How International Universities Can Win Over Gen Z in Vietnam

Vietnamese Gen Z students are redefining how international universities should approach student recruitment. Digitally native, socially conscious, and experience-driven, they demand more than just rankings and brochures. To connect with this emerging generation, universities must adapt their messaging, platforms, and values to align with Gen Z’s unique mindset.

Understanding Vietnam’s Gen Z: What Drives Them?

Born between 1997 and 2012, Gen Z in Vietnam is the most optimistic youth group in Southeast Asia, with 90% believing their lives will improve within five years. They are highly connected, 95% are online, and value independence, creativity, and authenticity.

This generation seeks experiences that offer personal growth and global exposure. They are drawn to institutions that reflect their values, such as social responsibility, environmental consciousness, and cultural authenticity.

Key Platforms to Reach Vietnamese Gen Z

To effectively engage with Vietnamese Gen Z, universities should focus on the platforms where this demographic is most active:

• YouTube: With a penetration rate of 93%, YouTube remains the leading platform for entertainment and educational content among Gen Z.

• TikTok: TikTok has seen significant growth, with 55% of Gen Z users in Vietnam engaging with the platform.

• Zalo: As Vietnam's most-used messaging app, Zalo is essential for direct communication and community engagement.

Crafting Messages That Resonate

Authenticity and relatability are key when communicating with Vietnamese Gen Z. They prefer content that reflects their values and aspirations:

• Highlight Social Impact: Showcase your university's commitment to social responsibility and community engagement.

• Emphasize Personal Growth: Share stories of students who have achieved personal and professional growth through your programs.

• Use Relatable Narratives: Employ storytelling that reflects the experiences and challenges of Vietnamese students.

Case Study: Successful Engagement Strategies

Several international universities have effectively engaged Vietnamese Gen Z through tailored strategies:

• Interactive Campaigns: Universities have launched TikTok challenges and Instagram takeovers featuring Vietnamese students sharing their daily lives and experiences abroad.

• Localized Content: Creating content in Vietnamese and addressing specific cultural nuances has helped institutions connect more deeply with prospective students.

• Virtual Events: Hosting webinars and virtual campus tours tailored for Vietnamese audiences has increased accessibility and engagement.

Conclusion: Building Authentic Connections

To attract Vietnamese Gen Z students, international universities must go beyond traditional marketing tactics. By understanding their values, leveraging the right platforms, and delivering authentic, relatable content, institutions can build meaningful connections with this dynamic generation.

Source: Vietcetera, Cimigo Youth Report, The ASEAN Post, Decision Lab.