Vietnam continues to lead the region in consumer optimism driven by positive economic outlook and confidence in personal finances, according to the sixth edition of the ASEAN Consumer Sentiment Study (ACSS) by the Singapore-based United Overseas Bank (UOB) released on November 20.
Vietnam recorded the highest score on the newly launched UOB ASEAN Consumer Sentiment Index at 67, well above the regional average of 54 and a three-point increase from last year. This reflects sustained confidence among Vietnamese consumers in both the national economy and their personal financial outlook.
The Index is based on six key indicators measuring perceptions of current and future economic conditions and personal financial well-being. On the macroeconomic front, over eight in ten Vietnamese respondents expressed optimism about the country’s broader economic outlook, with the sub-index rising 12 percentage points from 2024. This confidence is supported by Vietnam’s robust macroeconomic performance in the first half of 2025, including a GDP growth of 7.52% year on year, marking the highest first-half growth since 2011.
Vietnamese consumers show strong confidence in the country’s political, economic and social stability. This optimism has persisted despite global uncertainties, including the US tariff announcement on April 2, 2025. Stable commodity prices and sustained foreign direct investment (FDI) inflows have further bolstered sentiment. UOB’s latest economic forecast, released last month, revised Vietnam’s full-year GDP growth to 7.7%, up from 7.5 %, following a strong third-quarter performance of 8.23 %.
The ACSS 2025 surveyed 5,000 respondents aged 18 to 65 across five ASEAN countries namely Indonesia, Malaysia, Singapore, Thailand and Vietnam between May and June 2025, in collaboration with Boston Consulting Group.
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