CULTURAL ANALYSIS

I. Introduction
Red Bull GmbH is an Austrian private company known for its range of energy drinks. It is also known for its sponsorship
of a range of sporting events and teams. In 2019, 7.5 billion cans of Red Bull were sold worldwide in over 171 countries.
The headquarters of Red Bull GmbH are located in Fuschl am See, Austria. Red Bull was originally founded in Thailand
and was then called Krating Daeng back in 1976.Between 1984 and 1987, Red Bull GmbH modified the formula for
Krating Daeng to better match European tastes by carbonating the beverage and making it less sweet. In 1987, the
company introduced their adapted energy drink into Austria under the name Red Bull.
Constantly affirming its reputation, helping to increase energy for body and spirit, Red Bull was officially present in the
Vietnam market in 1999. For more than 20 years "supplying energy" to Vietnamese users With international quality
products, Red Bull constantly inspires Vietnamese young people to discover their own potential, overcome all challenges
to achieve their goals, with the spirit of "the bravery to conquer the goal".
II. Brief discussion of the country's relevant history:
Vietnam is known as a country with a long history with the state of Van Lang - Au Lac. After that, after 1000 years of
Chinese occupation, it was the period of Vietnam's independence until it was invaded by France in 1858. After defeating
France, Vietnam continued to fight with the US to regain its people's independence. until the end of 1975. Currently, by
2022, Vietnam is an independent country governed by the Communist Party of Vietnam.
III. Geographical setting
A. Location: Vietnam - a country located on the eastern edge of the Indochinese peninsula , the center of Southeast
Asia. The shape of Vietnam on the map is S- shaped, the distance from north to south is 1,650 km and the
narrowest position in the east to west direction is located in Dong Hoi with less than 50 km.
B. Climate: Vietnam is a tropical country. Along the stretched territory, Vietnam's climate is distributed into 3
regions: the north has a humid subtropical climate , the central region has a tropical monsoon climate , while the
south is located in the savanna tropics.
C. Topography: Vietnam có terrain is mostly hills and mountains (representing 3/4 of the territory), mainly low
hills, plains account for only 1/4 of the area. The topographical structure is quite diverse thanks to the
rejuvenation of the Neo-tectonic movement, creating a clear hierarchy according to altitude , descending from the
northwest to the southeast.

IV. Social institutions

A. Family
1. The nuclear family: The nuclear family (two generations) is the most common. According to findings of a
survey of three regions including cities, plain and midland-highland: nuclear families account for 78% (cities,
65%; plain, 81.7% and midland - highland areas, 80.6%). The nuclear family does not stand on its own but
always receives support and assistance from wider families (parents, brothers and wider kin).
2. The extended family: The extended families (from three generations upwards) account for a small percentage:
18.2% (cities, 35%; plain, 13%; and midland-highland, 18%).
3. Dynamics of the family
a. Parental roles: In Vietnam, tasks were divided along gender lines: fathers typically worked outside
the home while mothers were responsible for domestic duties such as homemaking and raising
children. Vietnamese culture is based on a patriarchal system, meaning the husband acts as the head
of the family. His responsibilities include managing money and supporting the family.
b. Marriage and courtship: Relationships in marriage and the family always receives due respect from
the people. Regarding marital status, married women account for an overwhelming rate of 91.9%;
divorced, 0.7%; separated, 0.6%; widowed, 5.5%. Figures show that current marriage is progressive,
abiding by law while inheriting the nation's fine traditions. 93.2% of marriages are registered in cities,
98%; plain, 92.2%; midland - highland, 91.7%. The marriage model has basically changed from the
traditional concept. Current weddings are carried out on a regular and democratic basis.
 4. Female male roles (changing or static?): As in traditional families, men still play a crucial role in
contemporary families (as household chiefs). Men heading their families amount to 78.3% while women as
house chiefs account for only 21.7%. There is a difference in the male-female proportion heading the family
in the surveyed regions (cities, 82.4%; plain, 80.3%; midland-highland, 60.3%). The question of who will
head the house is influenced by traditional cultural factors, economic potential, social position or their
prestige in the family.
