. According to a recent qualitative study conducted by ACNielsen Vietnam's Activate unit, the survey talked to males and females aged 18-23 in Ho Chi Minh City and Hanoi Capital to understand exactly how life standing with them these days. It would appear that the days of working towards the collective good are fading fast when the emphasis shifts to the individual. There is a clear understanding among the young that personal success depends on a good education, computer and English language skills. They are the first generation to be legitimately exposed to foreign influences in areas as diverse as fashion, music, language, world affairs and entertainment options. They are living in a period of impressive economic growth and are enjoying the fruits of increased disposable i
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