Vietnam has maintained its position as the most optimistic consumer market in Southeast Asia, according to new research from United Overseas Bank. The country continues to outpace its regional neighbors in consumer confidence levels.
Vietnam's Consumer Confidence Dominance
The latest ASEAN Consumer Sentiment Study, conducted by Singapore-based United Overseas Bank (UOB), reveals that Vietnam scored 67 points on the consumer optimism index. This impressive result places the country significantly above the regional average of 54 points among Association of Southeast Asian Nations (Asean) members.
Published on November 23, 2025, the findings highlight Vietnam's consistent leadership in consumer optimism across the Southeast Asian region. The Vietnam News Agency reported these results, confirming the country's strong economic positioning.
Factors Driving Vietnamese Optimism
Vietnamese consumers demonstrated strong confidence in the country's political, economic and social stability, according to the comprehensive study. This positive outlook persists despite ongoing global uncertainties that have affected many economies worldwide.
Paul Kim, head of personal financial services at UOB Vietnam, explained the underlying factors. "Despite global headwinds, Vietnam has demonstrated strong fundamentals and effective policy direction," Kim stated. He further noted that "this momentum is driving increased consumer spending and a greater focus on financial planning."
Regional Implications and Economic Outlook
The substantial gap between Vietnam's score of 67 and the regional average of 54 points underscores the country's unique position in Southeast Asia's economic landscape. This consumer optimism translates directly into economic activity, with increased spending patterns observed across multiple sectors.
The study confirms that Vietnam's economic resilience and policy effectiveness have created an environment where consumers feel secure about their financial future. This confidence appears robust enough to withstand global economic challenges that might otherwise dampen consumer sentiment.
As Vietnam continues to lead ASEAN in consumer optimism, the country sets a benchmark for economic stability and consumer confidence in the region. The findings suggest sustained economic growth potential driven by confident consumer behavior and strategic policy direction.
