The Evolution Of The Core Vietnamese
Collectivistic Values In The Present Time
I. Introduction
In Vietnamese culture, collectivism has long been the cornerstone of social
interaction, family dynamics, and community life. Traditionally, the values of family
loyalty, respect for hierarchy, and community solidarity have played pivotal roles in
shaping the Vietnamese social fabric. The collective good has historically been
prioritized over individual aspirations, a perspective deeply embedded in the cultural
consciousness. The importance of intergenerational relationships, communal harmony,
and shared responsibility continues to be significant, even as society faces the forces
of change in the modern era.
However, globalization, technological advancement, and economic development are
gradually reshaping cultural norms across the world. In Vietnam, these changes have
sparked an evolving conversation about the place of collectivistic values in a rapidly
modernizing society. Young generations, particularly those in urban areas, are
increasingly exposed to Western ideals that emphasize individualism, personal
freedom, and career independence. This juxtaposition between traditional collectivism
and emerging individualistic values presents a critical tension within Vietnamese
society.
This topic holds great significance in the current moment, particularly in light of
globalization and the interconnectedness of societies. As countries around the world
experience increasing interactions, cultural exchanges, and technological
advancements, the question arises: “How does a society like Vietnam, with
deep-rooted collectivist traditions, navigate the pressures of a globalized world that
often values individual autonomy over communal responsibility?” The evolution of
collectivistic values in Vietnam is not just a domestic issue but a global one, reflecting
larger questions about how traditional cultures respond to modern challenges.
The relevance of this transformation is also evident in the field of intercultural
communication. As Vietnamese society evolves and shifts, so does how Vietnamese
individuals communicate with others, both within their communities and on the global
stage. The interplay between tradition and modernity significantly impacts
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interpersonal communication, both in domestic settings and when engaging with
cultures from different parts of the world. Understanding how these changes shape
communication practices is crucial, as they inform attitudes toward collaboration,
authority, and conflict resolution in increasingly global contexts.
The primary aim of this essay is to explore how Vietnamese collectivistic values are
evolving in the present time. Through a detailed examination of the key cultural
values, societal changes, and global influences, this essay seeks to understand how
collectivism has adapted to modern societal shifts, and what implications these
changes have for intercultural communication.
This essay will also delve into the drivers of these changes, such as economic
globalization, urbanization, and the rise of digital media. By examining Vietnamese
collectivism from multiple angles, we aim to provide a comprehensive view of how
traditional values are being transformed in response to modern demands. Finally, the
essay will offer insights into the potential outcomes of these changes, speculating on
how Vietnam might balance its rich cultural heritage with contemporary global trends.
II. Development
1. Theoretical Framework and Traditional Vietnamese Collectivistic
Values
The concepts of collectivism and individualism are essential for understanding
cultural values and behaviors, especially in intercultural communication.
Individualism emphasizes personal autonomy, independence, and the importance of
individual rights. It values self-sufficiency, self-expression, and personal
achievements, with individuals encouraged to prioritize their personal goals and
interests. According to Triandis (1995), individualistic societies often promote values
such as freedom, autonomy, personal equity, and honesty. Individuals are seen as
primary agents of their actions, seeking self-fulfillment, variety in their lives, and
independence. This focus on personal success and self-reliance creates a competitive
social environment where achievement is measured by individual accomplishments
and the ability to assert oneself in society.
On the other hand, collectivism places a strong emphasis on interdependence, group
harmony, and the needs of the community. Collectivist societies prioritize maintaining
social harmony and encourage behaviors that promote the well-being of the group.
Ting-Toomey and Chung (2005) define collectivist values as focusing on in-group
harmony, mutual support, and cooperation. In these cultures, individuals are expected
to sacrifice personal desires for the sake of group interests, often emphasizing family
ties, community relationships, and respect for authority. Social order, filial duty, and
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the importance of face-saving are core aspects of collectivism. These values also
include fulfillment of others' needs, good social relationships, and equity in reward
distribution among peers, ensuring that no individual is left behind. Collectivist
cultures, like Vietnam, encourage individuals to take care of one another, prioritize
family security, and uphold traditions.