B. Education
1. The role of education in society
a. Primary education (quality. levels of development, etc.): The total number of primary school students
in Vietnam today is nearly 8,700,000 students. Primary education is making significant progress, and
the curriculum and materials are constantly being improved to be relevant to the world. Specifically,
in the 6 countries participating in the Program to assess the learning outcomes of primary school
students in Southeast Asia (SEA PLM) 2019, including: Vietnam, Laos, Cambodia, Malaysia,
Myanmar, the Philippines, and students. Vietnamese primary schools ranked first in all three
competencies surveyed: Reading, Writing, and Mathematics.
b. Secondary education (quality. levels of development, etc.): The total number of high school students
currently studying in Vietnam is nearly 8,000,000 students. Enrollment rates at this level have been
assessed as unsustainable in recent years. The quality of training is quite good when it has won many
international awards, such as the Olympic results of Vietnamese students who won 49 gold medals in
the 2016-2020 period. However, it is still underestimated in terms of application, students can only
acquire knowledge without practice.
c. Higher education (quality, levels of development, etc.): The total number of undergraduate students
currently is about 1,700,000 people, the number of annual enrollments in recent years is about 500,000
people/exam. However, the overall assessment of the quality of higher education training in Vietnam is
still low, not creating a consensus among learners, teachers, investors in education, employers and society.
State management of higher education is still stagnant, which is the main reason for the quality of
Vietnam's higher education increasingly lagging behind the requirements of the country's development
2. Literacy rates: Vietnam literacy rate for 2018 was 95.00%, a 1.48% increase from 2009. Vietnam literacy rate
for 2009 was 93.52%, a 3.36% increase from 2000. Vietnam literacy rate for 2000 was 90.16%, a 0.12%
decline from 1999
C. Political system

1. Political structure: Political system is a set of political organizations (legal) performing certain functions in
society, including: political party, the state is made up of three branches (legislative, executive and judicial)
and socio-political organizations.
 2. Political parties: The ruling party is the main force exercising state power and deciding national policy. Other
parties (in the model of a multi-party political system) play the role of cooperation, participation in criticism,
supervision, even finding ways to limit or prevent the ruling party's activities in order to protect the interests
of the ruling party.
3. Stability of government: The stability and sustainable development of a political regime depends on many
factors: economic, political, cultural, social, national defense, security and foreign affairs. The current
political system in our country is a socialist system led by the Communist Party, a political monism, and
controlled by the people. The Party is both the nucleus of the political system, the leader of the political
system, the core organization of the political regime, and the leading force of the political regime. The Party
is the “leading force of the State and society” (Constitution 2013). Therefore, the existence and development
of the Party, building a clean and strong Party, improving the Party's leadership capacity and fighting strength
are decisive to the stability and sustainable development of the regime. politics in our country now and in the
long run.
4. Special taxes: Taxable entities in Vietnam include: goods (cars with less than 24 seats, gasoline of all kinds,
air conditioner capacity from 90,000 BTU or less, tobacco, wine, beer, two-wheeled motorcycles, three-
wheeled motorcycles with a cylinder capacity of more than 125cm3, planes, yachts, cards, code gold, code
goods) and service (disco business, business massage, karaoke, casino business; golf business including
selling membership cards, golf tickets, lottery business)
5. Role of local government: The local government has a dual role: is a part of the unified state apparatus,
exercising power on behalf of the State in the local territory; is an agency elected by the local people, so it has
a certain autonomy.
D. Legal system
1. Organization of the judiciary system: The Organization of the Ministry of Justice has 5 departments,
including: Internal Affairs Department; Office of civil servants and accounting; Household Director's Office;
Department of Criminal Affairs Director; Office of the Director of Prison Administration and Prison
Education.
2. Code, common, socialist, or Islamic-law country: Vietnamese law belongs to the continental European legal
tradition. This means that Vietnamese legal norms are regulations drafted and promulgated by competent state
agencies according to the order and procedures prescribed by law. Case precedent is not considered a source
of law even though the conclusions or instructions of the Judicial Council of the Supreme People's Court are
considered legal documents. This means that in Vietnam, legal documents are still considered the main source
of the law.
3. Participation in patents, trademarks, and other conventions: Vietnam's law in the field of patents and
trademarks clearly shows weakness when there are continuous inadequacies in law enforcement and handling
of copyright infringement cases. The authorities are confused with such cases because the legal system for
these cases has not been clearly established.
