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Vietnamʼs facial skincare industry is entering an important transition phase, as growth is no longer driven by intensive treatments or complex routines, but increasingly revolves around the need to maintain healthy, stable, and long-term skin conditions.
This shift is happening simultaneously across both the market and social media discussions, clearly reflected in how consumers approach, select, and use skincare products.
This report explores the evolving landscape of Matcha conversations on Vietnamese social media in 2025, where trends, user behaviors, and brand activity reveal both momentum and limitations. With nearly 3.8 million social mentions across multiple platforms within 2 years, matcha has become a daily topic driven largely by users and online communities rather than brand-led initiatives.