In Vietnam, these collectivist values are deeply rooted in the country's history and
social structures, influenced by its traditional emphasis on family solidarity and
community cohesion. Respect for elders, honoring parents, and group unity are
integral to social interactions and decision-making.
A deeper analysis of Vietnamese collectivistic values can be drawn from Tran’s
(2016) research, which identifies six fundamental traditional value systems shaping
Vietnamese social norms and behaviors: harmony, village/communal collectivism, yin
orientation, holistic thinking, flexibility, and composite values. These values have long
influenced interpersonal communication, family structures, and societal expectations.
Harmony (tính ưa hài hòa) is central to Vietnamese collectivism, emphasizing the
avoidance of conflict and the preservation of social cohesion. In both personal and
professional settings, individuals prioritize maintaining peaceful relationships over
asserting personal opinions. This tendency aligns with Stella Ting-Toomey’s (1999)
theory of face-negotiation, which explains how collectivistic cultures favor indirect
communication strategies to prevent social discord.
Village/communal collectivism (tính cộng đồng làng xã) highlights the historical
importance of village-based social structures in Vietnam. Traditionally, Vietnamese
society was organized around villages where cooperation and mutual support were
essential for survival. Although urbanization has transformed traditional village life,
this communal mindset continues to shape contemporary Vietnamese interactions,
fostering strong social networks and collective responsibilities.
Yin orientation (tính trọng âm), rooted in Eastern philosophies, reflects a preference
for patience, subtlety, and balance in decision-making. Unlike individualistic cultures
that often encourage assertiveness and direct confrontation, Vietnamese collectivism
values indirect communication and deference to authority. This perspective aligns
with Triandis’s (1995) research on collectivistic societies, which describes how
hierarchical respect and implicit communication are essential for maintaining social
stability.
Holistic thinking (tính chủ toàn) refers to the Vietnamese tendency to consider
situations comprehensively rather than isolating individual components. Decisions are
often made with long-term consequences and broader community interests in mind.
This contrasts with Western analytical thinking, which tends to emphasize logic and
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compartmentalized reasoning. Markus and Kitayama (1991) suggest that holistic
thinking is common in collectivistic societies where social relationships and
contextual factors significantly shape cognitive processes.
Flexibility (tính linh hoạt) is another key characteristic of Vietnamese collectivism,
allowing individuals to adapt to different social expectations and changing
circumstances. This adaptability is evident in family obligations, workplace dynamics,
and social etiquette. Rather than adhering to strict rules, Vietnamese people often
modify their behaviors to suit different contexts, ensuring that social harmony is
maintained.
Composite values (giá trị tổng hợp) reflect the integration of multiple cultural
influences, including Confucianism, Buddhism, and indigenous traditions. Confucian
values, such as filial piety and respect for hierarchy, coexist with Buddhist principles
of compassion and mindfulness. This blend of influences has created a unique
collectivistic framework that continues to shape Vietnamese society.
Together, these theoretical perspectives and traditional value systems offer a
comprehensive understanding of Vietnam’s collectivistic nature. While these values
remain deeply ingrained, they are not static; rather, they are continuously evolving in
response to globalization, technological advancements, and generational shifts.
2. Factors Driving the Evolution of Collectivistic Values
Vietnam’s collectivistic values, though deeply rooted in its cultural traditions, are
undergoing significant transformations due to various socio-economic and
technological changes. These changes are largely driven by globalization,
urbanization, digital transformation, and generational shifts, each contributing to the
gradual adaptation of traditional collectivistic norms in contemporary Vietnamese
society.