E. Social organizations
1. Group behavior: Behavioral groups of Vietnamese people are divided by social class and region. Because
Vietnamese consumers are quite clearly differentiated by the regional nature because the country has a long
topography, along with the social hierarchy is increasingly clear when there is a division in product
consumption, service.
2. Social classes: Vietnam's rising middle and upper class Vietnam’s middle class population – currently at 10%
– is believed to be the fastest growing in Southeast Asia. The middle class earning USD 714 a month or more
in Vietnam will double to 33 million people, about a third of the population, between 2014 and 2020,
according to Boston Consulting Group.
3. Race, ethnicity, and subcultures: Vietnam has 54 different ethnic groups, of which the majority are Kinh
people living in the plains and ethnic minorities living in the mountains. The fact that there are many ethnic
groups makes Vietnam unique and culturally diverse. In addition, the culture of each region is also somewhat
different.
F. Business customs and practices: The Vietnamese are punctual and expect others to be so too. Handshakes are
used upon meeting and departing. 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. Business gift giving
 is fairly common at the end of a meeting or during a meal in honour of your business associates. Presenting
business cards is an important ritual in the Vietnamese business world. Dress conservatively in nice clothes.
Address colleagues by Mrs./Mr. and then the given name. Please use both of your hands when passing items to
people. Allow the most senior member of the company to be the first to enter a room.
V. Religion and aesthetics
A. Religion and other belief systems
1. Orthodox doctrines and structures: Vietnam has recognized and granted operation registration to 38 religious
organizations, denominations and 01 spiritual practice belonging to 13 religions, with over 24 million
followers (accounting for about 27% of the country's population), 83,000 positions dignitaries, 250,000
positions, 46 schools for training religious dignitaries (equivalent from intermediate to graduate level), 25,000
worship facilities.
2. Relationship with the people: Vietnam is a multi-religious country. Vietnamese people have a long tradition
of religious activities and activities. Ethnic groups in the Vietnamese ethnic community all have their own
beliefs associated with their economic and spiritual life.
3. Which religions are prominent? In Vietnam, there are currently 06 major religions: Buddhism, Catholicism,
Protestantism, Islam, Cao Dai, Hoa Hao. In which, Buddhism and Catholicism are the two most popular
religions, Buddhism currently has more than 11 million followers in Vietnam and Catholicism has about 6.5
million followers.
4. Any powerful or influential cults? Buddhism now has the second highest number of followers in the country
(according to data from the 2019 census). According to this statistics, there are 4.6 million Buddhist
followers, accounting for 35% of the total number of religious followers and accounting for 4.8% of the
population of the country. According to the statistics of the Vietnam Buddhist Sangha in 2008, the whole
country has nearly 4.5 million followers who have taken refuge in the Three Jewels, there are 839 Buddhist
family units and about 54,773 monks and nuns; 14,244 pagodas in the country. Some say that between 40%
and 45% of the Vietnamese population is Buddhist. The locality with the largest number of Buddhist
followers in the country is Ho Chi Minh City with 1,570,220 people.
B. Aesthetics
1. Visual arts (fine arts, plastics, graphics, public art, colors, etc.): Vietnamese art is visual art that, whether
ancient or modern, originated in or is practiced in Vietnam or by Vietnamese artists. Vietnamese art has a
long and rich history, the earliest examples of which date back as far as the Stone Age around 8,000 BCE.
With the millennium of Chinese domination starting in the 2nd century BC, Vietnamese art undoubtedly
absorbed many Chinese influences, which would continue even following independence from China in the
10th century AD. However, Vietnamese art has always retained many distinctively Vietnamese
characteristics. By the 19th century, the influence of French art took hold in Vietnam, having a large hand in
the birth of modern Vietnamese art.
2. Music: Traditional Vietnamese music encompasses a large umbrella of Vietnamese music from antiquity to
present times, and can also encompass multiple groups, such as those from Vietnam's ethnic minority tribes.
Throughout its history, Vietnam has been most heavily influenced by traditional Chinese music, along with
Korea, Mongolia and Japan
3. Drama, ballet, and other performing arts: Apart from great scenery, Vietnam also boasts a varied and vibrant
culture. Vietnam’s performing arts including theatrical, dance, and music culture, are a particularly intriguing
part of Vietnam, and are definitely worth exploring. Vietnam’s oral traditions and folk stories through its
theatrical performances. There are several types of traditional theatrical performance: Hat tuong, hat cheo,... .
