Historical beauty standards of Vietnam
Pre-colonial times: Virtue and fair skin
In pre-colonial Vietnam, beauty was often tied to virtue and character, as captured in the proverb, “Cái nết đánh chết cái đẹp” (“The virtue defeats the beauty”). Physical appearance was secondary to moral qualities, but fair skin held symbolic importance. It signified a life of privilege and refinement, free from outdoor labor, a value influenced by Chinese cultural norms during the Han Dynasty’s rule over Vietnam.
Teeth blackening: A unique tradition
Teeth blackening, a practice among the Kinh and ethnic minority groups, symbolized beauty and maturity for women. Believed to ward off demons—since white teeth were associated with evil spirits—this tradition also signified social status. During French colonial rule, the practice declined, as Western beauty ideals favored natural white teeth. The introduction of skin creams and cosmetics further eroded traditional customs.
French colonial influence
The French colonial period brought significant changes to Vietnamese beauty standards. Advertisements promoted skin whitening products, alongside red lipstick and rouge for cheeks, marking a shift toward European aesthetics. These products became synonymous with modernity and class, causing traditional practices like teeth blackening to fade.
American War Era: The rise of flawless skin
During the American War, advancements in dermatology influenced local perceptions of beauty. American military presence and the introduction of new skincare treatments to combat tropical conditions created a focus on flawless and blemish-free skin. This period laid the groundwork for Vietnam’s burgeoning skincare and cosmetics industry, which continues to thrive today.
Contemporary beauty standards in Vietnam
Pale, flawless skin
In Vietnam, pale and flawless skin remains a dominant beauty standard, symbolizing class, refinement, and modernity. This preference, rooted in historical class distinctions, is still evident today, with many people wearing long sleeves, hats, and even gloves to avoid tanning. The widespread use of skin whitening products reflects this cultural value, though these practices have sparked increasing debates about their safety and implications.
The Korean wave and skincare obsession
The influence of South Korean beauty trends, known as K-beauty, has profoundly shaped contemporary Vietnamese beauty standards. From 10-step skincare routines to an emphasis on dewy, youthful skin, Korean products and techniques dominate Vietnam’s booming cosmetics market. Popular Korean brands such as Innisfree and Laneige have become household names, reinforcing ideals of a radiant, “glass-like” complexion.
Beyond skincare, cosmetic surgery inspired by Korean trends has gained popularity, with procedures like nose lifts for a more pointed nose and double eyelid surgery becoming common.
Challenging norms
While pale skin remains the mainstream ideal, the success of H’Hen Niê, the first ethnic minority Miss Universe Vietnam, has challenged these norms. With her darker complexion and unique features, H’Hen Niê has redefined Vietnamese beauty, inspiring a broader acceptance of diverse appearances. Her victory has sparked discussions about inclusivity and the evolving meaning of beauty in Vietnam.
Redefining beauty
A growing number of young Vietnamese are embracing individual beauty over traditional ideals. This shift is evident in urban areas, where trends like natural makeup, bold hairstyles, and unique fashion choices are gaining traction. Social media platforms, where influencers showcase diverse aesthetics, are driving this movement and encouraging people to celebrate authenticity over conformity.
Slimness as an ideal
In addition to flawless skin, slimness is a key component of Vietnamese beauty standards. Vietnam consistently ranks as one of the least obese countries in the world, reflecting the cultural value placed on maintaining a lean physique. This is influenced by the traditional Vietnamese diet, which is rich in fresh vegetables, lean proteins, and minimal processed foods, setting it apart from Western eating habits.
What Vietnamese do to meet beauty standards
Everyday practices: Staying covered
One of the most noticeable aspects of Vietnamese beauty culture, especially for travelers, is how many people take extensive measures to avoid sun exposure. It’s common to see women and even men wearing long sleeves, gloves, hats, and masks while riding motorbikes—earning them the nickname “ninja.” This effort to maintain pale skin stems from its association with refinement and class.
On beaches, you might find them nearly empty during midday, with locals flocking to the water only when the shadows grow longer. These practices reflect a cultural value placed on protecting the skin, often surprising to travelers from sunbathing cultures.
Skincare and cosmetics
Vietnam’s booming skincare industry is heavily influenced by Korean, Japanese, and Western products, focusing on achieving smooth, blemish-free skin. Popular Korean brands, like Innisfree and Laneige, dominate shelves, alongside traditional Vietnamese herbal remedies.
Skin whitening products
Skin whitening creams and treatments are widely used, despite increasing controversy over their safety and societal implications. These products highlight the ongoing importance of pale skin in beauty ideals, although a growing number of people are challenging this standard.
Surgical and non-surgical enhancements
Cosmetic procedures, both surgical and non-surgical, have become more popular in urban areas. Nose lifts, eyelid surgeries, and skin treatments are sought to align with both Korean-inspired aesthetics and traditional ideals. These enhancements represent the evolving influence of modern techniques on long-standing cultural values.
Diet and weight loss practices
To maintain slim figures, many Vietnamese rely on natural diets rather than intensive workouts. Fresh meals with herbs, rice, and vegetables form the backbone of daily eating habits. However, modern weight loss products like pills and teas have gained popularity, particularly among urban populations seeking quicker results.
Exercise trends
While regular exercise is less common, activities like yoga and aerobics are gaining traction in cities. However, these trends still lag behind the emphasis placed on diet-based solutions for weight management.
Vietnamese perspectives on western travelers
When Western travelers visit Vietnam, they often find themselves the subject of curiosity and admiration, especially in more rural areas where foreign visitors are less common. Blonde hair, blue eyes, and high-bridged noses—features that are rare in Vietnam—often attract attention and compliments. Locals might comment on a traveler’s appearance, viewing it as a natural expression of admiration rather than an invasion of privacy.
A warm welcome
Vietnamese people are generally warm and hospitable, and this extends to their interactions with Western travelers. The cultural fascination with fair skin aligns with their broader beauty ideals, so it’s not uncommon for lighter-skinned travelers to receive compliments or even friendly curiosity about their skincare routines.
Curiosity about differences
However, perceptions vary depending on the individual’s features. Travelers with darker skin tones may notice less overt admiration, reflecting long-standing cultural biases tied to class and historical beauty ideals. That said, younger Vietnamese, especially in urban areas, are increasingly exposed to global media, which is helping foster a broader appreciation of diverse appearances.
Engaging positively
As a traveler, it’s important to engage these moments of curiosity with friendliness and an open mind. Many locals simply want to share their culture while learning about yours. For some travelers, these interactions become memorable stories, showcasing the mutual fascination that can arise from exploring a new culture.