One of the most influential factors is globalization, which has introduced Western
individualistic values through media, education, and international trade. The
widespread consumption of global entertainment, including American and Korean
films, TV shows, and social media content, has exposed Vietnamese
individuals—particularly younger generations—to more individual-centered lifestyles,
promoting personal aspirations and self-expression. Hofstede’s (1980) cultural
dimensions framework suggests that as societies become more integrated into the
global economy, they often experience a shift toward greater individualism. This
phenomenon is evident in Vietnam, where economic liberalization since the Đổi Mới
reforms has encouraged market competition and personal career ambitions. As
Nguyen (2016) notes, the increasing emphasis on economic success has led to a
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gradual shift from collective welfare to personal achievement, challenging traditional
notions of community-based success.
Closely related to globalization is urbanization and industrialization, which have
significantly altered Vietnam’s social structure. Historically, Vietnamese society was
built around agricultural villages, where strong kinship ties and communal
cooperation were essential for survival. However, rapid urban migration has led to the
rise of nuclear family structures, reducing the influence of extended family networks.
Tran researcher (2016) highlights how urban lifestyles have weakened traditional
communal bonds, as individuals now rely less on village-based support systems and
more on institutional structures such as corporate workplaces and educational
institutions. This shift has resulted in a more mobile and independent workforce,
where young professionals prioritize career growth over familial obligations. While
respect for elders and familial loyalty remain important, there is a growing acceptance
of living independently from parents, particularly among urban youth.
Another major driver of change is digital transformation and social media, which have
redefined interpersonal relationships and self-identity in Vietnamese society.
Platforms like Facebook, TikTok, and Instagram provide individuals with spaces for
self-expression that were previously constrained by collectivistic expectations.
Ting-Toomey (1999) argues that collectivistic cultures traditionally emphasize indirect
and context-sensitive communication, but social media fosters a more direct and
individualistic mode of self-representation. In Vietnam, younger generations use these
platforms to engage with global discourses, share personal opinions, and even
challenge traditional social norms. However, digital spaces also serve as arenas where
collectivistic and individualistic tendencies coexist, as online communities continue to
emphasize group belonging and social validation through shared cultural content.
Finally, demographic and generational shifts play a crucial role in reshaping
collectivistic values. The younger generation, especially those raised in urban
environments, exhibits more flexible attitudes toward traditional family roles and
social obligations. Nguyen (2016) points out that while previous generations adhered
to rigid hierarchical relationships within families, today’s youth increasingly value
equal dialogue and personal autonomy in decision-making. This shift is particularly
visible in education, where students are encouraged to develop critical thinking skills
and question authority figures—a stark contrast to traditional Confucian values that
emphasize obedience and rote learning (Triandis, 1995). Additionally, disparities
between rural and urban populations further highlight these evolving dynamics. While
rural communities still maintain stronger collectivistic traditions, urban centers are
witnessing a gradual blending of collectivistic and individualistic values.
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In summary, the evolution of Vietnamese collectivistic values is driven by
interconnected forces of globalization, economic transformation, technological
advancements, and generational changes. While these shifts do not indicate a
complete departure from collectivism, they suggest a gradual reconfiguration of
traditional values to accommodate modern societal demands.
3. Evidence of Evolving Collectivistic Values
The evolution of Vietnamese collectivistic values is not just a theoretical shift; it is
observable in various aspects of daily life. This section examines concrete examples
of this transformation, focusing on changes in family dynamics, education practices,
and attitudes reflected in social media and public discourse. These shifts provide
valuable insights into how traditional collectivism is being reshaped in response to
modern influences.
One of the most visible signs of the evolution of collectivistic values in Vietnam is the
changing structure of the family unit. Traditionally, Vietnamese families were
organized around the extended family model, with multiple generations living together
under one roof. This arrangement allowed for a collective approach to caregiving,
decision-making, and resource-sharing, which reinforced traditional values of
interdependence and family loyalty. However, in recent years, there has been a marked
shift towards the nuclear family structure, particularly in urban areas.
According to Tran (2016), the growing trend of nuclear families is linked to several
social and economic changes, including urbanization, industrialization, and increased
mobility. As people migrate to cities in search of better economic opportunities, they
often leave behind their extended families and live independently. This shift is
particularly noticeable in metropolitan areas like Hanoi and Ho Chi Minh City, where
young professionals are more likely to live alone or with their immediate family,
rather than with grandparents or aunts and uncles.