Traditional dances are often incorporated into Vietnamese theatrical performances mentioned above, but
usually the dances are performed freely without a set of rigid rules, unlike other specific dance styles.
Vietnam has a unique and very diverse music culture with many genres, utilizing many different instruments.
4. Folklore and relevant symbols: There are many symbols of Vietnam. Long ago, it was "Chim Lac", a kind of
bird only found in stories. Chim Lac was the symbol found on the surface of "Bronze Drum"; it also was the
symbol of the Vietnamese forbidden kingdom Lac Viet. (In Vietnamese, the word "Chim" means "Bird".)
Nowadays, when thinking about Vietnam, people often think of the lotus. This kind of flower is very special.
They live near the mud but they still have a pure and upright pleasant smell, just like the Vietnamese people.
Although faced with many difficulties, Vietnamese people still keep the pure and upright inside their souls.
 Besides the lotus, people often think about bamboo trees when they think about Vietnam. The bamboo trees
always grow vertically; they are also like Vietnamese people: after facing many difficulties, they still stand
and never surrender.
VI. Living conditions
A. Diet and nutrition
1. Meat and vegetable consumption rates: Currently, the average Vietnamese person consumes 134 grams of
meat per day, while urban dwellers consume 154 grams of meat per day. Meanwhile, meat consumption
according to nutritional recommendations is 50 - 80 grams/day. While the consumption of meat is excessive
compared to the recommendation, the consumption of vegetables and fruits has not increased significantly,
the average Vietnamese person consumes 190 grams of vegetables/day and 60.9 grams of fruit/day, up to
now, it has increased to 230 grams of vegetables/ day and 127 grams of fruit/day. However, only 65% of
Vietnamese meet the recommended level of fruit and vegetable consumption.
2. Typical meals: The Vietnamese way of life is reflected in dishes with a combination of ingredients. That is, a
dish can have different foods from animals and plants, which is a combination of many diverse ingredients.
Thanks to that, Vietnamese dishes have enough protein, fat, sugar, flour, vitamins... A tray of rice basically
always has enough dishes: salty, vegetarian, soup and rice. And when eating a cup of rice, Vietnamese people
will always combine it with many different dishes.
3. Malnutrition rates: The prevalence of stunting among children under 5 years of age in Vietnam is classified as
MEDIUM according to the classification of the World Health Organization. However, there are still regional
disparities in stunting rates; In rural and mountainous areas this rate is still high.
4. Foods available: Vietnam is a tropical country with an abundant and diverse food source, which provides
enough for the domestic market and exports to other countries a number of products such as rice, fruit,...
B. Housing
1. Types of housing available: The Law on Housing of Vietnam divides types of houses according to
characteristics and purposes of use. Accordingly, the types of housing are classified into 6 types, including:
Individual houses, condominiums, commercial houses, official residences, housing for resettlement, and
social housing.
2. Do most people own or rent? With the current trend of increasing prices of the real estate industry for the
housing segment, the segment of low-cost apartments under VND 1.5-2 billion, which is considered "fit" for
young people in big cities. in Vietnam, is becoming extremely scarce, even tends to disappear. According to a
survey by Savills, 58.3% of respondents said that they have now bought their own house, 33.3% are living in
rented houses, and the rest are living with their families. Nearly half of respondents believe that financial
problems due to low income make it difficult for them to own a home
3. Do most people live in one-family dwellings or with other families? Currently, young Vietnamese people tend
to live separately from their parents to have more private space when their finances are better than before. In
rural areas, blood-related families often live right next to each other or live in the same house for several
generations
C. Clothing
1. National dress: Vietnam is a country with a unique and long history. This is shown quite clearly through the
unique, diverse and colorful traditional costumes. The most prominent traditional costume is the Ao Dai. Ao
Dai is the traditional costume as well as the national costume of our country when introduced to international
friends. However, at present, this type of costume is only used mainly for women and is worn when going to
school or going to work in some agencies and offices.
