THE GREAT RESTRUCTURING

ASEAN Consumer & Business Pulse Survey 2026

Vietnam Is Growing With Confidence But Restructuring for What Comes Next

What changing business conditions, hiring priorities and workforce strategies mean for Vietnam in 2026

Vietnam is entering a new phase of growth. As businesses expand, they are also navigating changing talent expectations, AI-driven career shifts and evolving workforce priorities.

So, what does this mean for your business and talent strategy?

The Great Restructuring: ASEAN Consumer & Business Pulse Survey 2026, by Reeracoen Group × Rakuten Insight, explores how Vietnamese businesses and workforce are adapting to these shifts, and how the country's current momentum compares across ASEAN markets.

🔍 Key Vietnam Insights

• 48% - Vietnam records the highest consumer optimism among the six ASEAN markets

• 46% - Vietnam has the highest share of businesses reporting improving revenue

• 16% - Vietnam has the highest rate of businesses expanding hiring in ASEAN

• 39% - AI and automation are the #1 reason cited by those considering a career change

• 43% - Businesses are prioritising operational efficiency, the highest in ASEAN

💡 Why This Matters

Vietnam’s growth is creating new opportunities, while businesses navigate a rapidly changing talent and operating environment.

For employers, this means rethinking how to:

• Attract and retain talent

• Build future-ready workforce capabilities

• Prepare for AI-driven changes in skills and workforce needs

• Turn market growth into sustainable business performance

The opportunity is not simply to grow faster, but to build the workforce and capabilities needed to grow sustainably.

🚀 What You’ll Gain

✅ Insights into Vietnam’s evolving business and hiring landscape

✅ Data on workforce, AI, automation and career trends

✅ A clearer view of Vietnam’s position across ASEAN

✅ Insights to support talent and business growth planning

📊 Get the Full Report

Discover the data shaping Vietnam’s next phase of growth, and the restructuring taking place across ASEAN.

👉 Complete the form to receive your copy of The Great Restructuring: ASEAN Consumer & Business Pulse Survey 2026.