The decline of multi-generational households is also associated with changes in family
roles and expectations. Older generations traditionally played a central role in raising
children and offering guidance, but with the rise of nuclear families, younger parents
are taking on more independent roles in child-rearing. This shift impacts the
transmission of traditional collectivist values such as respect for elders and
intergenerational solidarity, as these values are more challenging to sustain when
family members live in separate households.
A notable example is the transformation in caregiving practices. As Nguyen (2016)
observes, the increasing number of elderly people living independently in urban
settings, rather than in the same household as their children, reflects a shift in the way
filial piety and family support systems are understood and enacted. In the past, it was
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common for children to live with aging parents, providing them with daily care and
emotional support. However, this practice has been changing, with more elderly
individuals relying on professional care or living in retirement homes, often due to the
constraints of urban living and busy work schedules.
Education is another domain where the evolution of collectivistic values is evident.
Traditionally, Vietnamese education was grounded in a collectivist ethos, with a strong
emphasis on group harmony, obedience to authority, and respect for teachers. The
focus was on memorization and uniformity, where students were expected to conform
to a standardized approach to learning, contributing to collective success rather than
individual achievements.
However, as Vietnam becomes more integrated into the global economy and
educational practices evolve, there has been a noticeable shift towards individualized
learning. Modern educational methods increasingly emphasize critical thinking,
creativity, and problem-solving, which encourages students to express their ideas and
take ownership of their learning. According to Do and Phan (2009), these changes in
teaching methods are a direct response to the growing demand for a more adaptable
and innovative workforce in the globalized economy.
In terms of student expectations and outcomes, younger generations are increasingly
seeking personal achievement over collective success. There is a growing emphasis on
academic excellence as a means of securing individual success, particularly in areas
such as higher education and professional careers. This shift is seen in the increasing
numbers of Vietnamese students studying abroad, as they seek personal growth and
opportunities for success outside the collective framework of Vietnamese society.
For instance, the rise of private tutoring, particularly for subjects like English and
mathematics, reflects this change. Parents are investing heavily in their children’s
academic success to ensure they can compete in a globalized market. This trend points
to a shift from traditional values that emphasize group-based learning and familial
pride to more individualistic values centered on personal achievement.
The influence of social media in reshaping collective and individual values in Vietnam
is profound. Platforms such as Facebook, Instagram, and TikTok have provided a
space for individuals to express their personal identities, achievements, and opinions,
contributing to the rise of individualism in Vietnamese society. As Nguyen (2016)
notes, social media has become a venue for personal expression, where individuals
can broadcast their lives to a global audience, often emphasizing personal milestones,
travel experiences, and career success.
In traditional Vietnamese society, public discourse was largely governed by collective
norms, and personal matters were often kept private. However, social media has
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democratized the space for self-expression, allowing individuals to break free from
societal expectations of modesty and collective harmony. Do and Phan (2009) observe
that social media platforms enable users to engage in practices of self-promotion and
individual recognition, showcasing accomplishments and cultivating personal brands
in ways that were previously uncommon in a collectivist culture.
Furthermore, social media discussions around issues such as gender equality, career
choices, and personal freedoms reflect changing attitudes toward traditional norms.
For example, the growing number of young women on social media advocating for
gender equality and personal autonomy signals a shift toward more individualistic
values. These conversations often challenge traditional norms, such as the expectation
for women to prioritize family roles over career aspirations, which has historically
been a cornerstone of collectivist values.
The influence of social media also extends to how young people engage with political
discourse. On platforms like Facebook, Twitter, and Reddit, there is an increasing
willingness to debate and critique political issues, which was once considered taboo in
more collectivist settings. These public debates signal a shift from the conformity and
respect for authority that characterized traditional Vietnamese society to a more
individualistic approach where personal opinions and autonomy are expressed openly.