2. Types of clothing worn at work: Business attire in Vietnam follows a discreet style, most companies have
uniforms for employees. Some special service sectors such as flight attendants, tour guides or hotel
receptionists use Ao Dai as uniforms.
D. Recreation, sports, and other leisure activities
1. Types available and in demand: In recent years, Vietnam's economy has experienced great development,
people's incomes have increased, making them aware of enjoying and enjoying life, thanks to which types of
sports entertainment in Vietnam have also developed. Not only popular entertainment services such as
watching movies, karaoke, but also developing more advanced sports entertainment services such as golf,
virtual reality.
 2. Percentage of income spent on such activities: According to market research company Vietnam Report (VR),
Vietnamese people spend 16% on entertainment activities.
E. Social security: Expanding the coverage of the current social protection system is a pressing issue in Viet Nam.
While pursuing a path of enhanced market integration and robust economic growth based on the rapid structural
change, the country also faces the possibility of more frequent and intensive economic, social and environmental
risks. Growth and integration will create new opportunities for wealth and job creation, but there will also be
those who do not benefit.
F. Healthcare: Vietnam has made impressive progress toward improving the health status of the population, with
progress that equals or surpasses that of many neighboring countries. Life expectancy in Vietnam is 72.8 years
(70.2 for men and 75.6 for women), a level that is considerably higher than that in many countries with similar
levels of GDP per capita. From 1990 to 2009, the infant mortality rate fell from 44.4% to 16.0%, the under-five
mortality rate dropped from 58.0% to 24.5%, and the maternal mortality ratio declined from 233 to 69 maternal
deaths per 100,000 live births. Estimated to be around 18% in 2010, the rate of under-five malnutrition has also
fallen dramatically.
VII. Language
A. Official language(s): Vietnamese (Vietnamese: tiếng Việt) is an Austroasiatic language that originated in
Vietnam, where it is the national and official language. Like many other languages in Southeast Asia and East
Asia, Vietnamese is an analytic language with a phonemic tone. It has head-initial directionality, with subject–
verb–object order and modifiers following the words they modify. It also uses noun classifiers. Its vocabulary has
had significant influence from Chinese and French.
B. Spoken versus written language(s): Vietnam is using the official script which is Vietnamese. In terms of spoken
language, Vietnamese people share Vietnamese and each ethnic group will have different spoken languages,
localities will have dialects, English is also becoming extremely popular when the economy integrates.
C. Dialects: Vietnamese is basically divided into three main dialects: North, Central, and South. Northern:
considered to be all the same by untrained Southern Vietnamese ears, close pronunciation to what is written,
obsessed with z sounds like German. Central: a complicated set of different accents, which are not even similar to
each other. It is unfair to put them in the same category but geographically, I guess it is fair enough. Southern: this
is by far the youngest form of Vietnamese compared to central Vietnamese dialect and Northern Vietnamese
dialect which better resemble ancient Vietnamese.
VIII. Executive summary:
Vietnam is a developing country with strong growth potential in the future and is a market targeted by multinational
companies in recent times. Has a long history of development along with a unique culture according to each ethnic group
and region. The middle class is emerging and accounts for the majority of the population and its consumption trends are
challenging for many industries such as: healthcare, education, etc.
IX. Sources of information
https://vietnamembassy-usa.org/vi/node/1886
https://vi.wikipedia.org/wiki/L%E1%BB%8Bch_s%E1%BB%AD_Vi%E1%BB%87t_Nam
https://en.wikipedia.org/wiki/Culture_of_Vietnam#Language
https://vi.wikipedia.org/wiki/V%C4%83n_h%C3%B3a_Vi%E1%BB%87t_Nam
https://ethnomed.org/culture/vietnamese/
https://www.macrotrends.net/countries/VNM/vietnam/literacy-rate
https://tapchikhplvn.hcmulaw.edu.vn/
https://giaoduc.net.vn/giao-duc-24h/giao-duc-tieu-hoc-viet-nam-dung-dau-cac-nuoc-dong-nam-a-post214485.gd
https://nhandan.vn/giaoduc-infographic/infographic-nam-hoc-2018-2019-ca-nuoc-co-hon-23-5-trieu-hoc-sinh-sinh-
vien-334679/
https://www.ilo.org/hanoi/Areasofwork/social-security/lang--en/index.htm
X. Appendixes