Vietnam – Cultural Notes

Nguyen Duc Hoat (Ph.D.)

Foreign Trade University HANOI
VIETNAM
Email: nguyenduchoat@ftu.edu.vn

Welcome to Vietnam.

These cultural notes are meant for anyone wishing to understand Vietnamese culture, the
Vietnamese people’s customs, manners, etiquette, values for business or visiting
purposes.

These notes are only a very basic level introduction and are not meant to stereotype
all Vietnamese people you may meet. Remember in business or informal contacts,
you are dealing with a specific person with specific social, cultural background and
levels of education, understanding and different beliefs and values and from
different regional and ethnic groups. One has to take into account these personal
differences in cross cultural communication. However, it is hoped that these
general guidelines can assist in bettering understanding and avoiding possible
offence in social interactions.

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Facts and Statistics

Location: Southeastern Asia, bordering the Gulf of Thailand, Gulf of Tonkin, and
East Sea, bordering China, Laos, and Cambodia

Capital: Hanoi

Climate: tropical in south; monsoonal in north with hot, rainy season (mid-May to
mid-September) and warm, dry season (mid-October to mid-March)

Population: 87.84 million (2011)

GDP: $123.6 billion USD (World Bank) Lower Middle Income group

Ethnic Make-up: 54 ethnic groups. The Kinh 85%-90%, Chinese, Hmong, Thai, Khmer,
Cham, various mountain groups

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Religions: Buddhist, , Christian (predominantly Roman Catholic, some Protestant) Hoa
Hao, Cao Dai , indigenous beliefs and Muslim

Language

Vietnamese is the official language. Vietnamese is a tonal language. With each syllable,
there are six different tones that can be used to make new words with different meanings
which often make it difficult for foreigners to pick up the language.

There are other languages spoken as well such as Chinese, Khmer, Cham and other
languages spoken by tribes inhabiting the mountainous regions. Although there are some
similarities to Southeast Asian languages, Vietnamese is a separate language group,
although a member of the Austro-Asiatic language family.

In written form, Vietnamese uses the Roman alphabet and accent marks to show tones.
This system of writing called Quoc ngu (national script), was created by Catholic
missionaries in the 17th century to translate the scriptures. Eventually this system,
particularly after World War I, replaced one using Chinese characters (chu nom), which
had been the unofficial written form used for centuries.

Vietnamese Culture & Society

Indigenous culture has evolved for nearly 4000 years. Its artifacts are found in the
household, farming and musical instruments and in thousands of folklores, legends,
folksongs passed down from generations by ways of oral transmission. The traditional
values and customs are formed around rice cultivation and village community.

Vietnamese indigenous culture has also come into contact with other cultures through
trade, immigration and mostly though invasions, domination (a thousand year under the
Chinese – Han domination), successive wars, nearly 100 years of French colonization, then
Japanese occupation during WW2 and American War or Vietnam’s War as called by the
American. Chinese and French influences can be found in language communication, art
and literature, education, architecture and cooking.

The traditional culture is also influenced by 3 external “religions”: Confucianism, Taoism

and Buddhism. Confucianism stresses duty, loyalty, honor, filial piety, respect for age and
seniority, and sincerity. These values also have great influences on Vietnamese customs
and behavior.

Since Renovation or Doi moi policy in the late1980s, Vietnam has opened up to the world.
The Vietnamese culture has also undergone fundamental changes towards deeper
integration with the rest of the world with the strong emergence of the private economic
sector and the middle class. Life styles and habits especially of the young have also rapidly
changed with the popular use of the internet and exposure to global cultures.

The Family

• Vietnamese life revolves around the family.

• The Vietnamese family consists of the nuclear as well as the extended family.

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 • In rural communities it is not uncommon for three generations to be living together
under one roof.
• Role relationship is the main pattern of dividing responsibilities in the families.
• Ancestors worship is observed in almost all Vietnamese families. Within the same
tradition it is believed that after someone dies their spirit lives on. Descendents will
"worship" their ancestors to ensure their good favor or blessing. On the anniversary
of a person's death, ceremonies are held in their memory. They are also
remembered during certain lunar festivals and souls are consulted prior to
important decisions or occasions such as a birth or a wedding

Concept of Face

• As with many other Asian nations, the concept of face is extremely important to the
Vietnamese. Face is a tricky concept to explain but can be roughly described a
quality that reflects a person's reputation, dignity, and prestige.
• There are individual and collective face i.e. family, village, company, the country
as a whole. Companies as well as individuals can have face or lose face. This is
closely linked to the perception of the interdependent self typical of the Vietnamese
vs the independent self typical of the western cultures.
• For foreigners it is important to be aware that you may unintentionally cause a loss
of face so it is important to be aware of your words and actions. Understanding how
face is lost, saved or given is critical.
• Someone can be given face by complimenting them for their hospitality or business
efficiency. Accusing someone of poor performance or reprimanding or criticizing
them publicly will lead to a loss of face.

Etiquette and Customs in Vietnam

Vietnamese society has a fair amount of public etiquette. The following are some of the
more common points:

• In dealing with your seniors (age /status) or in formal settings:

o Do not touch someone's head.
o Pass items with both hands to show respect.
o Do not point with your finger at a senior - use your hand.
o Do not cross your legs when sitting or fold your arms on your chest.
o Wear formally.
• Avoid public displays of affection with a member of the opposite sex.

Dining Etiquette and Table Manners

If invited to a Vietnamese home:

• Bring fruit, sweets, flowers depending on occasions

• Wait to be shown where to sit.

• The oldest person should sit and serve first.

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 • Meals are typically served family-style. People serve from common dishes. Hosts
often keep offering foods to show hospitality.
• Cover your mouth when using a toothpick.