4. Pros and Cons of These Changes in Intercultural Communication
The transformation of Vietnamese collectivistic values is having a significant impact
on intercultural communication. As traditional collectivism gives way to more
individualistic tendencies, Vietnamese people are experiencing changes in their
communication styles, both within their own culture and in interactions with people
from other cultural backgrounds. This shift presents both challenges and opportunities
in the realm of intercultural communication.
The evolution of collectivistic values has led to the emergence of communication
styles that blend individualistic and collectivistic tendencies, with implications for
both domestic and international communication. Vietnamese people are increasingly
adopting communication behaviors that emphasize assertiveness, personal expression,
and individual goals, which are characteristic of individualistic cultures. These
changes are particularly evident in the younger generation, who are more influenced
by global trends, such as those in Western cultures, that prioritize personal opinions
and self-promotion.
As Nguyen (2016) notes, this shift is leading to more direct communication in
intercultural settings, especially in interactions with people from individualistic
cultures. For example, younger Vietnamese individuals who have studied abroad or
interacted with foreign cultures may be more inclined to express their personal views
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and challenge authority, which is a stark contrast to the more indirect, respectful
communication style typically seen in traditional Vietnamese collectivism. This can
lead to misunderstandings, especially with individuals from cultures that still prioritize
hierarchical relationships and respect for authority.
On the other hand, the rise of individualistic values also has positive implications for
international communication. The assertiveness that accompanies individualism can
improve negotiation skills and problem-solving abilities, as individuals become more
comfortable voicing their opinions and standing firm on their positions. In
international contexts, this can facilitate clearer communication and more direct
interactions, especially when dealing with partners from cultures that value openness
and independence.
While the evolution of Vietnamese collectivistic values has facilitated certain aspects
of intercultural communication, it also presents challenges in maintaining a balance
between traditional norms and the new individualistic influences. In traditional
Vietnamese society, communication is often marked by indirectness, respect for
hierarchy, and a focus on group harmony. However, the emergence of individualistic
values has encouraged a communication style that prioritizes personal expression and
individual rights, sometimes at the expense of the collective good.
This shift presents a challenge for individuals who need to navigate both traditional
family structures and modern workplaces. For example, in a professional context,
younger generations may adopt a more direct and confident communication style,
which can be perceived as disrespectful or impolite by older generations who expect
more deference and respect for authority. This generational gap in communication
styles can lead to tensions and misunderstandings, especially in situations where
indirect communication and non-verbal cues were previously seen as essential for
maintaining social harmony.
Furthermore, the conflict between traditional collectivism and emerging individualism
is evident in interpersonal relationships as well. For instance, in the context of family
and community, there may be friction between the traditional expectation that family
members prioritize collective responsibilities and the growing desire for personal
autonomy. Young people may resist family pressures to conform to communal values,
leading to potential intergenerational conflicts over life choices, career paths, and even
marriage.
Despite these challenges, the evolving values of collectivism and individualism in
Vietnam also present valuable opportunities for intercultural understanding and
adaptation. As Vietnamese society becomes more open to global influences, there is
increased awareness of the value of intercultural communication and mutual
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adaptation. The blending of collectivistic and individualistic values provides a unique
opportunity for cultural exchange and negotiation of shared values across borders.
In the business world, for example, the combination of collectivist and individualist
communication styles can lead to more balanced and effective negotiation practices.
As Vietnamese people become more attuned to the needs and expectations of both
individualistic and collectivistic cultures, they can adapt their communication styles to
suit different contexts. This adaptability can be seen in the growing success of
Vietnamese businesses in international markets, where business leaders who have the
abilities to balance direct communication with an understanding of group cohesion
can form stronger partnerships and expand their networks.
Moreover, in the realm of international diplomacy and cultural exchange, the evolving
values of Vietnamese collectivism open up opportunities for greater mutual respect
and understanding. The increased assertiveness and individual expression of young
Vietnamese diplomats and cultural ambassadors can foster deeper engagement with
other nations, as they can articulate the diverse aspects of Vietnamese culture in a
more accessible and relatable manner. By embracing both traditional collectivist
values and modern individualistic influences, Vietnam can carve out a unique space in
the global community, offering insights into how different cultural systems can coexist
and thrive together.
Finally, the emphasis on individualism in Vietnamese society can also lead to greater
openness and tolerance for diversity in both culture and opinion. As individuals
become more comfortable expressing their personal beliefs and identities, there is the
potential for cultural pluralism to flourish. This shift encourages cross-cultural
dialogue, as individuals and groups from different cultural backgrounds engage with
one another on more equal footing, fostering a spirit of mutual respect and
understanding.
5. Potential Outcomes and Predictions
Vietnamese collectivistic values have undergone significant changes in response to
globalization, yet they continue to be deeply embedded in social practices. While
exposure to Western individualistic ideals has encouraged greater personal autonomy,
recent cultural and societal trends indicate that collectivism remains a defining
characteristic of Vietnamese identity. Rather than being replaced, traditional values are
being reshaped and adapted to modern contexts, demonstrating the resilience of
Vietnamese collectivism in an increasingly globalized world.
One of the most notable areas where traditional values have been successfully
integrated with modern influences is the creative industry. In 2024, various musical
projects, such as Anh trai vượt ngàn chông gai and Chị đẹp đạp gió, gained
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widespread popularity for their ability to blend contemporary music styles with
traditional cultural elements. These projects not only appealed to younger audiences
but also reinforced national pride, highlighting a collective appreciation for heritage
while embracing modern artistic expression. This cultural hybridization suggests that
rather than abandoning traditional values, Vietnamese society is finding new ways to
celebrate and preserve them in a rapidly changing world.
Beyond the arts, collective solidarity remains evident in Vietnamese society,
particularly in times of crisis. The COVID-19 pandemic showcased the enduring
strength of communal responsibility, with initiatives like the "rice ATM" providing
food for those in need and the widespread practice of wearing masks to protect public
health. More recently, during natural disasters such as the Yagi storm, online
communities quickly mobilized to share real-time updates, coordinate relief efforts,
and ensure timely support for affected individuals. These actions reflect the deeply
rooted collectivistic mindset that prioritizes communal well-being over individual
interests.
Expressions of collective spirit are also seen in national celebrations, such as the
culture of "đi bão," where massive crowds take to the streets to celebrate Vietnam’s
victories in international football tournaments. Following the national team’s triumph
at AFC 2024, thousands of people participated in these spontaneous public gatherings,
demonstrating a shared sense of pride and unity. Such traditions, while evolving with
modern influences, continue to reinforce Vietnam’s collectivistic orientation, where
shared experiences and group solidarity remain central to social life.
Moreover, the successful adaptation of traditional values in promotional campaigns
for museums, such as the Vietnam History Museum and Hoa Lo Prison Museum,
further illustrates how cultural heritage is being preserved and reinterpreted in a
globalized era. These institutions have leveraged digital media and interactive
storytelling to engage younger generations while maintaining a strong connection to
historical narratives. By modernizing the way history and traditions are presented,
these initiatives ensure that collectivistic values are not only retained but also
embraced by future generations.
Looking ahead, there are several possible scenarios for the future of Vietnamese
collectivistic values. One likely outcome is a gradual shift toward a balanced model,
where traditional collectivistic principles—such as familial devotion, respect for
elders, and communal harmony—are maintained, while greater emphasis is placed on
personal autonomy and self-expression. In this scenario, younger generations may
selectively adopt collectivistic or individualistic behaviors depending on the context,
allowing for greater adaptability in both social and professional interactions.
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Another possibility is an increasing individualization among younger generations,
particularly in urban areas where Western influences are more prominent. As career
ambitions, digital lifestyles, and global connectivity become more central to everyday
life, there may be a weakening of traditional hierarchical structures in both family and
workplace dynamics. This could lead to a redefinition of filial duties, with younger
individuals prioritizing self-fulfillment over collective obligations. While this shift
may challenge long-held cultural expectations, it also presents opportunities for
personal growth and innovation.