Business Etiquette and Protocol

• Appointments are required and should be made several weeks or days in advance.
• The best means of doing so is through a local representative who can act as a
reference and also translator/interpreter.
• Dress conservatively at formal meetings. For business acquaintances, casual
dresses can be accepted.
• Handshakes are used upon meeting and departing.
• Some Vietnamese use a two-handed shake to show special respect, with the left
hand on top of the right wrist.
• Business cards are exchanged on initial meetings . When receiving business cards
ensure you show proper respect to it and do not simply glance at it and put it on the
table.
• Hierarchy and face manifest in different ways within business meetings. For
example, the most senior person should always enter the room first and often is the
main speaker at business meetings.
• Silence is also common in meetings where someone disagrees with another but
remains quiet so as to not cause a loss of face.
• Relationships are critical to successful business partnerships. Always invest time in
building a good relationship based on both personal and business lines. Any initial
meeting should be solely used as a "getting to know you" meeting. Trust is key to
business success.
• Negotiations can be slow so it is important to bear in mind that decisions have to go
through a lot of red tape and also group consultation. Be patient.
• Business gift giving is fairly common at the end of a meeting or during a meal in
honor of your business associates. Gifts should be small but not expensive.
Something with your company logo or something typical from your country both
make excellent gifts.

For ease of comparison with other cultures, Hofstede dimensions of national culture can
be used as comparative framework. (http://geert-hofstede.com/dimensions.html).

Vietnamese culture can be described and rated along the dimensions as

- Power Distance (PDI): High. As with most group-orientated societies there are
also hierarchical structures.
o In Vietnam these are very much based upon age and status. Everyone is
seen as having a distinct place and role within the hierarchical structure, be
it the family or workplace.
o An obvious example is seen in social situations where the oldest person in a
group is greeted or served first.
o Within the family the head would be responsible for making decisions.
- Individualism versus collectivism (IDV): Collectivism

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 o In general, the Vietnamese are collectivists. The individual is seen as
secondary to the group - whether the family, school or company. One's
identity is strongly associated to groups (family, firm, organization).
o As a result there are strict guidelines for social interaction that are designed
to protect a group's face
o Individual behavior and communication are expected to conform to social
norms and Etiquette .
o Relationships are built up slowly and stable, depending on trust.
o Work progress depends on maintaining and developing relationships with
people and attention to group process.
- Masculinity versus femininity (MAS): + Masculine emphasizing harmony and
conflict avoidance in interaction.
- Uncertainty avoidance (UAI): High. Low risk taking
- Long-term versus short-term orientation (LTO) : Long Term highlighting
stability

Edward T. Hall (1990), in Understanding Cultural Differences, Germans, French and

Americans, Yarmouth: Intercultural Press, also characterizes cultures as high and low
context types. Vietnamese culture and communication style can be classified as belonging
to High – Context Group

Vietnamese High-Context Communication:

• Less is verbally explicit or written or formally expressed

• Personal face-to-face communication is more important, often centering around a
central, authoritative figure, hierarchical and less devolution of power.
• Strong distinction between “insiders” vs. "outsiders" – Familiar or Unfamiliar.

• High use of nonverbal elements; voice tone, facial expression, gestures, and eye
movement/contact, silence may not be consent. Nodding may not show agreement
but indicating that “I am listening”.
• Verbal message is indirect in argument but very direct in requests depending on
social norms.
• Disagreement is not directly expressed. Conflict either must be solved before work
can progress or must be avoided.

Concluding Remarks

In characterizing a certain culture, Vietnamese culture for one, there is a risk of

overgeneralization or stereotyping. Within one broad picture of general cultural
patterns as described, there are cultural nuances and variations. Therefore, cultural
sensitivity must be exercised to ensure effective, conflict free cross cultural
communication on a case by case basis.

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 o In general, the Vietnamese are collectivists. The individual is seen as
secondary to the group - whether the family, school or company. One's
identity is strongly associated to groups (family, firm, organization).
o As a result there are strict guidelines for social interaction that are designed
to protect a group's face
o Individual behavior and communication are expected to conform to social
norms and Etiquette .
o Relationships are built up slowly and stable, depending on trust.
o Work progress depends on maintaining and developing relationships with
people and attention to group process.
- Masculinity versus femininity (MAS): + Masculine emphasizing harmony and
conflict avoidance in interaction.
- Uncertainty avoidance (UAI): High. Low risk taking
- Long-term versus short-term orientation (LTO) : Long Term highlighting
stability

Edward T. Hall (1990), in Understanding Cultural Differences, Germans, French and

Americans, Yarmouth: Intercultural Press, also characterizes cultures as high and low
context types. Vietnamese culture and communication style can be classified as belonging
to High – Context Group

Vietnamese High-Context Communication:

• Less is verbally explicit or written or formally expressed

• Personal face-to-face communication is more important, often centering around a
central, authoritative figure, hierarchical and less devolution of power.
• Strong distinction between “insiders” vs. "outsiders" – Familiar or Unfamiliar.

• High use of nonverbal elements; voice tone, facial expression, gestures, and eye
movement/contact, silence may not be consent. Nodding may not show agreement
but indicating that “I am listening”.
• Verbal message is indirect in argument but very direct in requests depending on
social norms.
• Disagreement is not directly expressed. Conflict either must be solved before work
can progress or must be avoided.

Concluding Remarks

In characterizing a certain culture, Vietnamese culture for one, there is a risk of

overgeneralization or stereotyping. Within one broad picture of general cultural
patterns as described, there are cultural nuances and variations. Therefore, cultural
sensitivity must be exercised to ensure effective, conflict free cross cultural
communication on a case by case basis.