Conversely, a revival of collectivistic values through cultural renaissance is also
possible. In response to rapid modernization, there may be renewed efforts to preserve
and promote traditional values through education, media, and government initiatives.
Cultural projects that celebrate national identity—such as those seen in music,
fashion, and film—could reinforce collectivistic principles while framing them in a
way that resonates with contemporary society. This scenario would highlight a
conscious effort to maintain Vietnam’s unique cultural identity in the face of
globalization.
Ultimately, Vietnamese collectivistic values are not disappearing but evolving
dynamically. Rather than experiencing a complete shift toward individualism, the
future of these values will likely be defined by an ongoing negotiation between
tradition and modernity. The challenge moving forward will be to strike a balance
between maintaining cultural roots and embracing new global opportunities, ensuring
that Vietnamese identity remains both distinctive and adaptable in an interconnected
world.
III. Conclusion
The evolution of Vietnamese collectivistic values is a testament to the dynamic
interplay between tradition and modernity. Trần’s six fundamental values—harmony,
village/communal collectivism, yin orientation, holistic thinking, flexibility, and
composite values—have long been at the heart of Vietnamese society, shaping
interpersonal relationships, community structures, and national identity. However, as
globalization, urbanization, digital transformation, and generational shifts continue to
reshape Vietnam’s social fabric, these values are not being replaced but redefined in
ways that reflect the complexities of contemporary life.
One of the most striking aspects of this transformation is that cultural change does not
equate to cultural erosion. While younger generations increasingly prioritize personal
autonomy, career aspirations, and self-expression, they do so within a framework that
still emphasizes collective well-being. This is evident in various societal phenomena,
such as the mutual support seen during the COVID-19 pandemic, where communal
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efforts—such as rice ATMs and mask-wearing campaigns—demonstrated that
collectivistic values remain deeply ingrained. Similarly, digital platforms have
allowed individuals to balance traditional respect for hierarchy with new forms of
social engagement, enabling the preservation and adaptation of cultural values. The
increasing integration of conventional themes in contemporary music, fashion, and
public discourse further illustrates how Vietnamese culture is evolving without losing
its essence.
The challenges of this transformation are also evident. As individualism becomes
more prominent, there are growing tensions between traditional expectations—such as
filial duty and communal responsibility—and emerging values of self-sufficiency and
personal ambition. This shift has implications for intercultural communication, as
Vietnamese individuals navigate between collectivistic and individualistic frameworks
in both domestic and international interactions. Negotiating these tensions requires a
nuanced understanding of cultural evolution—one that does not see change as a loss
but rather as an adaptation to new realities.
Ultimately, the future of Vietnamese collectivistic values will be shaped by the
country’s ability to integrate global influences while maintaining a strong cultural
identity. While modernization introduces new opportunities for personal growth and
societal development, it also raises questions about how cultural heritage can be
preserved in a rapidly changing world. This study highlights the importance of
cultural awareness and intentional preservation efforts to ensure that Vietnam
continues to foster its unique identity while remaining adaptable to global trends. By
recognizing and embracing this cultural evolution, Vietnam can strengthen its position
in the globalized world without losing sight of the traditions that have long defined its
people.
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IV. References
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Markus, H., & Kitayama, S. (1991). Culture and the self: Implications for cognition,
emotions, and motivation. Psychological Review, 2, 224-253.
Nguyen, H. T. (2016). Vietnamese collectivism and its impact on contemporary
society. Asian Journal of Social Science, 44(3), 245-267.
Ting-Toomey, S., & Chung, L. C. (2005). Understanding intercultural
communication. Oxford University Press.
Them, T. N. (2016). Hệ giá trị Việt Nam từ truyền thống đến hiện đại và con đường
tới tương lai. Tp Hồ Chí Minh: Nxb Văn hóa – Văn Nghệ.
Triandis, H. C. (1995). Individualism & collectivism. Westview Press.
Trần, N. T. (2016). Six fundamental traditional value systems and derived values.
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